“While you’re reading Neuro Web Design, you’ll probably find yourself thinking ‘I already knew that…’ a lot. But when you’re finished, you’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 Don’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 people’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. It’s scientific, yet you’ll find it accessible, easy to read, and easy to understand. By applying the concepts and examples in this book, you’ll be able to dramatically increase the effectiveness and conversion rates of your own Web site.
Author(s): Susan M. Weinschenk
Edition: 1
Publisher: New Riders Press
Year: 2009
Language: English
Pages: 169
Tags: Библиотека;Компьютерная литература;Веб-дизайн;
Contents......Page 10
CHAPTER 1: Designing Web Sites for Persuasion and the Unconscious Mind......Page 15
You’re So Smart You Have Three Brains......Page 17
What Really Makes Us Different From Animals?......Page 19
What Happens When We Feel an Emotion Anyway?......Page 21
There’s a Lot Going on Up There that We Don’t Even Know About......Page 22
Hey, I’m in Conscious Control of How I Act, Right?......Page 23
Have You had a Brilliant Unconscious Thought Lately?......Page 24
Your Unconscious Is Smarter and Faster Than Your Conscious Mind......Page 25
So Then, What Makes Us Click?......Page 27
CHAPTER 2: Wanting to Belong: The Power of Social Validation......Page 29
The (Not Quite True) Tragedy of Kitty Genovese......Page 31
Why Would You Listen to Total Strangers?......Page 33
CHAPTER 3: Feeling Indebted: How to Build in Reciprocity and Concession......Page 43
How Big Should It Be?......Page 45
Sending Christmas Cards to Strangers—and How About $5 Cans of Soda?......Page 46
When Accepting No for an Answer Is Actually a Gift......Page 47
Concession Builds Commitment, Too......Page 48
Giving Things Away at a Web Site......Page 49
Give Away Free Info......Page 51
It’s Okay to Ask for the Reciprocal Action......Page 53
CHAPTER 4: Invoking Scarcity—If Something Seems Unavailable, We Seem to Want It Even More......Page 57
Only Two Left in Your Size!......Page 59
Offer Ends at the End of the Month......Page 61
Only a Select Few Know This......Page 62
If It Costs a Lot, It Must be Good......Page 63
Sorry, You Can’t Have It......Page 64
CHAPTER 5: Choosing Carefully—Given Too Many Choices, We Freeze (and Then We Don’t Choose at All)......Page 65
In a Jam......Page 67
This Pantyhose Is Softer......Page 68
How To Ruin Your Relationship......Page 69
Watching the Brain Light Up......Page 71
Get It Right Away......Page 72
Talk to the Old Brain......Page 73
First Is Best: The Order Effect......Page 74
CHAPTER 6: It’s All About You: Speaking to the Self-Centered, Unconscious Mind......Page 77
Danger, Sex, and Food......Page 79
Don’t Let Them Get Bored......Page 83
CHAPTER 7: Building Commitment—We Want to Think We’re Consistent......Page 87
Want to Cover Your Lawn with a Big Ugly Sign?......Page 90
Sign on the Dotted Line......Page 93
First an iPod, Then a Mac?......Page 94
When Commitments Are Strongest......Page 95
From a Bucket of Water to a Cash Donation?......Page 96
When a Review Is More Than a Review......Page 98
CHAPTER 8: Using Similarity, Attractiveness, and Association: Are We the Same?......Page 101
Flee, Eat, or Have Sex?......Page 103
Vote for the Person with the Best Teeth?......Page 104
A Mathematical Formula for Attractiveness......Page 105
Snag a Celebrity......Page 108
Make Them Look Like Me......Page 109
Not Just Pictures......Page 111
CHAPTER 9: Afraid to Lose—How Fear of Loss Trumps Our Anticipation of Victory......Page 113
Is It a Snake?......Page 116
Fearing a Blue Square......Page 117
Your Unconscious Is Smarter Than You Think......Page 118
Losing What You Almost Have......Page 121
Subtract, Don’t Add......Page 122
Fear of Losing Privacy......Page 123
Fear of Losing Security......Page 124
CHAPTER 10: Using Pictures and Stories—the Best Way to Talk to Our Unconscious Minds......Page 125
Everyone Is a Storyteller......Page 127
Your Brain Naturally Chunks......Page 128
I Feel Your Pain......Page 129
It All Turns into Pictures......Page 130
Putting It All Together......Page 131
CHAPTER 11: We’re Social Animals—Finding the Next Big Thing by Making It Social......Page 135
From the Printing Press to Facebook......Page 137
The Real Reason the Internet Was Started......Page 138
Mass Interpersonal Communication......Page 143
Mass Interpersonal Persuasion (MIP)......Page 146
The Next Big Thing......Page 147
Appendix......Page 149
Index......Page 155
C......Page 156
E......Page 157
M......Page 158
P–Q......Page 159
S......Page 160
W–Z......Page 161
