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Secret #3: Persuasiveness
In dictionary-speak, a message is persuasive if it has the power to induce someone to undertake a course of action
or embrace a point of view by means of argument, reasoning, request, petition or plea. In web parlance, that someone is
a qualified visitor to your website, and the course of action is your call-to-action, usually an invitation to:
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click, as in a BUY NOW, ADD TO CART or form SUBMIT button,
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call, as in a toll-free phone number, or
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come by, as in physically show up at a brick-and-mortar location.
Conversion: Closing the Deal
Each visitor that accepts your invitation is called a convert, and each time a browser becomes a buyer counts as a
conversion. The percentage of your website visitors that convert defines your conversion ratio, and the objective
of persuasive web design is to optimize that number. Persuasive websites accomplish that by combining:
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Focused value propositions with clear benefits,
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Differentiators with compelling advantages, and
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Calls-to-action that are coherent and comforting.
We have previously discussed
focus and
differentiation,
so next we'll explore what makes a call-to-action coherent and comforting.
Coherence: Logical Appeal
A call-to-action is coherent if the manner in which it's presented is both logically ordered and aesthetically pleasing.
It passes the coherence test if a prospect can comprehend as well as complete the action (e.g., fill out their loan
application, or check out with their purchase) in a reasonable amount of time and with an acceptable amount of effort.
Make sure your call-to-action does not come across as being "... more trouble than it's worth." People might be willing
to spend fifteen minutes completing a $450,000 mortgage application, but if it takes more than five to purchase your
picture frames, you may be asking for abandonment.
Comfort: Emotional Appeal
People execute calls-to-action if and only if they are persuaded to make a decision to do so, and there are few decisions
in which emotion does not play a role. In the web marketing context, for example, the benefits may be clear and the
advantages compelling, but potential converts also need the comfort of knowing they can trust you to deliver the goods,
even in the Florida Keys.
Explicit assurances of trust increase consumer confidence and prospect comfort levels:
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For websites promoting services, these assurances might include professional certifications, authoritative and
influential endorsements, or other third-party attestations.
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For e-commerce sites, they include trusted third-party payment services, business integrity and website security
certifications, product warranties and guarantees, and published return and privacy policies.
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