ClickThrough, and learned there are some big psychological factors which impact CRO.
The way people behave on a website - and therefore, CRO - is linked to many of our subconscious psychological concepts: pleasure seeking, pain avoidance, loss aversion, novelty seeking (adrenaline and thrills), curiosity, uniting against a common enemy, choice paralysis, social proof, scarcity and urgency and the fear of missing out (FOMO).
These concepts are linked to the two systems in operation in our brain – the automatic, which is fast and emotional (this operates our feelings and intentions), and the cognitive, which is slow and controlled (which operates our decisions and beliefs).
For optimum CRO we want customers to use the automatic parts of their brain, and, because the cognitive system kicks in under difficult situations, we don't want anything on our site that that would cause coginitive load (which would translate as negative feelings and therefore, no conversion).
To prevent this from happening we need to ensure the following customer journey checkpoints are as straightforward, easy, clear and painless as possible.
We need easy, seamless straightforward navigation.
Great visuals and engaging graphics which are also relevant, clear, unique and positioned well (as opposed to overwhelming and confusing).
Usability is paramount. After all, your users need to be able to find what they are looking for, and be able to do so fast. Your site needs to be responsive, uncluttered and user-friendly in every possible way.
Take a look at your security as well – today SSL certificates are something you simply need to have (have a look at our SSL Certificates blog post for further info). Otherwise you risk being disregarded as potentially harmful to your users (and you really don’t want that…!)
Your Search Engine Optimisation (SEO) is also very important and should always be relevant, utilising the proper key words and meta data. But essentially you should provide good, useful content. This will boost your SEO rating.
Load speed. Most of modern users are on their mobiles and most of them on their mobile networks – so make sure your services are available to them quickly, before they are bored or annoyed – deliver and be first to do it.
Make sure you always encourage regular customer feedback, ratings and testimonials – these are essential for good CRO.
One very simple way of preventing unnecessary cognitive load is familiarity: what we already know and have seen, we feel comfortable with – we quickly process, understand and work with.
Using a common design template might sound like a no-no interms of uniqueness, but implementing certain standards (such as scrolling) will make your customers feel comfortalke on your site.
A red alert here for unnecessary cognitive load. Too much choice will generally confuse your customers and result in delayed reactions, high bounce and exit rates, general disorientation.
Being unclear - either with an opverly complex general layout, or poor navigation - will most likely result in high bounce and exit rates and general disorientation.
Short sentences, clear headings, easily understandable language and uncluttered pages are all essential.
Make every effort to reassure your customers. This might be in terms of general customer support, or details on your product. If they need to fill in any forms make sure these are as short and as clear as possible.
Make sure the security you provide is clear and easy for your users to understand – use short and clear privacy statements, trust seals and payment processor logos, where relevant.
Further customer journey checkpoints...
You should always test. Whatever you do – you need to know how much (if at all) it is helping you achieve your goal to convert as many visitors as possible. How well are the improvements you are making contributing towards your site’s overall performance in relation to CRO?
Some useful further reading on this would be:
NB’s digital marketing experts will gladly help you achieve your marketing goals online. Get in touch and we'll make every effort to ensure you achieve the results you want by improving every step of your customers' journey.