April 19th, 2017
A Comprehensive Look on the Psychology of Persuasion for Website Optimization to Engage Mobile Users
Marketing is a very vast term in itself. It is not easy to bind it in one specific kind of definition. Marketing is of many types and every marketing type has its own distinct definition. One such unique and new field is Neuromarketing or brain Marketing.
Introduction to Brain Marketing
Modern businesses thrive on perfectly optimized websites. Effective content marketing plays an important role in this process. However, businesses cannot afford to rely only on content marketing to optimize their websites for increasing mobile user’s engagement, because content marketing is volatile like share market. Just a small mistake and your business will sink into the depth of disaster forever.
This is exactly why businesses are fast switching to Neuromarketing or brain marketing. It is very new field in the domain of marketing research which involves studying consumers’ brain’s responses towards something purposefully. Bundle of specialties like psychology and economics are an integral part of it. In simple words, it is the psychology of persuasion.
Can Neuromarketing Profit Businesses?It is a very effective psychological “tool” to affect the number of sales/lead generation. We make about 10,000 decisions or more in our daily life. Most of these decisions revolve around purchasing or investing in something. Now the question is, can Neuromarketing benefit businesses? The answer is yes according to the experience of Mr. Martin Lindstorm, a Neuroscience graduate and a Marketing expert. Popular brands like Apple INC. Samsung, Xiaomi, HTC, Pepsi, Coca Cola and Nike etc. are some of the best examples of it. The reasons are many. Let’s take a look below:
- 1. It evokes emotions easily, directly and successfully.
- 2. Brain marketing has successfully grown into an influential industry of over 2, 000, 000, 000 dollars.
- 3. More than 120 established firms are offering services to mine consumer’s brain to help businesses know what exactly they want or don’t want or the kind of website they prefer or don’t like.
It’s called ‘psychological persuasion’ because, simply put, it is a psychological survey research.
Businesses are Using Neuromarketing for Website Optimization:
This form of marketing has hardly been around for a decade yet it has gained a lot of popularity among businesses across the globe. Globally, popular brands like Gmail and Facebook are the best examples of it. The two companies introduced mobile version messengers of their websites for increasing mobile user’s engagement with their website or products. Facebook redesigned its website and introduced timeline and newsfeed for better users experience even for mobile users. Gmail came with categorized mailbox and improved experience for both desktop and mobile users. Users can simply use their websites or other products right from their cellphone anytime and anywhere. This is helping them grow more and faster.
With the advent of smartphones, users no longer want to carry those heavy laptops anywhere. Mobile are very powerful triggering devices. They are easy to carry and capable of doing more than what a laptop or a desktop computer can do.
Even mobile service providers are also switching to Neuromarketing because customers are increasingly streaming all forms of content directly from their mobile phones, says Mr. Bill Boards, The President of AT&T Indiana and Mr. John Mitchell, The Regional Director of External Affairs at AT&T’s South Carolina office.
This is why businesses are fast connecting to the mobile world. Therefore, businesses must realize the importance of triggering website optimization to increase mobile user’s engagement with their brand/business/website. Neuromarketing can help businesses significantly in this process.
Let’s take a look at the 5 ways to optimize your website for increased engagement of mobile users.
Pay Specific Attention to Your Website’s Landing Page:
Mobile devices don’t have big screens like desktop computers. Moreover, the brain feeds only clear and to-the-point choices. You have be specific about the landing page of your website. Clear choices on the landing page of your website helps visitor’s brain remember the choices. Basecamp and Facebook are the best examples of it. Anchoring to mainstream items on landing page and relating visitors with services and products using specific content helps optimize landing page. Such a landing page attracts users easily.
Focus on UI/UX Design
Effective UI/UX design of your website plays an important role in successful Neuromarketing. In simple words, focus on clear content, creating fluid layouts, simple yet effective navigation process, leveraging mobile specific features, designing for touch, dropping images and keeping forms simple and minimal is an essential part of website optimization for increasing mobile user’s engagement with brand/website etc. for Neuromarketing.
Focus on Quick Uptime:
Most of the users don’t have ages to wait for a website to open. Even on mobiles, if a website opens slowly and takes more than 2 seconds to open, visitors will leave it immediately. Moreover, 88% mobile users won’t come back to the website. Thus, reducing the uptime of your website for desktop and even for mobile platforms is a very important part of Neuromarketing process for website optimizations to boost mobile user’s engagement.
Cross Platform/Browser Compatibility:
Research, you will notice that most of the modern customers like to browse websites on mobile phones. Their smartphones run on different operating systems and support different browsers. Development of a cross platform/browser compatible website is a very important part of Neuromarketing process. It optimizes the website for every mobile platforms/browser and encourages users to purchase products or services.
Add an Emotional Appeal to Your Website:
A lot goes into developing a website and optimizing it for different platforms or browsers. But what mainly optimizes your website is the choice of colors, ads, content, fonts etc. This is called adding an emotional appeal to your website. This kind of approach encourages users to get engaged with your website and even purchase services or products because they get to see advertisements they prefer. They get to see your website in a color that attracts them and is according to their culture or tradition. In other words, visitors feel connected to the website not only on desktops but also on mobiles.
Don’t just shout loud and try to attract users. Focusing on such practices is a part of Neuromarketing process. This process is slightly “emotional” and connects visitors to the website. Their brain feels comfortable and encourages them to come back to it again and again in future. This is why Neuromarketing is called the psychology of persuasion.