Redesign of a landing page inspired by Cialdini's principles of persuasion

First view of the page

Eventix, a ticketing company, aimed to improve their onboarding and increase the amount of site visitors becoming loyal customers. We dove into persuasion theory to see what can be used of this to design their landing page to do so.  


After a thorough analysis of the company, the business they are in and the possible clients we went to see how visitors experience the current website. We asked them to think aloud while going through the landing page and do anything on the site they would like to do.

What was clear is that participants differed in what they were looking for and what way they would like to be onboarded. Some like to experience the actual product, some prefer numbers and others like to see other companies that make use of their services. Preferably a design should provide multiple ways of onboarding. The current website provides this but results in this case in a large stack of elements that seems not to invite visitors but rather scare them away.


We brainstormed on ideas how to persuade people to come onboard inspired by Cialdini's 6 principles for persuasion: reciprocity, scarcity, authority, consistency, liking & consensus. For each of these principles we created a number of solutions for the landing page.



Prototyping & testing

Which elements to pick for the final design? We decided to experiment and asked employees of the company and possible visitors to create their ideal order and content of a landing page.

Again this showed people to have higlhy differing opinions and tastes regarding a landing-page. What we could deduct from this test was is that some elements were clearly liked and some clearly disliked by all. Of course, what effect the different orders and content really have on visitors can be better tested through A/B testing but for now this gave us at least an indication and points of discussion.

Collection of possible elements based on the 6 principles of persuasion


The selected modules were placed in a logical order that results in a good flow altogether but can also be read separately. An important element in this new design is an experience module where visitors can get a taste of how the ticketing software would work on both buyer and sales side in a short amount of time.



Creating a design based on actual testresults is great, especially if it is combined with existing literature. So much has been discovered already, better to make use of it.

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Time & Team

4 months

4 days a week

1 computer scientist, 1 design engineer, 1 cognitive psychologist & me