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Smart Persuasion: How Elite Marketers Influence Consumers (and Persuade Them to Take Action) - Couverture souple

AIMÉ, Philippe; GRÜNBECK, Jochen

 
9781798004180: Smart Persuasion: How Elite Marketers Influence Consumers (and Persuade Them to Take Action)
Couverture souple
ISBN 10 : 1798004186 ISBN 13 : 9781798004180
Editeur : Independently published, 2019

Synopsis

Conversions begin in the brain. Every purchase starts with a decision, and every decision is shaped by consumer psychology. This book explains how mental shortcuts (cognitive biases) affect your customers' decision making and shows you how to be more persuasive online.

Philippe Aimé and Jochen Grünbeck are optimisation addicts and have been at the forefront of digital marketing since the beginning. Inspired by behavioural economists like Daniel Kahneman, Dan Ariely and Richard Thaler, the techniques described in Smart Persuasion leverage powerful decision-making biases to make marketing more effective.

Alongside these behavioural insights, Smart Persuasion incorporates research from marketing experts such as Jonah Berger, Robert Cialdini and Roger Dooley. Principles relating to attention and perception, as well as the cognitive effects that make consumers predictably irrational, are distilled into concrete website optimisation strategies.

Drawing from hundreds of unique studies, Smart Persuasion lists proven effects such as Anchoring and Framing. Each one is illustrated with case-studies, examples and ideas that you can apply immediately. Using the persuasive strategies outlined in this book will allow you to influence consumers more effectively, unlocking your website's potential.

All profits from the sale of this book help provide educational resources for children in Africa.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Éditeur
Independently published
Date d'édition
2019
Langue
anglais
ISBN 10 
1798004186
ISBN 13 
9781798004180
Reliure
Broché
Nombre de pages
272
Coordonnées du fabricant
Manufactured by Amazon on behalf of the author
https://www.amazon.fr/hz/contact-us

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