Written by Paul Boag. Designed by Veerle Pieters.
304 pages. Quality hardcover with stitched binding and ribbon page marker
ISBN: 978-3-945749-87-6

The web has become a noisy place with millions of companies trying to get users’ attention. No wonder many of them apply increasingly desperate techniques to encourage users to act on their websites. We’ve seen an explosion of dark patterns attempting to manipulate users into handing over personal data or make a purchase.

However, these manipulative techniques come with hidden costs in customer service, maintenance, support, return processing fees, and social media backlash. They cost a fortune and hurt business irrevocably.

How, then, do we encourage users to act? If dark patterns are not the answer, then what is? How do we increase clicks without shady tricks? These are the questions that Click! answers.

In the book, you’ll learn how to:

  • measure conversion effectively
  • build a user-centric sales funnel
  • address objections and reduce risks
  • build trust and overcome skepticism
  • persuade people well without alienating them
  • boost business KPIs sustainably
  • apply quick wins to help business today
  • establish long-term strategy for better conversion.

If you believe that we shouldn’t trick users with dark patterns, then this book is for you. A practical handbook on how to increase conversion and drive sales sustainably without alienating users with shady tricks along the way.

Click! shows you how to improve conversion sustainably with practical advice and techniques you can apply tomorrow. By figuring out how to make your way forward to establish trust with small commitments, at the right time, in the right way, and in the right order.

By reading this book, you will learn:

  • The psychology of decision making.
  • How to persuade people without alienating them.
  • Methods for building trust and addressing user concerns.
  • Quick wins that can start improving conversion tomorrow.
  • Long term strategies for improving your conversion rates.

That makes this an ideal book for anybody who is looking to encourage users to act, without resorting to unethical and ultimately damaging techniques. Whether you are a designer, marketer, entrepreneur or product owner, this book will help.

It will help you meet your targets, improve the user experience and convince your colleagues, clients and managers that they do not need to use manipulation.


  • Boost online sales
    Boost your online profits through increased sales, higher average order value and improved customer lifetime value.
  • Expand your mailing list
    Expand your mailing list by encouraging site visitors to sign up, and improve the quality of those who subscribe.
  • Encourage leads
    Encourage more people to contact you via your website and ensure those who contact you are ready to buy.
  • Increase margins
    Reduce your sales, marketing and customer support costs by creating happy customers who recommend you to others.


“This is a great book on how to practically, and ethically, optimise website conversion rates. Before, I was roughly aware of what CRO was, but now I feel confident to start implementing these techniques in projects. As you would expect, Paul explains all of the concepts in an easy-to-follow and friendly manner.”

Dave Smyth, Agency Owner

USD $49.00