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Bas Wouters & Joris Groen - Online Influence
Boost your results with proven behavioral science
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In this book, you will find specific and easily applicable guidelines, based on 40 years of practical experience and the insights of today's most important behavioral scientists, such as Fogg, Cialdini and Kahneman.
With more than 40 real-life success cases and over 150 illustrations of dos and don'ts, this is the most complete and practical guide to designing and improving your online customer journey.
Do you want to sell more, generate more leads and more registrations every year, just like top websites Netflix, Amazon and KLM? Because they test a lot, they know how we make choices, so that their website yields more. But… they prefer to keep those discoveries a secret. In this book we will tell you what these secrets are and how you can apply them in an ethical way yourself.
Do you want to know how simply changing a title increased sales by 1000%? Do you want to know how Bol.com (Dutch Amazon) increased the number of submitted reviews by 400% with a simple change? And do you want to know how you can apply this directly to your own online environment without major investments? Then don't miss this book and start boosting your online results immediately.
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Published in April 2020 | Paperback | With illustrations | 416 pages | ca. 45,000 words
Over 7,000 copies sold 
Full English translation available
Shortlisted for the PIM Marketing Literature Prize
Japanese rights sold to Seishin Shobo
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Bas Wouters CMCT is an expert in the field of persuasion and behavior design. As the award-winning and bestselling author of Online Influence he co-founded the Online Influence Institute. With his online lead generator Keukenplaats.nl, he disrupted the kitchen industry and generated millions of turnover. He is the only one in the world who can call himself a Cialdini Method Certified Trainer and a BJ Fogg Certified Tiny Habits coach. He coached and trained thousands of professionals worldwide to increase their offline and online success. His mission: to help people and companies to a better level of performance by teaching them to apply the principles of persuasion.
As a graduated psychologist, Joris Groen Msc specialized in translating human science into practical design guidelines for the digital world. As the award-winning and bestselling author of Online Influence he co-founded the Online Influence Institute. Joris worked as a user experience designer for leading agencies, companies and brands. In 2012 he co-founded an internationally operating agency in the field of behavior design. There he designed and improved hundreds of websites, web shops, apps, e-mails and online campaigns. The fixed starting point: a scientific approach based on behavioral psychology, research and data.
In addition to managing design teams, Joris trained thousands of students and professionals worldwide, including web designers, user experience designers, online marketers and product owners of Coca-Cola, KLM, Alibaba and many more.
'With their new book, Bas Wouters and Joris Groen have given a true gift to those of us who want to become more influential online. In one place, they have provided current, scientifically-based information on the most successful forms of behavior design, persuasive prompts, psychological motivators, practical applications, and more. I was particularly impressed with the book’s advice on simple strategies for making online messaging more effective. For anyone working in online commerce, this book should not be missed.'
Dr. Robert Cialdini, New York Times bestselling author of Influence and Pre-Suasion
'Great read for any digital marketer, jam-packed with info and lots of illustrations.'
Roger Dooley, bestselling author of Brainfluence and Friction
'Incredible book full of practical things to do that really work, having already tried a couple that have already increased our conversions, I have to say I’m really impressed. I will spend next couple of months attempting to implement what I’m learning. There is such a lot though, I think I might have to do their course. These guys are clearly masters of their craft and with their guidance I think I could become an online influence master. Great book guys thank you for the pictures and checklists. They are awesome.'
David Thomson CMCT (UK), Napoleon Hill & Cialdini Method Certified Trainer
'A good behavioral science basis and countless practical examples. Recommended!'
Dr. Ben Tiggelaar, bestselling author, speaker, behavioral scientist and most quoted behavior scientist in the Netherlands
'BAM! Online Influence by Bas Wouters and Joris Groen falls on the doormat. A pound of inspiration about behavioral psychology and online success. With a recommendation from Robert Cialdini, wow... But rightly so, it turns out. Because this is persuasion psychology at its best: scientifically based, clearly explained and (very) practically applied. BJ Fogg's model gives you a clear framework, and with the authors' checklists at hand, it's actually idiot-proof. So I have the confidence that I can do something with it too! Also not unimportant: finally another weighty management book with humor! In short: read, laugh and apply. Rightfully No. 1 at Managementboek.nl.'
Remco Claassen, bestselling author, speaker, highest ranked leadership trainer in the Netherlands
'The book is easy to read and has so many practical examples, including checklists and worksheets for specific types of marketing online. We used the book recommendations on a website, and the client increased conversions by 30%. We literally made 3 changes on their site and increased their revenue. Can't wait to use this work again and again.'
Tina Smith, certified Storybrand Guide
Introduction - Online Influence
Part 1 - How to design behavior
Part 2 - How to design winning prompts
Part 3 - How to increase motivation
Part 4 - How to increase ability
Part 5 - How to design choices
Part 6 - How to apply behavioral psychology
Acknowledgements
Reading suggestions
Checklists
Bibliography
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Russian translation published by Byblos:
Тут вы, возможно, запротестуете: погодите-ка, но если люди уже хотят что-то сделать, к чему их убеж- дать? Но именно здесь и кроется проблема. Тот факт, что мы чего-то хотим, не означает, что мы автоматически это сделаем.
Дизайнеры (проектировщики) поведения в своей рабо-те следуют двум важным психологическим истинам:
• Мы нечасто что-то делаем, если нас к этому не побуждают.
• Если что-то становится слишком трудным, мы быстро отступаем.
Вы можете это признать для себя. Или, возможно, предпочтете этого не делать… Как бы то ни было, назван- ными качествами – пассивностью и отсутствием упор- ства – гордиться трудно.
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Japanese translation published by Seishin Shobo:
オンラインビジネス・ウェブデザインの成果を、行動科学を用いて改善することに成功した方法を開示する画期的な書。
『影響力の武器』のチャルディーニ、フォッグ、カーネマンら世界的な行動科学者の理論に基づき、オンライン収入の向上、広告費の削減、コンバージョン率の向上、顧客の満足度の上昇を達成。
「プロンプト」「アビリティ」「モチベーション」の三つの観点を駆使して、サイト訪問者のオンライン行動に影響力を行使する「行動デザイン」の手法を具体的に多数伝授する。
Eコマースに関わる人すべての強い味方に。
・ウェブサイトに取り入れるべき具体的手法を、簡潔にまとめて提示
・豊富なビジュアル資料でウェブデザインのポイントを図示
・サイトの改善に活用できるチェックリストを収録
・科学的に実証された手法でオンラインビジネスを加速
・「影響力の武器』のロバート・チャルディーニ推薦
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Chinese translation published by Tshingua University Press:
本书以线上用户体验为主题，包括 6 章，分别是如何设计行为、如何设计一个吸引人 的提示、如何提高人们购买产品的动机、如何提高人们的行动能力、如何设计能影响访问 者的选择、如何应用行为心理学。本书运用大量的前沿学术观点、应用场景、实践案例、 基础方法论，向企业人员提供前瞻性的视野及工作、管理方面的策略，促使读者们设身处 地的融入场景，更高效率解决线上用户运营的相关问题。 本书适合用户体验、交互设计、线上设计运营、电商运营、产品经理等多个领域的从 业者阅读学习，也适合企业管理者、创业者以及即将投身于这个领域的爱好者、相关专业 的学生作为学习指南来使用。
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Thai translation published by Amarin:
การจะให้ลูกค้ามองเห็นทางออนไลน์เป็นเรื่องยากขึ้นเรื่อย ๆ ยังไม่ต้องพูดถึงการจะเปลี่ยนคนที่ผ่านมาให้กลายเป็น ลูกค้าที่เหนียวแน่น แล้วจะทำอย่างไรให้…
- จากไม่สนใจ กลายเป็น “ตอบสนอง”
- จากแค่เปิดดู กลายเป็น “ซื้อ”
- จากไม่สมัคร กลายเป็น “สมาชิกต่อเนื่อง”
- จากเลิกสนใจ กลายเป็น “ดูต่อไปเรื่อย ๆ”
- จาก “อืม” กลายเป็น “เอาเลย”
นี่คือสุดยอดคัมภีร์แห่งการสร้างอิทธิพลออนไลน์ ที่อ้างอิงจากหลักพฤติกรรมศาสตร์ซึ่งถูกสั่งสมมากว่า 40 ปี ได้ผลไม่ว่าคุณจะทำธุรกิจ หรือค้าขายบน เว็บไซต์ แอพลิเคชัน โซเชียลมีเดีย แม้กระทั่งอีเมล หรือทำแคมเปญออนไลน์ ใด ๆ ก็ตามการปรับเปลี่ยนแค่เล็กน้อยในการนำเสนอสินค้าหรือบริการของคุณอาจช่วยลดต้นทุนโฆษณา สร้างกำไรมหาศาล และมัดใจลูกค้าได้อย่างยั่งยืน !