Psychology of Website Design: Neuromarketing and Lead Generation
Summary
TLDRThis video script delves into the psychology of website visitors, emphasizing the importance of understanding cognitive biases in neuromarketing. It showcases how eye-tracking studies reveal navigation patterns and decision-making processes. The speaker, Andy from Orbit Media Studios, illustrates the impact of clear headers, meaningful subheaders, and social proof on visitor engagement. The script advocates for a well-structured visual hierarchy that aligns with visitor information needs and cognitive biases, ultimately enhancing user experience and conversion rates.
Takeaways
- 🧠 Neuromarketing is the intersection of persuasion research, cognitive biases, social psychology, unconscious decision-making, eye tracking studies, and behavioral economics, focusing on website visitor psychology and traffic driving.
- 👀 Eye tracking studies reveal how visitors scan web pages and how layout and copy guide their attention, influencing their decision-making process.
- 🎯 A website visit begins with the 'zero moment of truth' where visitors ask if they are in the right place and if the company can meet their needs.
- 📜 The importance of clear and descriptive headers and navigation labels to quickly communicate what the company does and help visitors find relevant information.
- 🏆 Including logos, awards, and certifications on a webpage adds credibility and answers the question of legitimacy for the company.
- 📹 Utilizing videos can be an effective way to explain a company's approach and engage visitors, helping them understand if the service can meet their specific needs.
- 📈 High-converting web pages align with the psychology of visitors by leveraging cognitive biases, providing clear calls to action, and using social proof.
- 📊 Analytics show that many visitors do not scroll below the fold, emphasizing the importance of having a clear and compelling header and content above the fold.
- 🔑 Descriptive subheaders and meaningful content are crucial for indicating relevance in search and quickly communicating with visitors.
- 🗣️ Social proof in the form of testimonials, endorsements, and certifications is essential for providing evidence that supports the company's claims.
- ⏳ Loss aversion and scarcity tactics can be effective in prompting visitors to take action by highlighting the potential risks or benefits of acting now.
Q & A
What is the main focus of the video script?
-The main focus of the video script is on understanding website visitor psychology and how cognitive biases and behavioral insights can be applied to improve website design and increase conversion rates.
What tool is used to track a website visitor's eye movements, and why is it important?
-An eye-tracking tool is used to track a website visitor's eye movements. It is important because it helps to understand how visitors interact with the website, what elements they focus on, and how the design influences their decision-making process.
What are some common mistakes in web design that can confuse visitors?
-Common mistakes include vague and clever headlines that don't clearly explain what the company does, stock photos that add no value, dense and poorly formatted text blocks, and navigation labels that are not descriptive or meaningful.
Why is clarity more important than cleverness in web design?
-Clarity is more important than cleverness because visitors need to quickly understand what the company does and whether the website is relevant to their needs. If the message is unclear, visitors may leave the site without engaging further.
How can social proof be effectively used on a website?
-Social proof can be effectively used by including testimonials, endorsements, certifications, awards, and evidence of working with reputable clients. It adds credibility and helps to build trust with visitors.
What is the role of loss aversion in website design?
-Loss aversion in website design involves highlighting what visitors might miss out on if they don't take immediate action. This can be done by emphasizing limited-time offers, scarcity of products, or potential risks of not using the service.
Why are low-prototypicality designs generally not successful?
-Low-prototypicality designs are generally not successful because they often have high visual complexity and unusual layouts, which can confuse visitors. Studies show that simpler, more predictable designs tend to be perceived as more beautiful and are more effective for usability and conversion.
What is the 'zero moment of truth' in the context of a website visit?
-The 'zero moment of truth' refers to the initial moment when a visitor lands on a webpage and immediately begins evaluating whether they are in the right place. This moment is critical in determining whether they will stay and engage with the content or leave the site.
What should a website's visual hierarchy align with?
-A website's visual hierarchy should align with the messaging priority and the information needs of the visitor. The most visually prominent elements should also be the most important and relevant to the visitor's needs.
Why should testimonials not be hidden in a separate testimonials page?
-Testimonials should not be hidden in a separate page because most visitors do not visit that page. Instead, testimonials should be integrated throughout the site, where they can directly support the content and influence visitor decision-making.
Outlines
🧠 Introduction to Neuromarketing and Website Visitor Psychology
This paragraph introduces the concept of neuromarketing, focusing on the psychological aspects of website visits. The speaker, Andy from Orbit Media Studios, discusses how understanding the psychology of website visitors is crucial for effective website design. He sets the stage by mentioning eye-tracking studies and how they reveal the decision-making process of users as they navigate web pages.
👀 Eye-Tracking Insights: Analyzing Website Visits
In this section, Andy provides a detailed example of how eye-tracking technology is used to understand user behavior on a website. He describes a scenario where a project manager named Ben navigates a webpage, showcasing how quickly users scan content and make decisions. The paragraph emphasizes the importance of visual prominence, layout, and content in guiding user attention and decision-making.
🔍 The Zero Moment of Truth: Visitor's First Impressions
This paragraph dives into the psychology of a visitor's first impression when landing on a webpage. It discusses the critical questions visitors ask themselves, such as 'Am I in the right place?' and 'What does this company do?'. Andy uses an example of a poorly designed page versus a better-optimized one, illustrating how clarity, differentiation, and visual hierarchy significantly impact user engagement and understanding.
📋 The Key Elements of a High-Converting Page
Andy breaks down the essential components of a high-converting webpage, including clear headers, credibility logos, and informative content. He emphasizes the need for clarity before creativity, stressing that the main message of the page should be explicit and easy to understand. The paragraph also touches on the role of testimonials and evidence in building trust with visitors.
🎨 Balancing Visual Design and Usability
Here, the focus shifts to visual design, particularly the importance of low visual complexity and clear visual hierarchy. Andy warns against using unusual layouts or features that may confuse users, as studies show that simpler, more prototypical designs are perceived as more beautiful and effective. The goal is to create a design that aligns with the messaging and information needs of the visitor.
📊 A/B Testing and Visitor Psychology
In this section, Andy highlights the value of A/B testing in optimizing webpages. He shares an example from Unbounce to illustrate how small changes, like descriptive headers, can significantly improve user understanding and conversion rates. The paragraph emphasizes the importance of aligning visual prominence with the most valuable and relevant content on the page.
👥 Leveraging Social Proof for Credibility
Andy discusses the power of social proof in website design, explaining how testimonials, endorsements, and certifications can add credibility to a webpage. He uses examples from Heineken's website to demonstrate how effectively incorporating social proof throughout a page can build trust with visitors. He also advises against hiding testimonials on a dedicated page, as they should be more prominently displayed.
⌛ Scarcity and Loss Aversion: Urgency in Action
This paragraph explores how scarcity and loss aversion can be used to drive action on websites. Andy references concepts from Jonah Berger's 'Contagious' and examples like Groupon to show how creating a sense of urgency through scarcity triggers cognitive biases that encourage visitors to take action. He emphasizes the importance of highlighting what visitors might lose by not engaging with the website.
🎬 Conclusion: Optimizing Websites for Success
In the final paragraph, Andy wraps up the discussion by encouraging viewers to apply these principles to improve low-performing landing pages. He reiterates the importance of clarity over cleverness in website design and invites viewers to share the video with others who might benefit from the insights. He also reminds viewers to subscribe for more content.
Mindmap
Keywords
💡Neuromarketing
💡Eye Tracking Studies
💡Behavioral Economics
💡Cognitive Bias
💡Decision Making
💡Visual Hierarchy
💡Social Proof
💡Scarcity
💡Loss Aversion
💡Descriptive Header
💡Usability
Highlights
Neuromarketing combines various fields like persuasion research, cognitive biases, and decision-making studies to understand website visitor psychology.
Eye tracking studies reveal how quickly people scan web pages and how layout and copy guide their attention.
The importance of understanding what happens in a visitor's brain when they land on a webpage for effective traffic driving.
A website visit's 'zero moment of truth' begins with the visitor asking if they are in the right place.
The significance of having a clear and descriptive header to immediately inform visitors about the company's purpose.
Use of logos, awards, and certifications to establish credibility and answer the question 'are you legit?'.
The role of video in explaining a company's approach and helping visitors understand if the service can meet their needs.
The importance of addressing visitor questions and objections to build confidence in the service or product.
Differentiation in marketing should not compromise clarity about what the company does.
The recommendation from Google's lead gen UX playbook for clear calls to action and value propositions above the fold.
The ineffectiveness of automatic carousels and the preference for social proof and evidence in web design.
The alignment of visual hierarchy with messaging priority and information needs for effective page design.
The use of specific and descriptive navigation labels to help visitors find what they want quickly.
Meaningful subheaders provide quick communication and relevance indication for visitors.
Social proof through testimonials, endorsements, and certifications adds credibility and evidence to marketing claims.
The recommendation to avoid a testimonials page and instead integrate them prominently into the website.
The psychological impact of loss aversion and scarcity in prompting visitors to take action.
The importance of making the most visually prominent element on a page also the most valuable and specific.
Transcripts
persuasion research cognitive bias
research social psychology unconscious
decision making eye tracking studies
behavioral economics all of these things
come together
under the big
topic of neuro marketing and
specifically i want to talk today about
website visitor psychology traffic
driving traffic it's a lot of work where
do they land what's happening in their
brain on the page that you're bringing
them to it's a really important topic it
makes a big big difference i want to
break down for you the psychology of
website visits should be fun let's jump
right in
hi this is andy from orbit media studios
and i want to show you what a website
visit looks like when you track the eyes
of the person on the page
here i am at my desk this is literally
the desk that i'm sitting at right now
and using an eye tracking tool which
attaches to the bottom of the monitor in
the camera i can actually track the
movements of the eyes of a visitor so
this is actually a project manager who
works here this is ben uh i'm giving ben
a sample task on the website
as if he's like uh looking for an answer
trying to find a solution
he's wants to see if a technology here
will work for him he's like a vp of
technology at a healthcare company
look at how fast his eyes move as they
scan the navigation
he chooses a navigation item it expands
the mouse stops but his eyes keep going
look at how quickly people look around
web pages and look at how the layout of
the page and the words that copy the
labels actually guide his attention this
section of the page that this scroll
depth super colorful did the colors help
him doesn't really matter he's just
trying to read the words he clicks on
one big blocky paragraph skips right
past it jumps down to the next page
block where he finds a diagram that
looks like it's more informative he's
actually using this to help make his
decision
this is what a website visit looks like
and you can begin to understand how
the visual prominence and the words and
the ux and features all combine in this
in the mind of that visitor in that
moment
so let's deconstruct a website visit
more broadly
set aside ben and the eye tracking i
want to show you what a website visit
looks like more generally just like i
gave that task to ben that was the zero
moment of truth and ben thinks to
himself i need some help he probably
gets a referral or he goes straight to
google and he lands on a web page
what happens next
as the page loads the person basically
is asking themselves first what does
this company do
like the next question how do they do it
and even more important can they do it
for me in other words every visit to
every webpage starts with the same
question of a variety of am i in the
right place
that's what that's the first step that's
job one so let's go through the page i'm
gonna give it some um uh an example of a
page big clever headline but not
specific visitors not sure what they do
what do they do exactly scroll down we
love us we're great we do this ah that's
what they do
it's not really differentiated copy
because it's mostly tooting their own
horn but but this visitor actually does
see what this company does and then he
gets to a stock photo no impression
doesn't really help or hurt just kind of
scan right past it and then more kind of
war number one we love us
not explaining
specifically what they do not telling
this visitor if they can do it for them
not really answering questions just kind
of general marketing speak and then if
you get to that big blocky paragraph bad
formatting
dense copy i don't really have time to
read this visitor moves on
let's try that again with a better page
let's try that again with a page that
actually has a more deliberately
designed visual hierarchy and uh adding
clarity uh where before it maybe was
just clever
am i in the right place same visit same
zero moment of truth same visitor am i
in the right place clear descriptive
header ah i see what they do that's what
i'm looking for
logos
credibility awards certifications
clearly they do it for real companies
clearly they're legit like something
that's differentiation that's evidence
that's support and then maybe upgrade
the format to a video ah their approach
looks interesting looks thoughtful
making sense it starts to make sense to
me now you can use clever subheads right
but provide detailed answers right so
this person can see if that if it's
going to work for them looks like maybe
they can help me with my specific needs
and then you get to a testimonial with
some evidence people like them maybe i
should get in touch you see how that
basically addressed the question let's
break it down again
these are the elements
h1s and h2s this is how web pages are
built it's got page blocks it's got you
know it's going to be a responsive web
design the h1 headers job is to
basically tell them first what you in
the world you do the logos answer the
question are you legit right are you a
credible company how well do you do it
what's your approach that could be done
in the video that's done uh
high on the page usually in any format
video or text any format and then you
start to get into the answers you start
to answer questions you start to address
objections that that helps the visitor
understand can you do it for them uh and
then the testimonial basically is
supportive have you done it for people
like me yes it answers the question have
you done it for people like me what
happens next when we explain this to
people and work with clients there are
there are certain personality types who
say to themselves but i want this to
sound different i want to be different
i'm not the same differentiation is the
key to marketing i want my copy to sound
different great let's make it sound
different but don't sound different
until you've been explicit about what
you do
right if your header is vague and a
tagline and doesn't and sounds clever
but unclear that's not helpful right
you're not giving the visitor the answer
to their first question am i in the
right place so start with clarity and
then be clever below that's actually
part of the key
i've got a diagram here that more or
less breaks down all the elements of a
high converting page in ways that align
with the psychology of the visitor very
specifically leveraging cognitive bias
right which we'll talk about it's got uh
answers and evidence and calls to action
scroll through this take a look pause
the video share with a friend write it
down or look at the link in the
description and i'll and i'll share the
article where all this is spelled out in
great detail
i am not the first person to explain
this
google actually published a lead gen ux
playbook that shows that makes
recommendations about what to put on a
page like a home page right and what do
they say have clear calls to action
above the fold i just talked about that
have clear descriptive ctas i just
talked about that clear benefit-oriented
value proposition above the fold same
thing i just called it a descriptive h1
header
remove automatic carousels right that
wouldn't have worked well we don't want
to have sliders they test very poorly
and usability studies use social proof
add evidence right and at the bottom
here i would put this first the reason
the visitor came to this page provide
answers to questions that the visitor
might have before they feel comfortable
filling out the form that's that's the
game why do people take action on
websites it's because they have
confidence that that service offering or
that product is likely to solve their
problem the key is to answer their
questions so they can understand whether
or not this makes sense for them
there's another personality type who
we're working on a web page we're
building something
and they say i want my website to look
different not sound different but i want
it to look different i wanted to
interact differently i want the elements
to be unexpected i want to have an
unusual ux right unusual layout unusual
features here's a fun example
bottom right
bottom right navigation that is unusual
for sure is it helpful is it better is
that good
so that website wasn't typical it had
low prototypicality
which according to studies does not
align with how people perceive beauty
actually it's not the sites that have
that are very unusual in their layout
that are uh
reported as successful in studies like
this one in other words the most
beautiful designs
are sites that show one thing at a time
they have loc low visual complexity
they're simple and they don't use
unexpected ux they don't have weird
layouts and strange features and bizarre
carousels and unusual ways to work right
that's not what tends to perform well
for conversion or usability
in other words you your goal when making
a page is to create a visual hierarchy
that aligns with the messaging priority
which aligns with the information needs
of your visitor make sense so when the
visual hierarchy is not clear and the
visitor has to bounce around it's not as
effective as when you straighten it out
and move them down through one page and
at each depth it's clear what the
person's supposed to focus on
lots and lots of evidence for this these
are the pages that have higher
conversion rates you could do an a b
test this is one here that was done by
unbounce i want to do five things for
you and i'm gonna go through five
different things each of which will help
you build pages and build an overall
site that aligns with psychology of
visitors
and with the cognitive biases that we
all bring to every page that we look at
as soon as it loads in the browser
one
a descriptive header
we know from research and we took a
whole bunch of sites home pages and
looked at the scroll heat maps from
those output by hot jar and overlaid
them many on top of each other in the
semi-transparent layers and we determine
that the typical fold on websites is
actually quite high in fact 73 of
visitors don't really scroll
they tend not to scroll they go right to
the main navigation
so this is better together
what we do the biggest text on here says
nothing it says nothing makes no sense
doesn't help anybody you can't tell what
this company does like the largest text
on this page is vague
you can actually test this on your own
site by uploading a version of your of
your home page to a tool like usability
hub and uh
20 people or 50 people albeit not in
your target audience we'll look at the
page and then answer a question such as
what does this company do
you might find that it's actually very
very confusing if you try it again with
a more specific descriptive navigation
header
such as this one leadership coaching and
training for mid-level managers suddenly
it wins it passes the five-second test
it makes sense to people
next tip is to use descriptive
navigation labels help the visitor by
find what they want by and get there
quickly by using labels that make sense
in other words product services about
blog contact not that helpful
compasses chronometers charts and maps
very helpful
also good for search search engines and
humans appreciate it when you make
navigation labels clear and specific and
descriptive because it helps them
accurately predict what's behind that
click right so if yours says about
solutions news contact nobody knows what
you do nobody can tell what you do not
helpful
similar and you're i'm really hitting on
this point of specificity meaningful sub
headers let's use some meaningful
subheaders why not if your sub headers
say stuff like our products and insights
and ideas and our customers
super vague super generic you missed an
opportunity to indicate relevance in
search you missed an opportunity to
communicate quickly with your visitors
i'll replace these after reading the
page it was very easy to replace these
if that first one changed to our baking
and pastry products ah indicating
relevance using a keyword if the second
one said new ideas from inside our
bakery yeah it's a bakery blog it's a
baking site and then the bottom one
really was about their uh it's a it's a
little kind of blurby thing that uh had
awesome text inside it but the the
header was the the sub head was very
vague but that should probably say is a
hundred years strong evidence of quality
baking ingredients
let's look at this example what our
company what our customers are saying
huh
the top of the visual hierarchy here
says nothing super vague useless not
helpful
uh so and worse than that all the test
is a testimonial block all the
testimonials are inside a carousel
bummer not helpful right you've got
they're hidden so the big subhead is
vague the carousel hides the
valuable testimonials until they get
clicked right they should have just
broken them out and stacked them all up
and then the tiny text is actually the
best thing on the page basically we need
to ask ourselves is the
most visually prominent thing here also
the most valuable compelling specific
helpful thing here
that's web design that's a landing a
page with visual with uh with visitor
psychology
is the most visually prominent thing
also the most important thing if no you
made a mistake go fix your website it's
not that hard okay
next i'm going to cover
social proof social proof is adding
evidence uh a site that that lacks
evidence is a pile of unsupported
marketing claims
yes that is sad but true lots of
websites are just piles of unsupported
marketing claims because they didn't
have any evidence right but as a website
planner and a content strategist and a
conversion copywriter i know that by
adding any of these types of social
proof testimonials endorsements
certifications happy customers years in
business anything that adds evidence
right specifically social proof is
evidence that comes from other people
sort of third party endorsements let's
take a look at heineken's website
enchanting marketing
wow powerful endorsement from a famous
marketer at the top as cnn press
mentions whoa not everybody has those
she's different sets are apart it's
legit it's third-party endorsement and
then more endorsements below begins to
make the case that pages should be
mostly social proof right maybe these
pages should all be filled with evidence
from the very top
as seen in featured on to the very
bottom awards we've won certifications
so basically we're going to take the
testimonial we're going to pull the
juiciest parts out make that the subhead
put it in quotes
the logo
adds credibility the face adds
credibility
and for text-based testimonials throwing
a keyword into that testimonial if you
can
if at all possible because that's going
to help indicate relevance a keyword
focus testimonial is a combination of
both cheese and mousetrap it's something
that can both increase traffic and
conversion rates at the same time
quick warning about testimonials i
recommend avoiding a testimonials page
because no one goes there on this site
look at the analytics testimonials is
the 31st most popular page why did you
hide your most compelling information on
your 31st most popular page not
impressed
finally loss aversion and scarcity we
want to remind people that
acting now will help them avoid problems
or solve their current problems faster
jonah berger author of contagious wrote
about this he said scarcity also known
as loss of version of course is about
the number of things available the fewer
of something available the more
desirable it is look at look at what
groupon does it's a master class in so
in
scarcity hurry up before it's too late
it's almost gone there's the offer
there's a few more details but then most
of the pages about triggering scarcity
the star reviews the strikeout price
today only sold out countdown clock 200
views today number of likes and so what
are the cognitive biases being triggered
here social proof priming anchoring loss
aversion loss aversion social proof
also known as the conformity bias the
point here is to tell visitors what
they're going to miss what they're going
to risk or what they're going to lose by
not working with you right away
hey guys this was super fun to make i'm
glad if it's useful to you if you know
someone else who's
struggling to get
results from their site someone with a
low performing landing page
someone who thinks that clever is more
important than clear feel free to pass
this along we'd be grateful again andy
from orbit media and uh don't forget if
you want to get the next as soon as it
comes out just make sure to subscribe
and i will keep making these thanks
again take care
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