Week 10 — Digital Psychology and Behavioural Design Training — Course Review
This part of the CXL Psychology of Persuasion course looks at what causes us to act or not to act. Each emotion has a related action whether it’s a loss aversion or incentive. If it’s a negative emotion we want to aim to remove tht action.
When we advertise, we look at not only securing clients but also keeping their loyalty and not defecting to competitors. The Cugelman emotional map looks at four sections with the worst being learned helplessness.
An example of a switch is when a company offers money for a client to switch companies. Fake deadlines are another stressor and I’m smiling as I write this as I’ve noticed this is a social shaming technique and I respect that Cugelman points out that he would be more likely to do this in a respectful way.
Netflix Sign up Emotional Design Audit
I love Netflix and was interested to read about Cugelman’s response to the site. I love the amount of great programmes that I can watch at any time. There’s also the element of social proof because dramas such as The Crown and Bridgerton are discussed on social media. Their slogan ‘watch anywhere’ is true because we’ve downloaded programmes that can be watched anywhere. There is another community aspect because I think up to four people can use one membership and have their own profile. It also has the incentive that it can be watched on any device and there is a free month.
When Trust is used in the User Interface
Trust is an important aspect of website development and we have to establish ourselves as our audience is taking a risk especially when services turn out to be dishonest as in the case of scams. The most obvious example of this is through the security sites such as Anti Norton virus security which has well known symbols.
We can increase trust by reducing risks such as in the case of money back guarantees. Risk can be removed completely by companies who make it easier to have a refund.
Psychology of Products
This subject looks at how we engage our clients and then build upon behaviour. This part of the course reminds me of the book Atomic Habits by James Clear where we look at how habits are built.
This part of the CXL Psychology of Persuasion course is presented by Eric Johnson who discusses the products that we use which in my area of interest includes yoga mats, yoga wear and straps. Lululemon is a company that is great at engaging clients for their product as is Yogamatters. When we think of products, we think of people’s lives before and after. What causes them to use the products is their trigger whether it is internal or external. So, for me it might be comfort when I’m buying yoga clothes or mats and external triggers including seeing other people using the same brand of mat what I want to use.
We can create rewards to keep people coming back and their loyalty is form by creating an investment, which is created by using a product a lot like Johnson mentioned. Duolingo which shows the achievements though this also applies to CXL where I can see how much of the course I’ve completed. I also have the added investment of knowing tht I need to write blogs so that my course stays applicable to me.
I think that it would be interesting if they covered cost as well whether it’s financial or time cost as the more money or time, I put into something the more I want to persevere with it.
Value Proposition Study: Effects of Layout on Perception and Message Recall
This is where we make it absolutely clear who our audience is and why we should want the product. It’s also important why someone should buy from me because if the client will go to the cheapest vendor. That said with the work that I do I definitely do not want to be the cheapest option. The key thing is that when people land on my page, they need to understand what’s in it for them.
How to create Landing Pages that Address the Emotional needs of Customers.
This part of the CXL Psychology of Persuasion course was a presentation by Talia Wolf who presented at the Conversion Live 2016 Conference. It is another presentation which is so good that I’ll revisit it next week.
Over the past six years Wolf has been running consumer psychology tests to understand the emotional triggers of clients which can then be transformed into a product. Wolf then goes on to provide audits of websites to the audience.
One of the first examples showed the difference between a landing page shown on a phone and another that is shown on a website. It kills the conversion rate of websites are not shown properly on a phone.
Wolf said that it is important to explore triggers and how the market responds. We can do this by looking at our competitors who are those who are also targeting the same target audience. I love that she goes on to look at dating sites. I don’t mind sharing that I met my husband online on OKCupid, which is one of the sites that Wolf looks at and describes it as follows:
Message: Smart and Simple
Colours: Blue
Image: Variety and
Emotional Trigger — Trust and Hope
One of the first examples showed the difference between a landing page shown on a phone and another that is shown on a website. It can kill conversion if websites are not shown properly on a phone.
Wolf said that it is important to explore triggers and how the market response we can do this by looking at our competitors who are those who are also targeting the same target audience. I love that she goes on to look at dating sites. I don’t mind sharing that I met my husband online on OKCupid, which is one of the sites that she looks at. She described it as follows:
Message — Smart and Simple
Colours — Blue
Image — Variety
Emotional Trigger — Trust and Hope
Next week I will continue to look at this presentation as there was so much information packed into it though I was running short of time this week and then going onto other related subjects in the course. At this stage I’ve progressed to 65% of the course and have set myself the goal of getting to 80% by next week.
