Building your brand in your customer’s mind is no short order and takes time and consistency. One method that has gained a lot of notice in recent years is neuromarketing. Neuromarketing is the science of using intellectual reasoning to influence the consumer decision-making process in marketing. Neuromarketing data is used to help with new product development, user testing, iterative testing, sensory testing, and consumer research. The fast-growing type of research uses biosensors to record consumer reactions instantly which helps substantiate any questions you may have. There are many different examples of ways in which brands can utilize neuromarketing to the benefit of marketing and new product development. However, as a small business, your website is a great place to start.
When it comes to web design, neuromarketing is used to increase conversion rates and visitors taking action by using specific cognitive biases in the design and content of the website. There are many ways neuromarketing can be incorporated into your website design such as testimonials, reviews, adding social sharing buttons, countdowns, and teasers. However, as visual beings, using colors and action can be used quietly to your advantage. Based on Hedwig Von Restorff, psychiatrist and researcher’s, “isolation effect,” color usage is important because the eye and brain are constantly scanning for connections in patterns.
Using color to remove distractions such as certain colors, graphics, or text you can guide your visitor’s eyes to your call to action. Your “action” color needs to contrast with your brand and having a good designer can help to guide your visitors towards more conversions and move them along the brand resonance model. There are many nuances to good design, so hire an experienced designer to create at minimum your basic framework.
Another consideration is the layout of your website. When you design your website or any marketing initiative, it’s important to factor into the design is your overall goals and expectations. If your objective is to maximize content exposure, the goal of getting your visitors to read, click, and stay on your site is essential. Their time on site, pages viewed, bounce rates will be good metrics to measure content consumption. When designing for engagement, a horizontal design is actually worse for engagement than a vertical design. A vertical layout encourages scrolling whereas a horizontal layout can be mistaken as the end of the page and prevent scrolling. By referencing the “Gestalt Principle,” viewers mentally perceive the whole rather than the individual parts, therefore, when seeing a horizontal layout automatically complete the closed shape and are not likely to look for more information in the remainder of the page. There are a few design fixes that can help like eliminating boxes, adding a down arrow, and vertical elements. Incorporating established interaction design patterns on your website will provide your visitors with better user experience. Again, a small investment in an experienced designer can benefit your visitor experience.
Incorporating a technical tool into your website can help uncover these missed opportunities. Adding a simple plug-in like Crazy Egg or Imotion to your website will provide a visualization either with a gaze replay, heatmap, or an interest map through eye-tracking techniques. Eye-tracking provides the ability to quantify visual attention as it objectively monitors where, when, and what people look at. It can also be an effective way to see what is working on your website, fix what isn’t resonating with your visitors, and test out new ideas.
Your website should be functional and aesthetically pleasing for your visitors. Integrating a combination of visual and emotional connections will help to engage your visitors. However, the success of your website is about helping and satisfying your visitor’s needs. Using a combination of neuromarketing, design methodologies, integrated technologies, and established metrics can help lay the foundation for a win-win scenario for both your business and your visitors.