How can you influence online consumer behavior?

Know Your Audience: - Start off by getting to know your target audience inside out. - Utilize tools like Google Analytics, surveys, one-on-one discussions, or personas to gather insights. - Dive into details like demographics, preferences, challenges, and aspirations. - Craft content, offers, and messages that deeply connect with their unique needs. - Slice and dice your audience based on behaviors such as where they come from, devices they use, their location, or their current position in the buying journey. - Tailor your strategies for Conversion Rate Optimization (CRO) to align perfectly with the specific behaviors and requirements of each audience segment.

Knowing who will you be creating content to is the first and most important step to avoid losing time and resources on non-leveraging activities. Companies should have a clear idea of who they want to sell to and some general insights about that public such as their interests, needs, pain points (which reflect into what would they buy your product), and so on. This will give an idea of what tonality to use when communicating with them, which platforms to use, what keywords best position your product when they search, etc. If they don't know who they want to sell to, then creating a persona archetype is their top priority before continuing their consumer behaviour influence strategy.

Website design greatly affects how consumers act online and influences conversions. To maximize this impact, create a user-friendly, attractive, and consistent design that highlights the brand. Follow these steps: - Embrace White Space: Enhance readability and focus. - Color Psychology: Choose resonant colors aligned with your brand. - Typography Matters: Opt for readable fonts matching your brand's voice. - Engaging Imagery: Use high-quality images for emotion and message. - Streamlined Navigation: Simplify menus for easy exploration. - Strategic CTAs: Position buttons and forms for desired actions. - Social Proof: Highlight testimonials to build trust. - Mobile-Friendly: Ensure seamless design across all devices

In addition to web's principles mentioned here, I also consider a must to align your CRO and UX priorities with your SEO strategy. Many times designers compute web designs with beautiful and catchy copy, but despite that, it may end up being on no worth for the company. What's the point of having an optimized web with many CTAs, beautiful images, and the best typography ever, if your copy doesn't align with your business and/or product's search intent? With this, I'm not saying one must be on top of the other, but rather both simultaneously.

Behavioral psychology is behind each decision we make. Is the reason why we end up buying from brand A rather than brand B. Is also why we catalog as a reliable source of information one site over another. So, the same thing happens here. In order to apply behavioral psychology properly, you should align it with the persona archetype you are selling to. Understand what their fears are, how to gain their trust, or how to earn their respect, to become their no-brainer option.

Testing and measuring is a crucial part of each marketing action. What doesn't get measured, doesn't allow you to know that you time, efforts, and money are being well invested in revenue-driven activities.

To influence behavior, you must understand it first. If you don't have any data, use tools to track behavior on the site or the particular page you land your visitors on. Tools like HotJar or SmartLook or similar allow you to track clicks, scrolls, heatmaps, and session replays - enough to understand why something is happening on the site. This data can help you optimize behavior create a more personalized experience for the visitors and improve conversion rate.

Users appreciate 3 factors: 1. Simplicity 2. Consistency 3. Adaptivity The action plan is: 1. Make their experience simple with clear steps and clean design. 2. Use dynamic headlines to ensure consistency in the narrative from an entry keyword to signup page. 3. Personalize as many elements as possible to match users profile with data enrichment solutions.