Examine the decisions behind online buying behavior
The book introduces emotional drivers and cognitive concepts before exploring social proof, credibility, scarcity, and urgency. Website chapters connect those ideas with visual hierarchy, color, typography, and whitespace. Practical sections then consider how the principles can be combined, tested, and reviewed in a marketing context.
The material also addresses ethical considerations, including authentic evidence and truthful claims, as part of building a durable relationship with customers.
What you’ll find inside
- Emotions and cognitive decision-making concepts
- Social proof and credibility
- Scarcity, urgency, and truthful claims
- Visual hierarchy and website presentation
- Testing and ethical marketing considerations
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