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The 21 Psychological Elements that Power Effective Web Design (Part 3)

(This article was originally published in the MarketingExperiments email newsletter.)

What if you were eating at your favorite restaurant and a stranger sitting at the next table over strikes up a conversation with you; FIVE minutes later, he has invited you to vacation with his family in a cabin in the Ozarks?

Odd. That’s probably what you’d be thinking. I mean, really, you hardly know this person.

Our instincts tell us that, first, some rapport needs to be established. Then a friendly relationship between us should be developed over time with some trust built in. These things must happen BEFORE you’d feel comfortable going on holiday with said restaurant family.

Flint McGlaughlin likens this scenario to a person visiting your webpage. If you explain why they should buy from you before they are clear what your product even is, if you ask them to buy before you’ve established rapport and trust, then you’ve not taken the customer’s natural sequence of thought into account. So they likely will click away from your site.

In this last video of a three-part series on effective web design, McGlaughlin explains how to get the order, the timing and the weight of your page elements lined up with the psychology of the customer’s mind. Watch the above YouTube Live replay to learn how to design a compelling website that draws more customers through the funnel — all the way to the final buy.

You can follow along by downloading a PDF copy (in two sizes) of the infographic that he uses in the video:


Infographic: The 21 Psychological Elements that Power Effective Web Design


Related Resources

The 21 Psychological Elements that Power Effective Web Design (Part 1)

The 21 Psychological Elements that Power Effective Web Design (Part 2)

Value Sequencing: A step-by-step examination of a landing page that generated 638% more conversions

The post The 21 Psychological Elements that Power Effective Web Design (Part 3) appeared first on MarketingExperiments.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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For comparison sake, the old keyword tool looked like this

Whereas the new keyword tool looks like this

The upsides of the new keyword tool are:

  • fresher data from this year
  • more granular data on ad bids vs click prices
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With the new columns of [ad spend] and [traffic value] here is how we estimate those.

  • paid search ad spend: search ad clicks * CPC
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The first of those two is rather self explanatory. The second is a bit more complex. It starts with the assumption that about half of all searches do not get any clicks, then it subtracts the paid clicks from the total remaining pool of clicks & multiplies that by the cost per click.

The new data also has some drawbacks:

  • Rather than listing search counts specifically it lists relative ranges like low, very high, etc.
  • Since it tends to tilt more toward keywords with ad impressions, it may not have coverage for some longer tail informational keywords.

For any keyword where there is insufficient coverage we re-query the old keyword database for data & merge it across. You will know if data came from the new database if the first column says something like low or high & the data came from the older database if there are specific search counts in the first column

For a limited time we are still allowing access to both keyword tools, though we anticipate removing access to the old keyword tool in the future once we have collected plenty of feedback on the new keyword tool. Please feel free to leave your feedback in the below comments.

One of the cool features of the new keyword tools worth highlighting further is the difference between estimated bid prices & estimated click prices. In the following screenshot you can see how Amazon is estimated as having a much higher bid price than actual click price, largely because due to low keyword relevancy entities other than the official brand being arbitraged by Google require much higher bids to appear on competing popular trademark terms.

Historically, this difference between bid price & click price was a big source of noise on lists of the most valuable keywords.

Recently some advertisers have started complaining about the "Google shakedown" from how many brand-driven searches are simply leaving the .com part off of a web address in Chrome & then being forced to pay Google for their own pre-existing brand equity.

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