The Psychology of a Website: Mastering Cognitive Biases, Conversion Triggers and Modern SEO
Matthew Capala’s session “The Psychology of a Website: Mastering Cognitive Biases, Conversion Triggers and Modern SEO” was presented at Digital Summit at Home May.
The Human brain can be seen as your personal algorithm. Modern SEO is all about predicting human psychology. At the most fundamental level, the role of a website is to get qualified traffic and convert contacts to clients and customers.
Rankbrain is a key component of Google’s algorithm that uses machine learning and AI to analyze user behavior data to predict better search results. To optimize for Rankbrain, you need to optimize for the human brain, because Rankbrain is trying to engineer a human brain thought process!
There are two areas marketers need to focus on in 2021 to get qualified traffic and convert contacts to clients and customers:
- Cognitive biases: Human behavior is driven by mental shortcuts; we like to think that we’re logical, reasonable, and objective in our decision-making, but the truth is, we use these systematic behavioral patterns to make decisions.
- Conversion triggers: These are stimuli placed throughout the decision-making process to activate certain fixed-action patterns occurring in the same fashion or order.
The Psychology of a Website formula (7:55)
- Establish Trust
- Remove objections
- Get small commitments
- Frame your offer
- Reassume with social proof
- Build conversion funnels
Establish Trust (12:43)
Use social proof: Use numbers. Quantify your success. Display unquestionable proof for instant credibility. Go over the top using social proof. Add a lot of social proof to your website.
Create industry guides: People will follow the lead of credibility, knowledge experts. It reduces uncertainty.
Remove objections (18:29)
Here are some examples in removing objections:
- Remove risks with free trials (zero risk bias is why this is so appealing)
- Money-back guarantees and cancel anytime stresses the risk-free experience
- Remove the credit card objection
- Use FAQs to address objections hands-on
Get small commitments (23:18)
Marketers can use a progress bar to motivate people to finish what they start.
Frame your offer (26:08)
Options affect your behavior. Additional options make people want to seek value rather than look for the cheapest option. Marketers can use anchors to your advantage, shift frame from price to value, and replace jargon with plain English.
Reassure with social proof (31:56)
Decision-making is emotional. Show the social proof where it is most effective and constantly reassure and validate them of their choices as they move down the conversion funnel.
Build the conversion funnel (33:43)
Make the whole process scalable, repeatable, and predictable.
Speaker – Matthew Capala – Alphametic
To hear from experts like Matthew on the regular, check out an upcoming Digital Summit event, with 14 in-person events scheduled in 2021!