E-commerce Link: Human by Design
A good example of this is the Kleenex Cool Touch website. By giving you and a friend a sample of their newest product, Kleenex got users to sign up by providing names and addresses. This established a relationship by giving customers something and got Kleenex's brand out there.
• Tell people what you want: You might ask users, "What's your skincare routine?" and give them a reason to respond: "So that we can send you personalized samples!" Be up front; users are cautious about giving out personal information. It's fair to tell them what the information will be used for, as well as what's in it for them.
• Social validation: As humans, we often look for social validation when making decisions: Which movie should we go watch? Is this a good hair treatment? I hear this car maker has improved their motors and so forth. Ratings, reviews and testimonials are powerful and influential in users' decision-making process. As brands foster their online presence in social media, we should be able to take advantage of the social validation potential present in those.
• Authority: Along the same lines as social validation, users respect the opinion of perceived figures of authority.
• Scarcity: Less available items seem to be more valuable. Think of online airfare websites, for instance, when they note "only 2 more seats available at this rate." That might not be true, but it does make you consider clicking the "purchase" button right away.
• Urgency: It drives action. Urgency and scarcity function similarly. Think of those online retailers who sell only one specific item at a hefty discounted price for a 30-minute period of time. The unbeatable low prices, pressed by the rush of only having a few minutes left to purchase, makes consumers think it's OK to buy an item, even if only impulsively—it's such a great deal, isn't it?!