Persuading users to perform follow-on tasks: an initial case study

Motivation -- To design ways of attracting users onto Internet sites, which are more persuasive than Banner advertisements, and which maintain the usability of the host site equally well.

Research approach -- An initial example of a "Follow-on" 'advertisement' is developed in a demonstration domain and tested in a usability laboratory. The key is to ensure that the task promoted by the advertisement is relevant to the task performed on the host site.

Findings/Design -- The "Follow-on" comprised an invitation to perform a promoted task placed in the navigation area of the final page of a wizard-like host site. The Follow-on was more persuasive than a Banner, and did not reduce the usability of its host site. However, the Follow-on did reduce the credibility of the host site.

Research limitations/Implications -- Further work is needed to explain the reduction in credibility, and to generalize the approach to commercial domains
Originality/Value -- Web sites need to attract large numbers of new visitors, but users almost never click through Banner advertisements. Prior to this work, the main alternative was Sponsored Links on search pages.

Take away message -- To be persuasive and usable, ensure that the promoted task is relevant to the performed task. Other forms of advertising based upon follow-on tasks need to be designed and tested.