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Websites that Sell: The Role of Motivational Psychology in Website Design
- San Francisco: Friday, April 6
Bruce “Tog” Tognazzini
Full-Day Training Course
Learn how to ensure a site captures people’s interest, guides them through enticing sales pages
with all pertinent information close at hand, actively motivates the customer to buy, then offers a pleasant
check-out experience.
Website owners, designers, programmers, and marketers alike will come away knowing how to design sites
or oversee the design of sites that motivate customers to buy products or services or support your cause.
You’ll spend a full day with Tog, the third Nielsen Norman Group Principal who, before Steve Jobs
hired him as Apple’s first engineer/designer some 30 years ago, had been 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.” He’s spent the last fifteen years helping commercial websites
increase margins and close sales, as well as teaching non-profits how to use sales techniques to promote
their cause.
What You’ll Learn
Tog will give you hard information on how to avoid the 10 key website pitfalls that
drive potential customers away. Then, he’ll offer you proven, ethical motivational psychology
techniques that convert skeptical “looky-loos” into satisfied buyers. You’ll walk away
with all you need to ensure your online customers not only buy what you’re selling right now, but
ensure repeat business.
Course Outline
- Top 10 website failures & what to do about them
- Plug the most obvious leaks that are costing you sales and customers today
- Spot and fix “bailout points” where errors in design are motivating customers
to decide to leave
- Learn to establish rapport and build trust, the cornerstones of successful sales
- Learn the trade secrets of the masters like Bed, Bath & Beyond that have made them an
equal success both on and off the web
- Explore common-place website marketing mistakes that may be costing your company millions.
Why the “big guys” fixed them long ago, and how you can fix them right now.
- Caution: More than one attendee has abruptly rushed out to call the
office after realizing, to their horror, that their site has been practicing, big-time, one
of the top-ten ways that sites lose sales. They often miss the next way they’ve
been throwing away money in their rush to ensure the first one stops. Most sites out there
practice at least five of the top ten; it’s best to wait for the break before calling.
- Motivational psychology: Theory and practice
- Pick up key motivational techniques developed by leading psychologists and vetted by top
salespeople that can both improve the user experience and close sales
- Learn how to design pages that motivate purchases, rather than just presenting data
- Understanding your customers
- Learn new ways to ask the customer what they want or don’t want, rather than either
depending on guesswork or offering every customer the exact same experience.
- Adopt tricks that top sites like Amazon use to infer their customers’ strengths,
fears, and motivations without asking.
- “Close” sales today and ensure customers return again and again
- Ethical sales techniques ensure people buy exactly what they need, while encouraging them
to buy it today. They get what they want, they tell their friends about it, and they return.
- Stop the arguing
- Learn how to get your company to “do the right thing” without your having to fight.
Pick up simple, proven, stress-free techniques that motivate people in your company to quickly
make necessary changes, all with a smile on their face.
- And more…
Format
This full-day tutorial includes lectures and workshops.
Handouts
A bound book of the presentation slides
Who Should Attend
- Designers:
- Good human-computer interaction design is not enough. This course will give you the unique skill
set you need to transition into active selling. You will leave armed with new tools that will help
you not only motivate your customers, but your own management as well, so you can spend more time
designing and less time tearing your hair out in your efforts to sell your ideas.
- Marketers:
- This course is a bridge between your world and your developers’ world. You will come
away with not only a solid refresher in motivation psychology, but the tools and vocabulary you
need to work effectively with your designers. You’ll be able to spot and quantify problem
areas of your current site as well as launch the transition to active selling.
- Managers & Project Leaders:
- Here’s what you need to return to your company and inspire your marketers and designers
to work together to immediately fix what’s wrong before beginning to turn your site from an
order-taker into a sales-motivator. You’ll feel confident in your ability to take an active
role in guiding the development of a more approachable, easy-to-learn, easy-to-use site design
that closes the sale.
- Engineers:
- Your thing may be programming, but now you find yourself having to design. If this is a new
area for you, you need this course and Tog’s other course, Interaction Design. Take them both,
and you’ll end up with a solid grounding that will give you the confidence, control, and proven
methodology you need to attack the most difficult design problems. Show this next paragraph to your boss:
It only makes good business sense to give employees the tools they need to get their work done. Engineers
can learn design, but design is not engineering, and your employee deserves a boost up if you expect
him or her to make the transition. These two courses are given by one of the leading designers in the world,
a designer who started as an engineer. The best of the best in the computer industry are engineer-designers.
Your investment will be paid back in full with the first change your newly-minted engineer-designer makes
to your site.
- Independent Website Owners:
- If you have been at the mercy of an independent web designer, it’s time you took charge, and
this course will give you the grounding and the tools you need. For the first time, you’ll feel
in control of your developer, instead of the other way around.
You already know that “if you can’t measure it, you can’t manage it.” You’ll
learn for the first time how you personally can measure your site’s strengths and failures. You’ll
learn how to spot where your site is draining away customers, and, most importantly, you’ll know exactly
what to do about it. You’re paying for a site that sells, but you may not be getting a site that sells.
It is high time you did.
- Independent Website Developers:
- Get ahead of the curve. Which of the 10 biggest mistakes Tog reveals are your sites making? Find out
before your clients do. And grab some new clients by presenting to them the mistakes their current developer
has made, along with a proven plan for pushing their site beyond just order-taking.
- Non-profits:
- You may not be selling a product, but you are selling yourself and your cause. Many people working
for non-profits have taken course and put its lessons to good use. You’ll gain the tools and
confidence to actively market your cause, instead of just hoping people will notice.
- All of you who are sick of bad websites:
- Bad websites cost all of us money by making people wary of even trying to buy on the web.
You come across bad websites every day. The owners of these sites will never hear of this course through
normal channels. Bookmark this page and, when you hit a bad site, instead of JUST YELLING!, forward a
link every time you come across a bad site. Maybe they’ll take the course or at least take the hint,
but in either case, you’ll feel better for it, and it just might lead to some good.
Instructor
Bruce “Tog” Tognazzini is the third Principal at Nielsen Norman Group
and a recognized leader in HCI design.
After a successful 15-year career in sales and technical service, he began programming late at
night in his kitchen on one of the first Apple II computers. Within two months, he was selling
applications, and five months later, Steve Jobs saw his work and snatched him up to make him
Apple Computer’s first engineer/designer.
During his 14 years at Apple, he founded the Apple Human Interface Group, published the
first eight editions of the Apple Human Interface Guidelines, and worked with others in the
industry to establish HCI design as a discipline. In later years at Apple, he was Apple’s
Human Interface Evangelist, helping companies, large and small, in their struggles to produce
successful designs.
Following Apple, he became Distinguished Engineer at Sun Microsystems, where he led Starfire.
This visioneering project predicted many aspects of the World Wide Web, and continues to guide
gestural and social interfaces. He was also Chief Designer at Healtheon/WebMD, where he helped
establish WebMD as the premier healthcare website.
A sought-after public speaker and consultant, he has authored or co-authored several books on
HCI including Tog On Interface and Tog On Software Design and
publishes the webzine/blog AskTog.com. Tog has 56 patents
issued in the areas of aviation, eye-tracking, radar information display, GPS, and, of course,
computers. He has been routinely named the most engaging speaker at Nielsen-Norman Group
conferences.
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