What is web psychology?

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In this introductory talk, Nathalie Nahai discusses the new science of Web Psychology and how you can use it to design persuasive online environments including your website, marketing and content.

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What is web psychology?

  1. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. WEB PSYCHOLOGY THE SCIENCE OF ONLINE PERSUASION
  2. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 1  INTRO 2  WHAT IS WEB PSYCHOLOGY? 3  CASE STUDY 4  KEY TAKEAWAYS 5  Q & A THE WEB PSYCHOLOGIST @TheWebPsych
  3. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 1  INTRO 2  WHAT IS WEB PSYCHOLOGY? 3  CASE STUDY 4  KEY TAKEAWAYS 5  Q & A THE WEB PSYCHOLOGIST @TheWebPsych
  4. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 1  INTRO 2  WHAT IS WEB PSYCHOLOGY? 3  CASE STUDY 4  KEY TAKEAWAYS 5  Q & A THE WEB PSYCHOLOGIST @TheWebPsych
  5. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 1  INTRO 2  WHAT IS WEB PSYCHOLOGY? 3  CASE STUDY 4  KEY TAKEAWAYS 5  Q & A THE WEB PSYCHOLOGIST @TheWebPsych
  6. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 1  INTRO 2  WHAT IS WEB PSYCHOLOGY? 3  CASE STUDY 4  KEY TAKEAWAYS 5  Q & A THE WEB PSYCHOLOGIST @TheWebPsych
  7. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. FIRST… AN INTRODUCTION
  8. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. THE WEB PSYCHOLOGIST WEBS OF INFLUENCE THE PSYCHOLOGY OF ONLINE PERSUASION Pearson, 2012 UK | EU | USA | KOREA | JAPAN | CHINA @TheWebPsych
  9. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. THE WEB PSYCHOLOGIST @TheWebPsych
  10. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. CONTACT TWITTER: @TheWebPsych WEBSITE: THEWEBPSYCHOLOGIST.COM EMAIL: HELLO@THEWEBPSYCHOLOGIST.COM THE WEB PSYCHOLOGISTTHE WEB PSYCHOLOGIST @TheWebPsych
  11. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 2 WHAT IS WEB PSYCHOLOGY?
  12. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. WEB PSYCHOLOGY [ ]I coined the term ‘Web Psychology’ in 2011 and defined it as… THE WEB PSYCHOLOGIST @TheWebPsych
  13. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. WEB PSYCHOLOGY The empirical study of how online environments influence our attitudes and behaviours “ ”THE WEB PSYCHOLOGIST @TheWebPsych
  14. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. HOW IT HELPS YOU [ ] THE WEB PSYCHOLOGIST Web Psychology is a psychological toolkit that will help you design more persuasive websites, apps, and user experiences @TheWebPsych
  15. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. WEBPSYCHOLOGY HCI neuro- aesthetics user experience social psychology cognitive psychology neuroscience cross-cultural psychology behavioural economics THE WEB PSYCHOLOGIST @TheWebPsych
  16. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. IT’S ABOUT CONTEXT PSYCHOLOGY INDIVIDUAL CULTURAL THE WEB PSYCHOLOGIST @TheWebPsych
  17. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 3 SECRETS TO ONLINE SUCCESS THE WEB PSYCHOLOGIST @TheWebPsych
  18. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 1  KNOW WHO YOU’RE TARGETING THE WEB PSYCHOLOGIST @TheWebPsych
  19. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 1  KNOW WHO YOU’RE TARGETING 2  COMMUNICATE PERSUASIVELY THE WEB PSYCHOLOGIST @TheWebPsych
  20. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 1  KNOW WHO YOU’RE TARGETING 2  COMMUNICATE PERSUASIVELY 3  SELL WITH INTEGRITY THE WEB PSYCHOLOGIST @TheWebPsych
  21. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. KNOW WHO YOU’RE TARGETING
  22. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. CASE STUDY Q WHO ARE THESE WEBSITES TARGETING? AND HOW CAN YOU TELL? [ ] THE WEB PSYCHOLOGIST @TheWebPsych
  23. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. THE WEB PSYCHOLOGIST
  24. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. THE WEB PSYCHOLOGIST
  25. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. THE WEB PSYCHOLOGIST
  26. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. COMMUNICATE PERSUASIVELY
  27. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. CASE STUDY Q HOW ARE THESE WEBSITES COMMUNICATING THEIR MESSAGE? [ ] THE WEB PSYCHOLOGIST @TheWebPsych
  28. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. THE WEB PSYCHOLOGIST
  29. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  30. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  31. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  32. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. SELL WITH INTEGRITY
  33. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. CASE STUDY Q WHAT PERSUASION TECHNIQUES ARE THESE WEBSITES USING? [ ] THE WEB PSYCHOLOGIST @TheWebPsych
  34. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  35. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  36. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. THE WEB PSYCHOLOGIST
  37. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 3 CASE STUDY
  38. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. LEARNING PEOPLE CHALLENGES 1  SOME eLEARNING COMPANIES RIP PEOPLE OFF 2  WE NEED TO POSITION OURSELVES DIFFERENTLY THE WEB PSYCHOLOGIST @TheWebPsych
  39. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. LEARNING PEOPLE CHALLENGES 1  SOME eLEARNING COMPANIES RIP PEOPLE OFF 2  WE NEED TO POSITION OURSELVES DIFFERENTLY GOALS 1  WEBSITE MUST REPRESENT OUR ETHICAL BELIEFS / PRACTICES 2  AIM TO ATTRACT MORE CLIENTS AND INCREASE CONVERSIONS THE WEB PSYCHOLOGIST @TheWebPsych
  40. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. ORIGINAL WEBSITE THE WEB PSYCHOLOGIST @TheWebPsych
  41. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 41  LESSON 1 YOUR WEBSITE #WEBPSYCH
  42. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. PERCEPTUAL PATH ATTENTION HOTSPOTS THE WEB PSYCHOLOGIST @TheWebPsych
  43. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. OPTIMISED WEBSITE THE WEB PSYCHOLOGIST @TheWebPsych
  44. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 44  LESSON 1 YOUR WEBSITE #WEBPSYCH
  45. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. PERCEPTUAL PATH ATTENTION HOTSPOTS THE WEB PSYCHOLOGIST @TheWebPsych
  46. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. WHAT DID THEY CHANGE? THE WEB PSYCHOLOGIST @TheWebPsych
  47. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 47  LESSON 1 YOUR WEBSITE #WEBPSYCH
  48. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 48  LESSON 1 YOUR WEBSITE #WEBPSYCH
  49. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 49  LESSON 1 YOUR WEBSITE #WEBPSYCH
  50. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 50  LESSON 1 YOUR WEBSITE #WEBPSYCH
  51. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 51  LESSON 1 YOUR WEBSITE #WEBPSYCH
  52. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 52  LESSON 1 YOUR WEBSITE #WEBPSYCH
  53. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 53  LESSON 1 YOUR WEBSITE #WEBPSYCH
  54. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 54  LESSON 1 YOUR WEBSITE #WEBPSYCH
  55. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 55  LESSON 1 YOUR WEBSITE #WEBPSYCH
  56. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. THE RESULT? THE WEB PSYCHOLOGIST @TheWebPsych
  57. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 5.25% BEFORE THE WEB PSYCHOLOGIST @TheWebPsych
  58. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 5.25% 19.23% BEFORE AFTER THE WEB PSYCHOLOGIST @TheWebPsych
  59. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 5.25% 19.23% BEFORE AFTER 366% CONVERSION BOOST! THE WEB PSYCHOLOGIST @TheWebPsych
  60. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 4 KEY TAKEAWAYS
  61. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. KEY TAKEAWAYS TO SUCCEED ONLINE, YOU HAVE TO UNDERSTAND AND LEVERAGE THE HIDDEN PSYCHOLOGY OF YOUR USERS: THE WEB PSYCHOLOGISTTHE WEB PSYCHOLOGIST @TheWebPsych
  62. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. KEY TAKEAWAYS TO SUCCEED ONLINE, YOU HAVE TO UNDERSTAND AND LEVERAGE THE HIDDEN PSYCHOLOGY OF YOUR USERS: 1  KNOW WHO YOU’RE TARGETING THE WEB PSYCHOLOGISTTHE WEB PSYCHOLOGIST @TheWebPsych
  63. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. KEY TAKEAWAYS TO SUCCEED ONLINE, YOU HAVE TO UNDERSTAND AND LEVERAGE THE HIDDEN PSYCHOLOGY OF YOUR USERS: 1  KNOW WHO YOU’RE TARGETING 2  COMMUNICATE PERSUASIVELY THE WEB PSYCHOLOGISTTHE WEB PSYCHOLOGIST @TheWebPsych
  64. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. KEY TAKEAWAYS TO SUCCEED ONLINE, YOU HAVE TO UNDERSTAND AND LEVERAGE THE HIDDEN PSYCHOLOGY OF YOUR USERS: 1  KNOW WHO YOU’RE TARGETING 2  COMMUNICATE PERSUASIVELY 3  SELL WITH INTEGRITY THE WEB PSYCHOLOGISTTHE WEB PSYCHOLOGIST @TheWebPsych
  65. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. REFERENCES THE WEB PSYCHOLOGIST 1  IGN (2014): http://uk.ign.com/ 2  Elite Daily (2014): http://elitedaily.com/ 3  Nasty Gal (2014): http://www.nastygal.com/ 4  Marie Forleo (2013): http://www.marieforleo.com/ 5  Beta Brand (2014): http://www.betabrand.com/ 6  Achica (2013). http://www.achica.com 7  Hootsuite (2013): https://hootsuite.com/plans 8  Learning People (2013): http://www.learningpeople.co.uk/
  66. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 5 Q & A
  67. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. If you want to know more try the FREE mini-course THANK YOU!

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