Designing Web Navigation

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 ...