In our previous post this month, we talked about usability – the importance of making sure your site is easy to use and navigate.
Just as important as usability is persuade-ability. Designing a persuasive site goes beyond making sure users have the ability to perform certain tasks. It involves creating a site that encourages them to perform those tasks.
Persuasive design expert Andrew Chak, in his oldie-but-a-goodie Submit Now, discusses one of the most important elements of persuasive design – ensuring that your site addresses customers at all phases of the buying cycle. Chak categorizes these folks as either browsers, evaluators, transactors, or customers.
Mega-retailer zappos.com owes its huge success ($1 billion in 2008 sales) in part to how well it addresses these four unique audiences.
Zappos makes life easy for browsers by letting them sort shoes using a huge variety of filters – so you can view only wide shoes, for example, or animal print shoes, or Mary Jane-style shoes, or clog-style shoes with 2 ½ inch heels … you get the picture.
They help evaluators by providing detailed information about each shoe a customer is considering. You can view a pair a shoes from 8 different angles; find out if you should order your standard size, or a half-size up; review 8 to 12 additional specs about the shoe, such as weight and composition; and read extensive customer reviews (often as many as 60 or 70 per product).
They helps transactors by making the buying process simple – and the return process simpler, as Zappo’s loyal customers love to rave about.
Finally, Zappos helps customers with services like providing an online catalog of past orders, stretching years back – and sending personalized emails a year after your purchase asking if you’d like to order a fresh pair of the same shoes.
Many elements influence the persuasiveness of your site, but a good place to start is by asking this question: Is my site talking to my four critical customer groups?
As the saying goes “The Cobblers kids don’t have shoes”. For anyone that doesn’t get the reference it means that when you are good at doing something for other people it is difficult to do the same thing for yourself. Since we have spent the past few weeks putting the finishing touches on our new […]