Addictive

websites

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 Hi! My name is Bart

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 I work at web agency Netlash

... and a few other companies:

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 Addictive websites

Design for Persuasion 2009

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 Websites are designed for people

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 People don’t always act rational

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donderdag 1 oktober 2009
 Some basic human traits that are
engrained in our brains...

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 Goal: make you aware of these
traits and use them consciously

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 With great power
comes
great responsibility
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 5 basic human traits that are
engrained in our brains:

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 1. Collecting

2. Social Validation

3. Reciprocity

4. Commitment

5. Discovery

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 1. Collecting

2. Social Validation

3. Reciprocity

4. Commitment

5. Discovery

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 1. Collecting

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 1. Collecting

We like to collect things

We like our collection to be complete

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 1. Collecting

2. Social Validation

3. Reciprocity

4. Commitment

5. Discovery

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 2. Social Validation

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 2. Social Validation

We will do what the crowd does

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 2. Social Validation

We will do what the crowd does

“the bandwagon effect”

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 2. Social Validation

We will do what the crowd does

“the bandwagon effect”

(sorry to disappoint you)

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 1. Collecting

2. Social Validation

3. Reciprocity

4. Commitment

5. Discovery

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 3. Reciprocity

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 3. Reciprocity

If you buy me a cup of coffee,

I feel obliged to buy you one back

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 3. Reciprocity

MySpace -> Tom!

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 3. Reciprocity

Free Shipping!

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 3. Reciprocity

Free Shipping!

(beware: it has to be unconditional)

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 1. Collecting

2. Social Validation

3. Reciprocity

4. Commitment

5. Discovery

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 4. Commitment

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 4. Commitment

We convince ourselves to be
consistent

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 4. Commitment

We convince ourselves to be
consistent

Once on a path, we’ll continue on that

path, and will rationalise it.

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 4. Commitment

Small steps!

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 4. Commitment

Piramid

1 Creators
10 Commentators
100 Lurkers
1000 Strangers

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 1. Collecting

2. Social Validation

3. Reciprocity

4. Commitment

5. Discovery

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 5. Discovery

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 5. Discovery

Dopamine

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 5. Discovery

We like to discover new things

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 5. Discovery

We like to discover new things

Use that curiosity

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 1. Collecting

2. Social Validation

3. Reciprocity

4. Commitment

5. Discovery

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 More basic human traits

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 More basic human traits

Concession, scarcity, fear of loss, the

endowment effect, choice, Hawthorne effect,
clustering illusion, availability cascade,
authority bias, competition, zero-risk bias...

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 More soon on the Netlash blog:

www.netlash.com

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 Questions?

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 Bart de Waele
bart@netlash.com

www.netlash.com
twitter.com/netlash

Design for Persuasion - 1/10/2009

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