motivational index
DESCRIPTION
As presented at the Conversion Summit in Frankfurt 2012. A comparative evaluation of 6 top US retail websites and the persuasive design elements used. Commented version. Ole Gregersen 2012TRANSCRIPT
MOTIVATIONAL INDEXOle Gregersen Really experienced Senior UX-consultant(The one the others call)Lecturer IT-Universitetet
ConversionSummit - 6th of September 2012
All Brand
New!
“Know this before your employees”- Ole Gregersen
COMMENTED VERSIONBe sure to check comments in each slide
/Ole Gregersen
Persuasion Context
It’s a snapshot – a comparison
• Which persuasive elements are used?
• Whats common, whats specific?
• What does it teach us?
CREATION6 websites, 6 principles, 100+ screenshots
1. Social proof2. Authority (trust)3. Scarcity (urgency4. Commitment, consistency5. Reciprocity (or something similar) 6. Liking
1. Walmart2. Amazon3. Dell4. Office Depot5. Best Buy6. Staples
Motivational Index
Walmart Dell Office Depot Staples Amazon Best Buy
Social Proof
Authority
Scarcity
Commitment
Reciprocity
Liking
1. SOCIAL PROOF
Social proof
Social proof AND trust
The Motivational IndexAmazon Dell Office
depetBest Buy Walmart Staples
Social Proof X * X * X XAuthority
Scarcity
Commitment
Reciprocity
Liking
2. COMMITMENT, CONSISTENCY
Commitmentconsistency
3. RECIPROCITY
Reciprocity• But the otherway round?
4. SCARCITY
Scarcity
5. AUTHORITY
Authority (trust)
6. LIKING
Liking
OBSERVATIONS
Best Buy Form
The Motivational IndexAmazon Dell Office
depetBest Buy Walmart Staples
Social Proof X * X * X X
Authority X X * X *
Scarcity X X * * * *
Commitment X * * * X *
Reciprocity * * * * *
Liking * X X
Index 4.5 4 4 4 3 2.5
• Social Proof - driven by Amazon, Facebook, Google• Big brands use authority different – they are authority• Commitment strategies growing• ‘Liking’ more relevant for smaller businesses?
Opportunities, potential
Maturity
CONCLUSIONS?• A glimpse of creativity, a lot of highway• Persuade the user ALL the way• Still low personalization/segmentation
• Lots of opportunity for new persuasive elements!• Lots of new usage data• Lots of new customers
Yours and my
Thank you…• www.oleg.dk - My Danish website + blog
• LinkedIn: www.linkedin.com/OleGregersenOle• Tweets - @OlegUsability