Neuro Web Design What Makes Them Click?

by Weinschenk, Susan

• ISBN13: 9780321603609
• ISBN10: 0321603605
• Edition: 1st
• Format: Paperback
• Copyright: 2008-12-23
• Publisher: New Riders

Summary

"While yours"re reading Neuro Web Design, yours"ll probably find yourself thinking ls"I already knew thathellip;rs" a lot. But when yours"re finished, yours"ll discover that your ability to create effective web sites has mysteriously improved. A brilliant idea for a book, and very nicely done." - Steve Krug, author of Donrs"t Make Me Think! A Common Sense Approach to Web Usability Why do people decide to buy a product online? Register at your Web site? Trust the information you provide? Neuro Web Design applies the research on motivation, decision making, and neuroscience to the design of Web sites. You will learn the unconscious reasons for peoplers"s actions, how emotions affect decisions, and how to apply the principles of persuasion to design Web sites that encourage users to click. Neuro Web Design employs "neuro-marketing" concepts, which are at the intersection of psychology and user experience. Itrs"s scientific, yet yours"ll find it accessible, easy to read, and easy to understand. By applying the concepts and examples in this book, yours"ll be able to dramatically increase the effectiveness and conversion rates of your own Web site.

Table of Contents

Designing Web Sites for Persuasion and the Unconscious Mind

Wanting to Belong: The Power of Social Validation

Feeling Indebted: How to Build in Reciprocity and Concession

Invoking Scarcity-If Something Seems Unavailable, We Seem to Want It Even More

Choosing Carefully-Given Too Many Choices, We Freeze (and Then We Don't Choose at All)

It's All About You: Speaking to the Self-Centered, Unconscious Mind

Building Commitment-We Want to Think We're Consistent

Using Similarity, Attractiveness, and Association: Are We the Same?

Afraid to Lose-How Fear of Loss Trumps Our Anticipation of Victory

Using Pictures and Stories-the Best Way to Talk to Our Unconscious Minds

We're Social Animals-Finding the Next Big Thing by Making It Social

Appendix

Index

Table of Contents provided by Publisher. All Rights Reserved.