UCD Concepts

If you guys aren’t already familiar with Persuasive Design, I suggest doing some reading on the subject. You’ll find it fascinating!

I first began studying persuasive design back in 2007 when I had to write copy for the Sears/Kmart websites. Let me tell you, it was no easy task. How do you get tens of thousands of people to purchase items with the least amount of words as possible?

Users don’t want to think about what they’re reading. Keep it short and simple. You will find your conversion rate per task to be higher by doing so.

If you want your users to do something learn how to get them to say “YES.”

Here are 6 powerful compliance triggers to get users to say “yes” from http://www.copyblogger.com/get-to-yes/.

1. Reciprocation
2. Commitment & Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity

BTW, my favorite one is Scarcity. In the world of e-commerce I believe it is the biggest component of selling large quantities in a cyclical, short period of time. We performed A/B testing using different words and phrases such as Limited Quantity, Sale Ends Soon, Limited, x Days Left, etc. so that users felt compelled to purchase an item before it was too late. I will admit that sometimes I felt bad about doing so, but it’s the nature of the beast. If you want to sell, use the tools of persuasion. Check out a previous post of mine Amazon.com Lightning Deals … time is running out! and see it in action.

Researching on the Web will give you even more valuable data and test cases that you can use in your arsenal when trying to explain the ROI on some of your UX decisions.

http://uxmag.com/design/why-persuasive-design-should-be-your-next-skill-set

http://www.slideshare.net/dings/persuasive-web-design-how-to-separate-users-from-their-bad-behaviours

http://userexperience.robertjneal.com/2011/persuasion-patterns-on-facebook/

Enjoy the read!

I never really paid attention to the Lightning Deals section in Amazon.com’s Gold Box until tonight.

Check the bottom left corner of the picture above.  Do you see how much time is remaining?  I’ve got 1 hour and 20 minutes to purchase and 60% of the product has already been claimed.  The time remaining is also ticking down as I stare at the page.

Do you feel a sense of urgency while viewing this product?  Is feeling that sense of urgency going to increase the chance you will purchase this item?

Amazon is limiting the amount of time an item is on sale and showing a percentage of stock already claimed.  In turn, Amazon is creating a sense of urgency for the shopper to purchase.

Let’s take a look at the Amazon’s Lightning Deal one hour later.

Hmm.  One hour later and 72% of the items have now been claimed.

Do you feel the anxiety kicking in now?  Time is running out and you can see the timer ticking down.  How does it make you feel?  Do you feel motivated to purchase in any way?  Imagine this was an item you were somewhat interested in and then answer the questions again.

After the deal time expires, Amazon relays how much of the stock was actually claimed.

I like how Amazon takes a more direct approach to the countdown.  Keeping the user updated as to how much time is left and basically how much stock is left of the item.  I think the information helps motivate the user toward making a decision to purchase.

I have a feeling not many people have actually sat on the Lightning Deals page and watched a deal come to a close, so I wanted to give everyone a glimpse at the experience Amazon provides.

Cheers.