Reading Time: 10 minutes

Have you ever wondered why some websites stand out when it comes to turning visitors into customers? The answer – they use smart persuasion – persuasive techniques to make their websites more pleasant, and more importantly, easier to buy from.

According to a recent study Amazon has an insane 74% conversion rate of their ‘Prime’ Service Subscribers. And Booking.com’s conversion rates are one of their best kept secrets. What if even a lazy marketer could learn and easily apply the principles used by these market-leading sites?

This inspired Philippe Aimé and Jochen Grünbeck to bring together all of their neuromarketing expertize in the form of the Smart Persuasion book, which will be available soon on Amazon.

And if you’d like the chance to win a signed copy of our new ‘Smart Persuasion‘ book, then just follow Convertize on LinkedIn – we’ll be picking 10 lucky winners soon!

Why Should I Read ‘Smart Persuasion’?

This book is an encyclopaedia of cognitive biases, that digital marketers can implement on websites to create a better experience, drive more conversions and ultimately grow revenues faster.

How is ‘Smart Persuasion’ Structured?

The book details 72 optimisation principles drawn from neuroscience. They are split into 4 categories:

  • Priming and Framing
    How priming and framing affects visitors’ subconscious and guides their behaviour
  • Needs and Motivation
    How your visitors’ intrinsic and extrinsic needs can be satisfied, increasing their motivation to act.
  • Attention and Perception
    How you can draw your visitors’ attention and improve their perception of your offering.
  • Social Biases
    How social and attributional biases can be used to encourage the desired course of action.

How Does Each Chapter Help Me Convert More?

Each of the 72 optimisation principles is intended for practical application, this is meant as more than just academic reading! In every chapter you will find:

  • A description of the principle
  • An explanation of why it works
  • Guidance on how to use it in digital marketing
  • Visual examples of each principle being applied
  • Source materials and further reading

What Are The 72 Optimisation Principles?

Smart Persuasion: The Lazy Marketer's Guide to Optimisation

by Benjamin Ligier

Benjamin is CRO Expert at Convertize, based in London. Passionate about design and webmarketing, he started out working in email marketing and then specialised in Conversion Rate Optimisation (CRO).