by Lindsay Kwaselow

Psychology and conversion are two concepts rarely used in the same sentence. One has to do with the pathways within the human brain, and the other has to do with the winding, congested roads of digital marketing. The two ideas happen to be a lot more synergetic than one may think, according to a recent eBook released by Marketo.

First we have to understand that conversion doesn’t necessarily mean a finalized transaction. It simply means succeeding in getting your target audience to complete the action you desire. That action can be as small as clicking on your blog article, visiting your website, or opening an email. Emotion comes into play when we dig deeper to break down what exactly led to a conversion and the psychological behaviors associated with that process.

The most critical notion to keep in mind when attempting to convert a potential buyer can be defined in two words: fast and easy. People flock to the path of least resistance. Science has proven it’s in human DNA to complete tasks that are simple and easy to do.

There are cues marketers can utilize to direct the human eye towards a desired button, link, or image. This is called persuasion architecture, or rather designing a marketing piece (website or email) in such a way that unconsciously drives the brain in a certain direction. Design is so much more than expressed creativity. There is a scientific formula behind it that marketers can leverage to their advantage.

There are 2 types of directional cues:

  • Explicit: Explicit cues are easier to recognize, normally taking the form of a line, arrow, or curve that leads the viewer’s eye in a particular direction.
  • Implicit: Implicit cues are more obscure and harder to immediately identify. They are often portrayed as a line of sight, particular color, shape or size, or the style and weight of text.  

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