Saturday, July 27, 2019

The 21 Psychological Elements that Power Effective Web Design (Part 1)

“We must ground our webpage designs in the customer’s psychology or risk losing business.”

— Flint McGlaughlin

(This article was originally published in the MarketingExperiments email newsletter.)

Think about your current landing page and ask yourself, “If I were to take my headline and put it on several other brands’ webpages, would it still apply to other businesses? In other words, is my landing page headline generic or specific?

Let’s take the following headline from a healthcare webpage as an example: “WE WANT TO HELP YOU”

How can we change this headline to make it more specific and unique to the services being offered?

This is just one of many thought exercises Flint McGlaughlin and his participants worked through together in a recent interactive session on web design.

Watch the replay to get insight into important page elements like determining your ideal customer — demographic vs. decision profiling, and the dangers of having more than one objective on your page.

Next week, Flint will continue the discussion, sharing tips on good page flow (layout), personality (look and feel) and customer connection.

You can download a copy of the infographic and use it as a template for creating your own web designs grounded in customer psychology. And we hope you’ll join us in the following weeks to come on YouTube Live as we show you how to use this framework to think about your page systematically in order to achieve consistent conversion lifts.

Related Resources

3:31 Website Development: How a small natural foods CPG company increased revenue 18% with a site redesign

7:36 Landing Page Optimization: How Aetna’s HealthSpire startup generated 638% more leads for its call center

13:12 How a Nonprofit Leveraged a Value Proposition Workshop to See a 136% Increase in Conversions

The Marketer as Philosopher Book: 40 brief reflections on the power of your value proposition by Flint McGlaughlin

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