With the majority of commercial transaction now happening online, companies of all shapes and sizes face an unprecedented level of competition to win over and retain new business.

In this second edition of Webs of Influence, Nathalie Nahai brings together the latest insights from the world of psychology, neuroscience and behavioural economics to explain the underlying dynamics and motivations behind consumer behaviour.

This book will show you how to apply specific principles to improve your marketing, products and websites, enabling you to engage with your customers in a more meaningful way.

"Applying the latest in thinking in psychology, sociology, business, design and more, this book is essential reading for anyone who works on the web."

Jamie Bartlett

Author of The Dark Net

"Nathalie Nahai is the most intelligent contemporary writer on technology matters. This new edition is even better and will turn every reader into an expert: a phenomenal book!"

Dr Thomas Chamorro-Premuzic

Professor of Business Psychology at University College London and Columbia University, CEO of Hogan Assessments

Nathalie Nahai is an award-winning speaker, lecturer and Web Psychologist, who consults with businesses to psychologically optimise their online engagement.
With a background in psychology and digital strategy, she is one of the few leading voices in this field to have both academic and hands-on experience in engineering online persuasion.  
Also a member of #OgilvyChange, Nathalie has a large online readership and an established internet presence. You'll find her articles at www.thewebpsychologist.com, and her tweets @TheWebPsych

• 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