Persuasive User Experience Design
What is Persuasive User Experience Design in Dealer Websites?
Persuasive User Experience Design is the principle of using psychology and social triggers to influence the decision-making process and user behaviors. We use 6 main psychology triggers within our designs. The use of psychology triggers can increase your VDP conversions, form submissions, phone calls, texts, and showroom visits from your dealership’s website.
Within our Conversion-Centered Design, we use the psychology triggers of
Reciprocation
If you provide something useful for the user, the more likely he or she will be to give you something in return. (name/contact info)
Social Influence (Social Proof)
People are heavily influenced by other’s experiences and actions. Customer reviews are a prime example of Social Influence. People will be guided to a company or product by others.
Scarcity
Scarcity is a trigger in which people place a greater value and higher sense of urgency as an item’s availability decreases.
Framing
People often avoid the “Extremes”. They will avoid the cheapest and most expensive & tend to gravitate towards something in the middle. When you Frame a vehicle next to more and less expensive options, the middle of the road priced vehicle is more desirable.
Salience
People are only drawn to something that they are most interested in at the time, although they might need something else. A Vehicle shopper might also be interested in Trade-Value & Credit Application, but he or she is more interested in finding a vehicle. Salience says that shopper will be more interested in Trade-Value & Credit Application AFTER he or she finds a vehicle they like.
Contrasting Elements
The Contrasting Elements principle indicates people remember items or is drawn to an action item (button/form) if it contrasts from the surrounding elements. Eyes and memory are drawn to elements which do not blend with other items.
