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Neuro Web Design: What Makes Them Click? [NOOK Book]

Overview

?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 ...
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Neuro Web Design: What Makes Them Click?

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Overview

“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.
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Product Details

  • ISBN-13: 9780321648761
  • Publisher: Pearson Education
  • Publication date: 4/13/2009
  • Series: Voices That Matter
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 168
  • Sales rank: 1,224,412
  • File size: 5 MB

Table of Contents

CHAPTER 1: Designing Web Sites for Persuasion and the Unconscious Mind
CHAPTER 2: Wanting to Belong: The Power of Social Validation
CHAPTER 3: Feeling Indebted: How to Build in Reciprocity and Concession
CHAPTER 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 Mind
CHAPTER 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 Victory
CHAPTER 10: Using Pictures and Stories–the Best Way to Talk to Our Unconscious Minds
CHAPTER 11: We’re Social Animals–Finding the Next Big Thing by Making It Social
Appendix
Index
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Sort by: Showing all of 8 Customer Reviews
  • Posted November 11, 2010

    more from this reviewer

    Understanding Myself

    My initial thought was that I'd get bored reading about how we can get our webpages to make us "feel" something and then lay down our cold hard cash. What I found was more of an intro into how my brain works. This kept me reading.

    In every chapter I came across more about me then I thought anyone else knew. One chapter Susan explains how our brain is segmented into three parts: Old, Mid, and New. The old brain is our survival center. The mid brain processes our senses and feelings. The new brain is our conscious that makes us "think" we're in control.

    Susan states that the mid brain will continue to unconsciously process problems that our new brain has given up on. When the mid brain comes up with the answer it will push the information to the new brain. This is similar to when we can't think of a name and then it magically pops into our brain several hours later. For me it was how I would struggle to solve a programming problem, give up and have the answer descend from the heavens when I was in the shower the next morning. For the longest time I felt my shower to a hotline to a higher power.

    Later in the book Susan talks about concession. This is when you ask for something more than what you need so that you can make the person feel indebted to give you something else, which is what you really wanted in the first place.

    This was a shock. Why? This was a tactic that I used many, many times. No one was supposed to know this! I remember when I discovered concession, although I just called it "getting stuff I wanted". I was about 17 and wanted a new mountain bike. So, what did I do? I marched in and told my mother that I found a car in the paper for $750 and wanted her to buy it for me. She immediately said NO! Then with the sad face I replied, "Can you at least give me money to buy a mountain bike so I can get around?" Outcome: instant cash in my hand. Now, because of Susan, EVERYONE knows my secret. Actually, if my mom reads this review, she'll know too. I'm in trouble.

    In summary, I really enjoyed this book.

    1 out of 1 people found this review helpful.

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