Jun
17
Persuasion: Beyond Usability and User Centered Design
Filed Under Business Ideas, Resources, Principles, etc., Favorite Books, Free Book Summary - Online, General
I’ve been reading Call to Action: Secret Formulas to Improve Online Results and the authors advocate persuasion as the real goal of a commercial website, not usability.
Wandering through a website endlessly, but very easily, doesn’t do customers any good. They need answers. Answering the questions of different personas that visit your site persuades them to stick around and eventually buy.
The Persuasive Process
1. Who needs to be persuaded?
2. What actions does this person need to take?
3. How will you effectively persuade that person?
The book is fantastic and only getting better. More thoughts to come.