WHAT YOU'LL LEARN FROM THIS COURSE Note: This is an introductory to intermediate course In this course you'll discover how your customers really make decisions at a subconscious level, and we'll explore how to target the primal, emotional and rational systems of the brain. You'll learn how the primal system works online, and how to engage it using motion, sex (in a subtle way!), food, scarcity and more to get the attention of your prospects. You'll learn about the emotional system, how to create empathy with your audience, and why it is necessary for a deeper level of engagement. You'll discover why storytelling is so psychologically powerful, and you'll learn how to activate the mirror neuron systems in the brain to make your customers feel more. You'll learn how to use body language in combination with calls to action (CTAs) to subconsciously increase sign ups and conversions on your website. We'll cover misconceptions about the rational mind and how it really affects behaviour, and you'll learn how to design product demonstrations, benefit lists and authority cues to increase sales and conversions. Throughout the course we'll look at case studies and examples of each system in the real world (adverts and websites), so that you can apply this knowledge in your own business. 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.