Post by account_disabled on Feb 27, 2024 5:41:33 GMT -5
If you have decided to create a website for your business, the objective you are pursuing is certainly of a commercial nature: you therefore want the user, upon arriving on your site, to perform an action or rather a click to proceed with a purchase, a registration or a request for a quote. After talking about the 5 things you need to know to manage your company website , today I will suggest what are the persuasion mechanisms that push the user to click on the web . To do this I will ask the American psychologist Susan M. Weinschenk who, for more than 30 years, has worked in the field of web usability and is the author of the book “Neuro Web Design. The unconscious guides us on the web" How to create a site that “works” Surprisingly, reading Dr. Weinschenk's text, we discover that the decisions that users make online are not rational and do not depend on a logical and persuasive presentation of your company's products and services.
It is not thanks to this presentation, perhaps requiring hours of work in revisions Panama mobile number list of texts and graphics, that users will decide to contact you or even purchase you. So what drives online purchasing choices? Susan Weinschenk demonstrates in great detail that most decisions made online are unconscious and derive from "automatic triggers" to which we react starting from something we see on a website. It is therefore not rationality that guides us on the web, but the unconscious. Let's now see what these automatic mechanisms are and what the consequences are for the graphic and content choices of the site. Social validation Online we need to adapt to other people's choices. This is why sales sites never forget to associate a review with the product, often accompanied by a photo and a story with which the undecided person can identify. Reviews satisfy our natural need for social validation and provide rational motivation for choices that we have actually made completely automatically.
How to create an Ifoa example site Example taken from Sense of reciprocity When we receive a gift we feel obliged to reciprocate. This is why sites give the user something useful , even just information, with the aim of building loyalty and triggering a sense of indebtedness which will lead, perhaps not immediately, to a purchase. create a website that works Example taken from. The lever of scarcity Do you want to make an object or experience even more desirable? Take a cue from Apple or airlines and communicate on your site that availability is limited . Marketing experts assure that deprivation is the strongest lever because our brain, once again unconsciously, increases the perceived value of that product and begins to desire it. The effect of order We all, when we buy online, think we need many choices to "put the right item in the cart". Susan Weinschenk demonstrates that, when faced with products with similar characteristics, the user almost always buys the first product shown to him.
It is not thanks to this presentation, perhaps requiring hours of work in revisions Panama mobile number list of texts and graphics, that users will decide to contact you or even purchase you. So what drives online purchasing choices? Susan Weinschenk demonstrates in great detail that most decisions made online are unconscious and derive from "automatic triggers" to which we react starting from something we see on a website. It is therefore not rationality that guides us on the web, but the unconscious. Let's now see what these automatic mechanisms are and what the consequences are for the graphic and content choices of the site. Social validation Online we need to adapt to other people's choices. This is why sales sites never forget to associate a review with the product, often accompanied by a photo and a story with which the undecided person can identify. Reviews satisfy our natural need for social validation and provide rational motivation for choices that we have actually made completely automatically.
How to create an Ifoa example site Example taken from Sense of reciprocity When we receive a gift we feel obliged to reciprocate. This is why sites give the user something useful , even just information, with the aim of building loyalty and triggering a sense of indebtedness which will lead, perhaps not immediately, to a purchase. create a website that works Example taken from. The lever of scarcity Do you want to make an object or experience even more desirable? Take a cue from Apple or airlines and communicate on your site that availability is limited . Marketing experts assure that deprivation is the strongest lever because our brain, once again unconsciously, increases the perceived value of that product and begins to desire it. The effect of order We all, when we buy online, think we need many choices to "put the right item in the cart". Susan Weinschenk demonstrates that, when faced with products with similar characteristics, the user almost always buys the first product shown to him.