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Psyconversion: 101 Behavior Patterns Für Eine Bessere User Experience Und Höhere Conversion-Rate Im E-Commerce

Psyconversion: 101 Behavior Patterns Für Eine Bessere User Experience Und Höhere Conversion-Rate Im E-Commerce

          
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About the Book

Dieses Buch bietet 101 konkret anwendbare Behavior Patterns zur Verbesserung der User Experience und Conversion-Rate entlang der Customer Journey im E-Commerce. Der Autor erläutert, wie unser Gehirn zu Entscheidungen kommt, welche unbewussten Verhaltensmuster dabei verwendet werden und wie diese im Digital-Umfeld aktiviert werden können.Die Wissenschaft ist sich heute einig, dass unser Gehirn mit zwei Systemen arbeitet: einem emotional-intuitiven und einem rationalen Entscheidungssystem. Das rationale System wird im E-Commerce mit ausreichend Argumenten versorgt, es fällt aber nur rund 5% aller Entscheidungen! Die übrigen 95% des Kundengehirns werden bislang sträflich vernachlässigt. Dort werden Entscheidungen auf Basis tief verankerter, unbewusster Verhaltensmuster gefällt - der sogenannten "Behavior Patterns".Diese Patterns sind so relevant, weil sie bei fast allen Menschen in allen Situationen wirken. Das macht sie für die Anwendung im E-Commerce so attraktiv. Das Wissen um Behavior Patterns ermöglicht es, das Online-Kundenverhalten endlich tiefgreifend zu verstehen und im Sinne einer besseren User Experience und höherer Conversion-Rates gezielt zu beeinflussen.Der Inhalt-Das sind Behavior Patterns und so lassen sie sich im Digital-Umfeld nutzen-So verbessern Sie die User Experience und Ihre Conversion-Rate-Bibliothek von 101 Behavior Patterns von der Awareness- bis zur Retention-Phase-Intuitive Frameworks zur Identifikation passender Behavior Patterns-Ethisch-moralische Grenzen des EinsatzesLeserstimmen
"Macht signifikante Performance-Steigerungen möglich." Stefan Lein, Director Retail Google"Brilliantes Buch!" Dr. Thilo Pfrang, Founder & Managing Partner von Behavioral Science Consulting"Kommt garantiert auf meinen Schreibtisch!" Dennis Esterl, Senior Customer Lifecycle Manager bei Amazon"Das perfekte Update für unser Online-Marketing." Dr. Matthias Wilken, Leiter Channelmanagement bei Allianz

About the Author: Dr. Philipp Spreer unterstützt seit vielen Jahren erfolgreiche Unternehmen vom Mittelständler bis zum DAX-Konzern auf ihrem Weg zu digitaler Exzellenz. Seine Beratungsschwerpunkte sind die Analyse des Kundenverhaltens, das Streben nach der perfekten User Experience und Wachstumskonzepte im E-Commerce - alles Themen, die eng zusammenhängend mit einer innovativen methodischen Toolbox erschlossen werden.Spreer erforscht seit rund zehn Jahren das Verhalten von Kunden im digitalen Kontext. Nach dem Studium von Marketing, Handel, IT und Wirtschaftspsychologie in Kiel, Lyon und Göttingen promovierte er zum Einsatz digitaler Service-Technologien im Cross-Channel-Retail. Seine Forschungsergebnisse und Publikationen wurden dutzendfach von führenden Wissenschaftlern weltweit zitiert und weiterentwickelt. Parallel war er lange Zeit Lehrbeauftragter an renommierten Fachhochschulen und Universitäten.Mit "PsyConversion" schlägt er auf Basis aktueller psychologischer und neurowissenschaftlicher Befunde die Brücke zwischen Usability, Conversion-Optimierung und Online-Marketing und liefert ein Standardwerk für die praktische Arbeit im Digitalumfeld, das auf keinem Schreibtisch innovativer E-Commerce-Experten fehlen sollte.


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Product Details
  • ISBN-13: 9783658217259
  • Publisher: Springer Fachmedien Wiesbaden
  • Publisher Imprint: Springer Gabler
  • Height: 240 mm
  • No of Pages: 287
  • Spine Width: 0 mm
  • Width: 168 mm
  • ISBN-10: 3658217251
  • Publisher Date: 06 Aug 2018
  • Binding: Mixed media product
  • Language: German
  • Returnable: Y
  • Weight: 110 gr


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