Want More Clicks? 3 Brain Science Hacks That Boost Conversions
There's a lot of buzz about brain science today. As humans, we're curious about how our minds work. As marketers, we're always on the hunt for new and better ways to connect with our fellow humans — and, by extension, our customers and prospects.
Brain science can make an impact at several points in the marketing funnel — but it's a huge asset when optimizing a call to action (CTA). By leveraging what we know about neuroscience, emotion and human behavior, modern marketers can make small, but strategic changes to their CTAs that drive more sales, make new connections and positively impact their company's bottom line.
Sound intriguing? If so, take a closer look at these three brain-based click boosters that will take your conversion rates to the next level:
1. Use images to help point visitors in the right direction. Our brains light up in reaction to images, especially images of people and faces. We can't resist them. If you use images of people on your landing page or email campaigns, it stimulates the amygdala — our primitive "lizard brain" — and immediately grabs the viewer's attention.
Take advantage of this instinct by using images that visually direct the reader to your CTA. For example, add an image of an attractive smiling face looking in the direction of your CTA button. Eye-tracking studies show people will look where the image is looking!
2. Choose a color that reinforces your message. Human beings are hardwired to be visual creatures: 90 percent of the information that comes to the brain arrives via our optic nerve, and that visual data is processed 60,000 times faster than what our brain receives in text form. Subconscious judgments are made in a split second, and up to 90 percent of those judgments are based on color.