The Psychology of Online Sales: The Beginner's Guide

100% booked
Beginner
Closed for enrollment

How This Course Will Help Your Career

Selling online isn't easy: 69% of users abandon their shopping carts before checking out, according to Baymard Institute, a UK-based web usability research organization.1 That’s quite scary; what about the good news? Well, Baymard also found that many of the problems with online stores are solvable with changes to design.

How do you design to capture someone’s attention and then focus that attention where you want it? Also, once you've attracted potential clients to your website, how do you present your goods and services so that they will buy them? For that, you will need to acquire and apply knowledge in human psychology—how to design to persuade the subconscious mind, compete with competitor sites so as to grab your users’ attention, and retain your customers in order to build a long-term relationship. These may sound like a huge range of skills to take on; happily, though, this course covers every aspect you’ll need. It's based on tried and tested psychological techniques that bring together content and design so as to deliver increased sales and increased profits.

We have designed the lessons in this course to help you overcome barriers to online selling. By gaining an understanding of how your customers think, you will have the knowledge to drive sales with the confidence to know that your web design is working for you and your customers.

What you will learn

  • How decisions are made in the brain via the subconscious mind, and which part of the brain is really the web designer’s customer
  • How to create an online environment in which people feel part of a larger group, where they are grateful for your service, and show that through purchasing your products and services
  • How to know where someone's attention will be focused on your site, and how to make use of even the shortest attention span to generate sales
  • What the psychology of choice is, and how you can harness it to generate sales rather than turn customers off
  • How to use powerful wording choices for content that focuses on the client and builds their commitment to a purchase from you
  • How to tap into the subconscious drivers that steer people into buying a product or service.
  • How a coherent narrative can make it easier for your customers to engage with you and stay engaged
  • How to keep your customers coming back in an ethical manner, thus generating repeat sales
  • How to design for sharing, the next big thing in online selling

Who should take this course

This is a beginner-level course suitable for those from any walk of life who want to take an online business to the next level:

  • UX designers looking to design persuasive experiences to improve the conversion rate of e-commerce sites
  • Project managers interested in building online businesses that engage shoppers
  • Software engineers seeking to gain an understanding of psychology, sociability, and design
  • Entrepreneurs who want their online shops to take off and perform better than the competition
  • Marketers looking to improve the entire sales funnel by adopting a user-centric approach
  • Newcomers to design who are considering making a switch to UX or web design
  • Anyone who is intending to set up his/her own online business, product, or service

Courses in the Interaction Design Foundation are designed to contain comprehensive, evidence-based content, while ensuring that the learning curve is never too steep. All participants will have the opportunity to share ideas, seek help with tests, and enjoy the social aspects afforded by our open and friendly forum.

Learn and work with a global team of designers

When you take part in this course, you will join a global multidisciplinary team working on the course and the exercises at the same time as you. You will work together to improve your skills and understanding. Your course group will be made up of an incredibly diverse group of professionals, all of whom have the same objective—to become successful designers. It’s your chance to learn, grow, and network with your peers across the planet.

1 37 Cart Abandonment Rate Statistics, Baymard Institute

Gain an Industry-Recognized UX Course Certificate

Use your industry-recognized Course Certificate on your resume, CV, LinkedIn profile or your website.

Course Certificate example

Our courses and Course Certificates are trusted by these industry leaders:

Our clients: IBM, HP, Adobe, GE, Accenture, Allianz, Phillips, Deezer, Capgemin, Mcafee, SAP, Telenor, Cigna, British Parliment, State of New York

Lessons in This Course

  • Each week, one lesson becomes available.
  • There’s no time limit to finish a course. Lessons have no deadlines.
  • Estimated learning time: 18 hours 12 mins spread over 10 weeks.

Lesson 0: Welcome and Introduction

To be scheduled. Estimated time to complete: 1 hour 45 mins.

Lesson 1: The Subconscious Mind – The Customer of Design

To be scheduled. Estimated time to complete: 5 hours 13 mins.

Lesson 2: Introducing Social Validation

To be scheduled. Estimated time to complete: 4 hours 39 mins.

Lesson 3: Design to Grab Attention

To be scheduled. Estimated time to complete: 3 hours 10 mins.

Lesson 4: Choice is Not All That it Appears

To be scheduled. Estimated time to complete: 6 hours 35 mins.

Lesson 5: It's all About Them, Gaining Commitment

To be scheduled. Estimated time to complete: 4 hours 17 mins.

Lesson 6: Build Similarity and Then Make them Afraid to Lose

To be scheduled. Estimated time to complete: 2 hours 52 mins.

Lesson 7: Learn to Tell a Story

To be scheduled. Estimated time to complete: 3 hours 17 mins.

Lesson 8: Integrity Matters, Long-term Relationship Building

To be scheduled. Estimated time to complete: 2 hours 49 mins.

Lesson 9: Sociability and Going Viral

To be scheduled. Estimated time to complete: 2 hours 56 mins.

Lesson 10: Course Certificate, Final Networking, and Course Wrap-up

To be scheduled.

How Others Have Benefited

Swetlana M Patil

Swetlana M Patil, India

“Influencing customers subconsciously by using the "no strings attached" trick was really interesting. Will definitely use that soon!”


Yvonne Doll

Yvonne Doll, United States

“I enjoyed the old, new, mid brain stuff and while I'm very familiar with techniques like reciprocation, having some of the micro details there about the types of things to give away that actually work is pretty cool.”


Ajith Bava

Ajith Bava, India

“I have implemented the things which I learned so far in this course in a small clearance sale campaign in our website. It was a simple webpage and I tweaked the design by applying the knowledge I gained so far. And the result was amazing, we had a very good turnover and the page performed so well in terms of User Experience.”

How It Works

  1. Take lessons by industry experts

    Lessons are self-paced so you’ll never be late for class or miss a deadline.

  2. Get a Course Certificate

    Your answers are graded by experts, not machines. Get an industry-recognized Course Certificate to prove your skills.

  3. Advance your career

    Use your new skills in your existing job or to get a new job in UX design. Tap into our community to help you.

Start Advancing Your Career Now

Join us to take “The Psychology of Online Sales: The Beginner's Guide”. Take other courses at no additional cost. Make a concrete step forward in your career path today.

Advance my career now

Frequently Asked Questions

  • When I finish the course, do I have to pay extra to get the certificate?
    No. When you pay for a membership you get access to all of the courses, with no extra charges or limits. That also means that you will get a certificate for every successfully finished course, at no extra cost.
  • Can I take more than one course at a time?
    Yes, you can take as many courses as you would like. For example, if there are 30 active courses, you can enroll in all 30 courses at the same time and move from one to the other as you please.

    There are no further charges once you have paid for your membership.

    Please note: If you have a student membership, you can take a maximum of two courses at the same time. As a student, you can thus still take as many courses as you would like – free of extra charges – just as long as you finish them (or drop them) so that you don’t have more than two ongoing courses at the same time. Please note that if you drop a course, progress is not transferable between cycles. So, you'll have to redo the lessons and answers you already completed in the current cycle. 

  • I missed the enrollment date and now the course is closed. Will I have any opportunity to take the course in the future?

    Don't worry if you missed the course. We will re-run it shortly. One of the reasons we continually open and close courses is to be able to control the classroom size.

    Networking is a large part of our value proposition, so we want just the right number of people inside the courses. That is also why we display the "XX % percent booked" on our course icons.

    We’ll re-schedule the course and make it available for sign-up on https://www.interaction-design.org/courses in only about a week (or perhaps a little bit longer). The actual start date of the course will be a few weeks after sign-ups begin too. We’ve found that this is the best way to maximize flexibility and convenience for everyone, especially you as you put your course program together.

  • Do I have to be online at an exact time to study?

    No. You can set your own study schedule. There are no "live sessions" or "webinars" since our members are from all timezones around the world. We are a truly global community – with members in every single corner of the world.

    Thus, once you are enrolled, you can take all the time you want to complete a given course. Every "classroom" in each course will never close, so you’ll have permanent access to your classmates and your course material (as well as your own answers).

  • Will I receive a Course Certificate?

    Yes. You will get a digital industry-recognized Course Certificate every time you complete a course. Certificates never expire and can be saved as a .jpg file so that you can easily share your accomplishment. In addition, certificates can be shared on Facebook, Twitter, and LinkedIn directly from from our site.

    Also, there is no limit to how many Course Certificates you can earn during your membership. We will also make sure you receive a 3-step guide on how to include your Course Certificate on LinkedIn and in your résumé/CV.

    You can see an example of a Course Certificate at the bottom of the Course Catalogue.

  • I have answered questions in a lesson; when will they be marked/graded?
    We do the marking/grading in so-called "sprints" – where we sit down and do all the marking/grading in one go. Your answers will be graded approximately two weeks after you submit your work. 

    We do this because it is much more efficient than doing one little step every day. It's part of our lean/agile work philosophy, and that approach to efficiency is one of the factors that keeps our membership prices so incredibly low.

    We are doing it to save you money and as part of our mission to lower the cost of high-quality design education.
  • I have updated my name, but my course certificate is not updated — how can I change it?
    Once you change your name, the certificate will be updated automatically in the next hour.
  • I have started the course/lesson later than the specified date, are my answers still going to be marked?

    We will be marking answers for as long as there are active members. Therefore, even if you are the only person taking a lesson at that particular time, your answers will still be marked.

  • How are courses graded?
    Open-ended questions are graded by our experts and course instructors – not by machines. 

    That's one of the reasons that our Course Certificates are credible and recognized by industry leaders
  • I started a course after the official start date; for how long will I have access to the course materials?

    Regardless of when you have enrolled on a course, you will have access to the course materials for the entire duration of your membership. So, if you pay for a one-year membership, you will have access for one year, renewing your membership for a second year means you will have access for two years, and so on.

  • New lessons are starting before I have had the chance to complete all aspects of the previous lesson(s); am I going to be locked out of these unfinished lessons?

    No, you will not be locked out of any lesson or course. You will have access to all course materials throughout your membership, so there is no pressure to keep at the same pace as the specified lesson release dates.

    All we recommend is that you try to stick to the same schedule as other participants. The reason is they may have moved on to other lessons, thereby meaning you could miss out on the social aspects of the course(s). However, we anticipate that there will be a constant flow of participants working through different lessons and courses, so overall you are unlikely to miss out. We will also be running all courses again — so there really is no rush.

  • Are course certificates awarded on a specific date?

    No; you can generate your certificate as soon as you attain at least 70% of the total course points.

  • When will I receive my Course Certificate?

    Course certificates will be given to participants when they have scored more than 70% or more of the total course points. For example, if a course contains ten lessons each with ten questions, you will receive a course certificate when the instructor has awarded you at least 70 points (70% of the total course points).

    There is no specified time that certificates will be awarded — instead, they are given to participants as and when they have answered all questions, even if this is long after the official end date.

  • How do I add my Course Certificate to my LinkedIn profile?
    Below is a step-by-step guide on how to add your Interaction Design Foundation course(s) to your LinkedIn profile: 
    1. Log in to your LinkedIn account, then go to your profile.
    2. On the right, in the Add profile section dropdown, choose Background and then select the + next to Licenses & Certifications.
    Add profile section dropdown
    3. In the following fields add: 
    • Name – Course name
    • Issuing organization – The Interaction Design Foundation
    • Check the field “This credential does not expire”
    • Issue date - Input the date written on your certificate (e.g., May 2019)
    • Credential ID – Your membership ID number (it's written on your certificate)
    • Credential URL: Input the certificate URL provided on your course page
    Add licences and certifications
    4. Click on the save button. 
    Licences and certifications final

    Congratulate yourself!

     You’ve made a great accomplishment by earning your course certificate, and now the world knows about it! 
  • How do I add the Interaction Design Foundation Membership Certificate to my LinkedIn Profile?
    Below is a step-by-step guide on how to add your Interaction Design Foundation course(s) to your LinkedIn profile: 
    1. Log in to your LinkedIn account, then go to your profile.
    2. On the right, in the Add profile section dropdown, choose Background and then select the + next to Licenses & Certifications.
    LinkedIn: Add profile section
    3. In the following fields add: 
    • Name – Membership Certificate
    • Issuing organization – The Interaction Design Foundation
    • Check the field “This credential does not expire”
    • Issue date - Input the date when you joined our community (e.g., May 2019)
    • Credential ID – Your membership ID number (it's written on your certificate)
    • Credential URL: Input the certificate URL provided on your profile page
    LinkedIn: Add license and certifications
    4. Click on the save button.
    LinkedIn: Uploaded certificate
    It is as simple as that. Now, anyone who visits your profile can see your certificate! 
  • How much will I have to pay for the courses?

    As a member, you can take as many courses as you want with no additional costs. This means you only have to pay our membership fee to take an unlimited number of courses. There will be no further charges on top of the membership fee, no matter how many courses you decide to take.

  • Do you provide mostly beginners' or more advanced courses?
    We provide courses for all levels of mastery and across the full spectrum. If you’re new to design, you can start from our beginner courses and progress all the way up to our advanced ones. If you’re an established designer, on the other hand, you will find some of our lower-level courses provide a good refresher—and the advanced ones, a bit of a challenge. 
  • How long does it take to complete a course?

    You will need approximately 5-8 hours to complete one lesson. Each course has between 3 and 16 lessons.

    Once enrolled in a course, you will gain access to a new lesson each week, which you are free to complete without any deadlines and no end date, either.