Website != WAEC Exam

In his book titled “Thinking Fast and Slow”, Daniel Kahneman proposed that humans, depending on the context, either use the system 1 decision making process, or system 2 to make choices ( System 1 is the brain’s fast, intuitive and automatic approach, while System 2 is the slow, analytical, risk-averse mode, where reason rules.)

I spent the weekend doing some research for a friend, and it was some experience. Most Nigerian websites design for system 2 thinking, and then wonder why they have a high bounce rates. The human mind doesn’t want to do that much work when going through your landing page/webpage.

High converting copy needs to speak to the mindset of your visitor once they land on your page. The more the copy reflects what is going on in your users mind, the less they have to think about whether or not they are in the right place.

This means less cognitive work to decide if your offering is the right one for them. The lower the cognitive load, the higher the probability of conversion.

Whenever you think of optimizing your page, it’s important to note that you are not optimizing a website, you are optimizing your visitors thought process. Design doesn’t sell your products, information does.

Content precedes design. Design in the absence of content is not design, it’s decoration.

-Jeffrey Zeldman