The final day of Conversion Conference 2011 in San Fransisco was the highlight of the event. This date featured a great work shop called Neuro Web Design: What Makes Them Click? By Susan Weinschenk.

The main topics of this discussion came from the themes mentioned in Susan’s two books. 100 Things Every Designer Needs to Know About People (Voices That Matter) and Neuro Web Design: What Makes Them Click?

She has a ton of great information, and I will definitely be picking up a copy of both after attending her workshop.

In a nutshell every website should evoke a combination of neurological emotional responses and connections by utilizing the following methods:

·      Choices
·      Social Validation
·      Reciprocity and Concession
·      Scarcity and Fear of Loss
·      Food, Sex, Danger
·      Pictures and Stories
·      Similarity, Attractiveness, and Association
·      Commitment and Consistency
·      Social

Some cool points that I took away from this sessions where:

• Choices:
  Susan gave an example of one table full of jars stacked 6 by 6, compared to a second table of jars stacked pyramid style with 6 jars (one of each flavor). The results of this experiment show that the table with more products receive on average a sampling of 3 flavors and a smaller percentage of purchases. The table with only six jars, received a sampling of all 6 flavors and a much higher rate of purchase. The lesson being that more options can equal less interaction.Often customers ‘think’ that they want limitless options, but in reality only want to see a select few.The average person who is unsure of what to pick will almost always pick the first choice. (this is also true on election ballots).People tend not to pick the most expensive option by nature, and instead instinctually favor one down from the most expensive. This is why many company’s offer an overpriced ‘long-shot package’ as a tool to drive you to the real package they wish to sell.

• Social Validation:
  When you are unsure you should about any decision you will instinctually look to others to see what they did.This is why people are EXTREMELY influenced by ratings, reviews, and testimonials. Often the more details about the opinion of others, the higher degree of influence.Nothing is more influential than reviews from your direct peers. Which is why the facebook like button has become a goldmine for businesses.

• Reciprocity and Concession:
  More often than not, when you give something to the average human being, they will instinctually look for a way to return the favor.A study was done in which 100 cards were sent out to total strangers. Interestingly enough, almost each person responded by sending a card back. Some even went as far to send a card back every year.When you receive something, you feel like you owe something back.This applies nicely to getting an online form filled. Many try to say send me your email and I will give you something. However it is much more effective when you say here is something of value. If you like this, give me your email and I will continue to give you more information of value. Often if they like the information they feel indebted to return the favor by joining your newsletter or mail list.An interesting note about concession. Susan said that the brain processes concession in a specific way. It goes like this. You asked me for something and I said no. We are now uneven. So I should look for something that I should say yes to, in order to balance it up.

  Susan demonstrated this through a study done with a volunteer organization. They asked a large number of people, would you be willing to volunteer to help troubled kids this weekend. Most people said no. They than changed tactics and asked if people would be willing to volunteer once a week for a year to help troubled kids. Almost every one said no. This was followed up with, well would you be willing to volunteer for just one day, possibly this weekend. Most people said yes. The mental thought process turns to feeling bad for saying now, justifying that the second offer is at least better than the first offer, so I might as well say yes to that and even up the score.

• Scarcity and Fear of Loss:
  When you make something scarce, people want it more.Susan mentioned an interesting test done will rating cookies. Using a large sample size people were asked to rate the quality of a cookie. During one test, the jar was only one quarter full. The subject would take out a cookie, taste it, than rate it. In the second test group the jar was completely full. They did the same and rated it. The jar that was only one quarter full had an overwhelmingly higher score (for the same cookie) as it gave the mental perception that it was of limited availability and must be good.Susan also has experience working with large online retailers such as Bestbuy. She discussed another price perception tactic based on neurological thought patterns. It is better to start will a FULL PRICED item than take away features to reduce the price, than it is to start with a base price, than raise the price with add on features. By doing this you are giving the perception of choice, and on average will have consumers content to spend more money on each purchase. They will always perceived to of SAVED, as compared to SPENDING MORE.

• Food, Sex Danger:
  I didn’t take notes on this as it is basic marketing 101 that those things attract attention and an emotional response.

• Pictures and Stories:
  People don’t read much, but they love stories, and are willing to look at a picture to get a story, and read a little to fill in the missing pieces.There is never a bad time to use story telling as your primary means of communication. ALWAYS TELL STORIES. As humans, we have been telling stories for millions of years as our primary form of communicating. We enjoy it, and learn best through stories. We have the ability to be empathetic through a story, and go through the emotional thought process as the character in the story.

• Similarity Attractiveness, and Association:
  We tend to like people who look similar to our personal style, only prefer to see someone slightly more attractive than we are. That is the person who will provide the most appeal in an advertisement.

Final interesting Tidbits

Your brain has a preference for human faces. We instinctually connect to human faces, and just as in conversation, trust and connect with someone (even an image) that looks you in the eye. The key being that all faces used to advertise or tell a story, should be looking you in the eye in order to register a mental connection.People are always more likely to agree to something when they can make a small commitment first, than agree to the full package later
You can check out Susan’s blog at whatmakesthemclick.net

From the notebook of :

Shaun Frankson
VP of Business Development

Nero Global Tracking
http://neroglobal.com
http://shaunfrankson.com