0%

Book Description


With the majority of commercial transaction now happening online, companies of all shapes and sizes face an unprecedented level of competition to win over and retain new business.
 
In this second edition of Webs of Influence, Nathalie Nahai brings together the latest insights from the world of psychology, neuroscience and behavioural economics to explain the underlying dynamics and motivations behind consumer behaviour.
 
This book will show you how to apply specific principles to improve your marketing, products and websites, enabling you to engage with your customers in a more meaningful way.

Table of Contents

  1. Cover
  2. Title
  3. Contents
  4. Publisher’s acknowledgements
  5. About the author
  6. Part 1 Know who you’re targeting
    1. 1 Introduction
    2. 2 The psychology of decision-making
    3. 3 Who are you targeting?
    4. 4 Cultural quirks
    5. 5 Individual differences
  7. Part 2 Communicate persuasively
    1. 6 Basic principles
    2. 7 Optimising your website
    3. 8 Selecting the right images
    4. 9 The psychology of colour
    5. 10 Social media and customer service
    6. 11 Designing persuasive videos
  8. Part 3 Sell with integrity
    1. 12 Influence: An introduction
    2. 13 Principles of online persuasion
    3. 14 Increase your sales
    4. 15 Pricing and value
    5. 16 The behaviour chain
  9. A closing note
  10. Notes
  11. Index
  12. Endorsements
  13. Imprint
107.23.156.199