A persuasive argument for accessibility?
experience engine is always extolling the virtues of usability and accessibility in good web site design to our clients. And now, according to US consultancy Future Now, web sites that are highly usable and accessible have a head start in the next big development in these areas: persuasion architecture.
Persuasion architecture takes the principles of good usability and accessibility design and puts a commercial slant on them, mapping the visitors' buying experience to a company's sales process. When we say sales process, this doesn't mean it's just applicable to e-commerce sites: requesting a brochure online, or a visitor registering on your site can be considered a 'sale'.
Where good usability means that your site offers visitors features designed to help them get around your web site, a persuasive architecture helps to guide your customer along the buying process to the checkout. Each feature is designed to stop your visitor from leaving your web site and increase their propensity to buy. Each step, or click on the site becomes a micro-conversion, which ultimately leads to your end goal.
To help a visitor along this journey, a site designed with a persuasive architecture would include prompts, easily accessed information, intuitive navigation and personalised content. Everything about a site designed with persuasive architecture is geared towards pulling the visitor along and motivating them to take the next step.
If focussing on the minutiae of each web page seems impossibly time consuming or expensive, take a step back. By considering your visitors needs prior to building or extending a site, you can cover-off these areas quite easily. It's all about attention to detail, good copy and giving visitors what they want.
The key message then is that good usability and accessibility isn't about simply catering to a small section of your customer base, or complying with the law - good usability and accessibility allows a web site to give every visitor a better experience and can improve your sales too.
