10 of 10 people found the following review helpful
5.0 out of 5 stars Mark Porter, Client Relationship Director, Tonic
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...
Published on 8 Nov 2009 by Mark Porter
7 of 7 people found the following review helpful
2.0 out of 5 stars Disappointed
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.
Published on 4 July 2011 by Mr. Lawrence Taylor
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5.0 out of 5 stars Explains the "why"as well as the "how",
This review is from: Neuro Web Design: What Makes Them Click? (Voices That Matter) (Kindle Edition)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 the human mind and its influence in online conversion.
Susan explains that we have one brain but that its evolved from 3 main segments. Layers that have developed during our evolution as a species. These segments continue to operate today, interdependently, informing and protecting us as well as influencing our decision making.
Its a book that gets better as it progresses. Very readable and essential reading for any one in the field.
4.0 out of 5 stars Neuro Web Design,
This review is from: Neuro Web Design: What Makes Them Click? (Voices That Matter) (Kindle Edition)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. Both, the topics and the writing make this book very easy and interesting to read.
That is a list of the main ideas contained in every chapter:
CHAPTER 1: DESIGNING WEB SITES FOR PERSUASION AND THE UNCONSCIOUS MIND.
We like to think that we make our decisions based on careful thought, but...
Most of our decisions and actions come from the unconscious mind ' smart, efficient and fast; we couldn't survive without it.
Web sites that speak to the 3 brains (new: REASONING, mid: EMOTIONS & old: AUTOMATIC) are the most effective
CHAPTER 2: WANTING TO BELONG: THE POWER OF SOCIAL VALIDATION.
Whe know what others experienced with a product...
We know what other people is doing at a Web site...
We know what others are doing right now...
WE ARE CALLED OUT TO ACT ' we'll do what others are doing; we'll be drawn to belong.
CHAPTER 3: FEELING INDEBTED: HOW TO BUILD IN RECIPROCITY & CONCESSION.
Giving a gift trigers indebtness ' ' likelyhood that other will RECIPROCATE by giving you something.
First ask for something that others consider beyond their means so they say 'NO' ' follow immediately with a more reasonable request and they are more likely to say 'YES'.
CHAPTER 4: INVOKING SCARCITY - IF SOMETHING SEEMS UNAVAILABLE, WE SEEM TO WANT IT EVEN MORE.
If somethins is scarce, it seems more desirable & more valuable to us.
Showing limited quantity in stock / limited time frame that something is available ' invokes scarcity ' motivates to act.
INFORMATION might be hard to get ' will make that information more valuable to us.
CHAPTER 5: CHOOSING CAREFULLY - GIVEN TOO MANY CHOICES, WE FREEZE (AND THEN WE DON'T CHOOSE AT ALL).
Lot of choices
We think we want them.
Make us unable to take any action.
We can focus only in 1 or 2 product attributes at a time.
If we think we can take somethingright away, that notion will be a strong pull to take action and buy right away.
What you want them to choose.
What you want to see the most.
CHAPTER 6: IT'S ALL ABOUT YOU: SPEAKING TO THE SELF-CENTERED, UNCONSCIOUS MIND.
Old brain cares about YOU...
Protecting YOU (threat).
Feeding YOU (food).
Helping YOU to reproduce (sex).
Grab someone's attention ' get attention of old brain by...
Having something to change ' threatens ' scan environment.
Using the word 'YOU'.
CHAPTER 7: BUILDING COMMITMENT - WE WANT TO THINK WE'RE CONSISTENT.
Ask people to commit (in stages) to an idea ' verbally / in writing
Commit in stages:
Ask for commitment first.
Ask for action consistent to commitment at later date.
Difficult experience: we will be even more commited to the product affiliation.
CHAPTER 8: USING SIMILARITY, ATTRACTIVENESS AND ASSOCIATION: ARE WE THE SAME?
For the OLD BRAIN is all about deciding to flee, eat or have sex.
Associating an object with a celebrity or an attractive person will make the object more attractive too ' don't underestimate the power of attractive people.
We are swayed most by those we think are similar to us.
CHAPTER 9: AFRAID TO LOSE - HOW FEAR OF LOSS TRUMPS OUR ANTICIPATION OF VICTORY.
We are programmed to notice and pay attention to situations that might result in our fear of losing.
Fear of losing motivates us more than the opportunity to win.
Body and unconscious will pick up on possible loss situation faster than our conscious mind picks up on them.
If an event is associated with an emotion we will remember it better.
Even subtle wording can affect your response.
CHAPTER 10: USING PICTURES AND STORIES - THE BEST WAY TO TALK TO OUR UNCONSCIOUS MIND.
Programmed to think in stories.
Web sites with stories or using the word 'story' will grab our attention.
We pay attention to and remember pictures better than words.
PICTURES + STORIES:
Grab + hold our attention.
Help us to remember.
CHAPTER 11: WE ARE SOCIAL ANIMALS - FINDING THE NEXT BIG THING BY MAKING IT SOCIAL.
History shows that whatever technology there is, we will find a way to use it to communicate (to make it social).
In case you've found that interesting and want a bit more detail on every chapter, you can find some notes at:
4.0 out of 5 stars Practical advice for your ecommerce project,
This review is from: Neuro Web Design: What Makes Them Click? (Voices That Matter) (Paperback)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.
Great introduction of the academic approach, even if the story of the drugged child is highly UNacademic and an overenthusiastic example of the power of Youtube.
2.0 out of 5 stars A good taster,
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This review is from: Neuro Web Design: What Makes Them Click? (Voices That Matter) (Paperback)This book is an accessible and easy read that provides an introduction to human behaviour as it relates to web interfaces. If this is a new topic for you and you want to dip your toe into the water, then this is a good starting book (though a better starting point would be Don Norman's The Design of Everyday Things). The easily digestible chapters refer to fundamental research that underpins the text and provide a 'take home' summary at the end of each chapter.
It is however a book that lacks depth, and is only really suitable as an introduction to someone who wants to understand how people use the web. If you already have an interest in the field of human behaviour or human-computer interaction then it is likely that this book has very little to offer you. Overall a disappointment, but potentially useful to those with a passing interest.
4.0 out of 5 stars Short and sweet,
This review is from: Neuro Web Design: What Makes Them Click? (Voices That Matter) (Paperback)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. There are some great examples in the book to get insipartion from.
As others reviews have noted, it's not particulary long, I'd also recommend buying `Clout: The Art and Science of Influential Web Content (Voices That Matter)'. It contains similar information but goes into more depth.
5.0 out of 5 stars Very inspiring read, highly recommended for everyone (not only designers),
This review is from: Neuro Web Design: What Makes Them Click? (Voices That Matter) (Paperback)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. It lightens up the whole online communication from a very different and interesting perspective. It truly describes a total user experience and customer feeling towards a brand or company over a period time.
This is a book you read on one go, and want to read over and over again. So simple and yet so persuasive with great examples of various psychological research and recent studies.
5.0 out of 5 stars interesting read for anyone looking at website design,
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This review is from: Neuro Web Design: What Makes Them Click? (Voices That Matter) (Paperback)The key to a successful website seems to be 'Make It Easy To Buy' and this book gives some key identifiers into how such concepts can be simply incorporated into your website design.
Language is a bit simplistic at times but at least this makes the concepts easy to understand.
Well worth buying for anyone involved in websites.
5.0 out of 5 stars A great read!,
This review is from: Neuro Web Design: What Makes Them Click? (Voices That Matter) (Paperback)It took me just over two hours to read this book cover to cover - it is an engaging and informative read. Even though I already knew a lot of the topics covered in the book, the way it is written really got me thinking.
It's a good easy weekend read for both experienced web professionals and people new to the field and I'd happily recommend it.
1 of 2 people found the following review helpful
4.0 out of 5 stars Good and interesting little quick read,
This review is from: Neuro Web Design: What Makes Them Click? (Voices That Matter) (Paperback)This little book is a good start into the field of 'why do we do what we do'. It's a mix of stories, web-sociology, and recaps. Reading it is quickly done, and it does feel slightly 'simplified' but it is worth spending a few hours reading.
2 of 4 people found the following review helpful
4.0 out of 5 stars Psychology meets usability,
This review is from: Neuro Web Design: What Makes Them Click? (Voices That Matter) (Paperback)A very short book and easy read. The book explains in almost Freudian terms why we behave the way we do on the internet. The book has short defined chapters with theory and implementable solutions. As much as I enjoyed the short book I would have enjoyed a further read. I recommend this book for both those who create online solutions as well as those who use online solutions (it will save you money).
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Neuro Web Design: What Makes Them Click? (Voices That Matter) by Susan Weinschenk (Paperback - 23 Dec 2008)