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The Charm of Usability & Persuasion

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The Charm of Usability & Persuasion

Using Psychological Principles to Influence Customer Decision-Making and Drive Online Conversion

Our latest white paper highlights psychological principles of persuasion and relates them to usability and web design best practices.

Being persuasive has always been considered an art form—there is an inherent subtlety in convincing people to take the actions you want them to. This is even more true in the online world, where a website must take on the role of persuader to drive users to various calls-to-action. Luckily, psychologists have laid out guidelines for how to harness human nature in order to be persuasive. In particular, psychologist Robert Cialdini describes 6 principles key principles of persuasion:

  1. Reciprocity
  2. Commitment & Consistency
  3. Social Proof
  4. Authority
  5. Liking
  6. Scarcity
Within this white paper, we outline how each of Cialdini’s 6 principles can be utilized to artfully persuade users. We describe the psychological history of each principle, how it works, and which websites provide best practice examples of persuasion in action.

Bring yourself a little extra luck this St. Patrick’s Day (and year-round) and discover how to use the principles of persuasion to drive online conversion: Request our Free White Paper.