Six Weapons of Influence in the Web

Influence can be described as changing a person’s thoughts, feelings and behaviors. In this way, influence is just an umbrella term for persuasion. This compliance is also achieved without exerting force and that sounds great for the web where the users aren’t forced to do anything.

Robert B. Cialdini – famous for his research on persuasion and markting – found out, that humans take some mental shortcuts to arrive at decisions. When presented with these shortcuts, we respond to them in an automatic fashion, some kind of mental reflexes. His so called Weapons of Influence can be adopted for creating persuasive website. Following are some basic example how this might work. Keep this elements in mind when designing your site.

• Scarcity Things that are scarce are worth more than those that are widley available. Limit the features on your website by time and amount and mark them as exclusive.
• Commitment and Consitency Get users to commit to easier items upfront and then ask them for a more difficult commitment. When the user bought a product from your website ask him first where to deliver it and request the payment data last.
• Reciprocity Give something to a prospect and ask for something in return. On your website, offer some information first before demanding a registration.
• Social Proof Because everyone else is doing something, it must be either good or right. The usage of customer reviews, purchase circles or “customers who bought this also bought…” are exapmles in the wired world.
• Authority Listening to an authority we respect is an easy way to come to a decision. Provide expert options on your services and products and make this experts credible by user voting for example.
• Liking You’re more likely to form a person you like. Design your site and services with a target audience in mind to create a comfortable feeling for them.