Section Three: The Subtle Art of Seduction

Photo courtesy of iStockphoto, © Damir Spanic, Image 7687236

The art of seduction is a subtle and enticing game. We put people at ease with thoughtful questions. Our gestures and glances direct attention. Our words are chosen carefully, to invite favor and avoid offense. We know when to make decisions and how to present choices. Even serendipitous moments occur within the safety of a planned experience. So how might Web sites practice some of this subtlety?

In the previous section, we discussed playful forms of seduction. We talked about turning the steps into a piano, seducing people into making a healthy choice. We saw how LinkedIn’s Profile Completion feature entices people to complete their profiles. We learned how MailChimp uses humor effectively in the business of e-mail campaigns. Our focus was on things that make for a fun and engaging interaction.

In this section, we’ll talk about the really small details: the subtleties that make an experience more or less engaging. Part of the reason for doing this is to respond to a concern I’ve heard from some of the established businesses I work with. For a variety of reasons, pushing through some of the more playful ideas can be challenging. I’m often asked, “Are there some really small things we can do—things we can implement right away?”

What follows are suggestions for minor interface changes that can make a big difference, based on some fascinating studies from the field of behavioral economics. Given the curious nature of some of these suggestions, I’ve tried to reference actual research as much as possible. Will these ideas work for you? I invite you to try them out and share the results and then share—through posts or presentations—the results. In this way, we can all learn from each other.