Home > Business & Economics > Business & management > E-commerce: business aspects > Psyconversion(r): 117 Behavior Patterns Für Eine Noch Bessere User Experience Und Höhere Conversion-Rate Im E-Commerce
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Psyconversion(r): 117 Behavior Patterns Für Eine Noch Bessere User Experience Und Höhere Conversion-Rate Im E-Commerce

Psyconversion(r): 117 Behavior Patterns Für Eine Noch Bessere User Experience Und Höhere Conversion-Rate Im E-Commerce

          
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About the Book

Dieses Buch bietet 117 konkret anwendbare Behavior Patterns für eine bessere User Experience und Conversion-Rate entlang der Customer Journey. Der Autor erläutert, wie Menschen entscheiden, welche unbewussten Verhaltensmuster sie dabei nutzen und wie diese im Digital Marketing angesprochen 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".Das Wissen um Behavior Patterns ermöglicht es, das Online-Kundenverhalten endlich tiefgreifend zu verstehen. Das offenbart die Chance, die User Experience und einschlägige Business-Kennzahlen wie die Conversion Rate gezielt zu optimieren.
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 117 Behavior Patterns von der Awareness- bis zur Retention-Phase
  • Das Framework zur Identifikation passender Behavior Patterns
  • Ethisch-moralische Grenzen des Einsatzes

Die zweite Auflage wurde vollständig aktualisiert sowie um 17 Behavior Patterns erweitert.Mit einem Gastbeitrag von Joachim Stalph, Principal Consultant bei elaboratum und Experte auf dem Gebiet datenbasierter Nutzeransprache.
Leserstimmen
  • "Macht signifikante Performance-Steigerungen möglich." Stefan Lein, Director Retail Google
  • "Das perfekte Update für unser Online-Marketing." Dr. Matthias Wilken, Leiter Channel Management bei Allianz
  • "Brilliantes Buch!" Dr. Thilo Pfrang, Founder von Behamics AG St. Gallen
  • "Großartige Übersicht und die beste Einordnung von Verhaltensmustern im Marketing." Dennis Esterl, Head of Cross-Site Marketing bei Amazon
  • "PsyConversion(R) liefert viele nützliche Praxis-Tipps zur Anpassung und Optimierung von digitalen Produkten." Jens Sievert, Innovation Manager bei der ERGO Digital Ventures AG
  • "Die fundierte und umfassende Beschreibung von Behavior Patterns für echten Nutzen statt Manipulation macht Spreers Buch so lesens- und empfehlenswert." Knut Polkehn, Partner und Berater bei artop - Institut an der Humboldt Universität zu Berlin und UXQB-Vorstand
  • "PsyConversion(R) macht psychologische Erkenntnisse im E-Commerce endlich greifbar und für jeden sofort anwendbar - auch ohne Vorwissen und hohe Budgets. Pflichtlektüre und das neue Standardwerk für alle E-Commerce Professionals!" Christoph Pschorn, Gründer & Geschäftsführer der Digital-Agentur DGTLS
  • "Für mich ein unverzichtbares Nachschlagewerk, wenn man im immer härteren Wettstreit der Aufmerksamkeitsökonomie siegreich sein will." Joachim Graf, Zukunftsforscher und Herausgeber von iBusiness, ONEtoONE und Versandhausberater


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Product Details
  • ISBN-13: 9783658322540
  • Publisher: Springer Fachmedien Wiesbaden
  • Publisher Imprint: Springer Gabler
  • Height: 244 mm
  • No of Pages: 323
  • Spine Width: 19 mm
  • Weight: 557 gr
  • ISBN-10: 3658322543
  • Publisher Date: 23 Mar 2021
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Sub Title: 117 Behavior Patterns Für Eine Noch Bessere User Experience Und Höhere Conversion-Rate Im E-Commerce
  • Width: 170 mm


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