Neuromarketing: a scientific tool that boosts your conversions
A surefire way to optimise your website and sell more
With the evolution of the Internet, the evaluation of the effectiveness of web design has changed dramatically: if previously the primary indicator of good design was its visual appeal, now usability, readability of pages, positive impact and conversion of visitors play the leading role.
Research on human visual perception and internet audience surveys allow webmasters to create effective designs not only by the creative vision of the designer but also by scientific facts and discoveries.
Below I want to cite several of the most important rules of website neuromarketing that will attract visitors and increase conversions.
5 second rule
The first 5 seconds of the visitor’s stay on your site are the most important since it is during this period the reader determines whether your resource is useful to him or not. If you can not bring the value to the reader — he will go and search for another source.
According to the studies of Nobel laureate Daniel Kahneman: a person makes decisions with the help of two thinking patterns: conscious — rational thinking and logic, and unconscious — initial reactions to a particular event or experience.
90% of decisions that we make, we make unconsciously, using first impressions — our conscious part of thinking follows our initial reaction.
Write for “scanners”
Keep in mind that people do not read content on websites, but merely skim through it. On the same hand, do not ignore the importance of good content, because if the material is exciting to a person, then he/she will read it from beginning to end. To attract the maximum attention of visitors, you need to format it correctly.
The picture above shows which parts of the web page account for the most activity and attention of visitors (F-pattern of perception). First, the person reads the title, then the first sentence of the article, and afterwards he either scans the subtitles or scans the remaining paragraphs fluently.
If, after reading the material, the visitor will find it interesting, then he will return to the very beginning of the post and read it thoroughly.
This behaviour of the visitor is due to the development of a particular hormone in the brain — dopamine. Dopamine is released when a person experiences positive emotions and satisfaction, but this hormone is also released when we sense a need for something. With web material, the brain requires relevant and useful information.
To assure the reader that your content is “delicious”, follow these guidelines:
- write attractive and effective headlines;
- use sub-headings: they make the process of “scanning” content convenient and straightforward;
- create relevant subheads and highlight relevant information to distract the reader from a cursory scan and involve him/her in reading the article immediately;
- the first proposals of your post should express very precisely what benefit the reader will obtain after acquaintance with the material.
Images are also a useful tool to manage visitor behaviour since their availability in the article discourages readers from the F-pattern scanning, and helps you direct their attention where you need it.
Simple and familiar design
In 2012, a popular video hosting service YouTube conducted a study that showed that users form an aesthetic opinion about the site in just 17–50 milliseconds, the main factors being the visual complexity and familiarity of the interface.
In simple terms, users prefer a simple design, which is related to the design of the similarly themed resources they know.
People come to your blog with an already formed view of how it should look. If the design of the resource is very different from the standard format of blogs, readers will take it negatively. Internet-shop Amazon, for example, sets standards for an e-commerce a site. If the design of your online store is too different from Amazon’s — it will confuse and alienate customers.
Studies show that complex and unusual designs make visitors behave unpredictably. On a website with a unique design, visitors don’t act accordingly to the F-template, which I mentioned earlier. Also on the non-standard format, visitors often don’t understand the principle of navigation and even the theme of the web source.
Research and statistics
The numbers usually sound “scientific” and help to boost the aura of trust. Also, they stand out of the text and attract attention.
Find statistical information that increases the importance of your case, and post it on your website.
Can not find it? Create it yourself. Marketing research does not have to be scrupulous. A short survey of 100 people can help you create compelling statistics.
Limited offers
The scarcity makes people worried that they might miss on a unique chance. If you offer something limited, do not forget to let your visitors know about it. Many marketers even dare to create an artificial shortage. And it works wonders!
Trial period and samplers
People are willing to pay more for what they’ve tried.
The idea is to give the product or service in client’s hands, knowing that as soon as they take it, they will feel they own it. After the end of the trial period, they won’t be able to give it away without feeling a sense of loss.
Websites offering free trial products exploit above by reminding users periodically “Do not lose your access to …”, “Only x days left on your trial period”, “Do you like our product? Make sure to…”, and each time trigger a negative feeling of loss.
By following these simple rules, many have managed to improve their results, while helping users navigating their website easier.
Give it a try. You won’t be disappointed.
My digital unicorns would like to bring you some emails. 🦄
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