How do you maximise your site’s conversion rates? How do you extract more value from your visitors? How do you turn visitors into customers, customers into repeat customers, and those into loyal brand advocates?
Traditional usability principles mandate that you prioritise your user’s goals above all else. Users, it is said, always have a goal when they visit your site. Everything you put on the site must therefore either help them reach their goals, or support the site’s goals without interfering with their goals. There is an incredible number of sites that struggle to fulfil this basic mantra, and for long just getting usability right -identifying and removing barriers between users and their goals- has been the goal of site owners everywhere.
Usability is essential, but it no longer is sufficient. Commercial Web sites are under pressure to perform, to grow, to grow the key metrics: conversion rate, average basket value, repeat purchases. Usability alone will not deliver this constant spiral of growth.
Enter Persuasion Architecture, a concept introduced by Bryan Eisenberg in Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing and Call to Action: Secret Formulas to Improve Online Results.
Persuasion Architecture is a formal methodology that focuses of a few key principles:
- Who is your audience?
- What actions do you need them to take?
- What information do they need in order to feel confident taking action?
Persuasion Architecture offers a comprehensive, cohesive, and cost-effective methodology by which to launch and then sustain profitable mass marketing.