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Behind The Click : How to Use the Hidden Psychological Forces That Shape Online Behavior to Craft Digital Journeys That Delight, Engage, - R. Jon MacDonald

Behind The Click

How to Use the Hidden Psychological Forces That Shape Online Behavior to Craft Digital Journeys That Delight, Engage,

By: R. Jon MacDonald

Hardcover | 15 April 2024

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There are so many hidden factors that influence the decisions your customers make, and it has little to do with the facts of your brand or the products you sell. They know they like a product or brand. They know that one service feels like a better value than another. They know that what you sell isn't a good fit, and they should head over to your competitor. But they usually don't know why they feel that way. They feel it, and that's good enough. This is where most companies miss the mark, deciding to throw all of their time, energy, and focus into conversion rate optimization to boost sales. But the answers you need to meet your sales goals don't just lie in user data - it goes all the way to human nature.


Behind The Click dives into the psychological principles behind the shortcuts our brains take to make decisions and how different elements of your company's digital experience play into those shortcuts to either guide customers toward a purchase or send them running to your competitor. By understanding these underlying principles, you can deploy optimization tactics that create a digital experience that not only meets but anticipates, your customers' wants and needs.


This book takes a step back to optimize your company's entire digital experience - from the first time they encounter your company to well past checkout. You'll find actionable optimization strategies to deploy on your company's website as well as the underlying psychological principles behind why those strategies do - or do not - work. Because no matter what else changes in the future, this focus on the customer experience will remain constant. Technology is going to change. Marketplaces are going to shift. But the psychological principles that influence how we make decisions will stay the same.

Industry Reviews

"Behind The Click masterfully unpacks the hidden psychological motives that drive consumer behavior. Jon seamlessly connects theory to practice with prescriptive strategies that can be implemented by companies.  This book is an invaluable asset for executives aiming to stay ahead in an ever-changing digital environment."

- Niro Sivanathan, Professor of Organisational Behaviour at London Business School


"In an era overwhelmed by digital noise, Jon gives us an essential guide to not just capture, but also retain customer attention. Behind The Click expertly combines deep insights into digital journey optimization with practical applications of psychological principles, offering a comprehensive strategy for creating engaging customer experiences."

- Heidi Dean, Product Growth Manager at Adobe


"Behind The Click offers a compelling dive into the ever-evolving world of digital marketing, reminding both seasoned professionals and newcomers alike that success lies not just in tactics, but in understanding the underlying psychology. A must-read for anyone looking to thrive in today's dynamic landscape."

- Israel Serna, Channel Marketing at Autodesk


"Behind The Click is essentially a friendly masterclass in understanding the heart and soul of consumer behavior online. This book bridges the gap between heady theories and real-world tactics with an engaging tone that makes you feel empowered to truly understand your optimizations, not just implement them."

- Nik Sharma, Founder of Sharma Brands


ï»ï»"Jon goes beyond tactics and offers a repeatable framework to help you understand what drives people from awareness to purchase, and guide your audience through their customer journey. A great read for revenue-driven marketers."

- Amanda Natividad, VP Marketing at SparkToro


"Jon's latest book really helps readers get a deeper understanding of what motivates customers, and develop the right strategies to help them to optimize the digital customer journey. Behind The Click is a critical read for any marketer who wants to understand the psychological forces that shape consumer decisions and succeed in today's increasingly complex marketplace."

- Erik Hermanson, Global Head of Marketing Tech & Operations at Giant Bicycle

You Can Find This Book In

Non-FictionIndustry & Industrial StudiesDistributive IndustriesRetail SectorPsychologyBusiness & ManagementSales & MarketingMarket Research

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