The power of reciprocation is a strong conversion tool, but it’s counter balance packs a punch. Reciprocation… and Revenge explains how small offers can produce big rewards, and small slights can knock you out of the game.
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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