Submit Now: Designing Persuasive Web Sites

by Andrew Chak

Usability is not enough. This book shows what it takes to design a site so browsers become the ultimate measurement of success for an e-commerce site. Designing Persuasive Web Submit Now examines how customers search, evaluate, and make decisions realistically-not using marketing guesstimates. This book focuses on changing the mindset from selling to customers to helping them buy. It begins by exploring how customers make decisions and how that integrates with the online experience. It presents tangible design ideas that can be instantly applied to sites to make them more effective. Real examples are used to provide insight and inspiration that can be directly applied to a multitude of sites. The book provides a simplified description of the essential process necessary for designing a site that gets visitors to click. It concludes with guidelines to for designing any transaction-oriented site.

Genres: Design, Nonfiction

342 pages, Paperback

First published September 30, 2002

Reviews

[Chloe · Rating 3 out of 5]

I felt this book was mostly common sense; in a similar vein to Steve Krug's Don't Make Me Think A Common Sense Approach to Web Usability. It's a very easy read that's a good introduction to the topic of persuasive web design.

The content is broken into four key user types: Browsers, Evaluators, Transactors and Customers; with tips for appealing to and catering for each.

Browsers are usually first-time visitors who don't necessarily know what they're after. Chak suggests supporting these users by providing:
- a tour e.g. 'how to get started'
- flexible means to search e.g. by location, price, product type
- 'easy starting points' e.g. a gift finder, popular products, match-makers
- appropriate learning material

Evaluators have a specific need and are looking to your site to help them make a decision. They can be supported by:
- differentiating products e.g. providing descriptions and images on the product listing pages
- describing benefits as well as features
- addressing concerns upfront
- visualising context e.g. showing art in a frame, clothes on a model
- allowing users to rate and review
- explaining security measures

Transactors have decided to make a purchase, and need to be reassured during the transaction process so they remain committed to completing the sale. Chak suggests the catering to these types by:
- providing the shortest path to transact
- not requiring membership; instead allowing users to create an optional account at the end of the process, and explain the benefits to membership
- allowing users to transact according to personal preference e.g. online, via phone, via mail
- bundling offerings e.g. allow users to submit multiple applications at once
- not asking for any data that isn't required, and explain why certain data is required and how it will be used
- allow users to save and store their data for later

Customers are users that have previously made a transaction with your site. Now they need to be convinced to make repeat purchases. Some ways this can be encouraged are by:
- ensuring the provision of receipts
- allowing users to change their mind or fix mistakes
- allowing orders to be tracked
- personalising the site experience
- responding to customer problems
- making the next transaction easier e.g. pre-populate forms

The book also includes examples of sites that follow the principles of persuasive design; where they succeed and where they could improve.

Overall, there were some valuable insights to be had but there's little in here that I found truly eye-opening.