Last week, I discussed how to use one-on-one interviews to gather the vital information you need to make your website more persuasive. This week, I’ll touch on how to analyze this data and put it to use.
The first step is review your notes from the interviews, pulling out useful quotations and other snippets of information.
For the purposes of persuasive architecture, FACTS don’t matter. For example:
None of the above is useful. This is where many newcomers to persuasive web design mess up. If your interviews netted only such facts, they were largely a waste of time. What you should have been probing for in your interviews — and what you are looking for now — are feelings and beliefs. For example:
You should end up with a very long list, so consolidate and categorize them. Look for patterns. Once you’ve pared down and organized your quotations, divide them into Blocks and Drivers.
Blocks are feelings and beliefs that may prevent customers from taking the action you desire. For example, from the above:
In your communications, you must address all potential blocks, to reassure customers that there is no problem.
Drivers are the feelings and beliefs that motivate customers to take action — the “hot buttons” you can use to engage visitors and keep them on the path to conversion. From the above examples:
The trickiest (and most interesting) part of the process is determining how and where to address specific blocks and drivers. Messages must be delivered at just the right time and place; you’re looking for the seduceable moments. But that is beyond the scope of this post…
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