WHAT YOU'LL LEARN FROM THIS COURSE Note: This is an introductory to intermediate course In this course you'll learn how to use web psychology to understand what motivates your users, and how to design persuasive websites that will get them to take the actions you want. You'll learn about the neural correlates of beauty and how you can apply this in your web design to appeal to a universal audience. You'll discover key gender differences in how men and women use the web and engage with websites, and you'll learn how to target specific audiences at a subconscious level. You'll explore how to use trust cues to boost your website's perceived credibility, and if you're designing an e-commerce site, you'll learn how to use the 7 pillars of quality to increase the perceived value of your website. You'll learn about the importance of culture and language in web design (and some fantastic examples of what happens when you get this wrong). Since attention is a very scarce resource, it's crucial that you understand the psychology behind making a powerful first impression. You'll learn how you can use neuroscientific eye-tracking software to optimise your design process, and how to make the most of your visitors' limited attention. Finally, you'll see how one client brought all of these elements together and re-designed their website using web psychology to increase their conversions by 366%!
About the instructor Nathalie Nahai is a Web Psychologist and best-selling author of Webs of Influence: The Psychology of Online Persuasion (Pearson). With a background in psychology, web design and digital strategy, Nathalie coined the term 'web psychology' in 2011, defining it as 'the empirical study of how our online environments influence our attitudes and behaviours'. Nathalie is the founder of the Institute of Web Psychology, which helps businesses apply scientific rigour to their design and decision-making processes, to achieve better engagement online. She lectures internationally on the subject of web psychology (audiences include eBay, Harvard Business Review and Google), and has worked with Fortune 500 companies, design agencies and SME’s. Nathalie is also a contributing author at Marketing Week and Psychology Today, and contributes to national publications and radio on the subject of online behaviour and research.