Booking.com: improving conversion with best practice persuasive design
Persuasive design is something that has been around for many many years, not least in the way high street stores and supermarkets lay out their stores to encourage and entice customers to buy as they arrive and walk around. In the online world, PET (persuasion, emotion, trust) is an approach that was pioneered by Human Factors International, and alongside usability and user experience, designing with persuasion in mind is an extremely powerful approach to positively impact on conversion rates.
Author Paul Rouke, a consultant and trainer in usability & conversion optimisation, talks about Booking.com and the integration of persuasion in its design, content and layout. He also gives some valuable pointers on best practice persuasive design and general usability issues.