Credibility and Persuasive Web Design
- San Francisco: Wednesday, October 6
- Copenhagen: Thursday, October 21
- Las Vegas: Tuesday, December 7
Jen Cardello
Full-Day Tutorial
Research studies have shown that users judge websites in a fraction of a second. Our gut reaction is controlled by the subconscious mind and not based on logic. Therefore, many seemingly logical design decisions often produce poor results.
Much of what influences users to take desirable actions is not as obvious 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 build that into web experiences can take your site to the next level.
What You’ll Learn
In this session, you’ll learn:
- Over 60 criteria for designing credible and persuasive sites
- What and why users trust some sites and content and not others
- Design techniques that affirm credibility
- Design techniques that influence users to take action
Course Outline
- Defining credibility and persuasion
- Success factors for different types of sites
- Sales
- Marketing
- Servicing
- Informational
- Impact of previous experience/awareness
- Imagery, layout, colors, typography
- Labeling
- Dates
- Content types, quality and quantity
- Endorsements
- Testimonials
- Third-party advertising
- Price disclosure and presentation
- Product photography
- Ratings and reviews
- Comments
- Business model details
- Defining Persuasion
- Persuasion: Power of the subconscious mind
- Website examples of core influencing principles
- Social Proof
- Reciprocity
- Commitment and consistency
- Rejection then retreat
- Scarcity
- Exclusivity
- Choice
- Sameness
- Competition
- Storytelling
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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