Encourage Action Without Alienating Users.

A Video Masterclass

Encourage Action Without Alienating Users.

Start now for only $325 or six monthly payments of $55

The ideal course for designers, marketers, entrepreneurs and product owners.

Every website seeks to encourage visitors to do something, whether it is place an order, make a donation or signup to a mailing list. But how do you do that without alienating users? After all, we now live in a world where one disgruntled customer can destroy a brand. This video masterclass will teach you the secrets.


I’ve never taken home so much knowledge from a one day course before. Paul was an excellent trainer, full of knowledge and keen to learn about my business so as to make the session as useful as possible. Highly recommended. Alex Summer, John Greed Jewellery

Master the foundations of conversion optimisation.

  • Preview An introduction to encouraging action. (3:19)
  • Preview Ensure you measure the right metrics. (9:45)
  • Preview Boost conversion with quality traffic. (6:04)

Understand the psychology of decision making.

  • Discover how the brain works. (10:51)
  • Design around how users make decisions. (8:22)
  • Learn methods for getting to know your audience. (8:26)
  • Ensure users never get forgotten. (5:11)
  • Discover and solve users problems. (11:52)

Discover how to reduce cognitive load and why that matters.

  • Solve the problem of cognitive load. (9:21)
  • Introduce simplicity to your site. (10:43)
  • Utilise mental models to your advantage. (8:42)
  • Avoid choice paralysis. (9:00)
  • Make things feel easier. (9:34)

Learn how to persuade people without alienating them.

  • Avoid the pitfalls of persuasion. (10:48)
  • Position your offering in a positive light. (5:57)
  • Show appreciation to create passionate users. (9:42)
  • Reduce the risk for your users. (9:30)
  • Use social proof to reassure users. (7:15)
  • Gain your users trust. (10:05)
  • Create a sense of belonging by using a community. (11:03)

Create compelling calls to action.

  • Encourage action by picking the right moment. (8:33)
  • Ensure users never miss your call to action. (10:52)
  • Learn to write compelling calls to action. (10:30)
  • Close deals with your post-click experience. (10:03)

Improve your conversion rate into the future.

  • Understand the need for continual optimisation. (9:32)
  • Optimise your site over time. (8:43)
  • Introduce testing to your working process. (12:43)
  • Run your first usability test session. (13:47)
  • Introduce A/B testing to your site. (8:39)

A world class trainer.

Paul Boag is a user experience consultant, author and speaker who has advised some of the world’s leadings organisations.

PUMADoctors Without BordersSonyNestleShellOxford University


Paul is one of the smartest, most passionate, most generous people I know in the web / online industry. He is truly committed to helping organizations become simpler and more customer-centric. Gerry McGovern

Everything you need at zero risk.

Order with zero risk. If you don’t like the course, you can get a refund within 30 days.

You have four and half hours worth of insights, spread across 30 lessons for easy reference.

You can either watch lessons online or download them. 24/7 access across all your devices.

With built-in comments, you can easily ask questions of the tutor and even discuss a lesson with other students.

Frequently Asked Questions