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Submit Now: Designing Persuasive Websites Paperback – 20 Sep 2002


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This book is about persuading visitors at your web site to do what you want them to do. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Amazon.com: 11 reviews
11 of 11 people found the following review helpful
A wonderful primer for the designer starting in e-commerce 26 Nov 2002
By Dennis Deacon - Published on Amazon.com
Format: Paperback
What a wonderfully educating book with tons of ideas on persuading site visitors to take action and click! Andrew Chak has a winner with this "first of it's kind book." While the bookshelves are filled with information and visual design books, Submit Now is the first to present best practices, tips & tricks on creating an e-commerce site which motivates browsers, evaluators, transactors and current customers to act on your site. The tone is very much like Steve Krug's book "Don't Make Me Think," with little chunks of humor thrown in for good measure. I highly recommend this book for anyone wanting to move their website design skills into the e-commerce domain.
9 of 9 people found the following review helpful
The potential to vastly improve everyone's online experience 26 Oct 2005
By M. L Lamendola - Published on Amazon.com
Format: Paperback Verified Purchase
I've been involved in Website design and implementation since 1996. I don't claim to be the top designer, but the success of my sites gives me enough stature to comment on a book like this. First, the downside of this book: It was published in 2003. Consequently, some of the references and information in it are a bit dated. But when you understand the points Chak makes in this book--that doesn't matter. The upside of this book is quite substantial.

When I began reading this, I figured it would be smart to keep a notepad next to the book because I'd probably pick up a pointer or two. I ended up with copious notes and several things to follow up on.

I've read umpteen books, newsletters, articles, and e-mails about Website design. Many of them propose the "right" way to implement a site. That way is "right" because it's the way that particular author does it. Fortunately, Chak stays above the fray, not even venturing into that territory. Instead, he focuses on the theme of getting your Website's visitors to do what you want them to do.

Most "how to do a Website" authors seem to forget why anyone has a Website in the first place--they get lost in the glitzy stuff and forget the site visitor. Chak stays keenly aware of the visitor throughout the entire book. In fact, five of the eight chapters are about Website visitors.

If you have a Website for any reason other than self-stroking your ego, then Chak's book is a "must read." Each chapter provides a solid explanation of key concepts for going beyond simple usability. That's where you want to go. You want to convert visitors into customers.

Chak isn't yet another Web designer who can sling a line of BS and then call it a book. He's a Web designer who has worked for major clients and has amassed the expertise that comes from that experience. He's also a solid researcher, and you can see this in his real-world examples. Add to this the fact that he's a great writer who communicates clearly and you have all the ingredients for an excellent book on Web design. After you read this book, you'll see why Chak is also in demand as a speaker at Web conferences.

This book has the potential to vastly improve the online experience for everybody. The trick to making that happen is to get all Webmasters to buy a copy, read it carefully, and implement what they learned. We can always hope....

A note on style and composition: Form is important, as it dictates readability. Fortunately, this book actually uses Standard Written English (SWE). In an age where most "authors" seem oblivious to basic writing, this book stands out as one where the author actually cares about communicating to the reader. Given the subject matter, Chak's consideration for the reader is a crucial plus.
9 of 10 people found the following review helpful
How to prove through your site that you deserve trust 26 Dec 2002
By Charles Ashbacher - Published on Amazon.com
Format: Paperback
It is reasonable to say that the point of web design that was most underappreciated for the longest time dealt with assumptions about surfer attitudes. While the common chant was that the Internet was the new economy that relied on brand identity and not profits, it turned out that the chanters were right that it was new, but wrong as to the reason. People did move to the web in large numbers, but were far more reluctant to purchase than anyone anticipated. Fancy graphics, marketing hype and free stuff were not enough to convince many people to buy as old marketing tactics proved largely ineffective.
The answer turned out to be very simple. Create a site that is well organized and make sure that the potential customer can back out of a sale at any time, even after it is consummated. The latter is your decision and requires no significant amount of web expertise to execute. Developing a site that is persuasive in appearance and organization is hard, and this book will show you how to do it. Using sites that are commercially successful, most often Amazon.com, the author shows you the simple, yet effective ways to convince a viewer that you are a site that can be trusted.
The principles that are emphasized in the book are not hard to learn and require no training in graphic design to understand. In fact, most are organizational rather than structural. Advice such as always informing a potential customer that they can opt out of a purchase goes a long way towards convincing them that you are a site to do business with. Showing them where they are on the site also helps increase the level of comfort, even among veteran web shoppers.
Online purchases continue to rise and are apparently the one bright spot in what is considered a poor Christmas 2002 shopping season. Therefore, there is money to be made via an online presence and only a fool would ignore this market. However, the difference between being there and exploiting that avenue is a large one and the information in this book will increase your chances of being profitable.
6 of 6 people found the following review helpful
Easy to read introduction to designing for ecommerce 20 July 2003
By shaw6 - Published on Amazon.com
Format: Paperback
What a pleasure to find a book on this subject that's easy to read. Andrew Chak puts forward each principle clearly, with illustrations, then at the end pulls it all together in a demonstration of how it works in the context of one example.
He divides users of ecommerce sites into browsers, evaluators, transactors and customers, and shows you how to satisfy each one. He links his ideas to persuasion techniques put forward by Robert Cialdini in "Influence: The Psychology of Persuasion".
He explains that you can use six key elements of influence to change the behaviour of web site visitors:
- scarcity
- commitment and consistency
- reciprocity
- social proof
- authority
- liking.
While this book doesn't go into any great depth or subtlety, it is an excellent introduction to designing for commercial web sites. It requuires no background as an interface designer, usability expert, graphic designer, marketer or programmer, but would be helpful for all of these disciplines.
6 of 7 people found the following review helpful
Terrible print quality! 1 Feb 2008
By P. Malan - Published on Amazon.com
Format: Paperback Verified Purchase
Caveat emptor -- Amazon is shipping "on-demand reprint" editions of this book, without warning. My copy seriously looks like it was printed at Kinkos on an aging black and white copier. Maybe it's a good book--I don't know, the quality bugs me so much I haven't even started it--but you should probably consider buying it from someplace that won't sell you an edition that was apparently printed in the back room of a crack house in Jersey.
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