The Hidden YES
Reader’s Zone

Glad to have you here — dive in and make
the most of your Reader’s Zone

Why motivation isn’t enough

Think you know what really drives customer decisions? Take the Customer Behavior Quiz and put your instincts to the test.

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Uncertainty

Case study: Netflix’s Ingenious Registration Process Based on Removing Customers’ Concerns

→ Find the case study here

Case study: How Tampax Put Customers’ Fears at the Core of New Product Design

→ Find the case study here

Zone of acceptance

A Guide to High-Converting Digital Journeys: This guide shows you how to design digital customer journeys that widen the zone of acceptance and miximize conversions.

→ Find the guide here

Anchoring

Case study: Lloyds Used Psychology to Redesign Their Online Funnel and Increased Sales of Home Insurance by 30%

→ Find the case study here

Case study: How Ogilvy Used Psychology to Increase Sales of KFC French Fries by 56%

→ Find the case study here

The Irresistible Urge to Suggest Solutions

Case study: An Ingenious Restaurant Menu Redesign that Increased Average Customer Spend

→ Find the case study here

The SURF Method

Here are tools that are designed to help you break down customer interactions into stages and apply the SURF™ Method step by step:

SURF™ Method Application Template

→ Find the template here


SURF™ Method Application Miro Board

→ Find the Miro Board here

Surf in Action: Digital Sales of Life Insurance

The original, non-simplified design of the life insurance landing page

→ Find the original design here

Bringing SURF to Life in Your Company

SURF™ Method Essentials Video: A fast-paced introduction to the SURFTM Method and the training behind it. It covers key concepts and real-world examples, showing how the method works in practice. It’s a great resource to share with colleagues who want a quick overview of what the SURFTM Method is all about.

→ Find the video here

Inspired by what you’ve read?

It’s up to you where you take it from here.
If you’d like to explore how these ideas could work for your business, we’re here to help.

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