In this short presentation, we'll look at 9 web psychology principles that you can test on your website to help increase your conversions / sales / leads. This presentation is for you if you're in web design, conversion rate optimisation, e-commerce, UX, and copywriting.

1. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
PSYCH PRINCIPLES
FOR YOU TO A/B TEST

2. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
FIRST…
AN INTRODUCTION

3. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
THE WEB PSYCHOLOGIST
NATHALIE NAHAI
@TheWebPsych
The Web Psychologist.com
Institute Of Web Psychology.com
THE WEB PSYCHOLOGIST LTD. 3

4. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
WEBS OF INFLUENCE
THE PSYCHOLOGY OF ONLINE PERSUASION
Pearson, 2012
UK | EU | USA | KOREA | JAPAN | CHINA
THE WEB PSYCHOLOGIST LTD. 4

5. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
THE WEB PSYCHOLOGIST LTD. 5
WHO I’VE WORKED WITH

6. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
WEB PSYCHOLOGY
[ ]I coined the term ‘Web Psychology’
in 2011 and defined it as…
THE WEB PSYCHOLOGIST LTD. 6

7. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
The empirical study of how
online environments influence
our attitudes and behaviours
“ ”THE WEB PSYCHOLOGIST LTD. 7
WEB PSYCHOLOGY

8. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
HOW IT HELPS YOU
[ ]Web Psychology is a psychological toolkit
that will help you design more persuasive
websites, apps, and user experiences
THE WEB PSYCHOLOGIST LTD. 8

9. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
WEBPSYCHOLOGY
HCI
neuro-
aesthetics
user
experience
social
psychology
cognitive
psychology
neuroscience
cross-cultural
psychology
behavioural
economics
persuasive
technology
personality
psychology
digital
humanities
marketing
THE WEB PSYCHOLOGIST LTD. 9

10. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
UNIVERSAL
CULTURAL
INDIVIDUAL
10THE WEB PSYCHOLOGIST LTD.
IT’S ABOUT CONTEXT

11. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
UNIVERSAL
CULTURAL
INDIVIDUAL
THE WEB PSYCHOLOGIST LTD. 11
IT’S ABOUT CONTEXT

12. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
UNIVERSAL
CULTURAL
INDIVIDUAL
THE WEB PSYCHOLOGIST LTD. 12
IT’S ABOUT CONTEXT

13. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
3 SECRETS
TO ONLINE SUCCESS
THE WEB PSYCHOLOGIST LTD. 13

14. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
1 KNOW WHO YOU’RE TARGETING
THE WEB PSYCHOLOGIST LTD. 14

15. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
THE WEB PSYCHOLOGIST LTD. 15

16. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
THE WEB PSYCHOLOGIST LTD. 16

17. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
We help businesses apply scientific rigour to
their website design and content marketing, to
increase sales and customer engagement
THE WEB PSYCHOLOGIST LTD. 17
HOW WE HELP
[ ]

18. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
Previous work includes:
• Training Fortune 100 FMCG company to apply web psychology in e-commerce
• Optimisation of eCommerce website for large retailer
• Advising on design and adoption strategy of new intranet for Fortune 500
company
• Psychometric segmentation and strategy for a major gambling site
• Training eBay’s Geo Expansion Marketing team in culturability
(culture-specific usability and user behaviours)
18THE WEB PSYCHOLOGIST LTD.
PREVIOUS WORK

19. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
CASE STUDY
PSYCH PRINCIPLES

20. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
20
www.learningpeople.co.uk
THE WEB PSYCHOLOGIST LTD.
E-learning site that delivers high quality, effective IT
and project management courses
LEARNING PEOPLE

21. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
Challenges
1 Some e-learning companies rip people off
2 They needed to position themselves differently
Goals
1 Website must represent their ethical beliefs / practices
2 Aim to attract more clients and increase conversions
THE WEB PSYCHOLOGIST LTD. 21
LEARNING PEOPLE

22. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
ORIGINAL WEBSITE

23. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
23

24. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
24
EYEQUANT
• Neuroscientific attention optimisation tool
• Based on over 500 live eye-tracking trials
• Brainchild of three of the world’s leading attention researchers:
• Prof. Christof Koch, PhD – California Institute of Technology
• Prof. Dr. Peter König – University of Southern California
• Prof. Laurent Itti, PhD – University of Osnabrück, Germany

25. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
PERCEPTUAL PATH ATTENTION HOTSPOTS
THE WEB PSYCHOLOGIST LTD. 25

26. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
OPTIMISED WEBSITE

27. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
27

28. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
PERCEPTUAL PATH ATTENTION HOTSPOTS
THE WEB PSYCHOLOGIST LTD. 28

29. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
WHAT DID THEY
CHANGE?

30. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
30LESSON 1 YOUR WEBSITE #WEBPSYCH
1

31. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
31THE WEB PSYCHOLOGIST LTD.
PSYCH PRINCIPLES TO TEST
1 Reduce visual interference – white space, less clutter, fewer visual distractions
1

32. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
32LESSON 1 YOUR WEBSITE #WEBPSYCH
2

33. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
33THE WEB PSYCHOLOGIST LTD.
LEARNING PEOPLE
1 Reduce visual interference – white space, less clutter, fewer visual distractions
2 Direct attention to logo – emphasises trust cue, increases credibility
2

34. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
34LESSON 1 YOUR WEBSITE #WEBPSYCH
3

35. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
35THE WEB PSYCHOLOGIST LTD.
LEARNING PEOPLE
1 Reduce visual interference – white space, less clutter, fewer visual distractions
2 Direct attention to logo – emphasises trust cue, increases credibility
3 Eye-gaze / pointing – directs attention to CTA
3

36. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
36LESSON 1 YOUR WEBSITE #WEBPSYCH
4

37. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
37THE WEB PSYCHOLOGIST LTD.
LEARNING PEOPLE
1 Reduce visual interference – white space, less clutter, fewer visual distractions
2 Direct attention to logo – emphasises trust cue, increases credibility
3 Eye-gaze / pointing – directs attention to CTA
4 Persuasive language – ‘FREE’ highlighted in saturated, contrasting colour
4

38. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
38LESSON 1 YOUR WEBSITE #WEBPSYCH
5

39. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
39THE WEB PSYCHOLOGIST LTD.
LEARNING PEOPLE
1 Reduce visual interference – white space, less clutter, fewer visual distractions
2 Direct attention to logo – emphasises trust cue, increases credibility
3 Eye-gaze / pointing – directs attention to CTA
4 Persuasive language – ‘FREE’ highlighted in saturated, contrasting colour
5 Button – big, arousing colour, direct instruction, ‘FREE’ repeated here too
5

40. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
40LESSON 1 YOUR WEBSITE #WEBPSYCH
6

41. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
41THE WEB PSYCHOLOGIST LTD.
LEARNING PEOPLE
1 Reduce visual interference – white space, less clutter, fewer visual distractions
2 Direct attention to logo – emphasises trust cue, increases credibility
3 Eye-gaze / pointing – directs attention to CTA
4 Persuasive language – ‘FREE’ highlighted in saturated, contrasting colour
5 Button – big, arousing colour, direct instruction, ‘FREE’ repeated here too
6 Authority – greyed-out logos (UK-specific)
6

42. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
42LESSON 1 YOUR WEBSITE #WEBPSYCH
7

43. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
43THE WEB PSYCHOLOGIST LTD.
LEARNING PEOPLE
1 Reduce visual interference – white space, less clutter, fewer visual distractions
2 Direct attention to logo – emphasises trust cue, increases credibility
3 Eye-gaze / pointing – directs attention to CTA
4 Persuasive language – ‘FREE’ highlighted in saturated, contrasting colour
5 Button – big, arousing colour, direct instruction, ‘FREE’ repeated here too
6 Authority – greyed-out logos (UK-specific)
7 Permissive language – ‘It’s as easy as’…
7

44. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
44LESSON 1 YOUR WEBSITE #WEBPSYCH
8

45. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
45THE WEB PSYCHOLOGIST LTD.
LEARNING PEOPLE
1 Reduce visual interference – white space, less clutter, fewer visual distractions
2 Direct attention to logo – emphasises trust cue, increases credibility
3 Eye-gaze / pointing – directs attention to CTA
4 Persuasive language – ‘FREE’ highlighted in saturated, contrasting colour
5 Button – big, arousing colour, direct instruction, ‘FREE’ repeated here too
6 Authority – greyed-out logos (UK-specific)
7 Permissive language – ‘It’s as easy as’…
8 Initiate behaviour chain – sequence of steps, progress, reduces ambiguity
8

46. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
46LESSON 1 YOUR WEBSITE #WEBPSYCH
9

47. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
47THE WEB PSYCHOLOGIST LTD.
LEARNING PEOPLE
1 Reduce visual interference – white space, less clutter, fewer visual distractions
2 Direct attention to logo – emphasises trust cue, increases credibility
3 Eye-gaze / pointing – directs attention to CTA
4 Persuasive language – ‘FREE’ highlighted in saturated, contrasting colour
5 Button – big, arousing colour, direct instruction, ‘FREE’ repeated here too
6 Authority – greyed-out logos (UK-specific)
7 Permissive language – ‘It’s as easy as’…
8 Initiate behaviour chain – sequence of steps, progress, reduces ambiguity
9 Repeat CTA – make it easy for customers to buy
9

48. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
THE RESULT?

49. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
BEFORE
THE WEB PSYCHOLOGIST LTD. 49
5.25%
CONVERSION

50. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
BEFORE AFTER
THE WEB PSYCHOLOGIST LTD. 50
5.25%
CONVERSION
19.23%
CONVERSION

51. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
BEFORE AFTER
366%
CONVERSION
BOOST
THE WEB PSYCHOLOGIST LTD. 51
5.25%
CONVERSION
19.23%
CONVERSION

52. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
9 THINGS TO TEST

53. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
53THE WEB PSYCHOLOGIST LTD.
GO RUN SOME TESTS!
1 Reduce visual interference
2 Direct attention to logo
3 Eye-gaze / pointing
4 Persuasive language (free, upgrade, trial)
5 Button (copy, colour, size)
6 Authority (logos, awards)
7 Permissive language (simply… it’s as easy as… only…)
8 Initiate behaviour chain
9 Repeat CTA

54. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
THANK YOU!

55. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
CONSULTANCY
Website: thewebpsychologist.com
Email: hello@thewebpsychologist.com
Twitter: @thewebpsych
SPEAKING
Email: bookings@thewebpsychologist.com
THE WEB PSYCHOLOGIST LTD. 55
CONTACT

56. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
If you want to know more
try the FREE mini-course
FREE COURSE