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Encouraging Clicks Without Shady Tricks

The web has become full of manipulative copy, annoying overlays and intrusive dark patterns. Yes, every website needs to encourage users to take action, but surely there has to be a better way.

About The Session

  • Speaking: Paul Boag
  • Date:

Encouraging Clicks Without Shady Tricks

Every website seeks to encourage visitors to do something, whether it is placing an order, make a donation or signup to a mailing list. But how do you do that without alienating users? After all, we now live in a world where one disgruntled customer can destroy a brand. This presentation will show you a better way.

In this presentation you will learn:

  • How to convince colleagues and clients to avoid manipulative techniques.
  • How to enjoy users to act through objection handling.
  • How to build trust with users and overcome their cynicism.
  • Why cognitive load is destroying your conversion rate and what to do about it.

About The Speaker

Paul Boag has been working on the Web since 1993. He is a user experience strategist who helps companies make use of digital to better serve connected consumers and is a leader in digital strategy with over 20 years experience. Through consultancy, speaking, writing, training and mentoring he passionately promotes digital best practice. He is a regular speaker at conferences and author of four books including Digital Adaptation, as well as User Experience Revolution.
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