Click! How to Encourage Clicks Without Shady Tricks

by Paul Boag

The web has become a noisy place with millions of companies trying to get users’ attention. No wonder many of them apply increasingly desperate techniques to encourage users to act on their websites. We’ve seen an explosion of dark patterns attempting to manipulate users into handing over personal data or make a purchase. However, these manipulative techniques come with hidden costs in customer service, maintenance, support, return processing fees, and social media backlash. They cost a fortune and hurt business irrevocably. How, then, do we encourage users to act? If dark patterns are not the answer, then what is? How do we increase clicks without shady tricks? These are the questions that “Click!” answers. If you believe that we shouldn’t trick users with dark patterns, then this book is for you. A practical handbook on how to increase conversion and drive sales sustainably without alienating users with shady tricks along the way. “Click!” shows you how to improve conversion sustainably with practical advice and techniques you can apply tomorrow. By figuring out how to make your way forward to establish trust with small commitments, at the right time, in the right way, and in the right order. By reading this book, you will • The psychology of decision making. • How to persuade people without alienating them. • Methods for building trust and addressing user concerns. • Quick wins that can start improving conversion tomorrow. • Long term strategies for improving your conversion rates. That makes this an ideal book for anybody who is looking to encourage users to act, without resorting to unethical and ultimately damaging techniques. Whether you are a designer, marketer, entrepreneur or product owner, this book will help. It will help you meet your targets, improve the user experience and convince your colleagues, clients and managers that they do not need to use manipulation. Table of 1. Avoid the Dangers of Persuasion 2. Measure Conversion Effectively 3. Get to Know Your Users 4. Build a User-Centric Sales Funnel 5. Address Objections and Reduce Risks 6. Establish Trust and Overcome Scepticism 7. Defeat Cognitive Overload 8. Overcoming the Problem With Perception 9. Never Stop Testing and Iterating 10. Address the Whole Experience 11. Where to Go From Here

Genres: Business

270 pages, ebook

Published January 1, 2020