How to use psychology to make people click

Nathalie Nahai, a web psychologist and author of Webs of Influence, explains in this 2014 talk how specific scientific principles from psychology, design and behavioural economics can be used to design more persuasive, effective websites and marketing.

She combines those fields into specific, practical steps you can take to improve the design of a community website. The talk ends with learning questions: which principles will you apply to your website or marketing to target the primal, emotional and rational motivation systems of your customers, and how will you test their efficacy?

Many of these principles, such as social proof, scarcity and authority, are documented as persuasive patterns in the UI-Patterns.com library.