Book – Neuro Web Design

neuroVery interesting book and a pleasure to read.  My guess, the topic of the book is more broad than nuances of human psychology that can be used in web design – it is a wonderful overview of nuances of human psychology that can be used in marketing in general.

A few good points to review:

  • Scarcity implies that the product is more valuable and more desirable
  • If we SEE what we will get, we want it right away, that will speak to the mid brain and encourage us to act
  • People tend to select an most left item on e-comm sites – and then justify the selection in an elaborate way
  • One more reason to use “you” language rather than “we the company” language: it is appealing to the old brain, which is rather self-centered and concerned about danger, sex, and food.  Using the world “you” is an automatic way to grab the attention of the old brain.
  • Attractive images of food will catch attention (I remember pie-chars made in Pizza and chocolate…  now it makes more sense 😉  ).
  • “Because the old brain cares about safety and danger, any pictures or headlines that look or sound frightening will automatically get our attention.”
  • “Surveys can be used not only to gather data from customers, but also to elicit a public statement that will help clinch commitment
  • brainYou are more likely to listen to and buy from someone who is like you and someone you find attractive.
  • “if you site is for particular demographic, make sure that the photos are similar.”
  • Application of loss aversion: show a complete product and offer to remove features (and reduce price), rather than show a basic product and offer to add features (and increase price).  People will not want to “lose” the experience that they already had.
  • “90% chance of success is better than 10% chance of failure”
  • Could be tested: people may be more willing to fill out a form after receiving useful information – reciprocity principle
  • Importance of storytelling.  If someone at work suggested you attend a workshop on how to communicate clearly at work, you might be interested.  But how many of us would scoff if it were suggested that we attend a workshop on storytelling?  🙂

Books, books, books…

I just finished listening to the last disk of a very insightful book – Black Swan, The Impact of The Highly Improbable. This surprisingly entertaining book did change my perception about our beloved Bell curve and probably cured me from the attempts to predict the future… and feeling guilty when the prediction is wrong. In a wonderful mix of philosophy, statistics, psychology, and very practical business applications the author demonstrated our favorite fallacies… Long live guilt-free tinkering! 🙂

Hm…  I still like Good to Great, but now I have completely different perspective on the business success…

Other books that I recently enjoyed were Necessary But Not Sufficient (yes, The Goal can not be possibly enough for this theory of constraints convert ), Made to Stick (love it!), Speed of Trust (quantifiable measurement of benefit of trust in business setting – very interesting approach), Our Iseberg is Melting and Heart of Change (very inspirational… I must admit I copied a few pages to quote for school papers), Blink (surprisingly useful… I no longer discard my intuition, because I have a sound scientific explanation why it might occasionally work), and Microtrends (not only useful, but highly entertaining and not only for marketers).

Yes, yes, the bookworm…