The Smarter Screen: What Your Business Can Learn from the Way Consumers Think Online

Description

The typical office worker now spends the majority of their waking hours staring at a screen. In the 21st century, every business is a digital business, which is why it's so critical to understand how we think and behave online. Acclaimed behavioural economist Shlomo Benartzi has teamed up with science writer Jonah Lehrer to reveal a toolkit of cues and nudges for the digital age. Using provocative case-studies and engaging reader exercises, Benartzi shows how businesses can update their nudges to help consumers make better decisions on screens. Up-to-the-minute research will help optimise your business's online presence, from designing a webshop that helps your customers find what they are looking for, to laying out your website so that it both attracts and holds attention. This book will help you transform the challenges of the digital world into powerful new opportunities that will drive your success.

Shlomo Benartzi (Author) SHLOMO BENARTZI is a professor and co-chair of the Behavioral Decision-Making Group at UCLA's Anderson School of Management. He is the author of Save More Tomorrow and Thinking Smarter and has extensive experience applying behavioural economic insights in the real world, having increased the saving rates of millions of Americans through his work with Richard Thaler (author of Nudge) on Save More Tomorrow, and has advised many government agencies and businesses. Jonah Lehrer (Author) JONAH LEHRER is a science writer living in Los Angeles.

In this useful book, Benartzi and Lehrer give us precise insights about the relationship between what we see on the screen, what we think, and what we choose. -- Dan Ariely, author of PREDICTABLY IRRATIONAL In this insightful book, Benartzi explores the human experience in the digital world, and considers the many ways-social, psychological, ethical, and financial-we might make screens serve us better. A fun, important, and revelatory read! -- Eldar Shafir, coauthor of SCARCITY A real eye-opener -- Robert Shiller, winner of the Nobel Prize in Economics What makes businesses such as Uber and Amazon so disruptive is nothing other than the magical power of the screen. Change the interface and our behavior changes ... as this book so brilliantly explains. -- Rory Sutherland, vice chairman, Ogilvy & Mather UK A must read for investors, business owners, and anyone else with a stake in how people make decisions in the digital age. -- Bill Harris, CEO of Personal Capital and former CEO of PayPal