Ecommerce & ‘Persuasion Architecture’

‘Conversion’ is a popular topic in Ecommerce. Much of the activity that takes place in order to improve conversion rate is essentially geared around ‘persuasion’. Persuasion itself is a well written about topic (Robert Cialdini’s books are among the best selling business books in the world), and Persuasion Architecture is a topic that has bubbled along in the background within Ecommerce writing for many years (in particular by Bryan and Jeffrey Eisenberg), but is less talked about than (say) Conversion overall, or SEO, or site speed.

In essence, it is the idea that retailers should model and understand their customers, break down what they want and need, and put in place elements to ‘persuade’ them to buy on the basis of this.

Today we’ll look at this.

As ever, there are 3 conversation starter questions:

1. In which areas is ‘persuasion’ useful in Ecommerce?
2. What should retailers put in place around Persuasion Architecture?
3. Are there any pitfalls in focusing on things around ‘persuasion’?

Join us at 1pm UK time on Monday 21st January and do share this post either on Twitter or via email with anyone you think would be interested.

Thanks, Dan & James.

p.s. If you’re wondering “what’s this about?” there is a page explaining all just here.