Nir’s Note: This guest post is by Vanessa Van Edwards, lead investigator at the Science of People — a human behavior research lab. This exclusive book excerpt is from Vanessa’s new book, Captivate: The Science of Succeeding with People, which was recently named as one of Apple’s Most Anticipated Books of 2017.

We all want more conversions. More sign-ups, more sales, more clicks. And so we obsess over calls to action, user flow, and user-centric design. But there is one tool most entrepreneurs, web designers, branding experts, and copywriters forget to take into account—personality.

You can read the Nir and Far blog post on: How to Use Personality Science to Drive Online Conversions https://www.nirandfar.com/2017/04/how-to-use-personality-science-to-drive-online-conversions.html

Nir & Far, a podcast about business, behaviour and the brain by Nir Eyal. If you enjoy this podcast, please subscribe on iTunes and leave an iTunes review. It will greatly help new listeners discover the show. Please visit my website Nir and Far for other info about my writing, books and teaching: http://www.nirandfar.com/