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People and Psychology.

In order to be able to effectively design websites and write web copy that converts, it is of utmost importance that we understand the psychology of how human beings interact with websites.

3 layers of the human brain

According to studies by Neuro-Science, the human brain has 3 layers:

  1. The New Brain- thinks

  2. The middle Brain- Feels

  3. The Old Brain- Decides.

In optimizing for conversion, it is therefore important that we understand how the layer of the brain that controls buying decisions operates.

The Old brain which is our focal point in this case is triggered by Six Stimuli.

  • Self-Centered: The Old brain only cares about itself. People are self-centered. Your web copy must answer the WIIFM (What’s In It For Me) questions that web visitors have.

  • Contrast: The Old brain is drawn to contrast.Your web copy should show the prospect the before and after experience.Visuals can be a good way to show this.

In order to be able to effectively design websites and write web copy that converts, it is of utmost importance that we understand the psychology of how human beings interact with websites.

3 layers of the human brain

According to studies by Neuro-Science, the human brain has 3 layers:

  1. The New Brain- thinks
  2. The middle Brain- Feels
  3. The Old Brain- Decides.

In optimizing for conversion, it is therefore important that we understand how the layer of the brain that controls buying decisions operates.

The Old brain which is our focal point in this case is triggered by Six Stimuli.

  • Self-Centered: The Old brain only cares about itself. People are self-centered. Your web copy must answer the WIIFM (What’s In It For Me) questions that web visitors have.
  • Contrast: The Old brain is drawn to contrast.Your web copy should show the prospect the before and after experience.Visuals can be a good way to show this.
  • Commitment/Consistency: Get people to make small commitments and they will stay.
  • Social Proof: If they see that others are buying your product, they will most likely buy.
  • Authority:If people can perceive you as an authority, they will buy from you.
  • Liking: Show people that you like what they like and they will buy.
  • Scarcity: People tend to desire stuff that is in limited supply. Use this tactic wisely.
  • Unity: Identify with your audience.Show them that you get them, have been where they are.