About the course
Overview
Econsultancy research has found that website visitor conversions can be as low as 0.5%. Drawing on the discipline of social psychology to understand human decision making, this innovative course will reveal the most important persuasion techniques needed to move website visitors along effective decision paths to boost your conversions up to 50%.
Programme
Understanding why people behave the way they do and then creating choice architecture around it is key to improving your customers' engagement, and in turn, your ROI.
Many companies are already reaping the rewards of combining the science of psychology with digital marketing methodologies - from retailers looking to improve conversion or organisations wanting to influence behavioural change.
This session will run through the key principles, demonstrating through case studies why persuasion marketing is important and giving you a framework for developing solutions for your own business.
Who should attend?
This course is ideal for anyone with responsibility for optimising webpages to make sales or leads, as well as encouraging visitors to take desired actions.
How will I benefit?
Upon completion of this course, you will be able to:
- Understand what 'persuasion' is and be able to quickly and easily make website improvements to convert more visitors into customers
- Steer visitors in the right direction to increase conversion rates by 10-50%
- Influence online behaviour through understanding how to react to your customers
What will I learn?
The course covers:
What makes us 'tick' and what can make us 'click'
- Human decision-making: why your web visitors are irrational and what to do about it
- The impact of memory on decision choices
- How we all process information and how to use this to your advantage
- Nature vs. Nurture: what's hardwired and what do we learn?
Webpage design
- The capabilities and limitations of cognition and the implications for web design
- How perception and cognition influence browsing behaviour
- The cognitive cost of poor website design
- Serving different learning styles
- Emotions and web design
- Eye gaze patterns and implications
- Design guidelines for landing pages, homepages, category pages, forms and e-commerce sites
Power of persuasion
- Understanding what persuasion is
- Why your organisation should design a persuasive online presence
- How small changes can have a big impact
- The concept of 'website visitor conversion'
- Moving visitors along decision paths
- Designing for four types of users
- Simple tips to increase conversions by 10% - 50%
Trainer
Andrew Gordon
With a background in sales and marketing and qualifications in psychology and business, Andrew is fascinated by all things web and has been working in the industry for over 10 years. He has gained wealth of experience managing integrated digital marketing campaigns and ecommerce projects for a variety of clients, from sole traders through to large corporates, and his involvement in the launch of www.jobs.ac.uk gave him first-hand experience of establishing and running a successful online business.
Andrew now works as a trainer and coach for a number of organsiations, helping them to get the most out their digital marketing activities. As part of Econsultancy’s training faculty, he has worked with clients including Random House, MacMillan Cancer Support, RIBA, Allianz Insurance and the Oxford University Press, providing expert advice on such diverse topics as usability, search engine optimisation, email marketing, analytics and social media strategies. He is also the principle trainer for Econsultancy’s MSc in Digital Marketing Communications, running the Foundation courses and various specialist elective courses and consistently receives outstanding feedback for his informative, practical and highly-engaging sessions.
Enquiries
; 020 7269 1470
We also run Graduate Certificates for more intensive, and academically accredited courses over 12-15 weeks. These include Analytics and Optimization, Integrated Marketing Communications and Creating and Managing Customer Journeys.
