In the online world, PET (persuasion, emotion, trust) is an approach that was pioneered by Human Factors International, and alongside usability and user experience, designing with persuasion in mind is an extremely powerful approach to positively impact on conversion rates. One site which has persuasion rooted in its design, content and layout is This article provides a breakdown of some of the key persuasive elements that deliver. Get the full story at Econsultancy