- Paperback: 168 pages
- Publisher: New Riders; 1 edition (January 2, 2009)
- Language: English
- ISBN-10: 0321603605
- ISBN-13: 978-0321603609
- Product Dimensions: 7 x 0.5 x 9 inches
- Shipping Weight: 8 ounces (View shipping rates and policies)
- Average Customer Review: 55 customer reviews
- Amazon Best Sellers Rank: #794,457 in Books (See Top 100 in Books)
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Neuro Web Design: What Makes Them Click? 1st Edition
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From the Back Cover
"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.
About the Author
Susan Weinschenk has a Ph.D. in Psychology. For the past 30 years she hasbeen an industry leader, consultant, and expert in usability, interface, and webdesign. Most recently she has been reviewing the research on the psychology ofpersuasion and non-conscious decision-making and has been a keynote speakeron this topic at conferences and for clients. Susan is a national andinternational speaker for user experience and usability conferences, mostrecently the keynote speaker for the Internet User Experience Conference inAnn Arbor MI, and an invited speaker for the Usability ProfessionalsAssociation, just held in Baltimore MD. She has hundreds of clients, mainly inthe US.
Top customer reviews
Weinschenk's book is easy to grasp and understand, and is packed with tons of useful tidbits and principles. I can't recommend it enough.
The author covers some of the basics of how we think and how certain things attract us unconsciously due to instinct and the way we evolved. Next they get into the meat of the book and how to use this to make more effective web sites and web sales.
The chapters are:
1. Designing Web sites for Persuasion and the Unconscious mind
2. Wanting to Belong: The power of Social Validation
3. Feeling Indebted: How to build in Reciprocity and Concession
4. Invoking Scarcity: If something seems Unavailable, We seem to want it even more.
5. Choosing carefully: Given too many choices we freeze (and then we don't choose at all)
6. It's all about You: Speaking to the Self-Centered, Unconscious mind.
7. Building Commitment: We want to think we are consistent
8. Using Similarity, Attractiveness and Association: Are we the Same?
9. Afraid to Lose - How our fear of loss trumps our Anticipation of Victory.
10. Using Pictures and Stories - The best way to talk to our unconscious mind
11. We're Social Animals - Finding the next big thing by Making it Social
I'm sure none of these concepts are new, however they way they are covered in this book, the right way versus the wrong way to do things and specific examples makes it easy to read and understand. It is also very conversationally written and flows easily.
The chapters (listed above) and sub sections can be seen in the "Look inside" section and provide you with a good idea of what you are going to find inside. Despite the briefness of the book, it is a good read and gives you some well directed nuggets of info to ponder.
Overall the book is an easy read (132 pages of content) and makes some excellent points.
Should you get this book?
If you're just getting started with the psychological side of creating web sites, then YES!
On the other hand, if you've been reading the following books then it's basically a re-cap of the their content from the persepctive of creating a web site:
How We Decide
Influence: The Psychology of Persuasion (Collins Business Essentials)
Predictably Irrational: The Hidden Forces That Shape Our Decisions
Made to Stick: Why Some Ideas Survive and Others Die
What I found lacking from the book was any mention or even acknowledgement of the "graphic design" side of creating web sites.
If you want to truly improve the performance of your web site you need to read books like Don't Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition and Web Design for ROI: Turning Browsers into Buyers & Prospects into Leads which complete the picture.
This is a good book if you do not normally read books about marketing. If you have read Cialdini's Influence, you are already familiar with the vast majority of this book. Even at $9.99 for the Kindle edition, I felt like I did not get my money's worth with this book.
This is a good introduction into using what we know about human psychological behavior to shape our marketing behavior, but it is NOT a book on human psychology and web design. I also could have done without the closing chapter on social media. If you really know nothing about what's going on online, read it. If you know what Facebook is, you probably could save yourself a few minutes.
If you have any kind of marketing experience at all, you might just want to take this out of the library if you're interested in reading it. But there might be other, better options out there that will give you a more refined look at the topic.
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