{"id":5079,"date":"2026-09-16T02:58:33","date_gmt":"2026-09-16T02:58:33","guid":{"rendered":"https:\/\/vbaseup.com\/kien-thuc\/?p=5079"},"modified":"2026-11-03T04:35:07","modified_gmt":"2026-11-03T04:35:07","slug":"influence-and-interactive-design-framework","status":"publish","type":"post","link":"https:\/\/vbaseup.com\/kien-thuc\/influence-and-interactive-design-framework\/","title":{"rendered":"M\u00f4 h\u00ecnh Thi\u1ebft k\u1ebf T\u01b0\u01a1ng t\u00e1c v\u00e0 T\u00e1c \u0111\u1ed9ng c\u1ee7a Brian Cugelman"},"content":{"rendered":"

T\u1eeb l\u00fac l\u01b0\u1edbt m\u1eaft \u0111\u1ebfn khi do d\u1ef1 hay tin t\u01b0\u1edfng, h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng tr\u00ean website \u0111\u1ec1u c\u00f3 c\u01a1 ch\u1ebf t\u00e2m l\u00fd ph\u00eda sau.<\/p><\/blockquote>\n

D\u00f9 b\u1ea1n thu\u00ea designer gi\u1ecfi, ch\u1ecdn m\u00e0u s\u1eafc k\u1ef9 l\u01b0\u1ee1ng v\u00e0 vi\u1ebft n\u1ed9i dung tr\u00f4i ch\u1ea3y cho website, nh\u01b0ng kh\u00e1ch h\u00e0ng v\u1eabn ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 r\u1eddi \u0111i ch\u1ec9 sau v\u00e0i gi\u00e2y? C\u00f4ng s\u1ee9c v\u00e0 ti\u1ec1n b\u1ea1c b\u1ecf ra kh\u00f4ng \u00edt, song trang web v\u1eabn ch\u01b0a khi\u1ebfn h\u1ecd mu\u1ed1n \u1edf l\u1ea1i. V\u1ea5n \u0111\u1ec1 hi\u1ebfm khi n\u1eb1m \u1edf vi\u1ec7c n\u00f3 c\u00f3 \u0111\u1eb9p hay kh\u00f4ng.<\/p>\n

M\u00f4 h\u00ecnh Cugelman ti\u1ebfp c\u1eadn t\u00ecnh hu\u1ed1ng n\u00e0y t\u1eeb g\u00f3c \u0111\u1ed9 h\u00e0nh vi. Theo \u0111\u00f3, vi\u1ec7c kh\u00e1ch h\u00e0ng ch\u00fa \u00fd, do d\u1ef1, tin t\u01b0\u1edfng hay r\u1eddi trang \u0111\u1ec1u c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c nh\u00ecn nh\u1eadn qua c\u00e1c c\u01a1 ch\u1ebf t\u00e2m l\u00fd. V\u1eady m\u1ed9t website c\u1ea7n l\u00e0m g\u00ec \u0111\u1ec3 \u0111\u01b0a ng\u01b0\u1eddi m\u1edbi gh\u00e9 th\u0103m \u0111\u1ebfn ch\u1ed7 tin t\u01b0\u1edfng v\u00e0 h\u00e0nh \u0111\u1ed9ng?<\/p>\n

M\u00f4 h\u00ecnh Cugelman l\u00e0 g\u00ec?<\/h2>\n

M\u00f4 h\u00ecnh Thi\u1ebft k\u1ebf T\u01b0\u01a1ng t\u00e1c v\u00e0 T\u00e1c \u0111\u1ed9ng (Influence and Interactive Design Framework) l\u00e0 h\u1ec7 th\u1ed1ng gi\u00fap d\u1eabn d\u1eaft ng\u01b0\u1eddi d\u00f9ng t\u1eeb l\u00fac m\u1edbi nh\u00ecn th\u1ea5y website \u0111\u1ebfn khi tin t\u01b0\u1edfng v\u00e0 h\u00e0nh \u0111\u1ed9ng. M\u00f4 h\u00ecnh c\u00f2n \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 Khung K\u1ebft qu\u1ea3 H\u00e0nh vi & Chi\u1ebfn l\u01b0\u1ee3c Thi\u1ebft k\u1ebf, do ti\u1ebfn s\u0129 Brian Cugelman ph\u00e1t tri\u1ec3n.<\/p>\n

Brian Cugelman l\u00e0 nh\u00e0 s\u00e1ng l\u1eadp AlterSpark, chuy\u00ean gia v\u1ec1 t\u00e2m l\u00fd h\u1ecdc k\u1ef9 thu\u1eadt s\u1ed1 (Digital Psychology) v\u00e0 khoa h\u1ecdc d\u1eef li\u1ec7u (Data Science). \u00d4ng c\u00f3 b\u1eb1ng ti\u1ebfn s\u0129 v\u1ec1 Truy\u1ec1n th\u00f4ng X\u00e3 h\u1ed9i & Thay \u0111\u1ed5i H\u00e0nh vi tr\u00ean M\u00f4i tr\u01b0\u1eddng M\u1ea1ng, t\u1eebng t\u01b0 v\u1ea5n cho Samsung, Salesforce, Microsoft v\u00e0 c\u00e1c c\u01a1 quan ch\u00ednh ph\u1ee7 nh\u01b0 L\u1ea7u N\u0103m G\u00f3c. Nghi\u00ean c\u1ee9u c\u1ee7a \u00f4ng c\u0169ng \u0111\u01b0\u1ee3c \u0111\u0103ng tr\u00ean c\u00e1c t\u1ea1p ch\u00ed khoa h\u1ecdc h\u00e0nh vi uy t\u00edn nh\u01b0 JMIR<\/em>.<\/p>\n

\"Ti\u1ebfn<\/p>\n

Ti\u1ebfn s\u0129 Brian Cugelman.<\/em><\/p>\n

M\u00f4 h\u00ecnh \u0111\u01b0\u1ee3c h\u00ecnh th\u00e0nh qua nhi\u1ec1u n\u0103m k\u1ebft h\u1ee3p nghi\u00ean c\u1ee9u h\u00e0n l\u00e2m v\u1edbi kinh nghi\u1ec7m th\u1ef1c t\u1ebf trong ng\u00e0nh c\u00f4ng ngh\u1ec7. V\u1edbi ng\u01b0\u1eddi l\u00e0m UX\/UI, t\u1ed1i \u01b0u t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i (CRO) hay marketing, n\u00f3 cung c\u1ea5p m\u1ed9t l\u1ed9 tr\u00ecnh t\u1eeb thu h\u00fat ch\u00fa \u00fd, t\u1ea1o \u0111\u1ed9ng l\u1ef1c \u0111\u1ebfn th\u00fac \u0111\u1ea9y h\u00e0nh \u0111\u1ed9ng v\u00e0 gi\u1eef ch\u00e2n ng\u01b0\u1eddi d\u00f9ng l\u00e2u d\u00e0i.<\/p>\n

Ch\u1eb3ng h\u1ea1n khi mu\u1ed1n thuy\u1ebft ph\u1ee5c kh\u00e1ch h\u00e0ng, b\u1ea1n c\u00f3 th\u1ec3 th\u00eam huy hi\u1ec7u uy t\u00edn \u1edf ch\u1ed7 n\u00e0y, \u0111\u1ed5i n\u00fat CTA sang m\u00e0u \u0111\u1ecf \u1edf ch\u1ed7 kh\u00e1c. Nh\u01b0ng nh\u1eefng th\u1ee7 thu\u1eadt ri\u00eang l\u1ebb \u1ea5y ch\u01b0a t\u1ea1o th\u00e0nh m\u1ed9t l\u1ed9 tr\u00ecnh li\u1ec1n m\u1ea1ch. M\u00f4 h\u00ecnh Cugelman gi\u00fap k\u1ebft n\u1ed1i ch\u00fang, \u0111\u1ec3 m\u1ed7i l\u1ef1a ch\u1ecdn thi\u1ebft k\u1ebf g\u1eafn v\u1edbi m\u1ed9t b\u01b0\u1edbc trong h\u00e0nh tr\u00ecnh c\u1ee7a ng\u01b0\u1eddi d\u00f9ng.<\/p>\n

M\u00f4 h\u00ecnh \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng t\u1eeb nh\u1eefng c\u01a1 s\u1edf n\u00e0o?<\/h2>\n

M\u00f4 h\u00ecnh Cugelman t\u1ed5ng h\u1ee3p kho\u1ea3ng 10 khung l\u00fd thuy\u1ebft h\u00e0nh vi l\u1edbn \u0111\u00e3 \u0111\u01b0\u1ee3c ki\u1ec3m ch\u1ee9ng qua nhi\u1ec1u th\u1eadp k\u1ef7. Trong \u0111\u00f3 c\u00f3 nh\u1eefng m\u00f4 h\u00ecnh v\u00e0 h\u01b0\u1edbng nghi\u00ean c\u1ee9u nh\u01b0:<\/p>\n

    \n
  • M\u00f4 h\u00ecnh H\u00e0nh vi Fogg:<\/strong> Do BJ Fogg ph\u00e1t tri\u1ec3n, v\u1edbi c\u00f4ng th\u1ee9c B = MAT: H\u00e0nh vi = \u0110\u1ed9ng l\u1ef1c \u00d7 N\u0103ng l\u1ef1c \u00d7 T\u00e1c nh\u00e2n k\u00edch ho\u1ea1t.<\/li>\n
  • M\u00f4 h\u00ecnh Hooked:<\/strong> Nir Eyal m\u00f4 t\u1ea3 qu\u00e1 tr\u00ecnh h\u00ecnh th\u00e0nh th\u00f3i quen s\u1eed d\u1ee5ng qua v\u00f2ng l\u1eb7p Trigger – Action – Reward – Investment.<\/li>\n
  • L\u00fd thuy\u1ebft Hai H\u1ec7 th\u1ed1ng (Dual-Process Theory):<\/strong> Daniel Kahneman ph\u00e2n bi\u1ec7t t\u01b0 duy nhanh, mang t\u00ednh b\u1ea3n n\u0103ng v\u1edbi t\u01b0 duy ch\u1eadm, thi\u00ean v\u1ec1 l\u00fd tr\u00ed.<\/li>\n
  • Nghi\u00ean c\u1ee9u \u0110\u1ed9 uy t\u00edn Web:<\/strong> \u0110\u1ebfn t\u1eeb Stanford Persuasive Tech Lab.<\/li>\n
  • T\u00e2m l\u00fd h\u1ecdc ti\u1ebfn h\u00f3a:<\/strong> Gi\u1ea3i th\u00edch v\u00ec sao con ng\u01b0\u1eddi ph\u1ea3n \u1ee9ng m\u1ea1nh v\u1edbi nh\u1eefng t\u00edn hi\u1ec7u v\u1ec1 \u0111\u1ecba v\u1ecb, s\u1ef1 an to\u00e0n hay c\u1ea3m gi\u00e1c thu\u1ed9c v\u1ec1.<\/li>\n
  • H\u00f3a h\u1ecdc th\u1ea7n kinh:<\/strong> \u0110\u1ec1 c\u1eadp \u0111\u1ebfn vai tr\u00f2 c\u1ee7a dopamine (khao kh\u00e1t), oxytocin (tin t\u01b0\u1edfng) v\u00e0 cortisol (lo \u00e2u, \u0111e d\u1ecda) trong quy\u1ebft \u0111\u1ecbnh c\u1ee7a ng\u01b0\u1eddi d\u00f9ng.<\/li>\n<\/ul>\n

    N\u1ebfu \u0111\u00e3 bi\u1ebft \u0111\u1ebfn Fogg Behavior Model hay Hooked, b\u1ea1n c\u00f3 th\u1ec3 xem m\u00f4 h\u00ecnh Cugelman l\u00e0 c\u00e1ch k\u1ebft n\u1ed1i nh\u1eefng ph\u1ea7n n\u00e0y th\u00e0nh m\u1ed9t quy tr\u00ecnh c\u00f3 th\u1ee9 t\u1ef1. Nh\u1edd \u0111\u00f3, ng\u01b0\u1eddi l\u00e0m marketing c\u00f3 m\u1ed9t h\u1ec7 th\u1ed1ng chung \u0111\u1ec3 s\u1eed d\u1ee5ng, thay v\u00ec t\u1ef1 gh\u00e9p t\u1eebng th\u1ee7 thu\u1eadt ri\u00eang l\u1ebb.<\/p>\n

    M\u00f4 h\u00ecnh Cugelman ho\u1ea1t \u0111\u1ed9ng nh\u01b0 th\u1ebf n\u00e0o?<\/h2>\n

    M\u00f4 h\u00ecnh \u0111\u1eb7t chi\u1ebfn l\u01b0\u1ee3c thi\u1ebft k\u1ebf v\u00e0 tr\u1ea1ng th\u00e1i t\u00e2m l\u00fd c\u1ee7a ng\u01b0\u1eddi d\u00f9ng \u1edf hai ph\u00eda t\u01b0\u01a1ng \u1ee9ng. Theo \u0111\u00f3, m\u1ed7i chi\u1ebfn l\u01b0\u1ee3c t\u1eeb ph\u00eda \u201cngu\u1ed3n ph\u00e1t\u201d s\u1ebd t\u1ea1o ra m\u1ed9t tr\u1ea1ng th\u00e1i \u1edf ng\u01b0\u1eddi ti\u1ebfp nh\u1eadn. C\u00f3 4 nh\u00f3m chi\u1ebfn l\u01b0\u1ee3c ch\u00ednh, t\u01b0\u01a1ng \u1ee9ng v\u1edbi 7 tr\u1ea1ng th\u00e1i t\u00e2m l\u00fd m\u00e0 kh\u00e1ch h\u00e0ng c\u1ea7n tr\u1ea3i qua \u0111\u1ec3 tr\u1edf th\u00e0nh kh\u00e1ch h\u00e0ng trung th\u00e0nh. M\u00f4 h\u00ecnh c\u0169ng \u0111\u1ec1 c\u1eadp \u0111\u1ebfn vi\u1ec7c \u0111\u01b0a ng\u01b0\u1eddi \u0111\u00e3 r\u1eddi b\u1ecf quay l\u1ea1i:<\/p>\n\n\n\n\n\n\n\n\n\n\n\n
    Chi\u1ebfn l\u01b0\u1ee3c thi\u1ebft k\u1ebf<\/th>\nTr\u1ea1ng th\u00e1i t\u00e2m l\u00fd t\u01b0\u01a1ng \u1ee9ng<\/th>\n<\/tr>\n<\/thead>\n
    1. \u0110i\u1ec1u h\u01b0\u1edbng ch\u00fa \u00fd (Direct Attention)<\/td>\nT\u1eadp trung nh\u1eadn th\u1ee9c (Concentrating)<\/td>\n<\/tr>\n
    2a. Gi\u00e1o d\u1ee5c (Educate)<\/td>\nHi\u1ec3u bi\u1ebft r\u00f5 r\u00e0ng (Learning)<\/td>\n<\/tr>\n
    2b. Kh\u01a1i g\u1ee3i c\u1ea3m x\u00fac (Evoke Emotion)<\/td>\nKhao kh\u00e1t, c\u00f3 \u0111\u1ed9ng l\u1ef1c (Desiring)<\/td>\n<\/tr>\n
    2c. H\u1ed7 tr\u1ee3 ra quy\u1ebft \u0111\u1ecbnh (Support Decision)<\/td>\n\u0110\u01b0a ra \u00fd \u0111\u1ecbnh (Deciding)<\/td>\n<\/tr>\n
    2d. \u0110\u1ea3m b\u1ea3o k\u1ebft qu\u1ea3 (Assure Outcomes)<\/td>\nTin t\u01b0\u1edfng tuy\u1ec7t \u0111\u1ed1i (Trusting)<\/td>\n<\/tr>\n
    3. T\u1ea1o \u0111i\u1ec1u ki\u1ec7n h\u00e0nh \u0111\u1ed9ng (Facilitate Action)<\/td>\nH\u00e0nh \u0111\u1ed9ng ng\u1eafn h\u1ea1n r\u1ed3i duy tr\u00ec d\u00e0i h\u1ea1n (Acting \u2192 Maintaining)<\/td>\n<\/tr>\n
    4. T\u00e1i g\u1eafn k\u1ebft (Re-engage)<\/td>\n\u0110\u01b0a ng\u01b0\u1eddi \u0111\u00e3 r\u1eddi b\u1ecf (Abandoning) quay l\u1ea1i<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

    \"S\u01a1<\/p>\n

    C\u00e1c chi\u1ebfn l\u01b0\u1ee3c thi\u1ebft k\u1ebf \u0111\u01b0\u1ee3c \u0111\u1eb7t c\u1ea1nh tr\u1ea1ng th\u00e1i t\u01b0\u01a1ng \u1ee9ng c\u1ee7a ng\u01b0\u1eddi d\u00f9ng.<\/em><\/p>\n

    Nh\u00f3m th\u1ee9 2, mang t\u00ean Advocate Ideas\/Solutions, chi\u1ebfm \u0111\u1ebfn 4 tr\u00ean 7 tr\u1ea1ng th\u00e1i t\u00e2m l\u00fd. \u0110\u00e2y l\u00e0 kho\u1ea3ng gi\u1eefa gi\u00fap kh\u00e1ch h\u00e0ng \u0111i t\u1eeb bi\u1ebft \u0111\u1ebfn s\u1ea3n ph\u1ea9m sang tin t\u01b0\u1edfng n\u00f3. Vi\u1ec7c b\u1ecf ng\u1ecf kho\u1ea3ng n\u00e0y ph\u1ea7n n\u00e0o l\u00fd gi\u1ea3i v\u00ec sao nhi\u1ec1u website thu h\u00fat \u0111\u01b0\u1ee3c s\u1ef1 ch\u00fa \u00fd, nh\u01b0ng v\u1eabn kh\u00f3 b\u00e1n \u0111\u01b0\u1ee3c h\u00e0ng.<\/p>\n

    Gi\u00fap kh\u00e1ch h\u00e0ng nh\u00ecn \u0111\u00fang ch\u1ed7<\/h3>\n

    Tr\u01b0\u1edbc khi thuy\u1ebft ph\u1ee5c kh\u00e1ch h\u00e0ng, website c\u1ea7n khi\u1ebfn h\u1ecd t\u1eadp trung v\u00e0o \u0111\u00fang th\u00f4ng tin. \u1ede b\u01b0\u1edbc \u0111i\u1ec1u h\u01b0\u1edbng ch\u00fa \u00fd, m\u00f4 h\u00ecnh khuy\u1ebfn ngh\u1ecb ki\u1ec3m tra xem ti\u00eau \u0111\u1ec1 ch\u00ednh v\u00e0 n\u00fat CTA c\u00f3 ph\u1ea3i nh\u1eefng \u0111i\u1ec3m n\u1ed5i b\u1eadt nh\u1ea5t tr\u00ean trang hay kh\u00f4ng. B\u00ean c\u1ea1nh \u0111\u00f3, kho\u1ea3ng tr\u1eafng c\u0169ng c\u1ea7n \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 d\u1eabn m\u1eaft ng\u01b0\u1eddi xem, gi\u00fap h\u1ecd ch\u00fa \u00fd \u0111\u1ebfn nh\u1eefng ph\u1ea7n n\u00e0y.<\/p>\n

    \"B\u1ea3n<\/p>\n

    Minh h\u1ecda d\u1ef1 \u0111o\u00e1n v\u00f9ng ch\u00fa \u00fd tr\u00ean trang web, kh\u00f4ng ph\u1ea3i k\u1ebft qu\u1ea3 \u0111o m\u1eaft tr\u1ef1c ti\u1ebfp.<\/em><\/p>\n

    T\u1eeb hi\u1ec3u s\u1ea3n ph\u1ea9m \u0111\u1ebfn tin t\u01b0\u1edfng<\/h3>\n

    Kh\u00e1ch h\u00e0ng c\u1ea7n hi\u1ec3u s\u1ea3n ph\u1ea9m l\u00e0 g\u00ec ngay trong v\u00e0i gi\u00e2y \u0111\u1ea7u ti\u00ean. V\u00ec v\u1eady, b\u01b0\u1edbc gi\u00e1o d\u1ee5c (Educate) y\u00eau c\u1ea7u th\u00f4ng tin \u0111\u01b0\u1ee3c di\u1ec5n \u0111\u1ea1t b\u1eb1ng ng\u00f4n ng\u1eef c\u1ee5 th\u1ec3, tr\u00e1nh m\u01a1 h\u1ed3. \u0110\u00e2y l\u00e0 m\u1ed9t ph\u1ea7n trong nh\u00f3m chi\u1ebfn l\u01b0\u1ee3c trung t\u00e2m c\u1ee7a m\u00f4 h\u00ecnh, c\u00f9ng v\u1edbi kh\u01a1i g\u1ee3i c\u1ea3m x\u00fac, h\u1ed7 tr\u1ee3 quy\u1ebft \u0111\u1ecbnh v\u00e0 \u0111\u1ea3m b\u1ea3o k\u1ebft qu\u1ea3.<\/p>\n

    \u1ede b\u01b0\u1edbc kh\u01a1i g\u1ee3i c\u1ea3m x\u00fac (Evoke Emotion), thi\u1ebft k\u1ebf h\u01b0\u1edbng \u0111\u1ebfn nh\u1eefng nhu c\u1ea7u mang t\u00ednh ti\u1ebfn h\u00f3a nh\u01b0 \u0111\u1ecba v\u1ecb, an to\u00e0n v\u00e0 s\u1ef1 thu\u1ed9c v\u1ec1. B\u1ea1n c\u1ea7n c\u00e2n b\u1eb1ng gi\u1eefa \u0111\u1ed9ng l\u1ef1c t\u00edch c\u1ef1c t\u1eeb l\u1ee3i \u00edch c\u1ee7a s\u1ea3n ph\u1ea9m v\u1edbi \u0111\u1ed9ng l\u1ef1c n\u00e9 tr\u00e1nh t\u1ed5n th\u1ea5t, ch\u1eb3ng h\u1ea1n n\u1ed7i s\u1ee3 m\u1ea5t c\u01a1 h\u1ed9i.<\/p>\n

    Khi h\u1ed7 tr\u1ee3 ra quy\u1ebft \u0111\u1ecbnh (Support Decision), m\u00f4 h\u00ecnh khuy\u1ebfn ngh\u1ecb gi\u1edbi h\u1ea1n s\u1ed1 l\u01b0\u1ee3ng l\u1ef1a ch\u1ecdn. B\u1ea3ng so s\u00e1nh ho\u1eb7c vi\u1ec7c \u0111\u00e1nh d\u1ea5u g\u00f3i \u201cph\u1ed5 bi\u1ebfn nh\u1ea5t\u201d c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c d\u00f9ng l\u00e0m \u0111i\u1ec3m neo t\u00e2m l\u00fd, gi\u00fap kh\u00e1ch h\u00e0ng \u0111\u01b0a ra \u00fd \u0111\u1ecbnh c\u1ee7a m\u00ecnh.<\/p>\n

    \"B\u1ea3ng<\/p>\n

    B\u1ea3ng so s\u00e1nh l\u00e0m r\u00f5 kh\u00e1c bi\u1ec7t gi\u1eefa c\u00e1c l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m.<\/em><\/p>\n

    C\u00f2n \u1edf b\u01b0\u1edbc \u0111\u1ea3m b\u1ea3o k\u1ebft qu\u1ea3 (Assure Outcomes), kh\u00e1ch h\u00e0ng c\u1ea7n c\u00f3 c\u01a1 s\u1edf \u0111\u1ec3 tin t\u01b0\u1edfng. B\u1eb1ng ch\u1ee9ng x\u00e3 h\u1ed9i, huy hi\u1ec7u uy t\u00edn, logo b\u00e1o ch\u00ed v\u00e0 cam k\u1ebft ho\u00e0n ti\u1ec1n l\u00e0 nh\u1eefng y\u1ebfu t\u1ed1 c\u1ea7n \u0111\u01b0\u1ee3c cung c\u1ea5p \u0111\u1ea7y \u0111\u1ee7. Nh\u01b0 v\u1eady, vi\u1ec7c thu h\u00fat \u0111\u01b0\u1ee3c ng\u01b0\u1eddi xem m\u1edbi ch\u1ec9 l\u00e0 b\u01b0\u1edbc \u0111\u1ea7u; qu\u00e3ng \u0111\u01b0\u1eddng t\u1eeb hi\u1ec3u \u0111\u1ebfn tin v\u1eabn c\u1ea7n \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf ri\u00eang.<\/p>\n

    \u0110\u1ec3 kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 h\u00e0nh \u0111\u1ed9ng<\/h3>\n

    D\u00f9 \u0111\u00e3 s\u1eb5n s\u00e0ng v\u1ec1 m\u1eb7t t\u00e2m l\u00fd, kh\u00e1ch h\u00e0ng v\u1eabn c\u00f3 th\u1ec3 d\u1eebng l\u1ea1i n\u1ebfu thao t\u00e1c tr\u00ean website qu\u00e1 r\u1eafc r\u1ed1i. Khi \u0111\u00f3, nh\u1eefng n\u1ed7 l\u1ef1c thu h\u00fat v\u00e0 thuy\u1ebft ph\u1ee5c tr\u01b0\u1edbc \u0111\u00f3 coi nh\u01b0 u\u1ed5ng ph\u00ed. T\u1ea1o \u0111i\u1ec1u ki\u1ec7n h\u00e0nh \u0111\u1ed9ng (Facilitate Action) l\u00e0 b\u01b0\u1edbc x\u1eed l\u00fd tr\u1edf ng\u1ea1i n\u00e0y.<\/p>\n

    M\u1ed9t v\u00ed d\u1ee5 c\u1ee5 th\u1ec3 l\u00e0 ph\u1ea3n h\u1ed3i t\u1ee9c th\u00ec (inline validation). Khi ng\u01b0\u1eddi d\u00f9ng \u0111i\u1ec1n \u0111\u00fang th\u00f4ng tin v\u00e0o form, website hi\u1ec3n th\u1ecb ngay d\u1ea5u t\u00edch xanh \u0111\u1ec3 x\u00e1c nh\u1eadn.<\/p>\n

    \"Bi\u1ec3u<\/p>\n

    Ph\u1ea3n h\u1ed3i \u0111\u01b0\u1ee3c \u0111\u1eb7t ngay c\u1ea1nh c\u00e1c tr\u01b0\u1eddng nh\u1eadp li\u1ec7u trong bi\u1ec3u m\u1eabu th\u1eed nghi\u1ec7m.<\/em><\/p>\n

    Theo m\u1ed9t th\u1eed nghi\u1ec7m A\/B c\u1ee7a Luke Wroblewski \u0111\u01b0\u1ee3c d\u1eabn trong t\u00e0i li\u1ec7u framework, k\u1ef9 thu\u1eadt n\u00e0y gi\u00fap t\u0103ng 22% t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i v\u00e0 31% m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng c\u1ee7a ng\u01b0\u1eddi d\u00f9ng. K\u1ebft qu\u1ea3 cho th\u1ea5y m\u1ed9t thay \u0111\u1ed5i nh\u1ecf trong UX c\u0169ng c\u00f3 th\u1ec3 t\u1ea1o ra kh\u00e1c bi\u1ec7t l\u1edbn.<\/p>\n

    Duy tr\u00ec h\u00e0nh \u0111\u1ed9ng v\u00e0 \u0111\u01b0a ng\u01b0\u1eddi d\u00f9ng quay l\u1ea1i<\/h3>\n

    C\u00f3 \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng \u0111\u00e3 kh\u00f3, vi\u1ec7c gi\u1eef h\u1ecd \u1edf l\u1ea1i c\u00f2n kh\u00f3 h\u01a1n. M\u00f4 h\u00ecnh s\u1eed d\u1ee5ng hi\u1ec7u \u1ee9ng ti\u1ebfn tr\u00ecnh m\u1ee5c ti\u00eau (Goal Gradient Effect) \u0111\u1ec3 gi\u1ea3i th\u00edch qu\u00e1 tr\u00ecnh duy tr\u00ec: c\u00e0ng g\u1ea7n \u0111\u00edch, con ng\u01b0\u1eddi c\u00e0ng n\u1ed7 l\u1ef1c nhanh h\u01a1n. \u0110\u00e2y l\u00e0 c\u01a1 s\u1edf l\u00fd gi\u1ea3i hi\u1ec7u qu\u1ea3 c\u1ee7a thanh ti\u1ebfn tr\u00ecnh h\u1ed3 s\u01a1 hay h\u1ec7 th\u1ed1ng t\u00edch \u0111i\u1ec3m.<\/p>\n

    \"Thanh<\/p>\n

    Thanh ti\u1ebfn tr\u00ecnh cho ng\u01b0\u1eddi d\u00f9ng th\u1ea5y m\u1ee9c \u0111\u1ed9 ho\u00e0n thi\u1ec7n h\u1ed3 s\u01a1 v\u00e0 ph\u1ea7n c\u1ea7n b\u1ed5 sung.<\/em><\/p>\n

    V\u1edbi ng\u01b0\u1eddi \u0111\u00e3 r\u1eddi b\u1ecf, b\u01b0\u1edbc t\u00e1i g\u1eafn k\u1ebft (Re-engage) ph\u00e2n bi\u1ec7t hai nguy\u00ean nh\u00e2n. N\u1ebfu h\u1ecd thi\u1ebfu \u0111\u1ed9ng l\u1ef1c, b\u1ea1n c\u1ea7n nh\u1eafc l\u1ea1i gi\u00e1 tr\u1ecb, g\u1eedi \u01b0u \u0111\u00e3i. C\u00f2n n\u1ebfu h\u1ecd g\u1eb7p ma s\u00e1t hay thi\u1ebfu n\u0103ng l\u1ef1c th\u1ef1c hi\u1ec7n, vi\u1ec7c c\u1ea7n l\u00e0m l\u00e0 \u0111\u01a1n gi\u1ea3n h\u00f3a quy tr\u00ecnh v\u00e0 h\u1ed7 tr\u1ee3 tr\u1ef1c ti\u1ebfp.<\/p>\n

    Ch\u1eb3ng h\u1ea1n m\u1ed9t ng\u01b0\u1eddi \u0111ang g\u1eb7p kh\u00f3 kh\u0103n k\u1ef9 thu\u1eadt s\u1ebd c\u1ea7n \u0111\u01b0\u1ee3c gi\u00fap th\u00e1o g\u1ee1 tr\u1edf ng\u1ea1i \u1ea5y. Th\u00fac gi\u1ee5c h\u1ecd mua h\u00e0ng l\u00fac n\u00e0y l\u00e0 th\u00f4ng \u0111i\u1ec7p kh\u00f4ng \u0111\u00fang v\u1edbi nguy\u00ean nh\u00e2n r\u1eddi b\u1ecf, v\u00e0 c\u00f3 th\u1ec3 khi\u1ebfn chi\u1ebfn d\u1ecbch ph\u1ea3n t\u00e1c d\u1ee5ng.<\/p>\n

    Khi n\u00e0o t\u00e2m l\u00fd h\u1ecdc g\u00e2y \u201cph\u1ea3n \u1ee9ng ng\u01b0\u1ee3c\u201d?<\/h2>\n

    R\u1ee7i ro ph\u1ea3n t\u00e1c d\u1ee5ng l\u00e0 kh\u00eda c\u1ea1nh \u00edt m\u00f4 h\u00ecnh marketing \u0111\u1ec1 c\u1eadp, nh\u01b0ng l\u1ea1i \u0111\u01b0\u1ee3c Cugelman v\u00e0 c\u1ed9ng s\u1ef1, ti\u1ebfn s\u0129 Agnis Stibe (MIT Media Lab), nh\u1ea5n m\u1ea1nh nhi\u1ec1u nh\u1ea5t. Theo \u0111\u00f3, \u00e1p d\u1ee5ng t\u00e2m l\u00fd h\u1ecdc thi\u1ebfu tinh t\u1ebf c\u00f3 th\u1ec3 g\u00e2y h\u1ea1i h\u01a1n c\u1ea3 vi\u1ec7c kh\u00f4ng l\u00e0m g\u00ec.<\/p>\n

    M\u1ed9t s\u1ed1 nguy\u00ean nh\u00e2n ph\u1ed5 bi\u1ebfn c\u00f3 th\u1ec3 k\u1ec3 \u0111\u1ebfn nh\u01b0:<\/p>\n

      \n
    • \u0110e d\u1ecda qu\u00e1 m\u1ee9c:<\/strong> Kh\u01a1i d\u1eady n\u1ed7i s\u1ee3 nh\u01b0ng kh\u00f4ng cho kh\u00e1ch h\u00e0ng l\u1ed1i tho\u00e1t khi\u1ebfn h\u1ecd ph\u00f2ng th\u1ee7 v\u00e0 r\u1eddi trang ngay l\u1eadp t\u1ee9c.<\/li>\n
    • G\u00e2y c\u0103ng th\u1eb3ng tr\u01b0\u1edbc h\u00e0nh \u0111\u1ed9ng:<\/strong> N\u00fat \u201cG\u1eedi\u201d c\u00f3 th\u1ec3 khi\u1ebfn ng\u01b0\u1eddi d\u00f9ng lo l\u1eafng n\u1ebfu h\u1ecd kh\u00f4ng bi\u1ebft \u0111i\u1ec1u g\u00ec s\u1ebd x\u1ea3y ra sau khi b\u1ea5m.<\/li>\n
    • Thi\u1ebfu minh b\u1ea1ch:<\/strong> Gi\u1ea5u \u0111i\u1ec1u kho\u1ea3n, t\u1ef1 \u0111\u1ed9ng gia h\u1ea1n ph\u00e1 h\u1ee7y ni\u1ec1m tin g\u1ea7n nh\u01b0 v\u0129nh vi\u1ec5n.<\/li>\n
    • Th\u00fac \u00e9p sai \u0111\u1ed1i t\u01b0\u1ee3ng:<\/strong> Li\u00ean t\u1ee5c ch\u1ed1t sale v\u1edbi ng\u01b0\u1eddi \u0111ang c\u1ea7n \u0111\u01b0\u1ee3c t\u01b0 v\u1ea5n, h\u1ed7 tr\u1ee3.<\/li>\n<\/ul>\n

      \"Giao<\/p>\n

      Th\u00f4ng \u0111i\u1ec7p tr\u00ean m\u00e0n h\u00ecnh h\u1ee7y \u0111\u0103ng k\u00fd nh\u1ea5n m\u1ea1nh c\u00e1c quy\u1ec1n l\u1ee3i ng\u01b0\u1eddi d\u00f9ng s\u1ebd m\u1ea5t.<\/em><\/p>\n

      Ch\u00ednh v\u00ec v\u1eady, m\u00f4 h\u00ecnh \u0111\u1eb7t ra nguy\u00ean t\u1eafc kh\u00f4ng s\u1eed d\u1ee5ng dark patterns – nh\u1eefng thi\u1ebft k\u1ebf \u0111\u00e1nh l\u1eeba nh\u01b0 gi\u1ea5u n\u00fat h\u1ee7y hay t\u1ea1o khan hi\u1ebfm gi\u1ea3. D\u1ef1a tr\u00ean l\u00fd thuy\u1ebft t\u1ef1 quy\u1ebft (Self-Determination Theory), kh\u00e1ch h\u00e0ng c\u1ea7n c\u1ea3m th\u1ea5y ch\u00ednh h\u1ecd l\u00e0 ng\u01b0\u1eddi \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh, thay v\u00ec b\u1ecb thao t\u00fang.<\/p>\n

      T\u00e2m l\u00fd h\u1ecdc trong tr\u01b0\u1eddng h\u1ee3p n\u00e0y ch\u1ec9 n\u00ean gi\u00fap kh\u00e1ch h\u00e0ng nh\u00ecn r\u00f5 gi\u00e1 tr\u1ecb th\u1eadt c\u1ee7a s\u1ea3n ph\u1ea9m, thay v\u00ec \u0111\u01b0\u1ee3c d\u00f9ng \u0111\u1ec3 bi\u1ebfn m\u1ed9t s\u1ea3n ph\u1ea9m k\u00e9m th\u00e0nh s\u1ea3n ph\u1ea9m t\u1ed1t.<\/p>\n

      \u00c1p d\u1ee5ng m\u00f4 h\u00ecnh v\u00e0o website th\u1ebf n\u00e0o?<\/h2>\n

      N\u1ebfu mu\u1ed1n \u00e1p d\u1ee5ng m\u00f4 h\u00ecnh v\u00e0o m\u1ed9t website \u0111ang c\u00f3, b\u1ea1n c\u00f3 th\u1ec3 b\u1eaft \u0111\u1ea7u v\u1edbi quy tr\u00ecnh 5 b\u01b0\u1edbc \u0111\u01b0\u1ee3c Cugelman g\u1ee3i \u00fd:<\/p>\n

        \n
      1. X\u00e1c \u0111\u1ecbnh h\u00e0nh vi m\u1ee5c ti\u00eau:<\/strong> N\u00eau c\u1ee5 th\u1ec3 \u0111i\u1ec1u b\u1ea1n mu\u1ed1n kh\u00e1ch h\u00e0ng th\u1ef1c hi\u1ec7n.<\/li>\n
      2. Ph\u00e2n t\u00edch r\u00e0o c\u1ea3n t\u00e2m l\u00fd:<\/strong> X\u00e1c \u0111\u1ecbnh h\u1ecd \u0111ang thi\u1ebfu nh\u1eadn th\u1ee9c, \u0111\u1ed9ng l\u1ef1c hay ni\u1ec1m tin.<\/li>\n
      3. Ch\u1ecdn chi\u1ebfn l\u01b0\u1ee3c thi\u1ebft k\u1ebf t\u01b0\u01a1ng \u1ee9ng:<\/strong> \u0110\u1ed1i chi\u1ebfu r\u00e0o c\u1ea3n v\u1edbi c\u00e1c chi\u1ebfn l\u01b0\u1ee3c v\u00e0 tr\u1ea1ng th\u00e1i t\u00e2m l\u00fd trong b\u1ea3ng tr\u00ean.<\/li>\n
      4. Th\u1ef1c thi thi\u1ebft k\u1ebf v\u00e0 copywriting.<\/strong><\/li>\n
      5. Th\u1eed nghi\u1ec7m A\/B v\u00e0 \u0111o l\u01b0\u1eddng:<\/strong> Theo d\u00f5i c\u1ea3 kh\u1ea3 n\u0103ng ph\u1ea3n t\u00e1c d\u1ee5ng, b\u00ean c\u1ea1nh vi\u1ec7c t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i t\u0103ng hay gi\u1ea3m.<\/li>\n<\/ol>\n

        \"Nh\u00f3m<\/p>\n

        Th\u1ea3o lu\u1eadn v\u00e0 s\u1eafp x\u1ebfp c\u00e1c b\u01b0\u1edbc tr\u01b0\u1edbc khi tri\u1ec3n khai.<\/em><\/p>\n

        \u0110i\u1ec3m kh\u00e1c bi\u1ec7t c\u1ee7a c\u00e1ch ti\u1ebfp c\u1eadn n\u00e0y l\u00e0 vi\u1ec7c ch\u1ea9n \u0111o\u00e1n di\u1ec5n ra tr\u01b0\u1edbc khi thi\u1ebft k\u1ebf. B\u1ea1n c\u1ea7n bi\u1ebft kh\u00e1ch h\u00e0ng \u0111ang g\u1eb7p tr\u1edf ng\u1ea1i \u1edf \u0111\u00e2u, thay v\u00ec th\u00eam hi\u1ec7u \u1ee9ng theo c\u1ea3m t\u00ednh ho\u1eb7c ch\u1ea1y theo xu h\u01b0\u1edbng.<\/p>\n

        V\u00ec v\u1eady, n\u1ebfu website c\u00f3 nhi\u1ec1u ng\u01b0\u1eddi gh\u00e9 nh\u01b0ng \u00edt ng\u01b0\u1eddi \u1edf l\u1ea1i, b\u1ea1n c\u00f3 th\u1ec3 t\u1ea1m g\u00e1c c\u00e2u h\u1ecfi v\u1ec1 m\u1ee9c \u0111\u1ed9 \u0111\u1eb9p m\u1eaft c\u1ee7a trang. \u0110i\u1ec1u c\u1ea7n x\u00e1c \u0111\u1ecbnh l\u00fac n\u00e0y l\u00e0 kh\u00e1ch h\u00e0ng \u0111ang d\u1eebng \u1edf giai \u0111o\u1ea1n t\u00e2m l\u00fd n\u00e0o, v\u00e0 h\u1ecd c\u00f2n thi\u1ebfu g\u00ec \u0111\u1ec3 \u0111i ti\u1ebfp. M\u00f4 h\u00ecnh Cugelman kh\u00f4ng h\u1ee9a h\u1eb9n bi\u1ebfn m\u1ed9t s\u1ea3n ph\u1ea9m k\u00e9m th\u00e0nh s\u1ea3n ph\u1ea9m t\u1ed1t, nh\u01b0ng gi\u00fap b\u1ea1n bi\u1ebft m\u00ecnh c\u1ea7n s\u1eeda \u1edf \u0111\u00e2u tr\u01b0\u1edbc khi ti\u1ebfp t\u1ee5c thay \u0111\u1ed5i website.<\/p>\n","protected":false},"excerpt":{"rendered":"

        T\u1eeb l\u00fac l\u01b0\u1edbt m\u1eaft \u0111\u1ebfn khi do d\u1ef1 hay tin t\u01b0\u1edfng, h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng tr\u00ean website \u0111\u1ec1u c\u00f3 c\u01a1 ch\u1ebf t\u00e2m l\u00fd ph\u00eda sau. D\u00f9 b\u1ea1n thu\u00ea designer gi\u1ecfi, ch\u1ecdn m\u00e0u s\u1eafc k\u1ef9 l\u01b0\u1ee1ng v\u00e0 vi\u1ebft n\u1ed9i dung tr\u00f4i ch\u1ea3y cho website, nh\u01b0ng kh\u00e1ch h\u00e0ng v\u1eabn ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 r\u1eddi \u0111i ch\u1ec9 […]<\/p>\n","protected":false},"author":1,"featured_media":5081,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,36],"tags":[65],"class_list":["post-5079","post","type-post","status-publish","format-standard","has-post-thumbnail","category-cro","category-tam-ly-hoc-chuyen-doi","tag-cro-frameworks"],"blocksy_meta":[],"_links":{"self":[{"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts\/5079","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/comments?post=5079"}],"version-history":[{"count":1,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts\/5079\/revisions"}],"predecessor-version":[{"id":5089,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts\/5079\/revisions\/5089"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/media\/5081"}],"wp:attachment":[{"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/media?parent=5079"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/categories?post=5079"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/tags?post=5079"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}