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THE SCIENCE OF PERSUASION.

5 Ways Neuromarketers Can Help Build Engaging Websites

April 5, 2018

 

 

 

 

 

 

We've seen it play out time and time again. Companies spend time and money creating new websites, only to receive little or no return on their investment. All of a sudden this "nice to have" feature turns into a liability that may even hurt your brand.

 

So, what is it that's affecting engagement on your site? And how do you fix it? Maybe you're leaving the user, and how they perceive the world, out of the equation.

 

This is where Neuromarketers come in. What better way to learn how users engage with your website than from professionals with the tools to quantify what's going on in their hearts and minds? Here are five ways that Neuromarketers can help you build more engaging, conversion-driven websites.

 

1 Understanding How Users Visually Perceive Your Site

 

Over 60% of the population are visual learners, so making use of images is one of the most powerful ways to drive a message home.

 

Vision, being one of our primary senses, is how we predominantly perceive and navigate the world. So it surely follows, then, that effective website design should be done with visual perception in mind?

 

From colour schemes, logo designs, image layouts and more, Neuromarketers can provide a greater understanding of the visual perception of your user interface and the psychology behind "making a site look (and feel) great".

 

2 Improving The User Journey & Experience

 

Is your site easy to navigate? Because no-one is going to your website to get lost.

 

There's nothing more frustrating for a user than having to scroll through a website like a maze in order to find what they need. The moment someone lands on your website, your goal should be to guide them through the journey that will ultimately conclude with a conversion.

 

Using eye tracking software, which provides heatmaps and gaze paths, and other biometric techniques, Neuromarketers are able to fully understand the user journey and experience from both a visual and emotional perspective. Even making the smallest tweak to the user journey process can have a massive impact on your bottom line.

 

3 Insights Into The Best Way To Lay Out Your Content

 

We could talk about eye tracking all day - it's what we do. We're not going to get into the juicy details, but it's important to point out that multiple eye tracking studies using heat maps have shown different trends in the way people read website content.

 

Many people are already familiar with the F-shaped pattern, which is characterised by fixations on the top and left side when scanning a web page. However, a recent study by the Nielson Norman Group reveals that people scan web pages and phone screens in various patterns; only one of them being the F-shaped pattern. It’s really important to understand the consumer context and core objectives of your website, as no two websites are created equally and online user behaviour differs across user groups and tasks  

 

So, what does this mean for you? It means that using the expertise of a Neuromarketer to understand the reading patterns of your specific audience is more important than ever before.

 

4 Consulting on Website Layout Ideas With Proven Results

 

How effective is your website layout? Is your audience paying the right amount of attention when they land on your homepage?

 

Certain layouts have proven to be more effective and engaging than others. For example, a recent study showed that visitors scroll 34% further down on a vertical page than they do on a horizontal one. However one still has to consider the overall context of the website when taking this research finding into consideration.

 

Neuromarketers can help measure the interaction patterns on your website. The better your visitors experience, the more engaged they will be.  

 

5 Build Chatbots Your Audience Will Love

 

Chatbots are growing in popularity, there's no denying it. However, many companies are making big mistakes in their development, and causing more harm than good.

 

Your audience uses chatbots when they have questions. But, do you know the questions they’re asking most? As an employee or employer of the company, you might not have a clue.

 

Understanding your audience's' questions and what answers they need is crucial. This is where working with consumer and chatbot experts comes in, and there's no better field than Neuromarketing when it comes to quantifying how your consumers really feel.

 

 

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