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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Customer Reviews
Most Helpful Customer Reviews
11 of 11 people found the following review helpful
Format:Paperback
What a wonderfully educating book with tons of ideas on persuading site visitors to take action and click! Andrew Chak has a winner with this "first of it's kind book." While the bookshelves are filled with information and visual design books, Submit Now is the first to present best practices, tips & tricks on creating an e-commerce site which motivates browsers, evaluators, transactors and current customers to act on your site. The tone is very much like Steve Krug's book "Don't Make Me Think," with little chunks of humor thrown in for good measure. I highly recommend this book for anyone wanting to move their website design skills into the e-commerce domain.
8 of 8 people found the following review helpful
Format:Paperback|Amazon Verified Purchase
I've been involved in Website design and implementation since 1996. I don't claim to be the top designer, but the success of my sites gives me enough stature to comment on a book like this. First, the downside of this book: It was published in 2003. Consequently, some of the references and information in it are a bit dated. But when you understand the points Chak makes in this book--that doesn't matter. The upside of this book is quite substantial.
When I began reading this, I figured it would be smart to keep a notepad next to the book because I'd probably pick up a pointer or two. I ended up with copious notes and several things to follow up on.
I've read umpteen books, newsletters, articles, and e-mails about Website design. Many of them propose the "right" way to implement a site. That way is "right" because it's the way that particular author does it. Fortunately, Chak stays above the fray, not even venturing into that territory. Instead, he focuses on the theme of getting your Website's visitors to do what you want them to do.
Most "how to do a Website" authors seem to forget why anyone has a Website in the first place--they get lost in the glitzy stuff and forget the site visitor. Chak stays keenly aware of the visitor throughout the entire book. In fact, five of the eight chapters are about Website visitors.
If you have a Website for any reason other than self-stroking your ego, then Chak's book is a "must read." Each chapter provides a solid explanation of key concepts for going beyond simple usability. That's where you want to go. You want to convert visitors into customers.
Chak isn't yet another Web designer who can sling a line of BS and then call it a book. He's a Web designer who has worked for major clients and has amassed the expertise that comes from that experience. He's also a solid researcher, and you can see this in his real-world examples. Add to this the fact that he's a great writer who communicates clearly and you have all the ingredients for an excellent book on Web design. After you read this book, you'll see why Chak is also in demand as a speaker at Web conferences.
This book has the potential to vastly improve the online experience for everybody. The trick to making that happen is to get all Webmasters to buy a copy, read it carefully, and implement what they learned. We can always hope....
A note on style and composition: Form is important, as it dictates readability. Fortunately, this book actually uses Standard Written English (SWE). In an age where most "authors" seem oblivious to basic writing, this book stands out as one where the author actually cares about communicating to the reader. Given the subject matter, Chak's consideration for the reader is a crucial plus.
When I began reading this, I figured it would be smart to keep a notepad next to the book because I'd probably pick up a pointer or two. I ended up with copious notes and several things to follow up on.
I've read umpteen books, newsletters, articles, and e-mails about Website design. Many of them propose the "right" way to implement a site. That way is "right" because it's the way that particular author does it. Fortunately, Chak stays above the fray, not even venturing into that territory. Instead, he focuses on the theme of getting your Website's visitors to do what you want them to do.
Most "how to do a Website" authors seem to forget why anyone has a Website in the first place--they get lost in the glitzy stuff and forget the site visitor. Chak stays keenly aware of the visitor throughout the entire book. In fact, five of the eight chapters are about Website visitors.
If you have a Website for any reason other than self-stroking your ego, then Chak's book is a "must read." Each chapter provides a solid explanation of key concepts for going beyond simple usability. That's where you want to go. You want to convert visitors into customers.
Chak isn't yet another Web designer who can sling a line of BS and then call it a book. He's a Web designer who has worked for major clients and has amassed the expertise that comes from that experience. He's also a solid researcher, and you can see this in his real-world examples. Add to this the fact that he's a great writer who communicates clearly and you have all the ingredients for an excellent book on Web design. After you read this book, you'll see why Chak is also in demand as a speaker at Web conferences.
This book has the potential to vastly improve the online experience for everybody. The trick to making that happen is to get all Webmasters to buy a copy, read it carefully, and implement what they learned. We can always hope....
A note on style and composition: Form is important, as it dictates readability. Fortunately, this book actually uses Standard Written English (SWE). In an age where most "authors" seem oblivious to basic writing, this book stands out as one where the author actually cares about communicating to the reader. Given the subject matter, Chak's consideration for the reader is a crucial plus.
9 of 10 people found the following review helpful
Format:Paperback
It is reasonable to say that the point of web design that was most underappreciated for the longest time dealt with assumptions about surfer attitudes. While the common chant was that the Internet was the new economy that relied on brand identity and not profits, it turned out that the chanters were right that it was new, but wrong as to the reason. People did move to the web in large numbers, but were far more reluctant to purchase than anyone anticipated. Fancy graphics, marketing hype and free stuff were not enough to convince many people to buy as old marketing tactics proved largely ineffective.
The answer turned out to be very simple. Create a site that is well organized and make sure that the potential customer can back out of a sale at any time, even after it is consummated. The latter is your decision and requires no significant amount of web expertise to execute. Developing a site that is persuasive in appearance and organization is hard, and this book will show you how to do it. Using sites that are commercially successful, most often Amazon.com, the author shows you the simple, yet effective ways to convince a viewer that you are a site that can be trusted.
The principles that are emphasized in the book are not hard to learn and require no training in graphic design to understand. In fact, most are organizational rather than structural. Advice such as always informing a potential customer that they can opt out of a purchase goes a long way towards convincing them that you are a site to do business with. Showing them where they are on the site also helps increase the level of comfort, even among veteran web shoppers.
Online purchases continue to rise and are apparently the one bright spot in what is considered a poor Christmas 2002 shopping season. Therefore, there is money to be made via an online presence and only a fool would ignore this market. However, the difference between being there and exploiting that avenue is a large one and the information in this book will increase your chances of being profitable.
The answer turned out to be very simple. Create a site that is well organized and make sure that the potential customer can back out of a sale at any time, even after it is consummated. The latter is your decision and requires no significant amount of web expertise to execute. Developing a site that is persuasive in appearance and organization is hard, and this book will show you how to do it. Using sites that are commercially successful, most often Amazon.com, the author shows you the simple, yet effective ways to convince a viewer that you are a site that can be trusted.
The principles that are emphasized in the book are not hard to learn and require no training in graphic design to understand. In fact, most are organizational rather than structural. Advice such as always informing a potential customer that they can opt out of a purchase goes a long way towards convincing them that you are a site to do business with. Showing them where they are on the site also helps increase the level of comfort, even among veteran web shoppers.
Online purchases continue to rise and are apparently the one bright spot in what is considered a poor Christmas 2002 shopping season. Therefore, there is money to be made via an online presence and only a fool would ignore this market. However, the difference between being there and exploiting that avenue is a large one and the information in this book will increase your chances of being profitable.
Most Recent Customer Reviews
5.0 out of 5 stars
Review of Riordan's WE DO KNOW HOW
Review Of: WE DO KNOW HOW: A Buyer-Led Approach to Creating Jobs for the Poor. James Riordan: New Academia Publishing, 2011, USA.
Dr. Robert Myers, dr.rbmyers@gmail. Read more
Dr. Robert Myers, dr.rbmyers@gmail. Read more
Published 9 months ago by Dr. Robert Myers
3.0 out of 5 stars
A good book, but buy it somewhere else!!!!
I read a review by P Malan, who warned that the print quality was poor, but I ordered the book anyway. I should have listened. Read more
Published on March 25, 2008 by Marla Erwin
1.0 out of 5 stars
Terrible print quality!
Caveat emptor -- Amazon is shipping "on-demand reprint" editions of this book, without warning. My copy seriously looks like it was printed at Kinkos on an aging black and white... Read more
Published on February 1, 2008 by P. Malan
5.0 out of 5 stars
Smart, useful and concise - just what I needed!
This book gives a lot of practical, common-sense advice that will either give you a new perspective - or validate your instincts. Read more
Published on January 10, 2008 by jasmin
5.0 out of 5 stars
The Culturally Proficient School
The make believe school district of Maple View in this book may not be so make believe. After all, the purpose for writing this book is to challenge educational leaders to go... Read more
Published on June 1, 2007 by M. Smith
4.0 out of 5 stars
Easy to read introduction to designing for ecommerce
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... Read more
Published on July 19, 2003 by shaw6
5.0 out of 5 stars
Isaac Epp
Actual purpose and persuasiveness in design is often completely neglected, this is a must read for anyone doing digital design. Read more
Published on May 5, 2003 by "sonus"
Citations (learn more)
This book cites 10
books:
See all 10 books this book cites
- Customer Service on the Internet: Building Relationships, Increasing Loyalty, and Staying Competitive, 2nd Edition by Jim Sterne on page 193, and page 227
- Why We Buy: The Science Of Shopping by Paco Underhill on page 295, and Back Matter
- Great Expectations by Steck-Vaughn Company on page 116
- Business Insurance (Dearborn Career Development) by Kaplan Financial on page 126
- Web Site Usability Handbook (Internet Series) by Mark Pearrow on page 25
See all 10 books this book cites
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