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Submit Now: Designing Persuasive Web Sites [Paperback]

Andrew Chak
4.7 out of 5 stars  See all reviews (6 customer reviews)

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Book Description

Sept. 20 2002 0735711704 978-0735711709 1

Usability is not enough. This book shows what it takes to design a site so browsers become buyers: the ultimate measurement of success for an e-commerce site. Designing Persuasive Web Sites: Submit Now examines how customers search, evaluate, and make decisions realistically-not using marketing guesstimates. This book focuses on changing the mindset from selling to customers to helping them buy. It begins by exploring how customers make decisions and how that integrates with the online experience. It presents tangible design ideas that can be instantly applied to sites to make them more effective. Real examples are used to provide insight and inspiration that can be directly applied to a multitude of sites. The book provides a simplified description of the essential process necessary for designing a site that gets visitors to click. It concludes with guidelines to for designing any transaction-oriented site.


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From the Back Cover

Usability is not enough. This book shows what it takes to design a site so browsers become buyers: the ultimate measurement of success for an e-commerce site. Designing Persuasive Web Sites: Submit Now examines how customers search, evaluate, and make decisions realistically-not using marketing guesstimates.This book focuses on changing the mindset from selling to customers to helping them buy. It begins by exploring how customers make decisions and how that integrates with the online experience. It presents tangible design ideas that can be instantly applied to sites to make them more effective. Real examples are used to provide insight and inspiration that can be directly applied to a multitude of sites. The book provides a simplified description of the essential process necessary for designing a site that gets visitors to click. It concludes with guidelines to for designing any transaction-oriented site.

About the Author

Andrew Chak is an award-winning Information Architect and User Experience Designer based in Toronto. His work for clients such as Deustche Bank, General Motors, Thomas Cook, New York Life, and American Express has given him background and insight into how customers transact on the Web. A speaker at InternetWorld, WebNYC, WebChicago, WebLA, WebDC, and Web2000, Andrew's presentation at December 2000 C/Net Builder conference in New Orleans was voted one of the top ten best by attendees.


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This book is about persuading visitors at your web site to do what you want them to do. Read the first page
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Customer Reviews

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Most helpful customer reviews
5.0 out of 5 stars Lucid, directed, relevant Feb. 6 2008
Format:Paperback|Verified Purchase
This book really nails the topics of design, information architecture, and persuasive marketing to provide a guide for anyone wanting to create online experiences that work. While it was published a few years ago, all of the information is still relevant as it has to do with how your customers want to interact, not the technologies used.

Chak's emphasis on getting the details right is the most on-target part of the book. This is an excellent companion to Information Architecture for the World Wide Web by Morville et. al.

My only question? Mr. Chak, when is the Second Edition coming out???
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5.0 out of 5 stars Great knowledge for any e-business professional Jan. 30 2008
Format:Paperback
I'm a business guy, not a developer, but I found lots of useful ways to think about websites in this book. Whether you're designing a new website or application or redesigning an existing one, the tools, techniques and ideas contained in here are delivered in a way that is interesting, thoughtful and immediately useful. It even helps you analyse existing business problems with a different perspective. Most of all, it focuses you on figuring out what you're really trying to accomplish online and helps you make the tough decisions that will support that goal. If you want to stand-out from your peers in e-business, read this book!
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By shaw6
Format:Paperback
What a pleasure to find a book on this subject that's easy to read. Andrew Chak puts forward each principle clearly, with illustrations, then at the end pulls it all together in a demonstration of how it works in the context of one example.
He divides users of ecommerce sites into browsers, evaluators, transactors and customers, and shows you how to satisfy each one. He links his ideas to persuasion techniques put forward by Robert Cialdini in "Influence: The Psychology of Persuasion".
He explains that you can use six key elements of influence to change the behaviour of web site visitors:
- scarcity
- commitment and consistency
- reciprocity
- social proof
- authority
- liking.
While this book doesn't go into any great depth or subtlety, it is an excellent introduction to designing for commercial web sites. It requuires no background as an interface designer, usability expert, graphic designer, marketer or programmer, but would be helpful for all of these disciplines.
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