Persuasive Web: Where Psychology Meets Conversion

DAY 26: Applying Persuasion Principles – 37signals

Posted in Uncategorized by persuasiveweb on June 26, 2009

37signals

37signals is a small, Chicago-based company which prides itself on simplicity and offers a well-honed suite of Web-based productivity and collaboration software. In their words, “Our products do less than the competition — intentionally.”

Their founders have made a few waves in the business and developer communities because they’ve been vocal about how:

  1. Companies shouldn’t always listen to their customers (especially when it comes to new feature requests);
  2. Businesses should focus on generating revenue with products that offer real value (versus trying to monetize ‘free’) and;
  3. Venture capital isn’t the optimal method of financing a new venture. 🙂

Several months ago I read their popular publication, “Getting Real” — which is about building a successful Web-based application and business — and thoroughly enjoyed the author’s honesty and openness about what has worked and hasn’t worked for 37signals, as well as his view on business and quality of life.

In addition to focusing on simplicity, it’s apparent that the folks at 37signals know a thing or two about persuasion, and specifically around the principles of social proof and contrast. In today’s post I’ll again use screenshots to highlight how this company is converting visitors into customers:

37signals1

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37signals7

So there you have it.

37signals’ design team offers up some great examples of how to effectively weave social proof, authority, contrast, and credibility messaging throughout your site. While I question their choice to pack so much content into their home page, it wouldn’t hurt (even a little!) to emulate the company’s overall approach to persuasive design.

~Lance

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