3 Steps to Improve Your Ad's Clickthrough Rates

 Ultimate Guide to Pay-Per-Click Advertising, internet marketing expert Richard Stokes helps you master advanced search engine strategies from top search engine marketers to increase your sales. In this edited excerpt, the author offers three tips for increasing that all-important clickthrough rate.

In his book

This Tiny Change to Your Website Will Get You Way More Clicks

The list of human cognitive biases is long. From the availability heuristic to the Zeigarnik effect, reading about them all is enough to make you despair that we'll ever be able to make logical decisions or plan rationally.

But here's the good news. Our brains might be strange machines but, if we're aware of our quirks, our many biases can be manipulated for good as well as ill. You may have read some of the more famous examples of this from the realm of public policy, such as making organ donation opt-out rather than opt-in, but there are also ways to turn our biases into action in the commercial realm as well.

Some of the best known of these are around pricing but our biases come into play when we a

re designing apps and websites too. Susan Weinschenk, author of 100 MORE Things Every Designer Needs to Know About People, has made her name cataloging them. If you're interested in a deep dive into the subject, her blog is a must-read. A strange but fascinating recent post offers a good example of why.