August 2007
Beginner
416 pages
12h 16m
English
Content preview from Designing Web NavigationBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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PERSUASIVE LABELS
As mentioned in Chapter 1, persuasion doesn't mean tricking people. It refers to encouraging people to take a certain action or have a certain belief. This isn't a bad thing. Site owners generally want to motivate visitors to view some specific content or take some action.
Bryan and Jeffrey Eisenberg have done some of the most extensive work in persuasion in online retailing. They show that persuasion takes place both on the macro-level and the micro-level. The macro-level is trying to get people to take action. On the micro-level, however, it's about links and navigation:
"Every click represents a question your customer is asking. It represents your customer's willingness to stay engaged with you. It represents a unique point of conversion. It represents continue persuasive momentum.
If you customers don't click, communication ceases and persuasive momentum evaporates. If you can't help people get to the informatioan they require to satisfy their questions, why should they bother doing business with you?[61]"
On the micro-level, labels to be critical in the process. In his article "Persuasive Navigation," Jeff Lash points out the difference between call to action and persuasive labels.[62] A call to action is an imperative to the visitor, e.g., Sign up Now and Apply Today. Persuasive navigation, however, provides benefits to visitors: "Sign up and get exclusive content" and "Receive discounts if you apply today." Call to action becomes persuade to action. The goal ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.