Persuasion Architecture and its Impact on Website Conversions
You've spent a great deal of money on a digital marketing campaign - 5M Impressions, 100,00 clicks - Now What? Your audience needs to be compelled to stay, engage and convert doesn't matter if you're selling diamonds or chocolates, you start out by mapping your users' persona's then feed them all the information they need throughout their journey. The secret lies in understanding who you are dealing with and what measures you can take in order to persuade them to take an action.
The experience throughout the conversion funnel needs to be fluid every step of the way. When it comes to e-commerce, decisions are made in milliseconds which is why smooth and quick navigation experience should be the soul of your online business.
If you have events based tracking setup on your website, you can start analyzing what elements needs prominence and which ones don't. Often times you will a see website where it might take you a second or two to notice the call to action, this is either because the call to action is too dull or everything around your CTA is too distracting and is taking away its emphasis.
Here are two example's - Lets say you're in the market to buy an Ultra HD TV, you have two tabs open in your browser and this is what your fold ( view without scrolling down ) looks like. Right off the bat your notice the CTA on ao.com, notice how they only use the green for the header and the call to action. Nothing else. That intensifies the call to action and makes it that much more appealing, right in your face. Here's a quick exercise for your brain. Look at the ao.com image or better yet visit their website and blink a few times while staring at it. You will notice those 2 green's hit your retina's each time much before your brain absorbs the information on the screen. That is what I call persuasion. Now if you look at John Lewis, their call to action is green too but you can't see it can you, that's because its below the fold or maybe because their designers were using 5K iMacs that is 3X the resolution and forgot to test it out on a normal laptop ? I don't know, just giving them the benefit of the doubt. Moving on.
Your goal should be to treat users like a guest at a 7 star hotel. What information they need, it should be right there. Let's say you have an amazing infographic describing the process of claiming warranty in the event your customer's device is faulty. Where would you as a persuasion architect place this infographic for maximum impact ? Choose wisely !
- Category Page
- Product Page
- Shopping Cart
- Post Purchase Email
It would make sense to make it available only to high intent users, potential customers on the product page who are considering buying your product. In a nutshell this is what's happening in the user's frontal lobe as they scroll through the page looking at images, price, features, specs etc..
Product Information ✔
Payment Options ✔
At this point in the conversion funnel, when the user is most likely to buy, they see a glimpse of the infographic that says "Warranty - Let us worry about that" floating on the right of the product page as a pop-in banner with a see more button at its bottom.
Content marketing is the art of building a narrative around a campaign, a story line if you will. Persuasion architecture on the other hand dictates the where and how that content should be placed so as to get maximum response. A large part of persuasion architecture involves A/B testing different placements such as position of the image gallery, price and call to action buttons. It allows you to see how making small changes can have a big impact on conversions.
Get creative, test vigorously and map out all outcomes. In the coming months I'll be going in depth on this topic and because I'm a psychology fanatic, I'll be applying its concepts to persuasion architecture.
Until then learn, create & build for the future.