Submit Now: Designing Persuasive Web sites
Your home page should answer the following questions:
What does this web site or company do?
Who is this site for?
What can you do on this site?
Include a tagline
Write compelling content from the user's point of view.
- Why should they buy? What are their needs/ what are their concerns?
- Explain the benefits of registering or a member's only section before they register.
- Offer discount bundles, up sell.
- Always display a confirmation page and your email. Include support contact info, order number, order summary, shipping and/or billing address, payment method, FAQ link, return policy).
- Encourage customer feedback - surveys, email…
- Send acknowledgement email - include timeframe for formal response, phone number, real name. Accumulate responses in a database and use them in an FAQ eventually.
Product Listing Page
- Brief description (and price)
- Integrate price anchoring (list options together with prices to push user towards particular packages)
- Buy It Now link
- Allow for sorting - name, brand, price, date, featured items
- Allow for comparisons
- Highlight features and benefits
- Provide lots of details
- Photos and image that provide answers
- User reviews
- Buy button
- Allow for navigation to next item in category
- Let client speak by putting them front and center in case study
- Testimonials or quotations
- Name and job title
- Make client real
- Include images
- Problem, solution and result
- Include printable version
- Include call to action button (ex. Contact).
- prioritize (make important ones stand out)
- use descriptive labels
- supporting text
- Make it clear items are added
- Show shipping costs in cart
- enable users to continue shopping
- Big submit order button
- Order confirmation page
- Explain process
- Put cursor in first field
- Show progress
- Fix the tab order
- Integrate help
- Provide confirmation
Contact Us Page
- Spell out email address, do not hide it in a link
- Let them know the response time
- State hours of operation
- Provide map with address
- Is it clear where users should start navigating to accomplish their goals?
- Can users tell what your site offers? Do they perceive your whole range of products and services?
- Do you make it easy for users to navigate through related content, products, or services? How do you encourage users to wander around your site?
- What educational material do you provide to help your users become confident evaluators?
- Is it immediately obvious to your users why they need your products or services? If not, how do you intend to make them aware?
- Does the site stimulate users to recognize unrealized needs?
- How will you enable your users to quickly evaluate between options?
- How do you prove that your product or service is worth purchasing? Do you provide enough detail for users to want it?
- Does your content explain the features and benefits of your products and services?
- Are the right photos or images incorporated in your content to show off your products and services in the best possible light?
- Do you provide design tools or calculators to help users determine their own specific solution?
- Do you allow users to get a real sense of how your product or service works? Do you need to provide a demo?
- Do you make it easy for your users to transact at any time throughout the site?
- Do you allow your users to continue with a transaction that they previously started?
- How do you support users that already know what they want?
- Do you specify any requirements that users have to fulfill up front before they start the transaction?
- Do you provide guarantees or assurances to help users overcome any hesitancy regarding transacting online?
- How do you motivate your users to complete their transaction immediately? What sorts of incentives or disincentives do you incorporate?
- How do you intend to draw your customers back to your site?
- How do you enable customers to solve their own problems or answer their own questions?
- How do you enable customers to vent and receive a quick resolution to their problems?
- How do you make it easier for customers to conduct the next transaction?
- What incentives do you provide customers to do business with you again?
Interview Your Users
- What would it take to get you to purchase this product or service right now?
- What problems or negative consequences do you want to avoid with these products or services?
- What features and benefits are most important to you about these products or services?