About this Course

Code TP293
Duration 1 Day

Understanding why people behave the way they do and then creating choice architecture around it, is key to improving customer engagement and return on investment.

Drawing on the disciplines of behavioural economics and social psychology, this innovative course will give you a unique insight into the human decision-making process and the core techniques that make up the discipline of persuasive design.

The goal? To encourage website visitors to move along effective decision paths and ultimately, boost conversions.


Who Should Attend?

This course is ideal for creative professionals looking to improve conversion rates on their site and gain an in-depth knowledge of the factors that impact decision making. Marketers and agency account managers will also benefit, becoming conversant in the ideas around persuasive design.

Delegates will learn how to

  • Understand the key principles of persuasion, trust and emotion, and how these change customer behaviour
  • Be able to recognise key triggers and patterns for persuasive design
  • Understand how to evaluate for persuasion
  • Practice and consolidate understanding by performing evaluations of screens and copy for persuasion
  • Practice and consolidate understanding by improving or creating persuasive design and copy


There are key factors that influence the way people respond to your website and the choices they then make. Understanding the techniques you can use in order to encourage them to move through to a decision can have a major impact on your conversion rate.

Over the course of the day, you'll be guided through the key factors that influence your site visitors and how you can capitalise on them. You'll cover:

  • A definition of persuasion: what persuasion really means, is it ethical and how does it fit with other activities like user-centred design?
  • The principles of emotional design and understanding motivation
  • Designing for trust (and avoiding mistrust)
  • The core principles of designing for persuasion
  • How to evaluate persuasion, including a checklist for trust, emotion, motivation and persuasion
  • Putting it into practice - reviewing sites, designing and writing copy for persuasion

1 Day


This is a QA approved partner course

Delivery Method

Delivery method


Face-to-face learning in the comfort of our quality nationwide centres, with free refreshments and Wi-Fi.

Find dates and prices

Online booking is currently not available for this course, to find out more please call us on 0113 220 7150 or email us at info@qa.com to discuss how we can help.

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