[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fresources\u002Fwebinars\u002F10-ways-to-improve-website-performance-based-on-behavioural-science":3},{"date":4,"date_gmt":4,"content":5,"categories":7,"industries":10,"coauthors":11,"class_list":13,"acf":22,"head_links":185,"breadcrumbs":186,"head":197},"2025-02-18T09:49:17",{"rendered":6},"\n\u003Cp>In 2024, global advertising spend surpassed the $1 trillion \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.warc.com\u002Fcontent\u002Ffeed\u002Fglobal-advertising-spend-to-pass-1-trillion-for-the-first-time-this-year\u002Fen-GB\u002F10119?\">projection\u003C\u002Fa>, which reflects a significant surge in marketing investments worldwide. Despite this substantial expenditure, the average website conversion rate remained modest, with e-commerce sites \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.shopify.com\u002Fblog\u002Fecommerce-conversion-rate?utm_source\">averaging\u003C\u002Fa> around 2.5% to 3%.\u003C\u002Fp>\n\n\n\n\u003Cp>This disparity highlights a critical challenge: businesses are investing heavily in attracting visitors but are not effectively converting them into customers.\u003C\u002Fp>\n\n\n\n\u003Cp>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.\u003C\u002Fp>\n\n\n\n\u003Cp>Join Impression’s Head of Behavioural Science, Mike Weir\u003Cstrong>,\u003C\u002Fstrong> 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. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"key-takeaways\">Key Takeaways:\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>🧠\u003Cstrong> Psychology in Marketing:\u003C\u002Fstrong> Using psychological principles improves design and messaging, boosting conversion rates. Understanding user motivations helps tailor more effective approaches. \u003C\u002Fli>\n\n\n\n\u003Cli>📉 \u003Cstrong>Optimising Advertising Effectiveness\u003C\u002Fstrong>: With increasing ad spend, marketers must optimise website design and targeting to counter declining conversion rates, focusing on quality over quantity.\u003C\u002Fli>\n\n\n\n\u003Cli>🚀 \u003Cstrong>Applying the Mindspace Model\u003C\u002Fstrong>: Each element of the Mindspace model influences user behaviour. Effective use of these strategies enhances engagement and encourages desired actions.\u003C\u002Fli>\n\n\n\n\u003Cli>🏆 \u003Cstrong>Authority and Trust\u003C\u002Fstrong>: Using authority figures to convey messages improves user compliance and trust, which is key for boosting conversions.\n\u003Cul class=\"wp-block-list\">\n\n\u003C\u002Ful>\n\u003C\u002Fli>\n\n\n\n\u003Cli>🎯 \u003Cstrong>User Emotions Matter\u003C\u002Fstrong>: Emotions strongly influence online behaviour. Websites should be designed to foster positive feelings and reduce stress, encouraging users to take action.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"speaker\">Speaker\u003C\u002Fh2>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"960\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMike-Weir-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-32037\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Michael Weir, Head of Behavioural Science at Impression\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cp>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.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"speaker-slides\">Speaker Slides\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fpages.impressiondigital.com\u002Fhubfs\u002FMIke%20Weir%20-%20Impression_%2010%20ways%20to%20improve%20website%20performance%20based%20on%20behavioural%20science%20(2).pptx\">\u003Cstrong>Download your copy of the speaker slides here \u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fp>\n",[8,9],55,39,[],[12],261,[14,15,16,17,18,19,20,21],"post-32022","webinars","type-webinars","status-publish","has-post-thumbnail","hentry","category-cro","category-digital-marketing",{"gated":23,"watch_link":24,"date__time":25,"partners":23,"page_content_modules":26,"hero":181},false,"https:\u002F\u002Fyoutu.be\u002FY1itWFJhNnk","",[27,161],{"acf_fc_layout":28,"reduced":29,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":29,"title":30,"content":6,"authors":31,"date":4,"date__time":25,"gated":23,"form_title":-1,"form_button_text":-1,"confirmation_title":-1,"confirmation_body":-1,"industries":122,"watch_link":24},"webinar_content",true,"10 ways to improve your website’s performance with behavioural science",[32],{"id":33,"path":34,"display_name":35,"job_title":36,"description":25,"avatar_url":37,"acf":38},157,"\u002Fabout\u002Four-team\u002Fmichael-weir\u002F","Michael Weir","Director, Head of DX","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":36,"full_bio":39,"specialist_service_links":40,"photo":66},"\u003Cp>Director, Head of DX. Joined Impression in July 2023.\u003C\u002Fp>\n\u003Cp>Previously worked at a number of different specialist and integrated agencies in the North of England. During my time I have worked for clients in many different industries, such as finance, FMCG and fashion.\u003C\u002Fp>\n\u003Cp>My role is to understand the complex (or simple) commercial challenges that businesses face and to find solutions to these challenges – this could be as simple as wanting to increase revenue, but can be much more complex.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something I am proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nCompleting my third hair (halfway through my PhD). Landing this new role at Impression.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nWhen I’m not working on my PhD I enjoy socialising with friends and family and day trips to the pub.\u003C\u002Fp>\n",[41,57],{"page":42,"link_text":46},{"ID":43,"post_author":44,"post_date":45,"post_date_gmt":45,"post_content":25,"post_title":46,"post_excerpt":25,"post_status":47,"comment_status":48,"ping_status":48,"post_password":25,"post_name":49,"to_ping":25,"pinged":25,"post_modified":50,"post_modified_gmt":50,"post_content_filtered":25,"post_parent":51,"guid":52,"menu_order":51,"post_type":53,"post_mime_type":25,"comment_count":54,"filter":55,"url_path":56},24873,"98","2023-09-19 15:41:00","Digital Experience","publish","closed","digital-experience","2026-04-08 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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 Michael Weir, Head of Behavioural Science at Impression 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. 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