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Title: Submit Now: Designing Persuasive Websites by Andrew Chak ISBN: 0-7357-1170-4 Publisher: New Riders Pub. Date: 20 September, 2002 Format: Paperback Volumes: 1 List Price(USD): $35.00 |
Average Customer Rating: 4.5 (4 reviews)
Rating: 4
Summary: Easy to read introduction to designing for ecommerce
Comment: What a pleasure to find a book on this subject that's easy to read. Andrew Chak puts forward each principle clearly, with illustrations, then at the end pulls it all together in a demonstration of how it works in the context of one example.
He divides users of ecommerce sites into browsers, evaluators, transactors and customers, and shows you how to satisfy each one. He links his ideas to persuasion techniques put forward by Robert Cialdini in "Influence: The Psychology of Persuasion".
He explains that you can use six key elements of influence to change the behaviour of web site visitors:
- scarcity
- commitment and consistency
- reciprocity
- social proof
- authority
- liking.
While this book doesn't go into any great depth or subtlety, it is an excellent introduction to designing for commercial web sites. It requuires no background as an interface designer, usability expert, graphic designer, marketer or programmer, but would be helpful for all of these disciplines.
Rating: 5
Summary: Isaac Epp
Comment: Actual purpose and persuasiveness in design is often completely neglected, this is a must read for anyone doing digital design. The book is worth it's weight in gold for Chapter 6's "The Design of Everyday Pages", It has excellent design notes... really top notch.
Rating: 4
Summary: How to prove through your site that you deserve trust
Comment: It is reasonable to say that the point of web design that was most underappreciated for the longest time dealt with assumptions about surfer attitudes. While the common chant was that the Internet was the new economy that relied on brand identity and not profits, it turned out that the chanters were right that it was new, but wrong as to the reason. People did move to the web in large numbers, but were far more reluctant to purchase than anyone anticipated. Fancy graphics, marketing hype and free stuff were not enough to convince many people to buy as old marketing tactics proved largely ineffective.
The answer turned out to be very simple. Create a site that is well organized and make sure that the potential customer can back out of a sale at any time, even after it is consummated. The latter is your decision and requires no significant amount of web expertise to execute. Developing a site that is persuasive in appearance and organization is hard, and this book will show you how to do it. Using sites that are commercially successful, most often Amazon.com, the author shows you the simple, yet effective ways to convince a viewer that you are a site that can be trusted.
The principles that are emphasized in the book are not hard to learn and require no training in graphic design to understand. In fact, most are organizational rather than structural. Advice such as always informing a potential customer that they can opt out of a purchase goes a long way towards convincing them that you are a site to do business with. Showing them where they are on the site also helps increase the level of comfort, even among veteran web shoppers.
Online purchases continue to rise and are apparently the one bright spot in what is considered a poor Christmas 2002 shopping season. Therefore, there is money to be made via an online presence and only a fool would ignore this market. However, the difference between being there and exploiting that avenue is a large one and the information in this book will increase your chances of being profitable.
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Title: Don't Make Me Think: A Common Sense Approach to Web Usability by Steve Krug ISBN: 0789723107 Publisher: New Riders Pub. Date: 13 October, 2000 List Price(USD): $35.00 |
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Title: The Design of Sites: Patterns, Principles, and Processes for Crafting a Customer-Centered Web Experience by Douglas K. van Duyne, James A. Landay, Jason I. Hong ISBN: 020172149X Publisher: Addison-Wesley Pub Co Pub. Date: 22 July, 2002 List Price(USD): $54.99 |
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Title: Net Words: Creating High-Impact Online Copy by Nick Usborne ISBN: 0071380396 Publisher: McGraw-Hill Trade Pub. Date: 26 November, 2001 List Price(USD): $16.95 |
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Title: Content Critical: Gaining Competitive Advantage through High-Quality Web Content by Gerry McGovern, Rob Norton ISBN: 027365604X Publisher: Prentice Hall Pub. Date: 28 November, 2001 List Price(USD): $27.00 |
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Title: Persuasive Online Copywriting: How to Take Your Words to the Bank by Bryan Eisenberg, Jeffrey Eisenberg, Lisa T. Davis ISBN: 0971476993 Publisher: Wizard Academy Press Pub. Date: 15 September, 2002 List Price(USD): $18.00 |
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