Monday, October 9, 2006
Full-Day Seminar, 8:30 a.m. – 5:30 p.m.

Brian and Jeffrey Eisenberg

Creating Persuasion Architecture Online

Brian Eisenberg & Jeffrey Eisenberg, Future Now

Do you have visitors come to your site who don’t buy? Do you need to boost conversion rates? Do you want to draw visitors to specific content on your site? We’re often asked by clients how to create the type of persuasive momentum that influences visitors to take action on their web sites.

That’s why we’re so excited to have Jeffrey Eisenberg and Bryan Eisenberg, authors of the bestselling book, Call to Action, teach a seminar on how to persuade visitors to take action and help meet your business objectives. Jeffrey and Bryan have created a seminar that will show you best practices for Persuasion Architecture – resulting in a huge difference in bottom line results.

Bryan and Jeffrey Eisenberg have pioneered a groundbreaking process that enables design teams to incorporate persuasive elements into their site's design: Persuasion Architecture. Persuasion Architecture is a method for mapping your sales process to your visitor's purchasing process. The method is a carefully planned process that leverages proven concepts from the world of sales, consumer psychology, and web development.

Persuasion Architecture is all about identifying your visitors' needs, motivations, and goals, and mapping them to your business objectives. Visitor actions can range from buying products on an e-commerce site, to reading your featured articles on an information-rich web site. Every day, we see companies dealing with the challenge of persuading customers to transact.

For example:

  • On a popular e-commerce site, thousands of customers come to the site, but don’t buy–the site is currently selling to only 1% of their visitors.  The site’s designers have been charged with persuading visitors to buy to boost conversion rates.
  • The designers of a large information portal want their customers to pay attention to their company’s most important content. Research shows that customers are ignoring the content the company wants to sell the most.  How can the designers compel visitors to pay attention to the right content?

Whether your website's objective is sales, lead generation, content or self service, your site must be designed using persuasive processes, with definite objectives so that you can convert more of your prospects into customers and develop sites on time, on budget and on purpose. At this seminar you will:

  1. Walk through the six concrete stages of their Persuasion Architecture methodology. You will learn the key steps for getting visitors to volunteer to do what you want them to do on your site.
  2. Learn how to leverage proven concepts from the world of sales, consumer psychology, and web development.  You will see how to take advantage of enhanced Information Architecture techniques, personas, persuasion science, and design theory to make your sites as persuasive as possible.
  3. Learn how to dramatically increase persuasive momentum online. You will gain a better understanding of persuasive momentum and its affect on site content, usability, and conversion rates.
  4. Gain a more effective process for creating persuasive content for your visitors. You will see how creating robust motivation driven personas will optimize your persuasion efforts. The personas will determine your site's messaging, marketing channels, and assist with mapping persuasive scenarios, design, and usability issues.
  5. Learn how to map persuasive scenarios.  You will see how to map each of your personas' needs to your sales process. Bryan and Jeffrey will demonstrate how wireframing an interactivity map enables you to create scenarios that will help your visitors achieve their goals and take the actions you want them to.
  6. Create content that motivates your visitors' to take action. You will learn about the value of imagination in visitor decision making, 6 types of online copy perspectives, and how to write for different personality types.
  7. Learn the best practices for designing web pages so that they are as persuasive as possible. You will learn how to keep the design of your sites web pages relevant.  Bryan and Jeffrey will cover the different elements of web pages and promotions, categorization and navigation, usability best practices, and emotional response.
  8. Learn about how to augment your existing process to ensure that sites you design are focused on being persuasive. Jeffrey and Bryan will demonstrate what it takes to make your customers buyers – either of your products or your content.

Jeffrey and Bryan will share their extensive knowledge based on in-depth research. You’ll also participate in interactive exercises that will show you what it really takes to create a persuasive site.

Who is this seminar for?

  • Designers and Developers charged with creating functionality that helps visitors accomplish their goals –and accomplish the site’s goals.
  • Information architects who define a site’s structure and navigation and must choreograph the visitor experience to guide visitors towards desired actions.
  • Marketers who must use persuasive tactics to persuade visitors to transact.
  • Project managers who want to understand what it really means to deliver a site that meets the business objective of helping visitors to transact.
  • Usability professionals who want to go beyond creating a usable site – to a persuasive site.

In addition to the entertaining lecture and interactive exercises, you will receive a detailed seminar notes booklet, including all of the slides, a white paper, and relevant articles that Bryan and Jeffrey have written.

If you need to learn what it takes to create a persuasive design that persuades visitors to do what you want, you’ll have to attend this seminar.

UI11 Seminar Recommendations: If you're interested in Jeffrey and Bryan's full-day seminar, you may also want to attend Nathan Shedroff's seminar on Making Meaning.