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Ever wonder why people are so hesitant to try a competing product? Or why expensive goods seem to sell better than cheap ones? In this webinar, learn how you can use psychology to add that extra kick to your website, and to increase the perceived value of your products. We will look at:
  1. Loss Aversion: how we over-value things we’ve already got… and will resist parting with them.
  2. Scarcity: we place a higher value on things that are hard to get

Presented by

Michael Straker

Michael has over 20 years’ experience in marketing and has worked with some of the world’s leading advertising agencies. Michael has led our usability and conversion optimization projects for over 5 years. Specialties include copywriting, user testing, information architecture, wireframing, heuristic evaluations, and conversion optimization. He developed and teaches our Persuasive Web Design course; he writes weekly blog posts on Usability, Copywriting and Online Persuasion. Michael has earned degrees in psychology and law, and is a CUA (Certified Usability Analyst).


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