13.12.2021|
User experience (UX) works rationally with theories of consumer psychology to optimise buyer journeys. Interesting, when you consider customers make purchasing decisions using ‘the emotional brain’.
Consumer Psychology & User Experience
Door4’s guide to using consumer psychology, user experience and best practice to meet the needs of customers and impact profits.
The science of how the human brain makes decisions needs more influence over the way we build websites. Only then can businesses optimise their budgets - and with that, growth and profit. Read on for an overview of the ideas - or skip straight to the articles.
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Human beings are emotional creatures who are trying to use their natural behaviours to complete tasks in a constructed environment.
How to design buyer journeys that work
In marketing, if we can empathise with the human brain’s dual operating system, we can identify what customers want/need and how we can provide this. Human beings are emotional creatures who are trying to use natural behaviours to complete tasks in a constructed environment (your website). The more sympathetic this environment is to their needs, the better! To design in such a way, we draw upon:
- Knowledge of consumer psychology
- Best practice across web development and marketing
- Reliable data defining what works best
Understanding the human brain(s)
Even a relatively simple understanding of the human brain allows us to design buyer journeys that work.
- Discover the way people think and how this affects your bottom line
- See how your website aesthetic influences customer behaviour
- Consider powerful copywriting and the buyer journey
- Explore how creating structure and hierarchy drives sales
- Learn how to enhance functionality without busting the budget
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In marketing, if we can empathise
with the human brain’s dual operating system,
we can identify what customers want/need
and how we can provide this.
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Your customers want information fast. If the design of your website is confusing, they’ll go somewhere else. Creating instant clarity supports the human preference for instinctive decision-making and makes the sale.
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The human brain is impulsive and favours speedy decisions, but it’s also highly emotional and loves a good story. Identifying the right words means tapping into the driving motivations at each point in their journey.
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Structure and hierarchy drive the buyer journey from awareness to conversion. The human brain wants a fast experience, or one that feels fast. If the look and feel of your website is getting in their way, they’ll bounce somewhere else to spend their money.
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Each time you make a subjective assumption of what will enhance your conversions, you risk derailing progress and losing money. UX testing is the only way to safeguard capital investment on website development - and it gets better results.
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The science of how the human brain makes decisions needs more influence on the way we build websites. Only then can businesses optimise their budgets - and with that, growth and profit.
About Door4
We’re a mature digital agency that goes above and beyond to create impact. We specialise in revenue optimisation through Paid Search & Shopping, SEO, Copywriting, UX & CRO, plus a host of other services.
Based in Lancashire, we create impact for clients across the UK, EMEA, the US and Canada. Our clients are diverse but have one thing in common – they want to get the best out of their digital channels.
