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Neuro Web Design: What Makes Them Click? (Inglese) Copertina flessibile – 23 dic 2008

4.0 su 5 stelle 1 recensione cliente

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Descrizione prodotto

Dalla quarta di copertina

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.


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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Dettagli prodotto

  • Copertina flessibile: 147 pagine
  • Editore: New Riders Pub; 1 edizione (23 dicembre 2008)
  • Collana: Voices That Matter
  • Lingua: Inglese
  • ISBN-10: 0321603605
  • ISBN-13: 978-0321603609
  • Peso di spedizione: 227 g
  • Media recensioni: 4.0 su 5 stelle  Visualizza tutte le recensioni (1 recensione cliente)
  • Posizione nella classifica Bestseller di Amazon:
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Formato: Copertina flessibile Acquisto verificato
This is a nice, quick to read book: I suggest it to everyone is involved in user interaction and web design.
Anyway, here you'll find nothing new: just best practices and some notes that will help you to explain in a better way some obvius things (like... "this is because of the research by XY in 1999..." and even the worst boss will agree)
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Le recensioni clienti più utili su Amazon.com (beta)

Amazon.com: 4.2 su 5 stelle 55 recensioni
30 di 32 persone hanno trovato utile la seguente recensione
4.0 su 5 stelle Is this book for you? 2 febbraio 2010
Di O. Prusak - Pubblicato su Amazon.com
Formato: Copertina flessibile Acquisto verificato
Let me start by saying that I have been creating web sites professionally since 1997 and have been specializing in increasing the bottom line for web sites since 2005.

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.
6 di 7 persone hanno trovato utile la seguente recensione
5.0 su 5 stelle Sales 101 updated for Web 2.0 17 novembre 2009
Di atmj - Pubblicato su Amazon.com
Formato: Copertina flessibile Acquisto verificato
This is a brief informative book that takes some time honored Sales techniques, explains some of the psychology behind it and then puts it in context of various web practices.

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.
4 di 5 persone hanno trovato utile la seguente recensione
5.0 su 5 stelle Changed the way I think about web design and usability 31 marzo 2011
Di barry harrison - Pubblicato su Amazon.com
Formato: Copertina flessibile Acquisto verificato
I've been designing websites since 1996 and have read a ton of books, articles, white papers, etc.

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.
5 di 6 persone hanno trovato utile la seguente recensione
3.0 su 5 stelle Interesting, but web design? 16 novembre 2010
Di Liz - Pubblicato su Amazon.com
Formato: Copertina flessibile Acquisto verificato
I bought this book today (Kindle for Droid) and I read it in a couple of hours. It was very readable and I found all of the neuroscience studies she used as examples very interesting. I do, however, think the title of the book is deceptive. I would say this book is more about general marketing practices than web design. She never really goes into web design like I was expecting her to. I was hoping she would really drill down into the web design process and discuss how to use this information to really craft a consumer-friendly website.

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.
2.0 su 5 stelle If we don't have access to our subconscious how can ... 17 giugno 2016
Di Ty2433 - Pubblicato su Amazon.com
Formato: Formato Kindle Acquisto verificato
If we don't have access to our subconscious how can the author know it is causing us to buy things?