8 ergonomic criteria to evaluate the persuasion of a site

For nearly 18 years, professionals have based themselves, among other things, on the ergonomic criteria of Bastien and Scapin. Although they are still relevant and useful, they are no longer sufficient to represent the current reality of the Web. The trend is in the search for persuasion and, although it is being talked about more and more on the Internet, it is an area that was sorely lacking in practical reference.

This is no longer the case.

In his conference of April 29, 2011, Eric Brangier presented us with criteria for evaluating persuasion. These criteria, which should soon be published on the website of the ETIC laboratory of the Paul Verlaine University, will make it possible to open up new paths in the evaluation and design of interfaces. This post provides a summary.  

BEFORE PERSUASION: EVOLUTION OF RESEARCH IN ERGONOMICS

During the last 40-50 years, research in interface ergonomics has evolved a lot.

• Accessibility  : The first studies focused on operational constraints, at the material level. It was mostly research based on physiological psychology . 
• Usability  : Beyond operating constraints and hardware, we then understood that a system had to be compatible with the mental characteristics of the users who use it. So this was the field of cognitive psychology . 
• “Funology”  : After the purely practical interfaces appeared the playful and entertaining interfaces. This has pushed research towards emotional design . 
• Persuasion  : With the development of the commercial potential of the Internet, websites increasingly want to persuade their visitors. Given the global and social aspect of the web, research is therefore oriented towards social psychology . 
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PERSUASION ASSESSMENT CRITERIA

The following criteria are organized into two groups. Static criteria, which can be assessed at a given moment, and dynamic criteria whose impact can be measured over a more or less long period of time.

STATIC CRITERIA

1. CREDIBILITY

To persuade, you have to be credible in the eyes of the visitor. This involves appearing reliable and showing that you have legitimate expertise in your field.

2. PRIVACY

It is necessary to provide a feeling of security to the visitor. He must feel that his rights will be respected and that his information will be confidential.

3. PERSONALIZATION

The visitor must feel targeted and feel that the site reflects his feeling of belonging to a group.

4. ATTRACTIVENESS

In connection with the emotional design, the user must be emotionally attracted to the site and his navigation must be oriented and marked. This is where the quality of the calls to action will be assessed.

DYNAMIC CRITERIA

5. SOLICITATION

This concerns the means put in place so that the user returns regularly to the site. You have to pique your curiosity.

6. INITIAL SUPPORT

When users arrive on your site, you have to help them initiate their actions, guide them in their first steps and encourage them to continue.

7. COMMITMENT

Engagement measures the way in which the user maintains his interactions with the site and the processes implemented to make him perform increasingly costly tasks (in terms of cognitive, physiological resources, etc.)

8. RIGHT OF WAY

Influence measures a site's addictive potential, that is, the potential to create irrepressible and repetitive interactions while providing deep satisfaction. The consequences of control very often go beyond the interaction with the media and can have serious social repercussions.

CONCLUSION

It is true that some of these criteria were already more or less part of good practices in web ergonomics. For example, designers of e-commerce sites are already very aware of the need to give credibility to a site and to reassure users about the security of their data. However, the work of Professor Brangier's team goes much further by giving us a precise view of all the factors capable of influencing users.

In my opinion, these criteria therefore perfectly complement the toolkit of web ergonomists and more particularly those who have to work with marketing and web strategy departments. They should become a very important reference in the years to come.