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Neuro Web Design: What Makes Them Click? (Voices That Matter) [Paperback]

Susan Weinschenk
4.0 out of 5 stars  See all reviews (21 customer reviews)
RRP: 18.99
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Book Description

23 Dec 2008 0321603605 978-0321603609 1
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.

Frequently Bought Together

Neuro Web Design: What Makes Them Click? (Voices That Matter) + 100 Things Every Designer Needs to Know About People: What Makes Them Tick? (Voices That Matter) + Don't Make Me Think!: A Common Sense Approach to Web Usability
Price For All Three: 58.57

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Product details

  • Paperback: 168 pages
  • Publisher: New Riders; 1 edition (23 Dec 2008)
  • Language: English
  • ISBN-10: 0321603605
  • ISBN-13: 978-0321603609
  • Product Dimensions: 23 x 18 x 1 cm
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (21 customer reviews)
  • Amazon Bestsellers Rank: 183,105 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Product Description

From the Back Cover

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.

About the Author

Susan Weinschenk has a Ph.D. in Psychology. For the past 30 years she has

been an industry leader, consultant, and expert in usability, interface, and web

design. Most recently she has been reviewing the research on the psychology of

persuasion and non-conscious decision-making and has been a keynote speaker

on this topic at conferences and for clients. Susan is a national and

international speaker for user experience and usability conferences, most

recently the keynote speaker for the Internet User Experience Conference in

Ann Arbor MI, and an invited speaker for the Usability Professionals

Association, just held in Baltimore MD. She has hundreds of clients, mainly in

the US.


Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

Most Helpful Customer Reviews
10 of 10 people found the following review helpful
Format:Paperback
I thoroughly recommend this book to those looking to gain a map of the territory that lies between information presentation, behavioural responses, interaction design and the universal game of gentle persuasion. This is a great introduction to the user experience. It can be read and its wisdom applied to designing, planning and user profiling by those of us who create for the web environment. It is easy to read and absorb. I have also found it especially helpful with colleagues who are setting out on the journey to grow their understanding of how the mind perceives the web interface. With 30 years experience in the field of human factors/usability/user experience Susan really knows how to tell this story.
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8 of 8 people found the following review helpful
5.0 out of 5 stars A gem of a book 9 July 2010
Format:Paperback
When meeting new people you can be sure of one thing, you're bound to be asked what you do for a living at some point. For a while now I've answered with "I originally studied psychology and now I'm a designer". This normally invokes a funny look and answers such as 'oh, did you not get along with psychology then?', or 'that's a bit of a change'. So I'm happy this book has been written as I can now reply with confidence that the two subjects are intrinsically linked and that understanding how people behave is a fundamental skill a designer must have.

If you're a designer trying to understand how to make your designs more effective, or if you're a site owner wondering why your best product isn't selling online, then you should really take a couple of hours to read this book. It's divided into eleven short and remarkably easy-to-read chapters. Each focus on a particular theory of our behaviour, explains the research and then applies it practically to how you can harness it on your website. Dr Weinschenk gives examples of real websites using such techniques and reveals why they are so effective. Questions such as how to set up a review section on your site that works, how to improve customer loyalty and how to improve your chances of up-selling on your site are all covered.

I read the entire book in just over two hours and I went straight back to some of my current design projects and started to apply the advice. I don't often write such glowing reviews but this is a gem of a book that will definitely give you your return on investment.
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7 of 7 people found the following review helpful
2.0 out of 5 stars Disappointed 4 July 2011
Format:Kindle Edition|Verified Purchase
Very disappointed - this is just a rehash of Robert Cialdini's book Influence with a few comments about websites. No real insights; no cohesive framework for developing persuasive websites. No rigorous analysis based on her own experience working on persuasive websites. So why 2 stars - well if you haven't read Cialdini there may be something there for you.
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2 of 2 people found the following review helpful
3.0 out of 5 stars Suspiciously over-rated 15 Feb 2012
Format:Paperback|Verified Purchase
The book is OK. No great revelations and very thin on practical suggestions to improve your website.

A key thing that stood out in the book was how important customer reviews are in selling products. This is obvious, and in fact, after seeing the high ratings here on Amazon, one of the main reasons I bought the book in the first place.

This does make me quite suspicious of all the glowing reviews here for this book.

This book is ok in that it's quick and easy to read and has a few good points. It could just do with some more concrete examples and suggestions that you can actually put into practice.

A much better book in this area, IMHO, is Don't Make Me Think!: A Common Sense Approach to Web Usability
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1 of 1 people found the following review helpful
4.0 out of 5 stars Interesting easy quick reading 21 April 2012
By Unpe
Format:Kindle Edition|Verified Purchase
Shorter and less in depth than expected, but very interesting and useful quick and easy reading that I would definetly recommend.
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5 of 6 people found the following review helpful
5.0 out of 5 stars Practical and digestable psychology! 7 Dec 2009
Format:Paperback|Verified Purchase
Easy to read. Full of helpful stuff, almost no junk. Clearly communicated well supported through various psychological research as well as very recent studies. Contentrated on human behaviour rather than web design - which is the best part, yet established connection over real life examples. Perhaps, if you want to be directed on certain way and looking for an easy fix this book might not fit you well, however if you are into understanding the Human being - including you - this book will simply guide you though.
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3 of 4 people found the following review helpful
Format:Paperback
A fun and easy read, gives you great insight in the unconscious decisions we make when browsing the internet. Full of nice examples and handy tips on how to attract people to your website and make them stay there.
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4.0 out of 5 stars Good read 9 April 2014
Format:Paperback|Verified Purchase
Once again written very simply, I have a passion for human behaviour so this book covered that quite well in relation to web design. Learnt a lot from the book
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Most Recent Customer Reviews
4.0 out of 5 stars a good read
Yep read it, will definitely have info you learn from. Helped me connect a few more dots. I can see this working.
Published 12 months ago by Mr. J. S. Palaha
2.0 out of 5 stars Not impressed
OK, the content is quite good. But like a lot of this stuff I'm sure I've seen most of it on the internet as free info. Read more
Published 17 months ago by ron murp
5.0 out of 5 stars Useful and scary
Anyone in the marketing already knew a few of these "how to catch their attention" tricks. But this book goes much further, giving you insight how and why things work that way. Read more
Published 24 months ago by joooc
5.0 out of 5 stars Explains the "why"as well as the "how"
I've reviewed a few resources in this field and this book draws on some familiar teachings. However what makes this book different is the examination of the neuro interactions of... Read more
Published on 28 Feb 2012 by Loftboiz
4.0 out of 5 stars Neuro Web Design
This book explains how to apply human behaviour to the design of Web sites. Ideas, concepts, etc are explained in a very simple way and illustrated with examples. Read more
Published on 2 Jan 2012 by Mario Solis
4.0 out of 5 stars Practical advice for your ecommerce project
This book will not change your life. But it will give you some tips (less than 10) that you probably already knew about, but never paid a lot of attention to. Read more
Published on 17 Aug 2011 by DrGren
2.0 out of 5 stars A good taster
This book is an accessible and easy read that provides an introduction to human behaviour as it relates to web interfaces. Read more
Published on 25 July 2011 by R
4.0 out of 5 stars Short and sweet
One of the best books I've read so far for learning how to create usable websites, it applies psychology to design, so backs up claims and suggestions with evidence. Read more
Published on 29 Mar 2011 by James Hind, founder of carwow
5.0 out of 5 stars Very inspiring read, highly recommended for everyone (not only...
This book doesn't limits itself by solving only typical design problems. It really about how we think, feel and make our everyday choices on- and offline. Read more
Published on 30 Jan 2011 by Anna Botsvine
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