Trust + Orientation

André Morys
 The Journey Of This Course
Part 1 | SETUP Part 2 | HOW TO Part 3 | APPLY

Lesson 1 Lesson 3 Lesson 5 Lesson 7

Introduction to Trust + Orientation Security & Systematic
heuristic evaluation Convenience Evaluation

Lesson 2 Lesson 4 Lesson 6

Relevance Stimulating users Confirmation
to buy
Assignment:

● Research: What values and emotions are relevant for my page?

○ When I look at traffic sources?
○ When I look at personas?
● Analyze: What values and emotions am I currently using?
● Optimize: How can I make a focussed version of the page?

● Bonus: On what values is the competition focussing? Where is your niche?

Assignment

Comp.
B

BoA
target
A
Bo Quo Comp.
tus
Sta C

Comp.
A

‣Bonus: On what values is the competition focussing? Where is your niche?

The „Relevance“ checklist:

● „Is that the place I was searching?“ (analyze traffic sources) X ‣ no > focus on „easiness“

● „Is that for people like me?“ (analyze personas) X X ‣ no > focus on „easiness“

● Content: Does the wording follow the intent, especially headlines? ‣ no > focus on „easiness“

● Is emotional resonance created? Is the experience focussed? X ‣ no / wrong one > focus on easiness

● Does the landingpage show the range of products? X X X ‣ yes, but too complicated

● Is it clear what range of pricing is offered (low/mid/high)? X ‣ not really

● Do value propositions exist that fit to the emotional values? X X ‣ yes, but they don’t fit

● Is the whole experience coherent to other pages? X X ‣ partly

● Optional: Is storytelling used to create resonance? ‣ no

12/45=27%
 Relevance Is that the right page for me / my problem?

Trust Can I trust this company / vendor?

Orientation Where do I have to click / how do I find the right product?

Stimulation Why should I buy / click here?

Security Is it safe to do that here?

Convenience
How easy will everything be?

Confirmation
Did I do the right thing?

The 7 Levels of Conversion

 Relevance Is that the right page for me / my problem?

Trust Can I trust this company / vendor?

Orientation Where do I have to click / how do I find the right product?

Stimulation Why should I buy / click here?

Security Is it safe to do that here?

Convenience
How easy will everything be?

Confirmation
Did I do the right thing?

The 7 Levels of Conversion

Chapter 1: Trust is also a feeling…
…and it needs less than 50 ms.
Example 1
 Would you buy a car here online?

Example 1
Example 2
 Would you buy a car here online?

Example 2
 Fight or Flight?

System 1 is giving us a quick guidance

 Credibility Based Design

Where trust comes from:

46.1% web design (color, form, etc.)

28.5% information architecture
25.1% information focus („clarity“)
15.5% key visual
14.8% useful information

BRAND

https://pdfs.semanticscholar.org/4c8f/e677cddc84a058491f51701c2edbbaa5aefa.pdf
Chapter 2: Elements to increase trust
Is that shop trustworthy?

● Credible Design ✅

● Clear IA ✅

● Not too much clutter ✅

Still, what is missing?

Where would you buy?

Here? Or here?
The responsive redesign loneliness

-20%
Nobody feels good in an empty store

Damn it.
Social Proof („Herding“) is one of the biggest trust factors
Social Proof („Herding“) is one of the biggest trust factors
Search „Asch Elevator Experiment“

● People can’t stand the „group pressure“

● It feels uncomfortable not to do what others do
● 4 people are needed to define the „standard“ action
Next class: Stimulation
1) Try to analyse if the design is trustworthy
2) If you don’t have a strong brand - work with social proof

But wait, there is actually nobody buying here…

Use Authority if you need more Trust

● Celebrities as clients? Use them as testimonial!

● Doctors, pilots, lawyers? Brands?
● Can you afford a trust seal?
The “Trust” checklist:

Is the site design based on credibility principles?

Is the information architecture clear and according to expectations?
Does the brand stand clear and imply trustworthiness?
Does the website use seals or any other similar codes?
Are user transactions visible (social proof)?
Are celebrities or other authorities used as testimonials?
As a shop: Do you show the famous brands you are selling?
The “Trust” checklist:

Is the site design based on credibility principles? X ‣ no, remove clutter and reduce colours

Is the information architecture clear and according to expectations? ‣ no, needs structure

Does the brand stand clear and imply trustworthiness? ‣ which brand?

Does the website use seals or any other similar codes? ‣ no

Are user transactions visible (social proof)? X X ‣ yes

Are celebrities or other authorities used as testimonials? ‣ no

As a shop: Do you show the famous brands you are selling? ‣ no

3/35=8.6%
 Relevance Is that the right page for me / my problem?

Trust Can I trust this company / vendor?

Orientation Where do I have to click / how do I find the right product?

Stimulation Why should I buy / click here?

Security Is it safe to do that here?

Convenience
How easy will everything be?

Confirmation
Did I do the right thing?

The 7 Levels of Conversion

 Relevance Is that the right page for me / my problem?

Trust Can I trust this company / vendor?

Orientation Where do I have to click / how do I find the right

Stimulation product?

Security Why should I buy / click here?

Convenience
Is it safe to do that here?
How easy will everything be?
Confirmation

Did I do the right thing?

The 7 Levels of Conversion

Chapter 3: Orientation
“Where should I click?”
Don’t look at the bottom of this
slide.

You
lost.
“
You control the attention
of the users.
You make them see what
you want them to see.
Your eyes cannot come to a rest.
Design Clutter -> Content Clutter

● Impossible to chose
● Fear
Design Clutter -> Content Clutter

● Impossible to chose
● Fear
Damn, that is the real chainsaw massacre

● What information do users need to find the right

product?

● Where do you facilitate their search (filters? facets?)

● How do you encourage them to do that?
● Filters + Facets = System 1 = exhausting
SYSTEM 1
Damn, that is the real chainsaw massacre

● What information do users need to find the right

:) Please try out the filters to find the best product! product?

● Where do you facilitate their search (filters? facets?)

● How do you encourage them to do that?
● Filters + Facets = System 1 = exhausting

● Nudge on Filters: +9.22% CR in Electronics (Notebooks), +142%

more clicks on filters
The Perfect Pricing Table

● Works with the „Decoy Effect“

○ unneeded high priced product as an anchor
○ forces users to take the second cheapest
● Shows a default product that is chosen most
● Makes comparison easy
● Highlights differences
Helping users find what they are
searching is more than making
the button bigger.
We need BOB!

Let’s hide the button below a picture of a

credit card… #evilLaughter
BOB! No!
Call to actions needs to be
clearly visible and show the
consequences of action.
CTA Formula:
What if people still don’t want to click?

Ups - we are sorry to hear that!

Can you specify the reason why you don’t want to

apply now?

I don’t want to be called

I don’t know if my data is secure
I think it is just too early

I don’t want to apply now

(please select the reason)

The “Orientation” checklist:

“Where should I click” - is a clear primary CTA visible?

Do CTA Elements show clear consequences of action?

Does the site help users overcoming paradox of choice?

Is it easy to compare options?

Are secondary CTAs used to work on objections of users?

Assignment: 5 Second Test

Again: Show website(s) to people for 5 sec and ask

“Would you trust that company“
“Where do you think you should click“

Compare the insights to your insights from the

heuristic evaluation!
Users don’t know what they don’t know!