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Neuro Web Design: What Makes Them Click? [Paperback]

Susan Weinschenk

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Book Description

Dec 23 2008 0321603605 978-0321603609 1
“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.


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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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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.2 out of 5 stars  48 reviews
26 of 27 people found the following review helpful
4.0 out of 5 stars A novel way to look at how a web site appeals to viewers Jan. 11 2009
By Sathya Srinivasan - Published on Amazon.com
Format:Paperback
This is a good book for those who are working on creating web sites and redesigning old ones. The book talks about the various features often seen in websites and how it appeals to users' brain. Being a neurology buff, I have read the various studies mentioned in this book in other literature, but was pleasantly surprised to see it tied to web design.

The book mainly classifies brain in three parts - old (instinctively controlled), mid (emotionally controlled), and new (logically controlled) and explains which brain is triggered by a feature in a web site and eventually argues that you need features that appeal to all three regions to click.

The author has a very engaging way of presenting the content. I read through the entire book in around 2 hours.

I think this is a great book for designers to read and keep in mind while designing a website (kind of builds on top of the "Don't make me think!" book).

I reduced one star because of the amount of content. With such an engaging idea, I was hoping the author would also expand on other concepts of web design such as navigation, placement, layout, etc. Maybe a follow-up book would be a good idea!

All in all, a great book for a quick read (may on a plane or train) to put some new thoughts in your brain regarding web site design.
61 of 70 people found the following review helpful
1.0 out of 5 stars Hard to believe this book made it to print Jan. 11 2011
By Chad Mazzola - Published on Amazon.com
Format:Paperback
I usually don't review books on Amazon, but this book was such a disappointment that I feel like I have to warn other people against wasting their time and money.

There are two main components to this book: neuroscience and web design. The neuroscience part is interesting at times, but it's presented in such a simplistic way that it's hard to believe you are getting a reliable take on the material. But it's the web design part where this book really falls down. There are no case studies, no results of usability tests, hardly any data at all on actual users using actual websites. The advice is extremely simplistic and sometimes just plain dumb. The last chapter of the book is particularly awful. Here, folks, is the last sentence of the book: "I don't know what the next big thing online will be. I wish I did know. Then I could create it and make a lot of money and retire. But I do know that the next big thing will involve something social. Because it always does."
22 of 23 people found the following review helpful
4.0 out of 5 stars Is this book for you? Feb. 2 2010
By O. Prusak - Published on Amazon.com
Format:Paperback|Verified Purchase
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.
13 of 14 people found the following review helpful
4.0 out of 5 stars To the point, as expected. Jan. 28 2009
By Pen Name for me - Published on Amazon.com
Format:Paperback
Surprisingly contemporary research on human behavior and motivations sighted throughout the book. Susan does a good job of bringing this new research onboard with a clear explanation of the relevance to her work. An easy enlightening and enjoyable read. It will be easy to incorporate some of her powerful ideas into most web pages. One almost feels guilty, of taking advantage of people, by exploiting what she reveals of human nature. Throughout she shows examples of websites that do it right. You can feel the ahhas coming over you as she walks you through their techniques. If you want to make them click, then this is a good place to start.
14 of 16 people found the following review helpful
4.0 out of 5 stars A good book for web designers May 7 2009
By Brian Martin - Published on Amazon.com
Format:Paperback|Verified Purchase
Personally, I'd rate this book around a 3 or 3.5 just because I've been doing my own research on persuasion for a year or so now. I've read a lot of books on techniques and little things that persuade people to take certain actions. This book is basically a summary on all these different kinds of techniques.

A lot of the things I already knew or had learned in another book, but it was nice to have the author pertain it to web design and design principles. For someone who is just a designer or web focused copy writer looking to dig into this persuasion world, this is a nice place to start. It gives a good overview of all the different aspects of persuasion design, like getting people to click a certain button or feel a certain way when designing a web page.

Some of these things designers may know instintivly, but it's good to have those instincts re-inforced by someone else. At only 16 bucks I would recommend a purchase unless you're really already deep into neuro-design or persuasion techniques.

If you're sort of new to the field like me, you'll enjoy the insight the author gives, though it is a quick read. I think there are only around 200 pages total, if that. She doesn't delve too deep into the topics either. I would have liked to have seen some more case studies perhaps and more detail on some of her research. Possible for a second book she could go more in depth, as it is now it's a great read, albeit a little short.

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