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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
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® 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.
Introduction.- Fundamentals of decision-making.- Behavior Patterns - Foundations of Our Decisions.- Behavior patterns for the perception phase.- Behavior patterns for the decision-making phase.- Behavior patterns for the customer retention phase.- Operational work with behavior patterns.
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