Psychology

In the end you’re selling to the brain of your customer. Understand how it works , how to best get your message across and get people to take action.

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It’s the early 1980s. You’re in charge of a fledgling ESPN, and you have two choices:

  • Add more college basketball—you’re highest-rated programming—to the schedule.
  • Stick with the skiing and billiards you’ve aired for years (because you couldn’t afford anything else).

Which creates the more profitable programming bundle? Keep reading »

How to Get Better Results with Online Learning

Learning stuff online is the new standard for learning. It’s not just “how to tie a tie” how-to videos, it’s also learning hard skills. In fact, according to a recent report 59% of employed data scientists learned skills on their own or via a MOOC.

But how can we take better advantage of online learning? What’s the most efficient way to learn as much info as quickly as you can? Keep reading »

Testing the Presenter’s Paradox – Do People Really Average (Not Sum) Object Values? [Original Research]

This study examines people’s tendencies to average, not sum, values of items in a list or presented as package deals.

We provide 3 perspectives: 1. we outline what products and lists two academic studies have tested, 2. we duplicate a product and list test with a larger sample size to try and replicate the findings, and 3. we then apply the test to six new products, three experiential products (travel package, hotel night, massage) and three physical products (camera, printer, kitchen mixer).

Keep reading »

Using Dual Process Theory for Higher Conversions

Designing your website requires a studied understanding of human behavior if you want to increase your conversions. Using psychological tactics in your design to appeal to potential customers can help do this, but you must first know how users’ decisions are made.

Daniel Kahneman presents two thought systems that can give marketers a framework for how to target their ideal clients through site design and get a major uplift in conversions.

Keep reading »

Beyond Reason: 8 Subconscious Marketing Techniques to Boost Sales and UX

According to research by Harvard Business School professor Gerald Zaltman, up to 95% of our purchase decisions are directed by subconscious mental processes.

As digital marketers, we know this intuitively. How many articles have you read that advised you to appeal to the emotional, irrational, subconscious part of the brain?

Despite this evidence, a majority of marketing efforts still focus on making logical appeals to a rational mind.

Keep reading »