An article from Time on April 2, 2009
describes how President Obama used a secret group of behavioral scientists to craft his campaign, and how he continues to use the group to implement policy changes in the government and consumer changes in behavior.
This secret group includes many of the well known names in the field of persuasion, including Cialdini, Ariely, and others. The secret group is advising the Obama adminstration on how to use the principles I talk about it my book, Neuro Web Design: What makes them click?
In my book, I explain how to use persuasion principles such as social validation, reciprocity, commitment and others to create web pages that persuade visitors to take specific actions.
So now when you redesign your page to be more persuasive, you are joining the ranks of people "in the know" including President Obama!