Credibility and Persuasive Web Design
- Edinburgh: Thursday, March 22
Jen Cardello
Full-Day Training Course
Research studies have shown that users judge websites in a fraction of a second and our decision-making is largely controlled by the subconscious mind and not based on logic. Therefore, it’s not surprising that many seemingly logical design decisions often produce poor results.
Much of what influences users to take desirable actions is not as clear-cut as we designers would like to think. Focus on branding, design and usability is only the starting point. Understanding the psychology behind motivation and action and how to incorporate that into web experiences can take your site to the next level.
What You’ll Learn
In this session, you’ll learn:
- The drivers and persuasion and credibility
- Over 70 recommendations to increase trust and persuasiveness
Course Outline
- Defining credibility and persuasion
- Trust
- Disposition to trust
- Initial trust
- Experiential trust
- Gauging credibility
- Prominence-Interpretation
- Optimization testing
- Brain processing
- Subconscious vs. Conscious Processing
- Human automaticity
- Cognitive biases
- Judgmental heuristics
- Principles of influence
- Reciprocity
- Commitment and consistency
- Social proof
- Liking
- Authority
- Scarcity
- Credibility Model
- E-commerce product classification
- Recommendations for each Phase of Persuasion:
- Visit your site
- Stay on your site
- Believe your site
- Take desirable actions on your site
- Searching behavior
- Pre-attentive processing
- Loss Aversion
- Ratings and reviews
- Content dates and details
- Product display
- Company information
- Testimonials
- Ads
- Video
- Behavioral Economics
- Decision-making
- Complexity
- Number of options
- Compromise options
- Relativity
- Order Effect
- Decoys
- Zero Price Effect
- Eliminating purchase uncertainty
- Considered purchases
- Getting leads
Format
This full-day tutorial includes lecture, screenshots, user testing videos, and active participation.
Handouts
Copies of the presentation slides
Who Should Attend
The course assumes existing usability and design experience/understanding and is appropriate for anyone responsible for their organization's website, including managers, content contributors, and designers. It's also applicable for intranet designers or content contributors who work on campaigns to change employee behavior (anything from adapting healthier lifestyles to participating in corporate initiatives).
Instructor
Jen Cardello is a User Experience Specialist with Nielsen Norman Group. Since 1996, Cardello has
specialized in user-centered and business-focused website strategy, expert reviews, competitive analysis, and
information architecture. She previously led customer experience consulting practices at Gomez Advisors, Watchfire,
and Keynote Systems, advising clients in sectors such as financial services, telecommunications, and lodging.
During this time, she also developed hundreds of user experience criteria for the Keynote Scorecards that benchmark
dozens of financial services websites including banks, brokerages, lenders, and insurance carriers. As principal
of her private practice, Cardello worked with clients in transportation, financial services, publishing, and
education to define user and usage-centered Web strategies and architectures. She has a BFA in architecture
from the Massachusetts College of Art and Design.
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