What makes them click?
Book notes
Designing web sites for persuasion and the unconscious mind
The 3 brains:
- Old - survival, unconsious.
- Mid - emotions, unconscious.
- New - conscious thinking and awareness.
We like to think we make our decisions based on careful thought, but most of our decisions and actions come from our unconscious. We are often unaware of the reasons for our own behaviour.
It is most effective to "speak" to all 3 brains.
Wanting to belong: The power of social validation
The need to fit and belong is wired into our brains and our biology. We will do what others are doing. We will be drawn to belong.
People look to others to decide what they should do, especially when they are uncertain about whether or what action to take.
Ratings and reviews. Photo of person recommending.
What did others do? Show what other people actually ended up buying.
Adding statistics and charts appeals to the image we have that we are logical.
Narratives and storytelling are the most poweful ratings and reviews.
"Personas" of the reviewers (e.g. type of user such as mom, athlete) could be used.
Customer testimonials - review of the company as a whole.
The more information about the person providing the review, the better.
Number of people who performed a particular action, and also what others are doing right now.
Feeling indebted: how to build in reciprocity and concession
Invoking scarcity - if something seems unavailable, we seem to want it even more
Choosing carefully - given too many choices, we freeze (and then we don't choose at all)
It's all about You: speaking to the self-centered, unconscious mind
Building commitment - we want to thing we're consistent
Using silimarity, attractiveness, and association: are we the same?
Afraid to lose - how fear of loss trumps our anticipation of victory
Using pictures and stories - the best way to talk to our unconscious minds
No comments:
Post a Comment