The Subtle Art of Seduction

The Subtle Art of
Seduction
MINOR UI CHANGES THAT MADE A BIG DIFFERENCE!
presented by
Stephen P. Anderson
@stephenanderson
STEPHEN P.
ANDERSON
poetpainter.com
I help businesses with

‘Product Strategy
& Design’ needs
STEPHEN P.
ANDERSON
poetpainter.com

‘Product Strategy
& Design’ needs
STEPHEN P.
ANDERSON
poetpainter.com

@stephenanderson
‘Product Strategy
& Design’ needs
The Subtle Art of
Seduction
MINOR UI CHANGES THAT MADE A BIG DIFFERENCE!
presented by
Stephen P. Anderson
@stephenanderson
Seduction
Seduction
the process of deliberately enticing a person
to engage in some sort of behavior,
#equently sexual in nature
Seduction
the process of deliberately enticing a person
to engage in some sort of behavior,
#equently sexual in nature
deliberately enticing a person to
engage in some sort of behavior
!
FUN &
GAMES
!
FUN &
GAMES
Subtlety
"The act of seducing is a subtle and enticing game"
“All the small things…”
3%
GROUP 1
got the shot
3%
GROUP 1
got the shot
GROUP 2
28%
got the shot
“Channel factors,” originally identified
by Kurt Lewin, have been shown to play
a significant role in determining how
people behave. Small first steps—minor
sunk costs, a priori commitments, etc.—
can lead to significant shifts in
subsequent behavior.
Small first steps.
< 4 = C
<4=C0; 0 ;
= >
=>C4BC 4 B
www.getmentalnotes.com
Place these items on hold (and pay in person) Place these items on hold (and pay in person)
or change payment method or change payment method
Your Contact Information Your Contact Information

Name: Name:
First Name Last Name First Name Last Name
Contact: Contact:
Email
Phone
So we can send you an email confirmation!

VS Email
Phone
Phone
Phone Phone
Phone
So we can confirm your order and let you know when it’ll be ready for pickup! So we can confirm your order and let you know when it’ll be ready for pickup!
What time do you think you’ll pick this up?

CHALLENGE:
You are an eCommerce site.
When should you ask someone

to setup their account?
Notice how hotel.com begins with create account offer... (More seductive?)
Notice how hotel.com begins with create account offer... (More seductive?)
19%
GROUP 1
filled up the punch card
19%
GROUP 1
GROUP 2
34%
< 4 = C
<4=C0; 0 ;
= >
=>C4BC 4 B
< 4 = C
<4=C0; 0 ;
= >
=>C4BC 4 B
VS
VS
“Get ready for bed.”
“Get ready for bed.”
VS
Get your jammies on.

Brush your teeth.
Use the bathroom.
Get in your bed.
#NTS: Don’t forget to mention computer games!
Coming on too strong.
(How not to)
http://www.flickr.com/photos/10306745@N00/4257456655/
Nebraska is filled with internationally recognized
In 1996, six of the most-visited places in Nebraska
attractions that draw large crowds of people
were:
every year, without fail. In 1996, some of the
• Fort Robinson State Park
most popular places were Fort Robinson State
• Scotts Bluff National Monument
Park (355,000 visitors), Scotts Bluff National
Monument (132,166), Arbor Lodge State VS • Arbor Lodge State Historical Park & Museum
• Carhenge
Historical Park & Museum (100,000), Carhenge
• Stuhr Museum of the Prairie Pioneer
(86,598), Stuhr Museum of the Prairie Pioneer
• Buffalo Bill Ranch State Historical Park
(60,002), and Buffalo Bill Ranch State Historical
Park (28,446).
http://www.useit.com/alertbox/9710a.html
Nebraska is filled with internationally recognized
In 1996, six of the most-visited places in Nebraska
attractions that draw large crowds of people
were:
every year, without fail. In 1996, some of the
• Fort Robinson State Park
most popular places were Fort Robinson State
• Scotts Bluff National Monument
Park (355,000 visitors), Scotts Bluff National
Monument (132,166), Arbor Lodge State VS • Arbor Lodge State Historical Park & Museum
• Carhenge
Historical Park & Museum (100,000), Carhenge
• Stuhr Museum of the Prairie Pioneer
(86,598), Stuhr Museum of the Prairie Pioneer
• Buffalo Bill Ranch State Historical Park
(60,002), and Buffalo Bill Ranch State Historical
Park (28,446).
124%better usability
http://www.useit.com/alertbox/9710a.html
If every additional form field
lowered response rates by 10%,
what would you cut?
First Name: Name:
First Name Last Name
Last Name:
VS Contact:
Email: Email
Phone
Phone: Phone
Phone
VS
Payment Information:
Other form of payment?
Credit Card Number CVC Code
Expires: 01 2009
CVC Code
Expires: 01 2009
5111302 CVC Code
Expires: 01 2009
5111302111111113
Expires: 01 2009
VS
VS
Attracting attention.
< 4 = C
<4=C0; 0 ;
= >
=>C4BC 4 B
http://www.lukew.com/resources/articles/PSactions.asp
improved signups by
31 %
http://blog.performable.com/the-optimizer%E2%80%99s-guide-to-google-adwords-display-url-strategy/?utm_source=feedburner&utm_medium=twitter&utm_campaign=Feed%3A+Performable+%28Performable%29
Would you like to
• pay online
• pay over the phone
• or place this order on hold
VS
Pay online or over the phone?
You can also place these items on hold and pay for
them when you pick them up.
Offering suggestions.
The Power of Defaults
(Benign / Libertarian Paternalism)
“Where should we go for lunch?”
increased completions by
29%
By the end of the year, Joshua will be able to...
By the end of the year, Joshua will be able to...
persuasive essay
Oops! “persuasive” is not a verb!
Make it personal.
The mere presence of others
dramatically changes our behavior.
kept 1 million people a year on the site.
1 Million
kept 1 million people a year on the site.
less deactivated accounts!

I could go on…
REVEALING SUBTLE MOMENTS
1. Role play the interaction
2. Script the narrative experience
3. Break down compound requests into

simple next steps (sequencing)
4. Minimize the number of choices (& actions)

a person has to make at any one moment
5. Look for “micromoments”
6. Clicks over characters!










Place these items on hold (and pay in person) Place these items on hold (and pay in perso
or change payment method or change payment method

Name: Name:
First Name Last Name First Name Last Name
Contact: Contact:
Email
Phone

VS Email
Phone
Phone
Phone Phone
Phone
So we can confirm your order and let you know when it’ll be ready for pickup! So we can confirm your order and let you know when it’ll be ready for pickup!
Contact you: by phone
Got it!
How would you like to be contacted?

•by phone (default)
•by email



Your Contact Information
Name:
First Name Last Name
Contact:
Email
Phone
Phone
Phone
So we can confirm your order and let you know when it’ll be ready for pickup!



Lots of inspiring examples & advice–
stuff you can actually use! Integrate behavioral economics,
neuroscience, game mechanics, and
rhetoric into your design process
The Art & Science of

Seductive Interactions Workshop
Bring your design to the next level For anyone involved with
using natural curiosity, playfulness Web sites or applications
and other delightful elements
Lots of inspiring examples & advice–
stuff you can actually use! Integrate behavioral economics,
neuroscience, game mechanics, and
rhetoric into your design process
The Art & Science of

Seductive Interactions Workshop
Bring your design to the next level For anyone involved with
using natural curiosity, playfulness Web sites or applications
and other delightful elements
poetpainter.com/seductive-interactions
T h a n ks!!
Stephen P. Anderson
www.poetpainter.com
www.slideshare.net/stephenpa
poetpainter.com/seductive-interactions

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The Subtle Art of Seduction

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The Subtle Art of

I help businesses with

I help businesses with

I help businesses with

Your Contact Information Your Contact Information

So we can send you an email confirmation!

So we can send you an email confirmation!

What time do you think you’ll pick this up?

When should you ask someone

Get your jammies on.

Credit Card Number CVC Code

5111302 CVC Code

less deactivated accounts!

3. Break down compound requests into

4. Minimize the number of choices (& actions)

5. Look for “micromoments”

6. Clicks over characters!

3. Break down compound requests into

4. Minimize the number of choices (& actions)

5. Look for “micromoments”

6. Clicks over characters!

3. Break down compound requests into

4. Minimize the number of choices (& actions)

5. Look for “micromoments”

6. Clicks over characters!

3. Break down compound requests into

4. Minimize the number of choices (& actions)

5. Look for “micromoments”

6. Clicks over characters!

Your Contact Information Your Contact Information

So we can send you an email confirmation!

So we can send you an email confirmation!

Contact you: by phone

How would you like to be contacted?

3. Break down compound requests into

4. Minimize the number of choices (& actions)

5. Look for “micromoments”

6. Clicks over characters!

So we can send you an email confirmation!

3. Break down compound requests into

4. Minimize the number of choices (& actions)

5. Look for “micromoments”

6. Clicks over characters!

The Art & Science of

The Art & Science of

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