Persuasion Architecture

"Persuasion Architecture" is similar to "information architecture," but deals more specifically with the conversion goals of a website. Similar to the way information architecture is focused on effectively presenting given information in an attractive way that creates a "flow" that guides the user, or reader, through to its end, persuasion architecture has an action-oriented end as its goal.

Marketing specialists engage in persuasion architecture on a daily basis, whether they use the term or not. Just about every website, for example, has a target user. The bottom line is that they are trying to achieve a goal through the user. Whether it be to make an online sale, generate enough interest for the user to initiate contact, alleviate the workload on their customer service personnel by encouraging the user to read about their Frequently Asked Questions - no matter what the goal is, persuasion architecture is geared towards persuading the user to take a certain action.

The growing measurability of the internet has made persuasion architecture only more popular. Now webmasters can measure exactly which links or features on their website are performing well and which are not. With this emerging technology the effects of the art of website design on the user are less subjective on the part of the designer. Rather than "hoping" your website will convert sales you now can watch closely as users interact with your site and either perform your desired action or move on. The need for guess-work is quickly diminishing in light of these new possibilities.