would sway me even further. How can we make this even more effective? Research carried out by Susan M.Weinschenk author of Neuro Web Design found that by adding a 'Persona' and 'Scenario' will add to the sale factor. For example, if we are buying a product from Mothercare would we rather the rating of the product come from a mother or teenager? We are most influenced by people that we can relate to so by allowing our users the capability to add a persona into a rating forum such as mum, student, athlete ect, can influence the products we sell as who they are and the opinions they offer will be seen as very important to our buyers. An example could be "I really liked this product, it was good for money and has lasted me three years so far " By mum of three. A nice comment by someone the audience can relate to. Remember similarity is a good thing, as humans when we feel people are like us we tend to like them more. To conclude, when people come to our websites we don't want them to think too much. Make sure you provide strong detail and ratings for your products and gain trust between you and your clients. If you are not selling a physical product and are offering a service then provide as much detail as to who you are and what it is you are selling. In my website I describe myself as the following: