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Full Description
Why does someone decide to buy a product online or register at a website? Psychologists have known for years about the nonconscious forces that persuade people to take action. Neuro WebDesign applies the research on persuasion and decision making to the design of websites. Neuro WebDesign explains psychological research on social validation, reciprocity, fear of loss, contrast and other principles in an easy to understand way, and then goes on to show how to implement these powerful ideas. For example, why are customer ratings so important at a website, and what are the critical elements to include to make them even more effective? Does the order in which you provide choices have an unconscious effect on which one is chosen? Some books describe research; some books give advice on web design, but Neuro WebDesign combines the research on non-conscious decision-making and persuasion with web design advice.
Contents
CHAPTER 1CHAPTER 2: Wanting to Belong: The Power of Social ValidationCHAPTER 3: Feeling Indebted: How to Build in Reciprocity and ConcessionCHAPTER 4: Invoking Scarcity-If Something Seems Unavailable, We Seem to Want It Even More CHAPTER 5: Choosing Carefully-Given Too Many Choices, We Freeze (and Then We Don't Choose at All)CHAPTER 6: It's All About You: Speaking to the Self-Centered, Unconscious MindCHAPTER 7: Building Commitment-We Want to Think We're Consistent CHAPTER 8: Using Similarity, Attractiveness, and Association: Are We the Same?CHAPTER 9: Afraid to Lose-How Fear of Loss Trumps Our Anticipation of VictoryCHAPTER 10: Using Pictures and Stories-the Best Way to Talk to Our Unconscious MindsCHAPTER 11: We're Social Animals-Finding the Next Big Thing by Making It SocialAppendixIndex
