Paul begins your journey with a rock-solid business case you can take to management or clients to avoid the more manipulative techniques you see online.

You will learn:

• How online choice has empowered the consumer.
• The hidden marketing costs of manipulation.
• The dangers of buyers remorse.

You cannot improve what you are not measuring. That is why, in Paul’s second chapter, he explores how to measure your conversion rate effectively. Only then can you start to improve it.

You will learn:

• The dangers of having no metrics or bad ones.
• How to establish your key performance indicators.
• What to track and how to track it.

If you want to persuade people to act, you need to understand how they think and what they want. To do that you need to carry out at least some user research. In this chapter, Paul introduces you to easy to use techniques that will get the job done with the minimum of investment.

You will learn:

• What exactly you need to understand about your audience.
• How to consolidate all you know about your users.
• How to carry out lightweight user research.

The decision to act doesn’t take place in isolation and is part of the broader user journey. In this chapter, Paul explains how to understand that journey and build a sales funnel that supports the user’s experience, rather than seeking to interrupt it.

You will learn:

• What a sales funnel is and how it helps.
• How to map your customer’s journey.
• How to build a sales funnel around the user’s journey.

This chapter explores one of the most important aspects of encouraging users to act — addressing their concerns. We’ll see how to identify user’s objections and then overcome them, so reducing the risk of taking action in the minds of users.

You will learn:

• How to identify the concerns your audience has about taking action.
• How to address common concerns.
• A process for handling any objection users might have.

People will not hand over money or personal information if they do not trust you. To make matters worse users have learned to be sceptical online. In this chapter, you will learn how to build a connection with your audience and help them learn to trust you.

You will learn:

• Why trust is essential for improving conversion.
• How to build trust through openness and empathy.
• The role of social proof and connecting consumers in building trust.

In this chapter, you will discover how to reach an audience that is distracted and time-poor. You will learn the importance of not making users think and learn valuable techniques for making acting with you an effortless experience.

You will learn:

• What cognitive load is and why it is so dangerous for your conversion rate.
• Methods for reducing the cognitive load of your websites.
• Techniques for keeping any interface simple.

Are your users taking away the right message from your website? Do they understand what you offer or that it is relevant to them? It is easy to leave a website without acting because you had the wrong impression. This chapter shows you how to address this genuine danger.

You will learn:

• How to position our products and services in a positive light.
• The role that mental models play in conversion.
• Techniques for ensuring your content reflects the user’s mindset.

While Click! is packed with great tips and techniques, the real key to success is a programme of ongoing testing and iteration. In this chapter, Paul shows you how to put in place a methodology that will keep your conversion rate growing for years to come.

You will learn:

• Techniques for ensuring you are working on the right projects to improve conversion.
• Ways to test how compelling a design concept is.
• How to integrate testing into every aspect of your development cycle.

While marketers and UX designers have an enormous impact on conversion, they are only a part of the story. That is why in this chapter, we explore how to address the whole user experience and start encouraging colleagues to help improve the conversion rate too.

You will learn:

• The role of your developer in improving your conversion rate.
• How to use other digital channels to improve your website conversion rate.
• How broader organisational changes can help boost revenue and online leads.

With a book packed with advice, it can be overwhelming. The book concludes with some practical next steps that you can take, wherever you are on your journey to improve conversion.

You will learn:

• Quick wins that can get you started today.
• Budget testing techniques you can implement immediately.
• A more ambitious and ongoing approach to optimisation.

Paul begins your journey with a rock-solid business case you can take to management or clients to avoid the more manipulative techniques you see online.

You will learn:

• How online choice has empowered the consumer.
• The hidden marketing costs of manipulation.
• The dangers of buyers remorse.

You cannot improve what you are not measuring. That is why, in Paul’s second chapter, he explores how to measure your conversion rate effectively. Only then can you start to improve it.

You will learn:

• The dangers of having no metrics or bad ones.
• How to establish your key performance indicators.
• What to track and how to track it.

If you want to persuade people to act, you need to understand how they think and what they want. To do that you need to carry out at least some user research. In this chapter, Paul introduces you to easy to use techniques that will get the job done with the minimum of investment.

You will learn:

• What exactly you need to understand about your audience.
• How to consolidate all you know about your users.
• How to carry out lightweight user research.

The decision to act doesn’t take place in isolation and is part of the broader user journey. In this chapter, Paul explains how to understand that journey and build a sales funnel that supports the user’s experience, rather than seeking to interrupt it.

You will learn:

• What a sales funnel is and how it helps.
• How to map your customer’s journey.
• How to build a sales funnel around the user’s journey.

This chapter explores one of the most important aspects of encouraging users to act — addressing their concerns. We’ll see how to identify user’s objections and then overcome them, so reducing the risk of taking action in the minds of users.

You will learn:

• How to identify the concerns your audience has about taking action.
• How to address common concerns.
• A process for handling any objection users might have.

People will not hand over money or personal information if they do not trust you. To make matters worse users have learned to be sceptical online. In this chapter, you will learn how to build a connection with your audience and help them learn to trust you.

You will learn:

• Why trust is essential for improving conversion.
• How to build trust through openness and empathy.
• The role of social proof and connecting consumers in building trust.

In this chapter, you will discover how to reach an audience that is distracted and time-poor. You will learn the importance of not making users think and learn valuable techniques for making acting with you an effortless experience.

You will learn:

• What cognitive load is and why it is so dangerous for your conversion rate.
• Methods for reducing the cognitive load of your websites.
• Techniques for keeping any interface simple.

Are your users taking away the right message from your website? Do they understand what you offer or that it is relevant to them? It is easy to leave a website without acting because you had the wrong impression. This chapter shows you how to address this genuine danger.

You will learn:

• How to position our products and services in a positive light.
• The role that mental models play in conversion.
• Techniques for ensuring your content reflects the user’s mindset.

While Click! is packed with great tips and techniques, the real key to success is a programme of ongoing testing and iteration. In this chapter, Paul shows you how to put in place a methodology that will keep your conversion rate growing for years to come.

You will learn:

• Techniques for ensuring you are working on the right projects to improve conversion.
• Ways to test how compelling a design concept is.
• How to integrate testing into every aspect of your development cycle.

While marketers and UX designers have an enormous impact on conversion, they are only a part of the story. That is why in this chapter, we explore how to address the whole user experience and start encouraging colleagues to help improve the conversion rate too.

You will learn:

• The role of your developer in improving your conversion rate.
• How to use other digital channels to improve your website conversion rate.
• How broader organisational changes can help boost revenue and online leads.

With a book packed with advice, it can be overwhelming. The book concludes with some practical next steps that you can take, wherever you are on your journey to improve conversion.

You will learn:

• Quick wins that can get you started today.
• Budget testing techniques you can implement immediately.
• A more ambitious and ongoing approach to optimisation.

Paul begins your journey with a rock-solid business case you can take to management or clients to avoid the more manipulative techniques you see online.

You will learn:

• How online choice has empowered the consumer.
• The hidden marketing costs of manipulation.
• The dangers of buyers remorse.

You cannot improve what you are not measuring. That is why, in Paul’s second chapter, he explores how to measure your conversion rate effectively. Only then can you start to improve it.

You will learn:

• The dangers of having no metrics or bad ones.
• How to establish your key performance indicators.
• What to track and how to track it.

If you want to persuade people to act, you need to understand how they think and what they want. To do that you need to carry out at least some user research. In this chapter, Paul introduces you to easy to use techniques that will get the job done with the minimum of investment.

You will learn:

• What exactly you need to understand about your audience.
• How to consolidate all you know about your users.
• How to carry out lightweight user research.

The decision to act doesn’t take place in isolation and is part of the broader user journey. In this chapter, Paul explains how to understand that journey and build a sales funnel that supports the user’s experience, rather than seeking to interrupt it.

You will learn:

• What a sales funnel is and how it helps.
• How to map your customer’s journey.
• How to build a sales funnel around the user’s journey.

This chapter explores one of the most important aspects of encouraging users to act — addressing their concerns. We’ll see how to identify user’s objections and then overcome them, so reducing the risk of taking action in the minds of users.

You will learn:

• How to identify the concerns your audience has about taking action.
• How to address common concerns.
• A process for handling any objection users might have.

People will not hand over money or personal information if they do not trust you. To make matters worse users have learned to be sceptical online. In this chapter, you will learn how to build a connection with your audience and help them learn to trust you.

You will learn:

• Why trust is essential for improving conversion.
• How to build trust through openness and empathy.
• The role of social proof and connecting consumers in building trust.

In this chapter, you will discover how to reach an audience that is distracted and time-poor. You will learn the importance of not making users think and learn valuable techniques for making acting with you an effortless experience.

You will learn:

• What cognitive load is and why it is so dangerous for your conversion rate.
• Methods for reducing the cognitive load of your websites.
• Techniques for keeping any interface simple.

Are your users taking away the right message from your website? Do they understand what you offer or that it is relevant to them? It is easy to leave a website without acting because you had the wrong impression. This chapter shows you how to address this genuine danger.

You will learn:

• How to position our products and services in a positive light.
• The role that mental models play in conversion.
• Techniques for ensuring your content reflects the user’s mindset.

While Click! is packed with great tips and techniques, the real key to success is a programme of ongoing testing and iteration. In this chapter, Paul shows you how to put in place a methodology that will keep your conversion rate growing for years to come.

You will learn:

• Techniques for ensuring you are working on the right projects to improve conversion.
• Ways to test how compelling a design concept is.
• How to integrate testing into every aspect of your development cycle.

While marketers and UX designers have an enormous impact on conversion, they are only a part of the story. That is why in this chapter, we explore how to address the whole user experience and start encouraging colleagues to help improve the conversion rate too.

You will learn:

• The role of your developer in improving your conversion rate.
• How to use other digital channels to improve your website conversion rate.
• How broader organisational changes can help boost revenue and online leads.

With a book packed with advice, it can be overwhelming. The book concludes with some practical next steps that you can take, wherever you are on your journey to improve conversion.

You will learn:

• Quick wins that can get you started today.
• Budget testing techniques you can implement immediately.
• A more ambitious and ongoing approach to optimisation.

Paul begins your journey with a rock-solid business case you can take to management or clients to avoid the more manipulative techniques you see online.

You will learn:

• How online choice has empowered the consumer.
• The hidden marketing costs of manipulation.
• The dangers of buyers remorse.

You cannot improve what you are not measuring. That is why, in Paul’s second chapter, he explores how to measure your conversion rate effectively. Only then can you start to improve it.

You will learn:

• The dangers of having no metrics or bad ones.
• How to establish your key performance indicators.
• What to track and how to track it.

If you want to persuade people to act, you need to understand how they think and what they want. To do that you need to carry out at least some user research. In this chapter, Paul introduces you to easy to use techniques that will get the job done with the minimum of investment.

You will learn:

• What exactly you need to understand about your audience.
• How to consolidate all you know about your users.
• How to carry out lightweight user research.

The decision to act doesn’t take place in isolation and is part of the broader user journey. In this chapter, Paul explains how to understand that journey and build a sales funnel that supports the user’s experience, rather than seeking to interrupt it.

You will learn:

• What a sales funnel is and how it helps.
• How to map your customer’s journey.
• How to build a sales funnel around the user’s journey.

This chapter explores one of the most important aspects of encouraging users to act — addressing their concerns. We’ll see how to identify user’s objections and then overcome them, so reducing the risk of taking action in the minds of users.

You will learn:

• How to identify the concerns your audience has about taking action.
• How to address common concerns.
• A process for handling any objection users might have.

People will not hand over money or personal information if they do not trust you. To make matters worse users have learned to be sceptical online. In this chapter, you will learn how to build a connection with your audience and help them learn to trust you.

You will learn:

• Why trust is essential for improving conversion.
• How to build trust through openness and empathy.
• The role of social proof and connecting consumers in building trust.

In this chapter, you will discover how to reach an audience that is distracted and time-poor. You will learn the importance of not making users think and learn valuable techniques for making acting with you an effortless experience.

You will learn:

• What cognitive load is and why it is so dangerous for your conversion rate.
• Methods for reducing the cognitive load of your websites.
• Techniques for keeping any interface simple.

Are your users taking away the right message from your website? Do they understand what you offer or that it is relevant to them? It is easy to leave a website without acting because you had the wrong impression. This chapter shows you how to address this genuine danger.

You will learn:

• How to position our products and services in a positive light.
• The role that mental models play in conversion.
• Techniques for ensuring your content reflects the user’s mindset.

While Click! is packed with great tips and techniques, the real key to success is a programme of ongoing testing and iteration. In this chapter, Paul shows you how to put in place a methodology that will keep your conversion rate growing for years to come.

You will learn:

• Techniques for ensuring you are working on the right projects to improve conversion.
• Ways to test how compelling a design concept is.
• How to integrate testing into every aspect of your development cycle.

While marketers and UX designers have an enormous impact on conversion, they are only a part of the story. That is why in this chapter, we explore how to address the whole user experience and start encouraging colleagues to help improve the conversion rate too.

You will learn:

• The role of your developer in improving your conversion rate.
• How to use other digital channels to improve your website conversion rate.
• How broader organisational changes can help boost revenue and online leads.

With a book packed with advice, it can be overwhelming. The book concludes with some practical next steps that you can take, wherever you are on your journey to improve conversion.

You will learn:

• Quick wins that can get you started today.
• Budget testing techniques you can implement immediately.
• A more ambitious and ongoing approach to optimisation.

Paul begins your journey with a rock-solid business case you can take to management or clients to avoid the more manipulative techniques you see online.

You will learn:

• How online choice has empowered the consumer.
• The hidden marketing costs of manipulation.
• The dangers of buyers remorse.

You cannot improve what you are not measuring. That is why, in Paul’s second chapter, he explores how to measure your conversion rate effectively. Only then can you start to improve it.

You will learn:

• The dangers of having no metrics or bad ones.
• How to establish your key performance indicators.
• What to track and how to track it.

If you want to persuade people to act, you need to understand how they think and what they want. To do that you need to carry out at least some user research. In this chapter, Paul introduces you to easy to use techniques that will get the job done with the minimum of investment.

You will learn:

• What exactly you need to understand about your audience.
• How to consolidate all you know about your users.
• How to carry out lightweight user research.

The decision to act doesn’t take place in isolation and is part of the broader user journey. In this chapter, Paul explains how to understand that journey and build a sales funnel that supports the user’s experience, rather than seeking to interrupt it.

You will learn:

• What a sales funnel is and how it helps.
• How to map your customer’s journey.
• How to build a sales funnel around the user’s journey.

This chapter explores one of the most important aspects of encouraging users to act — addressing their concerns. We’ll see how to identify user’s objections and then overcome them, so reducing the risk of taking action in the minds of users.

You will learn:

• How to identify the concerns your audience has about taking action.
• How to address common concerns.
• A process for handling any objection users might have.

People will not hand over money or personal information if they do not trust you. To make matters worse users have learned to be sceptical online. In this chapter, you will learn how to build a connection with your audience and help them learn to trust you.

You will learn:

• Why trust is essential for improving conversion.
• How to build trust through openness and empathy.
• The role of social proof and connecting consumers in building trust.

In this chapter, you will discover how to reach an audience that is distracted and time-poor. You will learn the importance of not making users think and learn valuable techniques for making acting with you an effortless experience.

You will learn:

• What cognitive load is and why it is so dangerous for your conversion rate.
• Methods for reducing the cognitive load of your websites.
• Techniques for keeping any interface simple.

Are your users taking away the right message from your website? Do they understand what you offer or that it is relevant to them? It is easy to leave a website without acting because you had the wrong impression. This chapter shows you how to address this genuine danger.

You will learn:

• How to position our products and services in a positive light.
• The role that mental models play in conversion.
• Techniques for ensuring your content reflects the user’s mindset.

While Click! is packed with great tips and techniques, the real key to success is a programme of ongoing testing and iteration. In this chapter, Paul shows you how to put in place a methodology that will keep your conversion rate growing for years to come.

You will learn:

• Techniques for ensuring you are working on the right projects to improve conversion.
• Ways to test how compelling a design concept is.
• How to integrate testing into every aspect of your development cycle.

While marketers and UX designers have an enormous impact on conversion, they are only a part of the story. That is why in this chapter, we explore how to address the whole user experience and start encouraging colleagues to help improve the conversion rate too.

You will learn:

• The role of your developer in improving your conversion rate.
• How to use other digital channels to improve your website conversion rate.
• How broader organisational changes can help boost revenue and online leads.

With a book packed with advice, it can be overwhelming. The book concludes with some practical next steps that you can take, wherever you are on your journey to improve conversion.

You will learn:

• Quick wins that can get you started today.
• Budget testing techniques you can implement immediately.
• A more ambitious and ongoing approach to optimisation.

Paul begins your journey with a rock-solid business case you can take to management or clients to avoid the more manipulative techniques you see online.

You will learn:

• How online choice has empowered the consumer.
• The hidden marketing costs of manipulation.
• The dangers of buyers remorse.

You cannot improve what you are not measuring. That is why, in Paul’s second chapter, he explores how to measure your conversion rate effectively. Only then can you start to improve it.

You will learn:

• The dangers of having no metrics or bad ones.
• How to establish your key performance indicators.
• What to track and how to track it.

If you want to persuade people to act, you need to understand how they think and what they want. To do that you need to carry out at least some user research. In this chapter, Paul introduces you to easy to use techniques that will get the job done with the minimum of investment.

You will learn:

• What exactly you need to understand about your audience.
• How to consolidate all you know about your users.
• How to carry out lightweight user research.

The decision to act doesn’t take place in isolation and is part of the broader user journey. In this chapter, Paul explains how to understand that journey and build a sales funnel that supports the user’s experience, rather than seeking to interrupt it.

You will learn:

• What a sales funnel is and how it helps.
• How to map your customer’s journey.
• How to build a sales funnel around the user’s journey.

This chapter explores one of the most important aspects of encouraging users to act — addressing their concerns. We’ll see how to identify user’s objections and then overcome them, so reducing the risk of taking action in the minds of users.

You will learn:

• How to identify the concerns your audience has about taking action.
• How to address common concerns.
• A process for handling any objection users might have.

People will not hand over money or personal information if they do not trust you. To make matters worse users have learned to be sceptical online. In this chapter, you will learn how to build a connection with your audience and help them learn to trust you.

You will learn:

• Why trust is essential for improving conversion.
• How to build trust through openness and empathy.
• The role of social proof and connecting consumers in building trust.

In this chapter, you will discover how to reach an audience that is distracted and time-poor. You will learn the importance of not making users think and learn valuable techniques for making acting with you an effortless experience.

You will learn:

• What cognitive load is and why it is so dangerous for your conversion rate.
• Methods for reducing the cognitive load of your websites.
• Techniques for keeping any interface simple.

Are your users taking away the right message from your website? Do they understand what you offer or that it is relevant to them? It is easy to leave a website without acting because you had the wrong impression. This chapter shows you how to address this genuine danger.

You will learn:

• How to position our products and services in a positive light.
• The role that mental models play in conversion.
• Techniques for ensuring your content reflects the user’s mindset.

While Click! is packed with great tips and techniques, the real key to success is a programme of ongoing testing and iteration. In this chapter, Paul shows you how to put in place a methodology that will keep your conversion rate growing for years to come.

You will learn:

• Techniques for ensuring you are working on the right projects to improve conversion.
• Ways to test how compelling a design concept is.
• How to integrate testing into every aspect of your development cycle.

While marketers and UX designers have an enormous impact on conversion, they are only a part of the story. That is why in this chapter, we explore how to address the whole user experience and start encouraging colleagues to help improve the conversion rate too.

You will learn:

• The role of your developer in improving your conversion rate.
• How to use other digital channels to improve your website conversion rate.
• How broader organisational changes can help boost revenue and online leads.

With a book packed with advice, it can be overwhelming. The book concludes with some practical next steps that you can take, wherever you are on your journey to improve conversion.

You will learn:

• Quick wins that can get you started today.
• Budget testing techniques you can implement immediately.
• A more ambitious and ongoing approach to optimisation.

Paul begins your journey with a rock-solid business case you can take to management or clients to avoid the more manipulative techniques you see online.

You will learn:

• How online choice has empowered the consumer.
• The hidden marketing costs of manipulation.
• The dangers of buyers remorse.

You cannot improve what you are not measuring. That is why, in Paul’s second chapter, he explores how to measure your conversion rate effectively. Only then can you start to improve it.

You will learn:

• The dangers of having no metrics or bad ones.
• How to establish your key performance indicators.
• What to track and how to track it.

If you want to persuade people to act, you need to understand how they think and what they want. To do that you need to carry out at least some user research. In this chapter, Paul introduces you to easy to use techniques that will get the job done with the minimum of investment.

You will learn:

• What exactly you need to understand about your audience.
• How to consolidate all you know about your users.
• How to carry out lightweight user research.

The decision to act doesn’t take place in isolation and is part of the broader user journey. In this chapter, Paul explains how to understand that journey and build a sales funnel that supports the user’s experience, rather than seeking to interrupt it.

You will learn:

• What a sales funnel is and how it helps.
• How to map your customer’s journey.
• How to build a sales funnel around the user’s journey.

This chapter explores one of the most important aspects of encouraging users to act — addressing their concerns. We’ll see how to identify user’s objections and then overcome them, so reducing the risk of taking action in the minds of users.

You will learn:

• How to identify the concerns your audience has about taking action.
• How to address common concerns.
• A process for handling any objection users might have.

People will not hand over money or personal information if they do not trust you. To make matters worse users have learned to be sceptical online. In this chapter, you will learn how to build a connection with your audience and help them learn to trust you.

You will learn:

• Why trust is essential for improving conversion.
• How to build trust through openness and empathy.
• The role of social proof and connecting consumers in building trust.

In this chapter, you will discover how to reach an audience that is distracted and time-poor. You will learn the importance of not making users think and learn valuable techniques for making acting with you an effortless experience.

You will learn:

• What cognitive load is and why it is so dangerous for your conversion rate.
• Methods for reducing the cognitive load of your websites.
• Techniques for keeping any interface simple.

Are your users taking away the right message from your website? Do they understand what you offer or that it is relevant to them? It is easy to leave a website without acting because you had the wrong impression. This chapter shows you how to address this genuine danger.

You will learn:

• How to position our products and services in a positive light.
• The role that mental models play in conversion.
• Techniques for ensuring your content reflects the user’s mindset.

While Click! is packed with great tips and techniques, the real key to success is a programme of ongoing testing and iteration. In this chapter, Paul shows you how to put in place a methodology that will keep your conversion rate growing for years to come.

You will learn:

• Techniques for ensuring you are working on the right projects to improve conversion.
• Ways to test how compelling a design concept is.
• How to integrate testing into every aspect of your development cycle.

While marketers and UX designers have an enormous impact on conversion, they are only a part of the story. That is why in this chapter, we explore how to address the whole user experience and start encouraging colleagues to help improve the conversion rate too.

You will learn:

• The role of your developer in improving your conversion rate.
• How to use other digital channels to improve your website conversion rate.
• How broader organisational changes can help boost revenue and online leads.

With a book packed with advice, it can be overwhelming. The book concludes with some practical next steps that you can take, wherever you are on your journey to improve conversion.

You will learn:

• Quick wins that can get you started today.
• Budget testing techniques you can implement immediately.
• A more ambitious and ongoing approach to optimisation.

Paul begins your journey with a rock-solid business case you can take to management or clients to avoid the more manipulative techniques you see online.

You will learn:

• How online choice has empowered the consumer.
• The hidden marketing costs of manipulation.
• The dangers of buyers remorse.

You cannot improve what you are not measuring. That is why, in Paul’s second chapter, he explores how to measure your conversion rate effectively. Only then can you start to improve it.

You will learn:

• The dangers of having no metrics or bad ones.
• How to establish your key performance indicators.
• What to track and how to track it.

If you want to persuade people to act, you need to understand how they think and what they want. To do that you need to carry out at least some user research. In this chapter, Paul introduces you to easy to use techniques that will get the job done with the minimum of investment.

You will learn:

• What exactly you need to understand about your audience.
• How to consolidate all you know about your users.
• How to carry out lightweight user research.

The decision to act doesn’t take place in isolation and is part of the broader user journey. In this chapter, Paul explains how to understand that journey and build a sales funnel that supports the user’s experience, rather than seeking to interrupt it.

You will learn:

• What a sales funnel is and how it helps.
• How to map your customer’s journey.
• How to build a sales funnel around the user’s journey.

This chapter explores one of the most important aspects of encouraging users to act — addressing their concerns. We’ll see how to identify user’s objections and then overcome them, so reducing the risk of taking action in the minds of users.

You will learn:

• How to identify the concerns your audience has about taking action.
• How to address common concerns.
• A process for handling any objection users might have.

People will not hand over money or personal information if they do not trust you. To make matters worse users have learned to be sceptical online. In this chapter, you will learn how to build a connection with your audience and help them learn to trust you.

You will learn:

• Why trust is essential for improving conversion.
• How to build trust through openness and empathy.
• The role of social proof and connecting consumers in building trust.

In this chapter, you will discover how to reach an audience that is distracted and time-poor. You will learn the importance of not making users think and learn valuable techniques for making acting with you an effortless experience.

You will learn:

• What cognitive load is and why it is so dangerous for your conversion rate.
• Methods for reducing the cognitive load of your websites.
• Techniques for keeping any interface simple.

Are your users taking away the right message from your website? Do they understand what you offer or that it is relevant to them? It is easy to leave a website without acting because you had the wrong impression. This chapter shows you how to address this genuine danger.

You will learn:

• How to position our products and services in a positive light.
• The role that mental models play in conversion.
• Techniques for ensuring your content reflects the user’s mindset.

While Click! is packed with great tips and techniques, the real key to success is a programme of ongoing testing and iteration. In this chapter, Paul shows you how to put in place a methodology that will keep your conversion rate growing for years to come.

You will learn:

• Techniques for ensuring you are working on the right projects to improve conversion.
• Ways to test how compelling a design concept is.
• How to integrate testing into every aspect of your development cycle.

While marketers and UX designers have an enormous impact on conversion, they are only a part of the story. That is why in this chapter, we explore how to address the whole user experience and start encouraging colleagues to help improve the conversion rate too.

You will learn:

• The role of your developer in improving your conversion rate.
• How to use other digital channels to improve your website conversion rate.
• How broader organisational changes can help boost revenue and online leads.

With a book packed with advice, it can be overwhelming. The book concludes with some practical next steps that you can take, wherever you are on your journey to improve conversion.

You will learn:

• Quick wins that can get you started today.
• Budget testing techniques you can implement immediately.
• A more ambitious and ongoing approach to optimisation.

Paul begins your journey with a rock-solid business case you can take to management or clients to avoid the more manipulative techniques you see online.

You will learn:

• How online choice has empowered the consumer.
• The hidden marketing costs of manipulation.
• The dangers of buyers remorse.

You cannot improve what you are not measuring. That is why, in Paul’s second chapter, he explores how to measure your conversion rate effectively. Only then can you start to improve it.

You will learn:

• The dangers of having no metrics or bad ones.
• How to establish your key performance indicators.
• What to track and how to track it.

If you want to persuade people to act, you need to understand how they think and what they want. To do that you need to carry out at least some user research. In this chapter, Paul introduces you to easy to use techniques that will get the job done with the minimum of investment.

You will learn:

• What exactly you need to understand about your audience.
• How to consolidate all you know about your users.
• How to carry out lightweight user research.

The decision to act doesn’t take place in isolation and is part of the broader user journey. In this chapter, Paul explains how to understand that journey and build a sales funnel that supports the user’s experience, rather than seeking to interrupt it.

You will learn:

• What a sales funnel is and how it helps.
• How to map your customer’s journey.
• How to build a sales funnel around the user’s journey.

This chapter explores one of the most important aspects of encouraging users to act — addressing their concerns. We’ll see how to identify user’s objections and then overcome them, so reducing the risk of taking action in the minds of users.

You will learn:

• How to identify the concerns your audience has about taking action.
• How to address common concerns.
• A process for handling any objection users might have.

People will not hand over money or personal information if they do not trust you. To make matters worse users have learned to be sceptical online. In this chapter, you will learn how to build a connection with your audience and help them learn to trust you.

You will learn:

• Why trust is essential for improving conversion.
• How to build trust through openness and empathy.
• The role of social proof and connecting consumers in building trust.

In this chapter, you will discover how to reach an audience that is distracted and time-poor. You will learn the importance of not making users think and learn valuable techniques for making acting with you an effortless experience.

You will learn:

• What cognitive load is and why it is so dangerous for your conversion rate.
• Methods for reducing the cognitive load of your websites.
• Techniques for keeping any interface simple.

Are your users taking away the right message from your website? Do they understand what you offer or that it is relevant to them? It is easy to leave a website without acting because you had the wrong impression. This chapter shows you how to address this genuine danger.

You will learn:

• How to position our products and services in a positive light.
• The role that mental models play in conversion.
• Techniques for ensuring your content reflects the user’s mindset.

While Click! is packed with great tips and techniques, the real key to success is a programme of ongoing testing and iteration. In this chapter, Paul shows you how to put in place a methodology that will keep your conversion rate growing for years to come.

You will learn:

• Techniques for ensuring you are working on the right projects to improve conversion.
• Ways to test how compelling a design concept is.
• How to integrate testing into every aspect of your development cycle.

While marketers and UX designers have an enormous impact on conversion, they are only a part of the story. That is why in this chapter, we explore how to address the whole user experience and start encouraging colleagues to help improve the conversion rate too.

You will learn:

• The role of your developer in improving your conversion rate.
• How to use other digital channels to improve your website conversion rate.
• How broader organisational changes can help boost revenue and online leads.

With a book packed with advice, it can be overwhelming. The book concludes with some practical next steps that you can take, wherever you are on your journey to improve conversion.

You will learn:

• Quick wins that can get you started today.
• Budget testing techniques you can implement immediately.
• A more ambitious and ongoing approach to optimisation.

Paul begins your journey with a rock-solid business case you can take to management or clients to avoid the more manipulative techniques you see online.

You will learn:

• How online choice has empowered the consumer.
• The hidden marketing costs of manipulation.
• The dangers of buyers remorse.

You cannot improve what you are not measuring. That is why, in Paul’s second chapter, he explores how to measure your conversion rate effectively. Only then can you start to improve it.

You will learn:

• The dangers of having no metrics or bad ones.
• How to establish your key performance indicators.
• What to track and how to track it.

If you want to persuade people to act, you need to understand how they think and what they want. To do that you need to carry out at least some user research. In this chapter, Paul introduces you to easy to use techniques that will get the job done with the minimum of investment.

You will learn:

• What exactly you need to understand about your audience.
• How to consolidate all you know about your users.
• How to carry out lightweight user research.

The decision to act doesn’t take place in isolation and is part of the broader user journey. In this chapter, Paul explains how to understand that journey and build a sales funnel that supports the user’s experience, rather than seeking to interrupt it.

You will learn:

• What a sales funnel is and how it helps.
• How to map your customer’s journey.
• How to build a sales funnel around the user’s journey.

This chapter explores one of the most important aspects of encouraging users to act — addressing their concerns. We’ll see how to identify user’s objections and then overcome them, so reducing the risk of taking action in the minds of users.

You will learn:

• How to identify the concerns your audience has about taking action.
• How to address common concerns.
• A process for handling any objection users might have.

People will not hand over money or personal information if they do not trust you. To make matters worse users have learned to be sceptical online. In this chapter, you will learn how to build a connection with your audience and help them learn to trust you.

You will learn:

• Why trust is essential for improving conversion.
• How to build trust through openness and empathy.
• The role of social proof and connecting consumers in building trust.

In this chapter, you will discover how to reach an audience that is distracted and time-poor. You will learn the importance of not making users think and learn valuable techniques for making acting with you an effortless experience.

You will learn:

• What cognitive load is and why it is so dangerous for your conversion rate.
• Methods for reducing the cognitive load of your websites.
• Techniques for keeping any interface simple.

Are your users taking away the right message from your website? Do they understand what you offer or that it is relevant to them? It is easy to leave a website without acting because you had the wrong impression. This chapter shows you how to address this genuine danger.

You will learn:

• How to position our products and services in a positive light.
• The role that mental models play in conversion.
• Techniques for ensuring your content reflects the user’s mindset.

While Click! is packed with great tips and techniques, the real key to success is a programme of ongoing testing and iteration. In this chapter, Paul shows you how to put in place a methodology that will keep your conversion rate growing for years to come.

You will learn:

• Techniques for ensuring you are working on the right projects to improve conversion.
• Ways to test how compelling a design concept is.
• How to integrate testing into every aspect of your development cycle.

While marketers and UX designers have an enormous impact on conversion, they are only a part of the story. That is why in this chapter, we explore how to address the whole user experience and start encouraging colleagues to help improve the conversion rate too.

You will learn:

• The role of your developer in improving your conversion rate.
• How to use other digital channels to improve your website conversion rate.
• How broader organisational changes can help boost revenue and online leads.

With a book packed with advice, it can be overwhelming. The book concludes with some practical next steps that you can take, wherever you are on your journey to improve conversion.

You will learn:

• Quick wins that can get you started today.
• Budget testing techniques you can implement immediately.
• A more ambitious and ongoing approach to optimisation.