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Neuro Web Design: What Makes Them Click? (Voices That Matter) by [Weinschenk, Susan M.]
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Neuro Web Design: What Makes Them Click? (Voices That Matter) 1st , Kindle Edition

4.1 out of 5 stars 24 customer reviews

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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.


Product details

  • Format: Kindle Edition
  • File Size: 5237 KB
  • Print Length: 169 pages
  • Simultaneous Device Usage: Up to 5 simultaneous devices, per publisher limits
  • Publisher: New Riders; 1 edition (30 Mar. 2009)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B00295H05W
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Screen Reader: Supported
  • Enhanced Typesetting: Enabled
  • Average Customer Review: 4.1 out of 5 stars 24 customer reviews
  • Amazon Bestsellers Rank: #378,104 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

4.1 out of 5 stars
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Top Customer Reviews

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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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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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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Format: Kindle Edition
Good book. A lot of interesting insights. But if you have read Cialdini's books, you would not find anything new here.
Same thoughts in a different presentation. I'm sure there will be people who would like this book better.

On the other hand, Mrs. Weinshenk first book (100 things.....) is the best!
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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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Format: 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.
WHEN...
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.
Read more ›
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