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Their team scurried about the site like little

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Their team scurried about the site like little bunnies clev-erly hiding easter eggs that would only be displayed at certaintimes of the day, or only after a set number of page views (fig7.1). This was no kindergarten egg hunt; it took some realsearching to find a winning egg. Those that did find one wererewarded with free software packs or cash.
86DESIGNING FOR EMOTIONJ. Cornelius, CoffeeCup’s VP of Operations, kicked off thehunt with a quick tweet (fig 7.2).Shortly thereafter, word spread on Twitter and Facebook,and site traffic began to swell. In the first three days, traffictripled. Before the egg hunt, CoffeeCup would typically getabout five page views per visitor, but once the egg hunt began,they saw an average of 30 page views per visitor. People spenthours and hours on the site in search of a winning egg. Oneuser confessed on the Facebook fan page that she spent fivehours searching for a winning egg, and in the end, it turnedher into a customer:So pleased to have found this software. I’ve wanted it for a whileand was saving up. Now I can treat myself to some of the othersoftware I have been studying and trying during my 5 hour egghunt.Check out what forum user “paintbrush” had to say abouther reaction to the contest ():Just can’t let it go. Into 3rd day now. Ashamed of how manyhours I’ve spent. By the way, I’ve clicked on every egg I saw -right from the beginning (started at 10:15 Mon.) - all taken!fig 7.1: CoffeeCup Software ran an easter egg hunt on their site, and saw some amazingresults.
FORGIVENESS87When could any of us say we had a single visitor spendthree days on our site? CoffeeCup’s forums exploded withchatter about the promotion. More than 3,700 posts weremade, which received more than 55,000 views.The egg hunt had a lasting effect on CoffeeCup’s socialnetworking reach. They had a 217% increase in Facebook fansand a 170% increase in Twitter followers. Because of theirexperiment, they’ve been able to stay in touch with morecustomers.CoffeeCup’s promotion statistics are staggering. They usedmany of the design principles we saw in earlier chapters, in-cluding variable rewards, anticipation, the velvet rope effect,and status, creating a very powerful effect. Though the num-bers are kept private, they did indeed see a sales spike.CoffeeCup ran the experiment for a limited time, afterwhich the site returned to its old self, and the risks of theemotional design principles they used faded. However, wefig 7.2: The CoffeeCup easter egg hunt was kicked off by a tweet from the VP ofOperations, J. Cornelius.
88DESIGNING FOR EMOTIONcan agree that the risk they faced didn’t compare to what theygained.The same holds true for Blue Sky Resumes, a company thattook a chance on emotional design, and won big.Going big: Blue Sky Resumes’ redesignIf you’re starting a new site, and you have the stones to go fur-ther, you can weave brand, design, and message together intoa broader emotional design strategy. Blue Sky Resumes (http://blueskyresumes.com/), a service that helps people craft a great

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