Today sees the launch of my latest book Click! It is a book about encouraging people to take action on our websites, without resorting to manipulative techniques, and I want you to buy it.
Sorry, was that a bit too blunt? We don’t usually talk like that on the web. From a marketing perspective that lacks a bit of subtlety, doesn’t it? From a user experience point of view, talking about sales is, well, just distasteful! We are all about serving the customer.
There seems to be a growing number of marketers who believe you have to trick people into purchasing to get the levels of conversion they want. Meanwhile, there are UX professionals, who seem to ignore the fact that the websites they work on exist to encourage people to take action.
Many UX professionals look down on marketers as unethical, while some marketers see UX professionals as naive.
However, I see things differently because these perspectives seem to believe there has to be a winner and a loser in a sale. That is what my book debunks.
So, What Is This Book About Paul?
Click! introduces a different ideology towards encouraging users to take action online. It is an approach that combines the best of marketing and user experience. It is an approach built on the premise that the increasing adoption of dark patterns to manipulate users into taking action are both unnecessary and bad for business.
Instead, it offers better ways to encourage users to take action—approaches drawn from best practices in user experience, copywriting and marketing.
I have built these approaches on the premise that if you have a good offering and present it well, while making taking action effortless, people will act.
And What Does the Book Cover Exactly?
The book consists of 11 chapters.
Why Should I Buy the Book?
So you might be wondering why I think you should buy the book. Well, I can pretty much promise that there will be something in the book that will more than pay for its price and your time either in increased sales or more leads.
I got an email from a guy who Brandon who wrote…
I picked up a super simple testing idea and saw a 42% lift in conversion rate. It was surprising to me, so I ran it again to significance with the same result. That equates to about 2.5 million USD/year in revenue at no additional cost. So I’d say I got my money’s worth!
If you have conversion targets to meet, this book will help. However, equally, if you just want to persuade people that they shouldn’t be adopting dark patterns, then this book will give you a robust business argument and viable alternatives.
By reading this book, you will learn:
- The psychology of decision making.
- How to persuade people without alienating them.
- Methods for building trust and addressing user concerns.
- Quick wins that can start improving conversion tomorrow.
- Long term strategies for improving your conversion rates.
I Need More Convincing
Really? Like that is it? :-) Fair enough!
Well, you might want to watch this presentation I gave based on the book at Awwwards in Amsterdam.
Also, you can download the first chapter here and see what you think.
Okay, I Will Buy the Book Already!
Good stuff! I promise you won’t regret it.
By preodering the print book you get 25% off and get instant access to an ebook version.
