Encouraging Clicks Without Shady Tricks

  • Language: English
  • Certificate: of completion
  • Subtitles: English, Spanish, French (Machine translation)
  • Duration: 4 Hours

The ideal course for designers, marketers, entrepreneurs and product owners. Learn how to boost the conversion rate of any site or landing page without resorting to manipulative practices that damage your business.

Category Course format Language Duration Level
Analysis, Productivity Online English with Subt. 4 Hours


There are no pre-requisites or requirements for this course.


Every website seeks to encourage visitors to do something, whether it is placing an order, make a donation or signup to a mailing list. But how do you do that without alienating users? After all, we now live in a world where one disgruntled customer can destroy a brand. This video masterclass will teach you the secrets.

See a Tangible Return From This Masterclass

BOOST ONLINE SALES Boost your online profits through increased sales, higher average order value and improved customer lifetime value.

EXPAND YOUR MAILING LIST Expand your mailing list by encouraging site visitors to sign up and improve the quality of those who subscribe.

ENCOURAGE LEADS Encourage more people to contact you via your website and ensure those who contact you are ready to buy.

INCREASE MARGINS Reduce your sales, marketing and customer support costs by creating happy customers who recommend you to others.

You will learn

  • How to master the foundations of conversion optimization
  • Understanding the psychology of decision making
  • How to persuade people without alienating them
  • How to create compelling calls to action
  • How to continually improve your conversion rate into the future

The course includes

  • Over four hours of teaching material
  • Course Documentation
  • Example client communications
  • Useful links and resources
  • Certificate of completion


What you will learn
in this course.

  • Lessons
  • Lesson 1
    Master the foundations of conversion optimisation.
    • 1.1. An Introduction to Encouraging Clicks
    • 1.2 Measuring Success and Defining Metrics
    • 1.3 Driving Quality Traffic
  • Lesson 2
    Understand the psychology of decision making.
    • 2.1. How the Brain Works
    • 2.2. How our users make decisions
    • 2.3 Getting to know your audience
    • 2.5. Focusing on a Problem to Solve
    • 2.4 Turning information into insights
  • Lesson 3
    Discover how to reduce cognitive load and why that matters.
    • 3.1 What is cognitive load and why it matters
    • 3.2 Introducing simplicity to your site
    • 3.3 Working with the user's mental model
    • 3.4 Avoiding choice paralysis
    • 3.5 How to Make Things Feel Easier
  • Lesson 4
    Learn how to persuade people without alienating them.
    • 4.1.1 Extension
    • 4.2 Positioning Your Offering in a Positive Light
    • 4.3 The under appreciated role of appreciation
    • 4.4 Why you should seek to reduce risk.
    • 4.5 The Power of Social Proof
    • 4.1 The Dangers of Persuasion
    • 4.6 Why and How to Gain the Trust of Users
    • 4.7 Create a Sense of Belonging
  • Lesson 5
    Improve your conversion rate into the future.
    • 6.1 The Case for Continual Optimisation
    • 6.2 Building an Evolutionary Process
    • 6.3 Integrating Testing Into Projects
    • 6.4 Running Usability Testing
    • 6.5 An Introduction to A_B and Multivariate Testing
  • Lesson 6
    Create compelling calls to action.
    • 5.1 Pick Your Moment to Ask Users to Act
    • 5.2 Design for maximum visibility
    • 5.3 Writing compelling calls to action
    • 5.4 Consider the post-click experience
  • Lesson 7
    • 7.1 Conclusions and Next Steps

Meet the teacher

Paul Boag

User Experience Strategist

Paul Boag has been working in digital for 25 years. In that time he has gone from designing websites for chicken incinerator factories (true story) to consulting for international brands like PUMA, UNICEF and GlaxoSmithKline.He built an international reputation and brought in enough work to grow an agency from 3 founders to over 20 people, before becoming an independent consultant.


Course Content

The ideal course for designers, marketers, entrepreneurs and product owners. Learn how to boost the conversion rate of any site or landing page without resorting to manipulative practices that damage your business.


  • English
  • English, Spanish, French (Machine translation)
  • Access on mobile and Desktop
  • Full time access
  • Certificate of completion

If you have any questions about this course, please contact us

Start the course and upskill your professional toolkit.

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