1 Welcome to this course
2 How to use this course
3 BONUS: Tiny Habits "proven method to create good learning habits"

4 What is Behavior Design?
5 Conversion rate - and other metrics for persuasiveness
6 Fogg Behavior Model
7 Kahneman: System 1 and system 2
8 Cialdini's Persuasion Principles
9 The ethical side

10 What are prompts?
11 Grab Attention
12 Remove competing prompts
13 Affordance: don't make them think
14 Name the desired behavior, literally
15 How to design stopping power?
16 Curiosity
17 Exceptional benefit
18 Simple question
19 Unfinished journey

20 What is Motivation?
21 Reduce uncertainty
22 Define Baby Steps
23 Social Proof
24 Authority
25 Scarcity
26 Reciprocity
27 Liking
28 Anticipatory Enthusiasm
29 Positive Feedback
30 Reasons why
31 Loss Aversion
32 Ikea Effect
33 Perceived Value

34 What is Ability?
35 Remove Distraction
36 Jenga Technique
37 Reduce Choice
38 Facilitate Choice
39 Design Familarity
40 Don't make me think
41 Lower Perceived Effort
42 Prefill/Default/Autocomplete
43 Reversibility
44 Page Structure
45 Make Undesired Behavior Harder

46 What is Choice Architecture?
47 Default
48 Nudging
49 Extreme Aversion
50 Decoy Effect
51 Hobson+1

52 What is online advertising?
53 Keep advertisments simple
54 Understand the cost models

55 What is display advertising?
56 How to get attention to your display ad
57 Keep ads simple: affordance & jenga
58 Prompt strategies for display advertising

59 What is social advertising?
60 Attention to your social ads
61 Prompt strategies for social ads

62 What are email ads?
63 How to make your subject line stand out: attention
64 How to increase open rate: persuasive prompt strategies
65 Winning formats for email: single message
66 Winning formats for email: list
67 Strategies to boost email CTR: persuasive prompt strategies
68 How to write call to actions for your email ad

69 What is search advertising?
70 How to make your search ad stand out: top down attention
71 Using persuasion principles in your search ad
72 Making your search ad dead simple

73 Landingpage intro
74 Lower your bouncerate: soft landing
75 You've got 5 seconds: how to write an Elevator Pitch
76 How to win trust on your landingpage
77 What type of visuals are the most persuasive?
78 The power of 3
79 The ideal structure for your landing page
80 How to write the call to action for your landing page
81 How to use video on your landingpage

82 What is product page and why is it so important
83 Answer questions about product
84 Answer questions about buying process
85 Answer questions about price and payment
86 Answer questions about yourself
87 Reviews and social proof
88 How to use photos
89 How to present the price
90 Use scarcity to boost conversion
91 How to write the call to action for your product page

92 What is a checkout? Facilitate AND Motivate
93 Remove Distraction
94 The order in which to ask for details
95 Defaults and choice help
96 Progress bars
97 Feedback and adjustability
98 Keep dopamine levels high: anticipation via copy and visuals
99 Expectation Management
100 Conversion killers
101 Call to actions for your checkout
102 Mini forms

98 Research question
99 Web analysis
100 Online surveys
101 Interviews
102 Thinking out loud
103 Intercept questions
104 Form analysis

105 What is AB testing?
106 Setting your hypothesis
107 AB testing tools
108 Significance
109 Mutlivariate testing