A few years ago I did some preliminary work with an agency called Multiplica. This agency have adopted a term that I found very appropriate persuadability. With this term, they try to define the change of the target from the user to the conversion into client.
Conversion rates are the core of this business therefore this focus on persuadability seems to be a very targeted focus.
First is to find the problems that a website has:
- Not enough pressure on sales.
- Unappealing positioning.
- Luck of captivation proposals.
- No calls to action.
- Non targeted copy.
- Too basic measurement tools.
- User experience improvable.
- Too much information required.
- Inefficient internal search engines.
- Long shopping process.
- Don’t understanding the importance of landing pages.
To solve this problems they explain them via persuadability wich is the ability of an online person to achieve a goal (become a user, a customer, etc.).
Multiplica defines persuadability as persuasion + usability. They define 7 key points on persuadability:
- Clear positioning.
- Credibility and confidence.
- Inserting Marketing to the architecture of information.
- With content for conversion.
- With seductive copys.
- With key calls to action.
- Creating urgency sensation.
It is a very interesting concept and a good way for your clients to understand the complexity of the online success in the current market. One thing that is sometimes hard for clients to understand is that you need a whole team to do this work efficiently. You need:
- Business intelligent specialists.
- Marketing specialist.
- SEO/SEM specialists.
- Usability specialists.
- Information architecture specialists.
I believe that what they achieve with this is to define something that the people that work on web could understand but other stakeholders did know. In this business it is key to make stakeholders understand what are the problems and what are the solutions, as well as how deep the understanding of the problems have to be to propose the most optimal solutions.
One thing that I have found out in my years working on online shopping process, registration flows, processes on mobile devices, etc. is that every company provokes a different reaction on users, and the target groups are always different, what works very well for one company might not work for another one. Therefore the detailed analyses and the user testing turns out to be very key elements.
It is hard to convince a manager that to improve online sales you need to do a lot more than simply “change the design” of a website.