The Digital Pygmalion: Three Simple Steps for the Ultimate Website Makeover

Conversion Rate Optimization is a “test-and-learn” process that allows eCommerce marketers to turn more of their web traffic into sales. Because it does not rely on advertising, and directly increases revenue, CRO usually provides an impressive return-on-investment.

So, assuming you are already receiving enough traffic, you should be thinking about how to turn more of your visitors into customers. To do this, you need to begin with some customer research.

Once you have established how customers are using your site, you can optimize your content. To do this, you need to know a few things about Consumer Psychology:

• Cognitive Ease: Daniel Kahneman’s Thinking Fast and Slow suggests that people like to think as little as possible. Making your site as clear as possible will improve user experience and reduce bounce rates.
• Framing: Robert Cialdini’s Influence and Dan Ariely’s Predictably Irrational demonstrate that our perceptions depend on the way we receive information. Framing can help you to increase the desirability of your offers.
• Cognitive Biases: Roger Dooley’s Brainfluence outlines a number of irrational choices, preferences and preconceptions that affect customers. Understanding these biases allows marketers to create persuasive content.

Consumer psychology is an essential part of digital marketing. Understanding how people think and behave is the best way to provide customers with what they want. These are 4 easy steps to optimize your website and improve conversion rates.

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