Persuasion 101: Getting Users to Click...I did!

Andrew Chak, author of "Submit Now - Designing Persuasive Web Sites" writes about how users go about making purchasing decisions, i.e. getting users to click. He identifies four types of users:

1. Browsers - the user recognizes they have a need, but needs to understand what they should be looking for.
2. Evaluators - the user needs help making a choice, compare alternatives, and decide whether to make a transaction.
3. Transactors - the user has made a decision what item(s) to buy and where, and needs guidance to help them get through the call to action before motivation is lost.
4. Customers - transaction is complete. The user wants to ensure they are taken care of, and looking for a reason why to transact again.

Recently, I purchased a new Canon 40D DSLR camera from FutureShop.ca, and I started thinking to myself, what were the steps that got me to make this BIG $1400 purchase? Was it an impulse buy? Probably. Was it because of a forum post submitted by a member of RedFlagDeals.com that convinced me that I was getting a great deal? Possibly. Or was is something on Future Shop's website that persuaded me to click "BUY NOW!"? Perhaps. In all honesty, looking back at the types of users defined above, as well as my own online experience, I would have to say "All of the above".

Let's start from the beginning...Prior to making this purchase, I owned the Canon DSLR Rebel XT, which is an entry level DSLR camera. One day, waiting for the wife, I stopped into a Future Shop brick and mortar store, and started playing around with the 40D...WOW! What a difference! Right away, I recognized how much more powerful this camera was in comparison to the Rebel XT...but is the 40D really what I need? What about the 50D, or the 5D? Which one provides best value for my money? I had no clue, and I needed to do more research...and wait for a sale!

Browsing through my Google Reader RSS subscription to RFD's Hot Deals Forum, I came across a post about the Canon 40D camera on sale at FutureShop.ca! Just my luck! Immediately, I was motivated to click, identify how much time I have before the sale ends, search other e-tailers who sell the same camera for price comparison, and search for reviews. Using my final "phone a friend" lifeline, I consulted with my photography guru friend, Benjamin Wong, who helped provide me with some great insight...I've made my final decision...

After evaluating all my options, e.g. searching for the best price, lowest and quickest shipping cost, e-tailer reputation, camera reviews, and a friendly recommendation, it was only a matter of signing into my FutureShop.ca account, adding the camera to my virtual shopping cart, enter some personal details, and clicking on "Complete Order" to finish the online transaction.

However, keep in mind that the process doesn't stop here. The process ends when I physically receive the product in a timely manner, and in perfect working condition. FutureShop.ca ensured that I, the customer, was well taken care of by sending frequent email updates of my current purchase, and illustrating the efficiency of their order processing system. From a user experience perpective, users expect (not want) to be notified every step of the way. They want their purchasing experience to be just as satisfying as a purchase in a brick and mortar store. In my opinion, FutureShop.ca successfully satisfied my user experience by sending three very important emails:

1. Your order has been received
2. Your order has been processed
3. Your order has been shipped, here's the tracking number, and your official invoice.

Ding Dong! Delivery for Mr. Julian Lising? That's me! Enjoy! Thanks Mr. Postman, have a nice day! CLICK! Well done FutureShop.ca, I now have a reason to transact with you again! Shoutout to you, Mr. Chak, you hit the nail right on the head!