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.
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 »
The best UX is the one you’re not aware of, the one you don’t even notice. That’s what makes a site truly intuitive.
Each time UX falls short of intuitive, cognitive load increases. As cognitive load increases, your conversion rate begins to suffer.
Every company wants their visitors (i.e. potential customers) and customers to leave their site with a lasting positive memory. Of course, that’s much easier said than done when you consider technical issues, copy confusion, price barriers and the like.
If you want to bring a smile to people’s faces when they hear your company name, you’ll need to understand how memory works and how you can design for it.
What’s the best way to increase conversions? Apart from basic usability fixes, aligning your messaging and design with your users’ motivations is a good bet.
Problem is, discovering user motivations is one of those things that is much easier said than done.
There are, however, research techniques that purport to do just that.
If you’ve worked in marketing, sales, conversion optimization – any role that has to do with strategic communications/persuasion – you’re likely familiar with the work of Dr. Robert Cialdini and his principles of persuasion.
Since his last book, Influence, came out 30 some years ago, his work has done nothing but influence new generations of those of us in the strategic/persuasive communications space. Even if you haven’t read the book, you’ve probably heard of his 6 persuasion principles.
However, with Cialdini’s new book, Pre-Suasion, comes one new persuasion principle.
“What is beautiful is good,” the saying goes.
This saying stems from a belief that attractiveness correlates to other good qualities. In a phrase, attractiveness is a Halo Effect.
Of course you can see that on the surface, the logic in that saying is flawed. What’s beautiful has nothing to do with what is good. But we still conflate overall perception and individual traits, making our judgement of things less accurate than we believe.
These things are all important, of course. But the solutions are fairly straightforward, and when you reach a certain level of experience and skill, they tend to be a given.
No, the biggest obstacle to a testing program – even a mature program – tends to be human error and cognitive bias.