Websites that Sell: The Role of Motivational Psychology in Website Design
- London: Friday, May 21
- San Francisco: Saturday, June 19
- Toronto: Saturday, August 14
Bruce “Tog” Tognazzini
Full-Day Tutorial
Is your website achieving its full potential? This course will show you how to design sites that attract customers and
motivate them to buy products or services, support your cause, or improve employee success and satisfaction, all in a
pleasant, supportive environment that helps ensure they’ll want to return.
Join Tog, our world-renowned user interface design guru, who (before the PC was invented) was an award-winning
salesperson for 15 years, selling millions of dollars worth of consumer electronics and teaching hundreds of people
the secrets of “closing the deal.”
Drawing on both his extensive HCI design and sales experience, Tog will teach you how to avoid key website pitfalls
that can drive potential customers away. He’ll then thoroughly detail important motivational psychology fundamentals,
emphasizing how they apply to online sales. Armed with this thorough grounding in motivational psychology, you’ll
ensure that your online customers not only stick around and buy what you’re selling right now, but will come back
again and again.
What You’ll Learn
In this session, you’ll learn how to work in a cooperative team of designers and marketers to:
- Transition from passive order-taking to actively selling products and services
- Spot and correct “bailout points” where customers leave your site
- Gather simple info from customers to help target your sales pitch
- Design pages that motivate purchases, not just present data
- “Close” the sales, so customers will buy from your site or buy into your cause today
Course Outline
- Motivational psychology: Theory and practice
- How to apply motivational psychology to website design: Tried and true motivational techniques that can both improve the user experience and close sales
- Understanding your customers
- Moving beyond demographics to customer strengths, fears, and motivations
- Simple, effective solutions to keep customers on your site
- After Tog explains these, you’ll hone your techniques in small group workshops
- Fix common “bailout” areas
- Splash screens
- Home pages
- Registration forms
- Checkout screens
- And more...
- Correct common problems
- Creeping legalese
- Confusing navigation
- Content-free “About us” pages
- Presentation structure and content
- And more...
Format
This full-day tutorial includes lectures and workshops.
Handouts
Copies of the presentation slides
Who Should Attend
This course will offer critical insights for designers, marketers, and project leaders working on the ecommerce front lines. Mastering the art of closing the deal online is also useful for people who want to streamline their site’s user experience. Upon completion, participants will understand how to design websites that are attractive, engaging, and effective.
Instructor
Bruce “Tog” Tognazzini is a Principal at Nielsen Norman Group and a recognized leader in HCI design.
As chief designer at Healtheon/WebMD, he helped establish WebMD as the premier healthcare website. Before that, he was
distinguished engineer for Strategic Technology at Sun, where he led the Starfire project, which predicted the rise of the
World Wide Web. During his 14 years at Apple Computer, he founded the Apple Human Interface Group and acted as Apple’s
Human Interface Evangelist. In 2000, he rejoined his long-time colleagues as a Principal at NN/g. A sought-after public
speaker and consultant, he has published two books, Tog On Interface and Tog On Software Design, both from Addison-Wesley,
as well as the webzine AskTog. Tog has 56 patents issued and additional ones pending
in the areas such as aviation, radar, eye-tracking, flat panel display information presentation, GPS, and portable calendaring.
He was an expert witness on HCI in Lucent Technologies Inc. v. Gateway Inc., 07CV2000, U.S. District Court, Southern
District of California (San Diego) defending Lucent's patent 4,763,356. The jury returned a verdict of $357.7 million
dollars on this patent.
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