Neuromarketing: Build a Website Your Customers Will (Un)consciously Love

Head to any website these days and you’ll find neuromarketing practices eagerly used, from website design to customer engagement strategies. More than just selling, when designing a virtual space to call home entrepreneurs, companies, marketers, designers and bloggers aim to achieve a sense of aesthetic design and appeal that invokes a sense of flow.

As author Andrew King describes it, “flow is the holistic sensation that people feel when they act with total involvement.” Flow can be achieved in many activities, from rock-climbing to reading, and is characterized by a variety of dimensions leading to a positive, enjoyable state of consciousness. Flow can also be felt when browsing a website, creating a more enjoyable experience for the visitor leading to greater sales, engagement and trust.

This week I’m sharing the top neuromarketing practices that create a beautifully designed and user-friendly website, while optimizing the unconscious enjoyment of flow.

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The Three C’s: Conversion, Color and Content...Oh My!

When you think of a virtual space to call home, think of the three C’s: conversion, color and content. These three factors (aside from persuasion principles) are the foundation for a great site design.

Conversion

Want to hook your visitor right from the start? Think ‘above the fold’ for best results. Keeping important information where the visitor can see it without further action (such as scrolling down) is still one of the most important factors in a website’s success.

Web users spend 80% of their time looking at information above the page fold. Although users do scroll, they allocate only 20% of their attention to below the fold.
— Nielson Norman Group

A well-defined call-to-action, as well as high-res brand image or video, tagline and other pertinent information (such as an “as seen in” image gallery or contact form) are examples of popular above the fold options.

Color

Color evokes emotion. Mothers decorate nurseries in soft pastels of pink, blue, yellow or green. Red cars are seen to be fast, no matter the make or model. Blue is calming, just like the ocean. Yellow is optimistic and often energetic. People hold long-held beliefs about particular colors related to their upbringing, culture and exposure. So why not use that to your advantage? Here’s an easy guide to color psychology for beginners.

And just in case you need a quick color association breakdown:

  • Red: passion, love, anger, urgency, impulse buys
  • Orange: energetic, vitality, excitement
  • Yellow: happiness, hope, cautionary
  • Green: abundance, nature, down-to-earth
  • Blue: strength, reliability, purity, authority
  • Purple: royalty, wealth, luxury

Content


Beyond the words, content refers to the layout you use to express the information. Studies show that the F-pattern is the most common way in which individuals view a website page. Viewers will scan a page horizontally, scroll and scan horizontally again, and then scan vertically down the left side. This F-pattern allows for faster analysis of the page by the viewer’s brain. As a viewer scans, they make quick decisions that dictate what they continue to read.

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How to Incorporate the Three C’s on Your Website in less than 5 minutes

1-2 mins | Focus Above the Fold

What’s the first thing a visitor sees when visiting your website? Add a compelling brand video or photo, call-to-action or social proof to boost engagement.

2-3 mins | Update Your Color Scheme

What colors best express your brand? Take a moment to decide if a color change would enhance your message, brand tone and opportunities for engagement.

4-5 mins | Update and edit your content

Take a look at what you’ve written and see if you can employ the F-pattern for viewer ease and efficiency. Adding a few headlines, bolded words or bullets can draw your visitor’s eyes seamlessly down the page. Bonus: Use this website to quickly learn how visitors interact with your website for free.

Brand homework: take a minute to grade your website. Based on the principles above, do you get an A+?