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PRE-SUASION - Robert Cialdini

The hard work is not the key but the perfection of the message is the key.
What goes before effects the sale.
Test to demonstrate how little they know
Establish trust - Ask people to provide their env and passwords.


If you want people to buy a box of expensive chocolates, first arrange for them to write down a number that’s much larger than the price of the chocolates.Ask them to write Security, Quality, Infrastructure cost: $50,000/moIf you want people to choose a bottle of French wine, first expose them to French background music before they decide.Security background on the slides and productIf you want people to agree to try an untested product, first inquire whether they consider themselves adventurous.If you want to convince people to select a highly popular item, we can begin by showing them a scary movie.Show a happy movie coz we're not popularIf you want people to choose a more expensive but more comfy option, first show them fluffy cloudsIf you want people to feel warmly…

Don't Make Me Thing

Useful: Does it do something people need done?
Learnable: Can people figure out how to use it?
Memorable: Do they have to relearn it each time they use it?
Effective: Does it get the job done?
Efficient: Does it do it with a reasonable amount of time and effort?
Desirable: Do people want it?
and recently even
Delightful: Is using it enjoyable, or even fun?

Chapter 1. Don’t make me think!

KRUG’S FIRST LAW OF USABILITY

Michael, why are the drapes open?
—KAY CORLEONE IN THE GODFATHER, PART II

first law of usability.
“Nothing important should ever be more than
two clicks away” or “Speak the user’s language” or “Be consistent.”

Chapter 2. How we really use the Web

SCANNING, SATISFICING, AND MUDDLING THROUGH
Why are things always in the last place you look for them? Because you stop
looking when you find them!
—CHILDREN’S RIDDLE

FACT OF LIFE #1: We don’t read pages. We scan them.
FACT OF LIFE #2: We don’t make optimal choices. We
satisfice.
FACT OF LIFE #3: We don’t figure out how things work…

UX best practices

General Form Design & Structure 1. Multi-step forms out-perform single-step formsThe first impression is less intimidating than a long form with lots of question fields. 2. Remove all non-essential fields. Expedia lost $12 million per year by asking one additional question (company name) in their booking form. Marketo also found that a few non-essential fields were inflating their cost per lead by ~25%.
4. Top-left aligned labels are best for readability & completion Google’s UX researchers found that aligning labels above fields on the left-hand side increased form completion time. This is because it requires fewer ‘visual fixations’, as illustrated in the diagram below.
5. Avoid placing questions side-by-side. Eye-tracking studies have shown that simple one-column layouts are better than multi-column layouts with questions positioned side-by-side.
6. Give people a reason to use your form In one simple example, BettingExpert received 31.54% more signups by changing their for…