". Already more than 10,000 have done it :)
Annotation: How has consumer behavior changed in the e-commerce era? What will help the client to do right choice? How to control the view of the site visitor? The first book about the psychology of Internet users is the expert experience of the founder of UsabilityLab, engineering psychologist Dmitry Satin
Under the cut is a fragment of the chapter of the second book "On Usability"
Usability is about simplification. But to what extent should a person's life be simplified?
Motto world day Usability, which has been celebrated since 2005 on the second Thursday of November - Making Life Easier! If we consider this message the main value of usability, and understand it exaggeratedly, then we can come to a state that is shown in the WALL E cartoon (WALL-E), where robots did absolutely any action for people.It is clear what kind of world awaits us if we are guided only by this idea. We will reach the point of giving up the physical body! As technology expands capabilities and is constantly evolving, at some point they can lead to the abandonment of the human body, and it will not be needed for anything at all. And then there will be a loss of the human... Maybe this is what Friedrich Nietzsche dreamed about when he wrote that the human must be overcome, and that man is just a bridge to the superman? Don't know. I present myself as a superman to others.
This is a doer, a creator, intense and purposeful, who is helped by technology, not replaced.
Even simpler creatures want some tension in reaching their goal. Experiments on rats have shown that the animal does not always choose the shortest path to the goal. She does not choose the path that the experimenter has prepared for her, but the one that she herself has chosen, even if it is not the most optimal one. For some reason, a living being tries to control itself on its own.
It is difficult to discuss the happiness of a rat, but speaking of a person, we can confidently say that the result obtained without effort does not please him. And successfully overcoming the optimal level of difficulties brings feelings of self-realization and happiness.
It turns out that we must maintain some tone in the interaction of a person with technology: there must be tension, complexity, but at the same time we need to help the user comfortably (with the optimal expenditure of effort) achieve their goals.
On this topic, I have a joke: how to make the "most ergonomic" computer game? You need to create a big button that says "WIN". You press - victorious fanfares sound! You won!!!
Only from the point of view of human psychology, this is complete nonsense. He plays games to suffer, for the sake of overcoming, for the sake of gaining new experience, and not for the sake of a free win.
A good friend of mine prefers a manual transmission in a car, although with an automatic transmission the driver's hands are freer, for example, in order to manipulate the smartphone screen when plotting a route. To my questions why she likes mechanics more than automatic, she replied: “I want to feel that I am driving the car, and not she is driving me!”
I was very surprised by this answer. Indeed, now much attention is paid to the creation of self-driving cars and aircraft. One of the forecasts, published on behalf of the Pentagon, in the near future, aircraft will take off and land under the control of robots. Automakers are talking about new trucks that will carry cargo without the participation of a driver. Google is launching driverless taxis.
We seem to gladly outsource work to technology in two cases: 1. If it's boring; 2. If it's too much (for example, processing too much data to make a difficult decision, or converting a photograph we took into a Van Gogh painting).
But we leave some tasks to ourselves. The ones we are interested in. The ones that make us feel alive. These thoughts lead me to the idea of the importance of optimum motivation, which has been discovered by animal psychologists in experiments on rats.
Too simple and super-complex tasks are bad motivation. From the first we fall into apathy, from the second - into a panic. But tasks of medium (or more correctly, optimal) complexity excite us, we come into a state of flow when intrinsic motivation activities. When we do work not for the sake of its result, but for the sake of the process itself, which brings us clarity of mind, a sense of control and fullness of life.
Therefore, I agree with those who believe that the future belongs to technology. Undoubtedly, they will occupy more and more space in our lives, doing for us what we do not want or cannot do. But a person will leave behind the work that is in harmony with his capabilities. Otherwise, a person will have to lose himself and the meaning of his life.
- Don't lose yourself! Read
A lot of books have been written about the psychology of offline consumers, and many recommendations have been developed. However, when it comes to user behavior on the web, information is limited. Most of the material on this topic boils down to usability tips and website traffic analysis. Meanwhile, offline and online shoppers are the same people, with the same needs, habits, and desires. So why not transfer the existing knowledge about the psychology of offline consumers to Internet users?
No matter where you interact with customers - in the store shopping center, through offline advertising or on the website - knowing about consumer behavior patterns will help you better understand them and, as a result, influence their purchase decision faster.
Here are 10 books about buyer psychology. Take note and put into practice!
1. Martin Lindstrom “Buyology. An exciting journey into the brain of the modern consumer »
2. Dmitry Satin and Ingate specialists ""
If you want to know the real reasons why buyers choose or don't choose your site, this book is a must read. There are no banal recommendations like “move the Buy button and paint it blue”. You will find much more in the book: many examples, non-standard tactics and approaches to studying consumer psychology on the Internet.
The chapter on sales funnel anomalies deserves special attention. The authors talk about patterns, even oddities that are invisible at first glance. But it is they who help to understand who your client really is and how to bring him to a purchase.
SEOnews research editor
3. Martin Lindstrom Brainwash: How marketers manipulate us into buying their products
4. Nicholas Koro, Sergey Pavlov, Igor Kozulya “Marketing Dracula. The art of making money on human fears »
The name is quite bloodthirsty, but the book is more interesting :-) It tells about various phobias of people and how marketers can manipulate customers with their help. Moreover, when you read, you do not immediately understand how a specific phobia, for example, the fear of hair, can be used to profit for business. But all questions are immediately dispelled when the author cites real examples and literally on the fingers explains what the advertising message should be, what to pay attention to the consumer in order to sell him this or that product, service. This book has a lot to think about and laugh at!
Ingate editor
5. Nir Eyal "Hooked: How to Build Habit-Forming Products"
6. Phil Barden "Hacking Marketing: The Science of Why We Buy"
A very interesting and easily written book on how marketing can drive consumption. The best thing about this book is the many, many examples of failures and successes. marketing moves. The book introduces the concepts of neuromarketing and explains how to apply it in practice. I recommend:-)
head of ORM department
7. Philip Graves "Customer Science: What Your Customers Really Want"
8. Heidi Grant Halvorson and Tori Higgins The Psychology of Motivation: How Deep Attitudes Influence Our Desires and Goals
This book is another attempt to typify humanity. It describes in detail two types of people: some try to avoid failure, others strive for success. In other words, there are realists with a touch of pessimism, and there are pronounced optimists. Moreover, in different situations, each of us can belong to one or another type.
The advantage of the book is that this theoretical knowledge can be easily applied in practice. By determining what type, for example, your colleagues, subordinates, customers are and what drives them, you will be able to competently interact with them, thereby motivating them to make a purchase, order a service, or perform any other action that you need.
Ingate account manager
9. Alexey Ivanov “Advertising. Emotion game »
10. Scott Herf “Understand the pain, find the love. How the best product managers and designers create products that win our hearts »
Do you know other interesting useful books in this region? Share in the comments!
". Already more than 10,000 have done it :)
Annotation: How has consumer behavior changed in the e-commerce era? What will help the client to make the right choice? How to control the view of the site visitor? The first book about the psychology of Internet users is the expert experience of the founder of UsabilityLab, engineering psychologist Dmitry Satin
Under the cut is a fragment of the chapter of the second book "On Usability"
Usability is about simplification. But to what extent should a person's life be simplified?
The motto of World Usability Day, which has been celebrated on the second Thursday of November since 2005, is Making Life Easier! If we consider this message the main value of usability, and understand it exaggeratedly, then we can come to a state that is shown in the WALL E cartoon (WALL-E), where robots did absolutely any action for people.It is clear what kind of world awaits us if we are guided only by this idea. We will reach the point of giving up the physical body! As technology expands capabilities and is constantly evolving, at some point they can lead to the abandonment of the human body, and it will not be needed for anything at all. And then there will be a loss of the human... Maybe this is what Friedrich Nietzsche dreamed about when he wrote that the human must be overcome, and that man is just a bridge to the superman? Don't know. I present myself as a superman to others.
This is a doer, a creator, intense and purposeful, who is helped by technology, not replaced.
Even simpler creatures want some tension in reaching their goal. Experiments on rats have shown that the animal does not always choose the shortest path to the goal. She does not choose the path that the experimenter has prepared for her, but the one that she herself has chosen, even if it is not the most optimal one. For some reason, a living being tries to control itself on its own.
It is difficult to discuss the happiness of a rat, but speaking of a person, we can confidently say that the result obtained without effort does not please him. And successfully overcoming the optimal level of difficulties brings feelings of self-realization and happiness.
It turns out that we must maintain some tone in the interaction of a person with technology: there must be tension, complexity, but at the same time we need to help the user comfortably (with the optimal expenditure of effort) achieve their goals.
On this topic, I have a joke: how to make the "most ergonomic" computer game? You need to create a big button that says "WIN". You press - victorious fanfares sound! You won!!!
Only from the point of view of human psychology, this is complete nonsense. He plays games to suffer, for the sake of overcoming, for the sake of gaining new experience, and not for the sake of a free win.
A good friend of mine prefers a manual transmission in a car, although with an automatic transmission the driver's hands are freer, for example, in order to manipulate the smartphone screen when plotting a route. To my questions why she likes mechanics more than automatic, she replied: “I want to feel that I am driving the car, and not she is driving me!”
I was very surprised by this answer. Indeed, now much attention is paid to the creation of self-driving cars and aircraft. One of the forecasts, published on behalf of the Pentagon, in the near future, aircraft will take off and land under the control of robots. Automakers are talking about new trucks that will carry cargo without the participation of a driver. Google is launching driverless taxis.
We seem to gladly outsource work to technology in two cases: 1. If it's boring; 2. If it's too much (for example, processing too much data to make a difficult decision, or converting a photograph we took into a Van Gogh painting).
But we leave some tasks to ourselves. The ones we are interested in. The ones that make us feel alive. These thoughts lead me to the idea of the importance of optimum motivation, which has been discovered by animal psychologists in experiments on rats.
Too simple and super-complex tasks are bad motivation. From the first we fall into apathy, from the second - into a panic. But tasks of medium (or, more correctly, optimal) complexity excite us, we enter a state of flow, when the internal motivation of activity is revealed to us. When we do work not for the sake of its result, but for the sake of the process itself, which brings us clarity of mind, a sense of control and fullness of life.
Therefore, I agree with those who believe that the future belongs to technology. Undoubtedly, they will occupy more and more space in our lives, doing for us what we do not want or cannot do. But a person will leave behind the work that is in harmony with his capabilities. Otherwise, a person will have to lose himself and the meaning of his life.
- Don't lose yourself! Read
The authors of the publication are Dmitry Satin— head of USABILITYLAB, one of the leading usability specialists in Russia and specialists from Ingate Digital Agency — Grigory Zagrebelny and Andrey Stark. The book has a small volume (71 pages), but the content contains "live" examples and is applicable in practice.
A few insights while reading
- Using the association method to evaluate the characteristics of the site (for example, new design).
- The active user paradox - the user will try to use the interface at his own discretion until the last (even if you didn’t expect it)).
- Use images in pictures to grab attention. Here - we can set the direction of the user's gaze.
- funnel anomaly. The input audience is different from the audience that orders the product/service.
- Paired person: man-woman. Buying goods in an offline store, when a woman dominates in the cosmetics department, and a man dominates in the building materials department.
If you are just planning to create a website, remember what you read and bet on creating competent human-oriented interfaces.
Do you already have a website? Entrust its review and refinement to usability and user acquisition specialists. And remember, without studying your audience, you deprive your business of development in the long run.
Is it worth reading?
p.s. The book is absolutely free!
The book examines the psychology of Internet users: how decisions are made, what hinders / helps in choosing goods and services, why and why people come to the network. Practical recommendations relevant both for the site design stage and for existing web resources. You will learn to understand who your client is and what he needs to make a decision in favor of your site/company. © Ingate Digital Agency
From the book you will learn:
- what users really want;
- how to make a portrait of a client and attract him to the site;
- how to control the user's gaze.
Contents of the book "Consumer Psychology"
- INTRODUCTION
- CHAPTER 1. FROM PSYCHOLOGY TO USABILITY (Dmitry Satin).
- 1.1 Usability: debunking myths.
- 1.2 What users want.
- CHAPTER 2. FROM THEORY TO PRACTICE (Dmitry Satin).
- 2.1 Audience analysis to increase conversion.
- 2.2" Practical psychology”, or How to control the user's gaze.
- 2.3 Workshop: testing various options.
- CHAPTER 3. FROM USER PORTRAIT TO ADVERTISING STRATEGY (Ingate).
- 3.1 Segmentation target audience.
- 3.2 Analysis of site statistics.
- CHAPTER 4. FROM GENERAL TO SPECIFIC, OR WE ARE ONLY AT THE BEGINNING OF THE PATH (Dmitry Satin).
- 4.1 Sales funnel anomalies.
- 4.2 The user does not come alone.
- 4.3 Shaping behavior.
- 4.4 Pair persona, or a look into the future.
- CONCLUSION.
- APPENDIX (Ingate).
The psychology of users on the network is worthy scientific approach and scrutiny: digital technologies are changing our world, our behavior. What will be the culture of consumption tomorrow? How strong will the integration with the digital space be? Who will take the lead in this communications race?
The authors on the pages of the book opened the veil of this new tomorrow, tried to look into the mind of a new consumer - the consumer of the digital age. Not thinking about his needs today, ignoring his fears and desires - means depriving your business of development in the long term.
The psychology of buyers (the psychology of consumption) has been studied in detail and continues to be studied within the framework of social and economic psychology. Dozens of books have been published, hundreds of recommendations have been developed. However, when it comes to the behavior of buyers in the virtual space, it often ends with usability tips and website traffic analysis. Meanwhile, buyers in real life and online are the same people. It's just that they are placed on the web in slightly different conditions: with a high degree of uncertainty and the need to make a choice in absentia from a great variety of offers. How can you help them make a decision? How to understand what they really want? How to make the process of interaction with the virtual environment as comfortable as possible? © Dmitry Satin
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