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'A true gift'

Dr. Robert Cialdini
about 'Online Influence'

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Bas Wouters, Joris Groen

Online Influence

Boost your results with proven behavorial science.
Paperback | English | 2020 | 9789024426355
52 votes
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#1 Best Seller in The Netherlands
Managementbook bestseller
Paperback | English | 2020 | 9789024426355
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Reader Reviews (11)

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4,7out of 5
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Strong, useful & easy 2 read!
R.P.H. Claassen | 18 mei 2020

BAM! I received 'Online influence', written by Bas Wouters and Joris Groen. Half a kilo of inspiration about behavioral psychology and online success.With a recommendation from Robert Cialdini.

But rightly so, it turns out. Because this is behavioral psychology at its best: scientifically based, clearly explained and (very) practically applied. BJ Fogg's model gives you a clear framework, and with the authors' checklists at hand, it's actually idiot-proof. So I have the confidence that I can do something with it too!

Also not unimportant: finally another "weighty" management book with humor!
In short: read, laugh and apply. Rightfully number 1 at Managementboek.nl.

Remco Claassen (trainer, speaker, author)

Even more than the title suggests!
M. Coster | 2 mei 2020

What a great book! Bas and Joris have succeeded in combining different theories, methodologies and models from the field of social psychology, behavioral influencing & design in a structured way into a very practical and usable whole. Appealing examples, understandable and complete explanations, checklists, case histories and tips. Scientifically researched techniques from Kahneman, Cialdini & Goldstein, Fogg, Ariely, Thaler & Sunstein and many more.

This is truly a book that anyone dealing with behavior design should be dealing with. I even dare to say that the title is limiting because most of the techniques can also be used offline! At the time of writing, is rightly on the nr1 position on managementboek.nl.

If I can give one point of criticism, it is that it contains a few techniques that I personally consider borderline ethical. But that is mainly in the application, less in the technology as such.

Sorry for the somewhat long review, and then I even applied the Jenga technique to this review!

Online Influence is the perfect mix of theory, practice and concrete examples
P. b | 2 september 2020

+ Inspirational
+ Clearly written
+ Practically applicable

Ordered overnight. Impulse purchase.
Slight panic, not yet another anecdote chitchat book?

You know. A business book where you have to fish for applicable information with a landing net.

You want a practical manual. But you get a blah blah story about how hard the writer worked. Here and there you will find a lump of information.

That is completely different with Online Influence! I am in love with the format. A perfect mix of theory, practical stories, illustrations and CONCRETE EXAMPLES.

It is only through this format that I see how much suffering business books cause me. You think "is it just me or is building up many business books so cumbersome?"
Online Influence shows that the answer is a resounding yes and also sets a good example.

Recommended! I will still often use the book.

Bas and Joris provide practical help in increasing your online influence
U. van Veen | 28 juli 2020

+ Inspirational
+ Clearly written
+ Practically applicable

I already knew that it helps to influence online, but how !? Bas Wouters and Joris Groen help with this in a very practical way. So practical that the translation to your own situation works very well. Then they also do topics and parts on your website that many people do not consider that also help to exert influence online and achieve better results. In short: highly recommended if you want to know more about online influence or if you really want or need to get started!

What insights!
D. van Rijn | 28 juli 2020

+ Clearly written
+ Practically applicable

Wow the book by Bas and Joris is highly recommended. As a sales and marketing professional you always think that you know what you are doing, but only after reading Online Influence do you understand what you could have done better all this time.

Big bonus: using the ethics behind online influence is great. Nice book, you can read it quickly and apply it immediately. Basically exactly what you need when you're improving landing pages.

A masterpiece!
P.J.J. van T Geloof | 19 juni 2020

Fascinated by this insanely good book from the first to the last letter! It is the best, most elaborate book I have ever read. Truly a masterpiece. Everything is right: the writing style, vibe and practical tips and examples have been worked out to perfection by Bas Wouters and Joris Groen!

The great thing is that you can get started right away. Your fingers itch to implement the tips in your business.
To make your website look slicker, design winning prompts, and think about how to turn your viewers into buyers. Everything based on scientific behavioral psychologists à la examples like BJ Fogg, Cialdini and Kahneman.

It is and will remain a wonderful reference work. Every week I look into it to give my blogs the right tone of voice, to advise clients about funnels, advertising campaigns and so much more!

Recommended!

Paula van 't Geloof - Entrepreneur, Virtual PA

Clear and easy to read
C.H.J. Hoppener-Schlenter | 16 juni 2020

It is a structured book that helps you increase your internet site conversion. It contains examples and a good explanation of what works and what doesn't. It's very easy to read, I got through the 395 pages in no time. In addition, I have it next to me as a reference book when I post something on Facebook / LinkedIn that I want to make people curious about.

MUST READ!
W. Elberse | 14 juni 2020

A very well-arranged book in which the various theories are substantiated with simple examples, making it immediately applicable. The writers explain how your brain works and outline many recognizable situations.

A must read for (online) marketers, designers, entrepreneurs and anyone who wants to know in a simple way how you can have more influence online (or just want to know how much you are affected every day).

In my role as customer success manager at Edubookers, an online booking platform, I am working every day to make our booking platform more user-friendly for customers and visitors. I used the book to improve our platform where we realized more conversion and improved usability.

RECOMMENDED!

An eye-opener for every entrepreneur
J.W. Lankhorst | 11 juni 2020

As director of New School Routing Academy, an accredited secondary vocational education institution specialized in practical learning on location, I have read the book Online Influence and followed the Masterclass mainly through the eyes of a practical trainer. I recognize the relevance of the industry's desire for training. It is a necessary valuable addition of knowledge and skills for every entrepreneur to improve conversion, both online and offline, and can be applied successfully in practice, even with a modest budget.

Bull's eye!
M.J.J. de Bruijn | 12 mei 2020

Online Influence is a very easy to read book and is immediately applicable in practice.
The many examples in the book ensure that you can easily place the different techniques.

A bull's eye and ended up at number 1 in management book!

Absolute must
M.J.J. de Bruijn | 12 mei 2020

Waited anxiously for the book by Bas and Joris. It has proved worth the wait.
Must have for every marketer. Takes you on the basis of many examples. These can be used online and offline.
Even if you are familiar with, for example, BJ Fogg and Cialdini, I can recommend reading the book.


Expert Reviews (5)

Online influence - Substantiated, complete, applicable and easy to read
July 6, 2020 | Peter Streefkerk

With the book Online Influence, authors Bas Wouters and Joris Groen explicitly connect with the ideas of Cialdini from the last century and give it a digital interpretation. And that alone makes this book a valuable addition to the "online" repertoire.

Online influence - 'A real must-read'
July 1, 2020 | Mylene Bouwman

A while ago I came into contact with the Fogg Behavior Model through an event, a model that made me very enthusiastic that day. For me, this model was really the way to selling through online channels, such as social media and email.

Online Influence - All superlatives apply
June 26, 2020 | Dymph Neeteson

As a copywriter, your goal is to write as convincingly as possible. You never stop learning and a book like Online influence is indispensable in this. After a few chapters I knew: it's great. I posted this on LinkedIn and received immediate support. It is not without reason that the book was number 1 for weeks.

Online Influence - KISS because wasting thinking time means quitting
June 25, 2020 | Sigrid van Iersel

Influencing online audiences means designing behavior for users who want to make as little effort as possible themselves. So make it as simple as possible for people. And that is exactly what Bas Wouters and Joris Groen have done as authors with their book Online influence: they also make it very easy for you as a reader.

Online influence - For everyone who works in the online domain
June 12, 2020 | Eric van Arendonk RM

This is how you apply proven behavioral psychology for better online results" is the subtitle of Online Influence. The cover features a recommendation from none other than Dr. Robert Cialdini: "A must-read for everyone in the field of online persuasion.

Online influence - Substantiated, complete, applicable and easy to read
July 6, 2020 | Peter Streefkerk

With the book Online Influence, authors Bas Wouters and Joris Groen explicitly connect with the ideas of Cialdini from the last century and give it a digital interpretation. And that alone makes this book a valuable addition to the "online" repertoire.

Online influence - 'A real must-read'
July 1, 2020 | Mylene Bouwman

A while ago I came into contact with the Fogg Behavior Model through an event, a model that made me very enthusiastic that day. For me, this model was really the way to selling through online channels, such as social media and email.

Online Influence - All superlatives apply
June 26, 2020 | Dymph Neeteson

As a copywriter, your goal is to write as convincingly as possible. You never stop learning and a book like Online influence is indispensable in this. After a few chapters I knew: it's great. I posted this on LinkedIn and received immediate support. It is not without reason that the book was number 1 for weeks.

Online Influence - KISS because wasting thinking time means quitting
June 25, 2020 | Sigrid van Iersel

Influencing online audiences means designing behavior for users who want to make as little effort as possible themselves. So make it as simple as possible for people. And that is exactly what Bas Wouters and Joris Groen have done as authors with their book Online influence: they also make it very easy for you as a reader.

Online influence - For everyone who works in the online domain
June 12, 2020 | Eric van Arendonk RM

This is how you apply proven behavioral psychology for better online results" is the subtitle of Online Influence. The cover features a recommendation from none other than Dr. Robert Cialdini: "A must-read for everyone in the field of online persuasion.


Summary

How do you turn viewers into buyers? And those who drop out? By cleverly applying behavioral psychology you get much more results from your website, app or online campaign. Psychologist and web designer Joris Groen and persuasion guru Bas Wouters explain in great detail what works, what doesn't work, and why.

In this book you will find concrete and easily applicable guidelines, based on 40 years of practical experience and the insights of the most important behavioral scientists of the moment, such as Fogg, Cialdini and Kahneman.

With over 40 real-life success cases and over 150 illustrations of do's and don'ts, this is the most complete and practical guide to designing and improving your online customer journey.

"A true gift"
Dr. Robert Cialdini

"Online Influence is a very useful and very nice book. A good behavioral science basis and countless practical examples. Recommended!"
Dr. Ben Tiggelaar; writer, speaker, behavioral scientist

Product details

ISBN13: 9789024426355
Column: Marketing
Keywords: marketing, online marketing, brand activation, influence, conversion, influencing
Language: English
Binding method: paperback or e-book
Number of pages: 416
Publisher: Boom Publishers Amsterdam
Pressure: 1
Release date: 28-10-2020

 


About the authors

baswouters

Bas Wouters

Bas is an expert in presuasion and founder of the Online Influence Institute. With his Dutch online lead generator 'Keukenplaats' (Kitchen Marketplace), he caused serious disruption in the Dutch kitchen industry and generated millions in sales. He is the only person in the world who can call himself a Cialdini Method Certified Trainer ánd BJ Fogg Certified Tiny Habits Coach.
jorisgroen

Joris Groen

Joris is a psychologist and user experience designer. He specializes in online persuasion. He has improved the results of hundreds of websites, webshops, apps and online campaigns for KLM, Mercedes-Benz and ING Bank, as well as many other online businesses wordwide.

Table of Contents

Introduction 11
Online influence 13

Part 1 this is how you design behavior 17
What is behavior design? 19
The Fogg Behavior Model 27
Daniel Kahneman's two systems 33
Robert Cialdini's Principles of Belief 39
The ethical side 43

Part 2 to design a winning prompt 47
What is a prompt? 49
Attention 55
Competitive prompts 63
Affordance 69
Literally state the desired behavior 77
Curiosity 81
Exceptional benefit 87
Simple question 91
Unfinished journey 97

Part 3 how to increase your motivation 101
What is motivation? 103
Anticipatory enthusiasm 111
Appeal to basic needs 119
Social proof 123
Authority 131
Baby steps 137
Scarcity 145
Confetti rain 151
Loss aversion 155
Perceived value 161
Reasons why 165

Part 4 thus increases your ability 169
What is ability? 171
Reduce options 177
Offer decision aid 183
Default, prefill and autocomplete 189
The Jenga Technique 195
Remove distraction 201
Provide feedback 205
Offering reversibility 211
Page Layout 215
Don't make me think 223
Familiarity 229
Expected effort 233
Making unwanted behavior more difficult 237

Part 5: How to Design Choices 241
What is Choice Architecture? 243
Hobson +1 247
Anchoring 253
Extreme aversion 257
Decoy 261
Nudging 267

Part 6 how to apply behavioral psychology 271
And now: practice 273
Online advertising 275
Display advertising 279
Social Media Ads 289
Email Ads 297
Search engine advertisements 313
Landing Pages 319
Product detail pages 339
The check-out 353
Conversion research 377
Web analysis 383
Optimize by experimenting 385
Step-by-step plan 391
Checklists for the different applications 397

Acknowledgments 407
Continue reading 409
About the authors 411
Literature list 413