Behind The Click: How to Use the Hidden Psychological Forces That Shape Online Behavior to Craft Digital Journeys That Delight, Engage, and Convert

by Mike Hunter

There are so many hidden factors that influence the decisions customers make, and it has little to do with the facts of a business’s brand or the products it sells. They know they like a product or brand. They know that one service feels like a better value than another. They know that what one business sells isn’t a good fit and they should head over to its competitor. But they usually don’t know why they feel that way. This is where most companies miss the mark, deciding to throw all their time, energy and focus into conversion rate optimization to boost sales. But the answers they need to meet their sales goals don’t just lie in user data — it goes all the way to human nature. Behind The Click dives into the psychological principles behind the shortcuts our brains take to make decisions. By understanding these underlying principles, a business can deploy optimization tactics that create a digital experience that not only meets but anticipates customers’ wants and needs.

Behind The Click: How to Use the Hidden Psychological Forces That Shape Online Behavior to Craft Digital Journeys That Delight, Engage, and Convert