- 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: 4.1 out of 5 stars See all reviews (55 customer reviews)
- Amazon Best Sellers Rank: #140,283 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 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.
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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.
Neuro Web Design gave me a new perspective and made me think about things I had never (consciously) considered before.
This is not an instructional book. It is not a scientific treatise, nor does it teach you how to design. But it has given me a new understanding of why people do what they do online and how to better engage with them.
I've already begun to incorporate the concepts in my work with our clients, and I'll give you an example.
Weinschenk writes about "invoking scarcity," hardly a new sales approach. But after I read the book, I was able to go back to one of my clients and suggest a new way to invoke scarcity on his site. This travel company sells custom tours to S. America. There's nothing scarce about S. America. I can go this year, I can go next year. How can we make it seem like you have to go NOW or you'll miss it?
Well it happens to be the 100th anniversary of the rediscovery of Machu Picchu and there are all sorts of events associated with it that happen only once in a lifetime. So now my client is selling something that has a unique sense of urgency around it.
Should I have thought about this before reading the book? Maybe. But the fact is I came up with the idea the day after I finished reading the book.
Buy it. Read it. Think about it.
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