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Behind The Click
Optimization tactics and technology trends can only get you so far. Creating customer-centric digital experiences that withstand the test of time hinges on understanding human nature and its inherent biases.
Behind The Click dives into the psychological principles behind customer decisions and how to craft digital journeys that delight, engage, and convert.
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REVIEWs
What experts are saying
This book is a must-read for digital leaders, particularly ecommerce and product marketing teams.
While there are plenty of resources out there on shopper behavior, Behind The Click goes beyond theory to take those abstract ideas and offer clear, tangible tactics for optimizing digital experiences.
Katelyn Bourgoin
CEO
Customer Camp
Behind the Click masterfully unpacks the hidden psychological motives that drive consumer behavior. Jon seamlessly connects theory to practice with prescriptive strategies that can be implemented by companies.
This book is an invaluable asset for executives aiming to stay ahead in an ever-changing digital environment.
Niro Sivanathan
Professor of Organisational Behaviour
London Business School
Jon’s latest book really helps readers get a deeper understanding of what motivates customers, and develop the right strategies to help them to optimize the digital customer journey.
Behind The Click is a critical read for any marketer who wants to understand the psychological forces that shape consumer decisions and succeed in today’s increasingly complex marketplace.
Erik Hermanson
Global Head of Marketing Tech & Operations
Giant Bicycle
About the author
Jon MacDonald
Jon is founder of The Good, a digital experience optimization firm that has helped globally-recognized companies like Nike, Adobe, Xerox, and The Economist exceed their ambitious growth goals. He’s also author of an Amazon #1 best seller in four categories Opting In To Optimization, as well as co-author of Stop Marketing, Start Selling, and frequently serves as a CRO expert for podcasts and conferences.
In Behind The Click, Jon translates psychology into actionable steps that product marketing and ecommerce leaders can take to enhance their digital experience.
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Book Chapters
What You’ll Learn
Chapter 1: Shortcuts
To fully grasp and effectively utilize the psychological principles and optimization tactics detailed in Behind The Click, it’s essential to understand the mental shortcuts our brains use to navigate the vast amount of information we encounter daily. This insight will give you a richer understanding of how your customers think and act, allowing you to implement strategies that really resonate.
Chapter 2: Discovery
The Discovery phase is where customers form initial impressions based on whether the company understands their problem and has a potential solution. These impressions are influenced by subconscious biases and preconceived notions, making it essential to guide users effectively.
Chapter 3: Information Gathering
Merely presenting information isn’t sufficient for customers to find what they need. You must understand your website and products from the customer’s perspective, recognizing gaps in information and navigation challenges that may not be obvious to someone familiar with the website.
Chapter 4: Decision Making & Conversions
Your careful guidance along a curated digital journey hits its most pivotal moment when it becomes time to make a decision and convert. The ease with which customers move from information collection to decision-making, and ultimately to checkout or signup, presents a unique chance to make this decision seem like an inevitable end to their journey. The more straightforward and guided the process is, the more easily customers can decide and convert.
Chapter 5: Post-Purchase
Despite a smooth journey leading to a successful checkout, the journey doesn’t end there. A complete digital experience not only guarantees customer satisfaction but also fosters retention and future transactions.
reviews
What readers are saying about the book
We shared early copies Behind The Click with a few industry leaders. Here’s what they had to say.
In an era overwhelmed by digital noise, Jon gives us an essential guide to not just capture, but also retain customer attention.
Behind The Click expertly combines deep insights into digital journey optimization with practical applications of psychological principles, offering a comprehensive strategy for creating engaging customer experiences.
Heidi Dean
Product Growth Manager
Adobe
Behind The Click skillfully demystifies the psychological principles underlying consumer actions and translates them into practical, actionable strategies for digital success.
It goes well past traditional marketing wisdom, making it essential reading for forward-thinking leaders.
Jordan Gal
Founder
Rally
Behind The Click offers a compelling dive into the ever-evolving world of digital marketing, reminding both seasoned professionals and newcomers alike that success lies not just in tactics, but in understanding the underlying psychology.
A must-read for anyone looking to thrive in today’s dynamic landscape.
Israel Serna
Channel Marketing
Autodesk
Diving into Behind The Click is like unlocking a whole new perspective on what makes your customers tick in the digital world. It’s filled with eye-opening insights and practical advice that feels both innovative and intuitive.
For anyone who dreams of crafting digital experiences that truly connect and convert, this book is a must-have.
Brett Curry
CEO
OMG Commerce
This book perfectly bridges the gap between theory and action, offering a step by step guide for readers to design digital experiences that convert!
Dr. Kimberly Moffit
Relationship & Psychology Expert, Founder
A great read for revenue-driven marketers.
Amanda Natividad
VP Marketing
