How to Craft Compelling Calls-to-Action

UX Homegrown, Auckland 2016

1. How to Craft
2. disclaimer: (p)sychology
5. FIRST MYTH: MOAR INFORMATION = GOOD
7. MYTH 2: YOU KNOW WHAT MOTIVATES YOU
8. What will motivate you? What  people  say:   1.  Save  the  environment   2.  Benefit  society   3.  Save  money   4.  Other  people  are   doing  it   What  worked:   1.  Other  guests  reuse   their  towels  58%   2.  Save  the  environment   38%  
10. SALIENT BELIEFS
11. Theory of! Planned Behaviour! based on Ajzen, 1991!
17. Thanks! Questions? justine@userfaction.com @titine