Nathalie Nahai is a web psychologist, international speaker and consultant. Having worked with Fortune 500 companies including Unilever, Google and Harvard Business Review, she helps businesses apply scientific rigour to their website design, content marketing and products. Nathalie presents at conferences around the world on the science of online persuasion, and contributes to national publications, TV and radio on the subject. She also sits on the Social Media Week advisory board and Ogilvy Change experts’ panel. You can tweet her @NathalieNahai and find out more at nathalienahai.com.
PART 1 KNOW WHO YOU’RE TARGETING
1 Introduction
2 The psychology of decision-making
3 Who are you targeting?
4 Cultural quirks
5 Individual differences
PART 2 COMMUNICATE PERSUASIVELY
6 Basic principles
7 Optimising your website
8 Selecting the right images
9 The psychology of colour
10 Social media and customer service
11 Designing persuasive videos
PART 3 SELL WITH INTEGRITY
12 Influence: An introduction
13 Principles of online persuasion
14 Increase your sales
15 Pricing and value
16 The behaviour chain
