When usability isn’t enough
Making a site usable is like removing the obstacles along a road. It makes it easier for people to get from A to B, but that doesn’t mean they’ll choose to go there.
Sometimes, usability isn’t enough to get the performance boost you need. That’s where persuasive design comes in
A trick of the mind?
We’ve discovered that making small changes to a website can dramatically change its performance.
For instance, swapping the order of two questions on a customer response form doubled the number of leads from the website.
We’ve found more of these tricks - that rely on understanding the psychology of your users.
Designing for persuasion
Our model of persuasive design looks at what motivates users to take action. Whether that’s clicking deeper into your website or completing an online transaction.
For instance, we discovered that by moving the ‘contact us’ link into the main navigation path of one of our clients’ sites, we increased the number of leads by 30%.
In doing so, we’re drawing on our experience watching and talking to people with many different disabilities - or using different devices such as mobile phones or games consoles to access the web.
By asking these questions, we get to the essence of the design.
And because we understand how the technology works, we can sit down with programmers and figure out ways of implementing the idea.