Psyconversion(r): 117 Behavior Patterns for an Improved User Experience and Higher Conversion Rates in E-Commerce
Spreer, Philipp
- 出版商: Springer
- 出版日期: 2024-08-20
- 售價: $3,780
- 貴賓價: 9.5 折 $3,591
- 語言: 英文
- 頁數: 319
- 裝訂: Quality Paper - also called trade paper
- ISBN: 3658445920
- ISBN-13: 9783658445928
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相關分類:
使用者經驗 UX、電子商務 E-commerce
海外代購書籍(需單獨結帳)
相關主題
商品描述
This book offers 117 concrete applicable behavior patterns for an improved user experience and conversion rate along the customer journey. The author explains how people decide, which unconscious behavior patterns they use, and how these can be addressed in digital marketing.
Science now agrees that our brain works with two systems: an emotional-intuitive and a rational decision-making system. The rational system is provided with sufficient arguments in e-commerce, but accounts for only around 5% of all decisions! The remaining 95% of the customer's brain has so far been largely neglected. There, decisions are made based on deeply anchored, unconscious patterns of behavior - the so-called "behavior patterns".
Knowledge of behavior patterns makes it possible to finally understand online customer behavior in depth. This reveals the opportunity to specifically improve the user experience and make your business more successful.
The content
- behavior patterns and how they can be used in the digital environment
- improving the user experience and your conversion rate
- library of 117 behavior patterns from awareness to retention
- framework for identifying suitable behavior patterns
- ethical-moral limits of use
商品描述(中文翻譯)
這本書提供了117個具體可應用的行為模式，以改善用戶體驗和轉換率，涵蓋整個客戶旅程。作者解釋了人們如何做出決策、他們使用哪些無意識的行為模式，以及如何在數位行銷中針對這些模式進行處理。
科學界現在一致認為，我們的大腦運作有兩個系統：一個是情感直覺系統，另一個是理性決策系統。在電子商務中，理性系統提供了足夠的論據，但僅占所有決策的約5%！剩下的95%則主要被忽視。在這裡，決策是基於深深根植的無意識行為模式——所謂的「行為模式」。
了解行為模式使我們能夠深入理解線上客戶行為，這揭示了具體改善用戶體驗和使業務更成功的機會。
內容包括：
- 行為模式及其在數位環境中的應用
- 改善用戶體驗和轉換率
- 從認知到留存的117個行為模式庫
- 識別合適行為模式的框架
- 使用的倫理道德界限
作者簡介
Philipp Spreer (Ph.D.) is behavioral strategist and managing partner of elaboratum and supports organizations from medium-sized businesses to listed companies on their way to digital excellence. His focus areas are understanding customer behavior, striving for the perfect user experience in accordance with the conversion rate and developing particularly effective digital products.
Spreer has been researching customer behavior in the digital context for more than 15 years. After studying in Kiel, Lyon and Göttingen, he completed his doctorate in behavioral science and marketing. His publications have been cited and further developed hundreds of times worldwide. At the same time, he was a long-time lecturer at renowned universities and is a regular speaker at digital conferences.
Based on current psychological and neuroscientific findings, PsyConversion(R) bridges the gap between usability, conversion optimization and online marketing and provides a standard work for practical work in the digital environment that no innovative digital professional should be without.
作者簡介(中文翻譯)
Philipp Spreer（博士）是行為策略師及elaboratum的管理合夥人，支持從中型企業到上市公司在追求數位卓越的過程中。他的專注領域包括理解客戶行為、追求與轉換率相符的完美用戶體驗，以及開發特別有效的數位產品。
Spreer在數位環境中的客戶行為研究已有超過15年。經過在基爾、里昂和哥廷根的學習後，他完成了行為科學和行銷的博士學位。他的出版物在全球被引用和進一步發展了數百次。與此同時，他也是多所知名大學的長期講師，並且是數位會議的常客演講者。
基於當前的心理學和神經科學研究成果，PsyConversion(R)彌補了可用性、轉換優化和線上行銷之間的差距，並為數位環境中的實務工作提供了一部標準著作，任何創新的數位專業人士都不應該缺少這本書。
