How to build a website where people feel the need to come back.There are a few basic patterns that cause human beings to like websites, and that encourage interaction with the website. Bart De Waele, information architect at web agency Netlash, discusses these patterns and gives examples on how to implement them. You’ll learn: How you can augment return visits, How you can augment time spend on the site, How you can stimulate interaction on your website.

1. Addictive
websites
donderdag 1 oktober 2009

2. Hi! My name is Bart
donderdag 1 oktober 2009

3. I work at web agency Netlash
... and a few other companies:
donderdag 1 oktober 2009

4. Addictive websites
Design for Persuasion 2009
donderdag 1 oktober 2009

5. Websites are designed for people
donderdag 1 oktober 2009

6. People don’t always act rational
donderdag 1 oktober 2009

7. donderdag 1 oktober 2009

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

9. Goal: make you aware of these
traits and use them consciously
donderdag 1 oktober 2009

10. With great power
comes
great responsibility
donderdag 1 oktober 2009

11. 5 basic human traits that are
engrained in our brains:
donderdag 1 oktober 2009

12. 1. Collecting
2. Social Validation
3. Reciprocity
4. Commitment
5. Discovery
donderdag 1 oktober 2009

13. 1. Collecting
2. Social Validation
3. Reciprocity
4. Commitment
5. Discovery
donderdag 1 oktober 2009

14. 1. Collecting
donderdag 1 oktober 2009

15. 1. Collecting
We like to collect things
We like our collection to be complete
donderdag 1 oktober 2009

16. donderdag 1 oktober 2009

17. donderdag 1 oktober 2009

18. 1. Collecting
2. Social Validation
3. Reciprocity
4. Commitment
5. Discovery
donderdag 1 oktober 2009

19. 2. Social Validation
donderdag 1 oktober 2009

20. 2. Social Validation
We will do what the crowd does
donderdag 1 oktober 2009

21. 2. Social Validation
We will do what the crowd does
“the bandwagon effect”
donderdag 1 oktober 2009

22. 2. Social Validation
We will do what the crowd does
“the bandwagon effect”
(sorry to disappoint you)
donderdag 1 oktober 2009

23. donderdag 1 oktober 2009

24. donderdag 1 oktober 2009

25. 1. Collecting
2. Social Validation
3. Reciprocity
4. Commitment
5. Discovery
donderdag 1 oktober 2009

26. 3. Reciprocity
donderdag 1 oktober 2009

27. 3. Reciprocity
If you buy me a cup of coffee,
I feel obliged to buy you one back
donderdag 1 oktober 2009

28. 3. Reciprocity
MySpace -> Tom!
donderdag 1 oktober 2009

29. 3. Reciprocity
Free Shipping!
donderdag 1 oktober 2009

30. 3. Reciprocity
Free Shipping!
(beware: it has to be unconditional)
donderdag 1 oktober 2009

31. 1. Collecting
2. Social Validation
3. Reciprocity
4. Commitment
5. Discovery
donderdag 1 oktober 2009

32. 4. Commitment
donderdag 1 oktober 2009

33. 4. Commitment
We convince ourselves to be
consistent
donderdag 1 oktober 2009

34. 4. Commitment
We convince ourselves to be
consistent
Once on a path, we’ll continue on that
path, and will rationalise it.
donderdag 1 oktober 2009

35. 4. Commitment
Small steps!
donderdag 1 oktober 2009

36. 4. Commitment
Piramid
1 Creators
10 Commentators
100 Lurkers
1000 Strangers
donderdag 1 oktober 2009

37. donderdag 1 oktober 2009

38. 1. Collecting
2. Social Validation
3. Reciprocity
4. Commitment
5. Discovery
donderdag 1 oktober 2009

39. 5. Discovery
donderdag 1 oktober 2009

40. 5. Discovery
Dopamine
donderdag 1 oktober 2009

41. donderdag 1 oktober 2009

42. 5. Discovery
We like to discover new things
donderdag 1 oktober 2009

43. 5. Discovery
We like to discover new things
Use that curiosity
donderdag 1 oktober 2009

44. donderdag 1 oktober 2009

45. donderdag 1 oktober 2009

46. 1. Collecting
2. Social Validation
3. Reciprocity
4. Commitment
5. Discovery
donderdag 1 oktober 2009

47. More basic human traits
donderdag 1 oktober 2009

48. 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...
donderdag 1 oktober 2009

49. More soon on the Netlash blog:
www.netlash.com
donderdag 1 oktober 2009

50. Questions?
donderdag 1 oktober 2009

51. Bart de Waele
bart@netlash.com
www.netlash.com
twitter.com/netlash
Design for Persuasion - 1/10/2009
donderdag 1 oktober 2009