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Purchase Prednisolone, Google Analytics' new feature, Weighted Sort, helps you understand what changes to your site will have the most impact on your business.

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Newsletters

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[caption id="attachment_1383" align="alignright" width="299" caption="Newsletters for Content Delivery"][/caption]

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Email Marketing

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[caption id="attachment_1385" align="alignright" width="299" caption="Email Marketing for Content Delivery"][/caption]

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We know that persuasion works. We’ve all been talked into doing something that we weren’t sure about only a moment ago. Let’s take what we’ve learned in ‘real life’ and apply the four most common persuasion techniques to web design. Reciprocity – that nagging feeling that once you’ve been given something, you’re obligated to give something back. This tactic is used with free gifts all the time – give away a freebee and a customer becomes more likely to return the ‘favor’ with their business and/or trust. Think about swapping a freebee for something as simple as an email address – it’s free and both parties benefit! Some ideas of ‘freebee’ giveaways:

• A low cost item with a high perceived value
• Advice, tips, white papers, industry specific ‘secrets’ to help your clients and give them a ‘taste’ of the value you can bring to their project
• A consultation or low-cost service that you provide

Social Proof – the feeling of comfort that people associate with following the ‘crowd.’ If others are buying something, purchasing a service or thinking a particular way it is easier for someone to justify making the same decision. This becomes even more powerful when the group is large and similar to the prospect. People want to spend time where others are gathered – a club is no fun when it’s empty! Ways to incorporate social proof:

• Add testimonials to your site – ‘real people’ addressing the concerns of a potential customer do a better job of convincing than you ever could.
• Include social markers that show others valuing your site, space, information and product. These could be Twitter, digg, or stumbleupon badges that display the number of followers you have, Facebook links detailing your community, and other social networking cues that ensure that your visitors know that those before them found something valuable enough to return to.

Liking You – their feeling that you could be their friend – or that you’re at least like that friendly guy down at the local hardware store. They can – and do - trust you for advice and information. Build on that and you’ll go far! Make them like you:

• Add ‘humanistic touches’ to your site and allow your personality (or the one you want to present) to show through the hard exterior of the site. Think about your visitors – who are they? Once you’ve established that, make it your goal to make them like (and even trust) you!
• Is your product line light, fun and informal? Yes? Incorporate this into the copy, the images, and the little graphic touches in your site. Perhaps add a post-it note with some info that the visitor will find interesting. How about including some contractions (we’ll, you’re, etc), conversational style, and interesting descriptive words to your copy?
• Are you looking to show a professional, caring atmosphere? Faded graphics with a soft feeling, high quality photography of genuine, caring people, emphasized quotes from caregivers and reassuring text can go a long way to portray this without having to explicitly share your mission statement.

Scarcity – the fear that something won’t be available when you want or need it drives sales in every market. “Limited time offer!” and “Call while supplies last!” are two phrases that we’ve all heard before. If someone is unsure that they’ll be able to find that particular product again at that price it can be very difficult for them to abandon the product – and therefore your site. Some ideas for using scarcity on your site:

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• Emphasize the difference between your product and others – yours is rare, special, different, and much more valuable because of it!

Persuasive design isn't about talking people into buying things they don't want; rather it's about focusing your site on your customers and answering their questions and allaying their fears before they even realize they have them. Assure your customers that they can trust you and your products or services and you'll be one step closer to making that conversion.

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When you walk through the mall, think about the sights, sounds, and smells that greet you as you pass by a store. What makes you want to go in and look around?  That awesome pair of shoes displayed so nicely in the window or a gigantic, red “50% Off” sign?  What turns you off?  Loud music or merchandise piled everywhere without any organization? Many of the lessons learned in physical stores can be applied online too. Walk through this checklist of five brick-and-mortar inspired tips and see how your online store measures up. 1. Keep Things Neat and Clean Ever seen a store with stained floor or ceiling tiles, a dirty bathroom or dusty merchandise?  That’s how shoppers perceive your site if the details aren’t taken care of.  Make sure that you:

• Have a clean, appropriate, updated design.
• Have an About Us, Security Policy, Contact Us and other text pages that look and feel like the rest of your site.
• Have a custom 404 error page that looks like your site and, most importantly, helps redirect customers to a useful page.

2. Make Your Store Pleasant to Be In Do you enjoy stores with aisles so close together that you can’t walk past another shopper without knocking merchandise off the shelf?  Banish this claustrophobic feeling in your eStore by:

• Allowing whitespace on each page between design elements.
• Logically placing your products in categories and featured product listings. Add enough information to get customers interested, but not so much that it clutters the page.
• Removing all design elements that don’t serve a purpose.  If it doesn’t have a purpose, it doesn’t belong on the page; it’s only adding to the clutter.

3. Make Your Products Easy to Find When you’re looking for something specific in a large department store, what’s helpful?  Signs? Store associates? Logically grouped products?  Add all of these things to your eStore to improve the shopper’s experience by:

• Including a quality search option prominently on your site.  Make it accessible from all pages.
• Grouping your products into logical categories and sub-categories and making these top-level categories easily accessible from all pages of your site.
• Building your navigation structure (and information architecture) so that your shoppers know where they are and how they got there.  Breadcrumb trails are a great way to do this!  Make sure that your navigation includes common category and product names. Get into the mind of your shoppers, and design your site in a way that makes sense to them.
• Offering customer service in the form of live chat, a phone number, email address, and contact form.  Make these options easy to find just in case the shopper needs them.

4. Guide Customers Through the Shopping Process Have you watched a store associate behind a messy counter try to provide a quality checkout experience?  This major turn-off can be avoided online by:

• Ensuring that the checkout process is smooth and as quick as possible.
• Adding any helpful tips and navigation tools to guide the shopper through the process.
• Removing ambiguity over what the shopper should do next.  It should be obvious what button they need to click to continue!
• Including a process status indicator (i.e. Step 1: Shopping Cart, Step 2: Shipping, etc) to help shoppers understand the checkout process, know how far along they are, and increase their follow-through.

5. Make Checkout Easy When you go into a grocery store for a week’s worth of groceries and can’t find a cart or basket are you ever tempted to just leave?  Make sure that your eShoppers don't have the same problem by:

• Placing “Add to Cart” buttons in highly visible, intuitive positions – wherever a shopper might want to add an item to their cart, let them!
• Ensuring that your site loads quickly and has enough bandwidth to handle your traffic volume.  When people see that there aren’t carts out in front of a grocery store, they think it must be packed!  Keep your lag time down and customers won't know that your online store is getting slammed.

Have any pet peeves that really drive you nuts at the store (online or off)?  What do you see in brick & mortar shops that you apply to your online store? Share your thoughts in the comments section below.