Watch the replay below
In 2024, global advertising spend surpassed the $1 trillion projection, which reflects a significant surge in marketing investments worldwide. Despite this substantial expenditure, the average website conversion rate remained modest, with e-commerce sites averaging around 2.5% to 3%.
This disparity highlights a critical challenge: businesses are investing heavily in attracting visitors but are not effectively converting them into customers.
To address this issue, leveraging principles from behavioural science can be highly effective. By understanding and applying psychological tactics, such as social proof, scarcity, and reciprocity, businesses can enhance their website’s performance and significantly increase conversion rates.
Join Impression’s Head of Behavioural Science, Mike Weir, as he explores how integrating these behavioural science principles into your website design and content strategy can lead to more persuasive user experiences and higher conversion rates. This talk was originally delivered at BrightonSEO in October 2024.
Key Takeaways:
- 🧠 Psychology in Marketing: Using psychological principles improves design and messaging, boosting conversion rates. Understanding user motivations helps tailor more effective approaches.
- 📉 Optimising Advertising Effectiveness: With increasing ad spend, marketers must optimise website design and targeting to counter declining conversion rates, focusing on quality over quantity.
- 🚀 Applying the Mindspace Model: Each element of the Mindspace model influences user behaviour. Effective use of these strategies enhances engagement and encourages desired actions.
- 🏆 Authority and Trust: Using authority figures to convey messages improves user compliance and trust, which is key for boosting conversions.
- 🎯 User Emotions Matter: Emotions strongly influence online behaviour. Websites should be designed to foster positive feelings and reduce stress, encouraging users to take action.
Speaker
Mike has over 10 years of experience in digital design, collaborating with top brands like HSBC and Pretty Little Thing. As Head of Behavioural Science at Impression, he leads digital experience, focusing on CRO, CRM, and media solutions. He’s also pursuing a PhD to explore how commerce interfaces influence motivation.
