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People & psychology
Currently completed 3 lessons of 10 in total

30%

In Progress

 Cialdini's 7 Principles of
Total Time: 2 hours 30 min Persuasion

People are irrational. People are cute. People are bad. People are good. People  Fogg Behavior Model

are all kinds of things – and science hasn’t figured us out yet.  Lessons from Neuromarketing

You can spend years in universities studying human behavior. This course is A Big List of Persuasion Techniques
not aiming to compete with those programs, but will teach you some of the Cognitive Biases - We're All Affected
more important concepts that you need to be aware of. By Them

What is also important to keep in mind is that while internet and technology The Importance of Emotions and
Persuasion (w/ case studies)
have changed at a rapid pace, the human brain has been pretty much the same
for millions of years. And probably will continue to be. Emotional and Rational Decision
Making
When to use psychology in CRO
How People View Websites
Remember conversion hierarchy? Persuasion is the tip of the pyramid –
E-commerce Product Page Study:
we’ll have to make sure everything else, the fundamentals, have been taken Value Perceptions and Image size
care of before we move on to applying persuasion techniques.
Cognitive Fluency
That doesn’t mean that we should hold back from using them. Some of the
principles – like social proof and urgency – can be very effective. Some
principles should also inform our design and copywriting.

Don’t go overboard with these techniques. If you try to apply all at once, they
won’t work as well. Use sparingly for full effect, and choose principles that are
a good fit for your particular case – don’t force it. If there’s no way to create
urgency without faking it (“only 50 copies of this pdf file left!”), just don’t do it.
An obvious attempt at manipulation will backfire.

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