Build better experiences
In "How to Create Persuasive Experiences: Get customers to take action with Psychology and Behavioral Science", you'll learn to apply behavioral science to create persuasive, conversion-focused experiences.
Go from using your gut to making science-based decisions that inform customer experience, marketing communications, product and user experience design.
Do you know what makes your customers tick?
"The problem with market research is that people don't think how they feel, they don't say what they think, and they don't do what they say."
- David Ogilvy
At the core of behavioral science is the idea that people don't actually know what motivates them. We're all more influenced by the context in which we make decisions than we realize. But when you understand human behavior, you're no longer stabbing around in the dark with only best practice, your gut, and some data (if you're lucky) to guide you.
That's why I created Choice Hacking, and it's why I feel passionately about UX, CX, product and marketing folks learning more about psychology and behavioral science.
This course - "How to Create Persuasive Experiences: Get customers to take action with Psychology and Behavioral Science" - was born from my time applying consumer psychology, behavioral science, and neuromarketing techniques to customer experiences. At first, fresh out of business school, I was applying these principles in a one-off manner (probably like many of you). I knew about Scarcity, Social Proof, Loss Aversion...all the usual suspects.
The truth is...
Knowing the principles worked... sort of. But I didn’t truly understand their power until I started applying them in a holistic way. They might help you get a sale here or there, but without a framework to apply behavioral science and psychology the customer journey, it was incremental improvement at best.
You don't have to be a scientist to get real value from behavioral science and psychology. You just need the knowledge and a way to systematically apply it.
But imagine if you could...
Just check out what consulting firm McKinsey discovered when it asked if using behavioral science and psychology principles have a business impact:
Psychology and Behavioral Science aren't magic wands. It still takes patience, experimentation, and hard work to get them working for you. But imagine if...
You could finally:
That's what this course was built to do. It shares real-world examples of the most effective Behavioral Science and Psychology principles.
Then it arms you with mental models and practical frameworks to boost the effectiveness and emotional power of your work.
How to Create Persuasive Experiences:
Get customers to take action with Psychology and Behavioral Science
In this course we don't just talk theory or random principles - we go deep into practical applications, use cases, tear downs, and more than 175 real-world examples.
Anybody can pick up a basic behavioral science or psychology book and describe these principles. But in this course, we go beyond basic definitions and spend lots of time on real-world examples, patterns, applications and experiments. We'll spend this course:
- Applying psychology across the entire customer journey (digital and physical touchpoints)
- Using data to learn more about our customers' secret motivations
- Fundamentals of successful experiment design
- A wide variety of principles and biases - not just the most popular ones
"How to Create Persuasive Experiences" will teach you to use your customers' irrational behavior to your benefit and create better experiences through science, not guesswork.
Course format and structure
This course isn't about getting talked at for hours on end! It's about learning, testing yourself, breaking down real world examples, and help you hit the ground running to apply these principles to your brands' customer experience.
Analysis, Teardowns, + Cheatsheets
Hit the ground running with practical frameworks and tools that go beyond the obvious - distilling exactly what you need to know to start implementing your learnings right away.
35+ of the Most Effective Principles
The purpose of this course is not to show off how many principles we can shove into our customer journey. Instead, we'll go over only the most effective and pertinent for experiences that motivate action.
175+ Real-World Examples + Analysis
What good is knowledge if you can't act on it? This course is focused on practical application, and was forged from many hours implementing these principles.
What we'll cover:
INTRODUCTION TO BEHAVIORAL SCIENCE
In this lesson, we'll talk about the business case for applied behavioral science - what it can and cannot do, and what businesses get wrong about applying behavioral science.
1. First, we're going to define and nail down what behavioral science is, the key principles and models, and how we can apply them to our customer experiences.
2. Second, we're going to talk about the ways we can apply behavioral science and psychology to our customer experiences.
3. Third, we'll get more specific to this course and define persuasive experience design.
4. And last, we'll cover the "who and how" of major companies that are formally applying behavioral science and psychology.
HOW PEOPLE MAKE DECISIONS
An introduction to choice in the real world. Learn about the four kinds of "persuasion drivers" and how they mould customer and users' choices.
HOLISTIC JOURNEY DESIGN
Learn the battle-tested framework for applying behavioral science to the entire customer experience - make sure every touchpoint works holistically to deliver a persuasive, effective AND emotional customer experience.
KEY PERSUASION PRINCIPLES: GET CUSTOMERS TO TAKE ACTION
Learn about the most effective behavioral science and psychology principles with many, many breakdowns and examples of how they're used by some of the world's biggest brands.
HOW TO CREATE A STICKY EXPERIENCE: KEEP CUSTOMERS ENGAGED
Learn about the most effective behavioral science and psychology principles that the world's biggest brands use to create an emotional connection and keep customers coming back for more.
HOW TO APPLY THESE PRINCIPLES: TOOLS AND FRAMEWORKS
Go beyond theory and learn about best practice behavioral science tools and frameworks - including analysis on the pros, cons, and best use cases in which to apply them.
FUNDAMENTALS OF DATA AND SUCCESSFUL EXPERIMENT DESIGN
In the final lesson, we'll introduce the best way to create experiments to test behavioral science principles in the real world, why it's important, the business case for having a culture that's data and experiment-driven, and how to overcome common challenges and pitfalls in using both.
Meet your instructor
founder, choice hacking
JENNIFER CLINEHENS, MS / MBA
"After years in the trenches of agency, client-side, and startup roles, I've developed a unique approach to customer experience that leverages Behavioral Science and psychology. My work has spanned continents, industries, digital + retail channels.
And I've been able to work with some incredible brands like McDonald's, AT&T, Adidas, Starbucks, Compare the Market (UK), Lloyds Banking Group (UK), and more.
I've also helped bring to life projects featured in publications like:
Adweek • Ad Age • Fast Company • Campaign • The Financial Times • The Wall Street Journal • Variety • Harvard Business Review • Business Insider • Business Week • Forbes • Fortune • CNBC • USA Today • Mashable • PC Mag • CNET • MIT Technology Review • PSFK •
But the thing I'm the proudest of is founding Choice Hacking and building a global community of marketers, CX, UX, and product management folks that want to learn more about using psychology and behavioral science in their work."
What students are saying...
Certificates that show off your knowledge + supercharge your resume
You'll be able to share this unique certificate with potential employers and your professional social media networks. You can even print it out and put it up on your wall if you want!
Each certificate is assigned a unique identifier code that's only generated once you complete the course.
Don't forget the Choice Hacking
30 Day Money Back Guarantee
If, for any reason, you are unsatisfied with this course, you can get a full refund anytime within 30 days after your purchase.
"I'm interested in behavioral science and psychology but I'm a beginner, is this course right for me?"
This course will take you from complete beginner to applying these principles in your everyday work. It won't make you a behavioral scientist, but it will give you a step-by-step guide to quickly get you from zero knowledge to practice and application. If you're already familiar with behavioral science principles but need to understand how to apply them, this course will cement the fundamentals and guide you through the process of spotting the perfect places in your journey for behavioral interventions, and give you a guide for running experiments (no matter how small your budget).
"I need real-world examples - what good is knowing the science if I don't know how it's used?"
The most frustrating thing about behavioral science and psychology for marketers, UX designers, and product managers is a lack of case studies. How are you supposed to figure out how to apply this stuff if you can't see how anyone else is doing it? In "How to Create Persuasive Experiences", we walk through 175+ real-world examples - with actionable analysis and tear-downs.
"Theory's fine, but I need to know how to apply these principles now."
Our proprietary frameworks for auditing, implementing, and experimenting with behavioral science and psychology across the experience are designed so you hit the ground running right away.