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An inherent goal of building websites and apps is to get people to use them. By providing a positive user experience that enables users to succeed with their own goals, you can build trust between yourself and the user.
While some of the videos may look a bit dated, rest assured that all of the videos have been reviewed for accuracy and the core concepts you're learning are still highly relevant today. If there are any updates or newer approaches you need to know, I'll provide them in the teacher's notes. The foundational knowledge in these lessons is timeless and will serve you well as you continue learning!
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Sometimes it's possible to guide people
toward a certain action or decision.
0:00
And that can be done through the spoken
word, text on
0:05
a website, social media posts,
advertising, or even calls to action.
0:09
Pushing people, guiding them, compelling
them, whatever you
0:14
want to call it you're talking about
influence.
0:17
So to better understand how influence
works let's
0:20
consider Dr. Robert Cialdini's six
Principles of Influence.
0:23
These principles help explain the
motivation
0:28
behind the actions that many people take.
0:31
[SOUND] Reciprocity.
0:33
People are more likely to do something in
return, if you give them something first.
0:33
Offering free samples, downloads or
assistance can
0:41
often compel people to do the same,
0:44
or offer a different sort of return at
that time or in the future.
0:47
Committment and consistency.
0:52
People are more likely to follow through
on an action, or activity, if
0:54
they agreed to it previously,they will do
what they said they will do [SOUND].
0:59
Social proof.
1:04
People are more likely to do something, if
they see others doing it as well.
1:06
They want to be part of the group, or
perhaps it's
1:11
safer to do something that others are
doing rather than be different.
1:13
Authority.
1:17
People are more likely to do something
when asked or suggested by
1:18
someone with a certain authority, stature,
or even an important sounding title.
1:22
If they believe someone is an expert, they
will follow what they say.
1:27
Liking.
1:32
People are more likely to do something if
they like the person asking them to do it.
1:34
Friendly, likable sales people, generally,
have a better chance
1:39
of getting people to buy the products that
they're promoting.
1:42
And scarcity.
1:46
People are more likely to act if they
perceive
1:48
they have limited time to gain a perceived
benefit.
1:50
Products available for a limited time or
sales that last only
1:54
for 24 hours can compel many people, to
make a purchase.
1:58
With all of these principles and action,
many people
2:02
can be influenced into doing things they
perhaps didn't intend,
2:05
but as a designer, marketer, or business
owner, it
2:08
should not be fear you're trying to
instill in them.
2:12
It's trust.
2:15
An inherent goal of building websites and
apps is to get people to use them.
2:17
And by providing positive user experience
that enables users to succeed
2:22
with their goals, you can build trust
between yourself and the user.
2:26
People that trust companies are willing to
buy from them, to recommend them
2:31
to others, and to give them a second
chance, If something goes wrong.
2:35
You believe in them, and there's a sense
of safety and stability.
2:39
Establishing trust that lasts is done by
consistently
2:44
providing value and serving the needs of
your users.
2:47
But, in order to reach your own goals, the
principles of influence can be used.
2:51
So, if you're trying to get people to
purchase
2:56
a product on your website, reciprocity can
work well.
2:58
Offer a free trial, and earn their trust
before they
3:03
make a purchase, or offer free shipping
for new shoppers.
3:06
Give something to get something in return.
3:11
Committment, and consistency, can be an
important
3:15
aspect of how people behave, and react,
online.
3:17
Many companies or individuals that you
follow sometimes seem to
3:21
be posting things simply to get likes, or
up votes.
3:24
But social interaction should not be
measured by some score board.
3:28
It should be honest and consistent with
who you are, and what you believe in.
3:32
As an individual online or representative
of the company you work for, you
3:37
should act consistently and show
commitment to
3:41
the values and ideals you believe in.
3:44
But simply giving yourself the title of
CEO
3:47
of your own company doesn't make you an
authority.
3:49
If you wanna be seen as an authority on
web design, for example,.
3:52
Act like one.
3:56
Create great designs.
3:58
Show them on your site.
3:59
Get testimonials from satisfied customers,
and publish your thoughts and
4:00
insights about the subject on a blog or
social media.
4:05
Provide helpful, valuable information and
content and you'll discover people
4:09
will follow you and trust what you have to
say.
4:14
But by all means be likeable, being
friendly and
4:17
conversational is a good thing to practice
because you never
4:21
know when your next Twitter follower or
Facebook friend,
4:24
might actually be your next client,
employer, or business partner.
4:27
But don't be nice out of fear because you
don't wanna offend someone.
4:32
Do it because it's the right thing to do.
4:36
Acting like a troll or adopting a
disagreeable persona, will make
4:39
you less likely to be followed, engaged
with, or recommended by others.
4:42
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