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Psychology

Are you tapping into Customer Psychology for your marketing?

Kahneman popularised System 1 and System 2 decision-making in his book, "thinking fast and slow" - but how can marketers use this Scientific theory in their marketing? Last year I was faced with a fairly every day dilemma, my partner and I were going through the process of buying an IKEA kitchen at home, I'd dropped and smashed my iPhone screen, rendering it unusable (I replaced it with a much cheaper android phone)and I wanted to go on holiday to Italy (Turin). The dilemma was: Did I need an iPhone? Could I hold off on the holiday to Italy? The kitchen was the biggest decision, it was over £4000 in cost - it took time to research what we wanted and plan the whole thing with IKEA. Arranging delivery, getting the whole thing installed. It's a major project and being without a kitchen…
Having started my career as a web analyst and working with data on a day-to-day basis, I see massive opportunity in what we can learn and how we can improve online performance by using data effectively. However, “how” we use data to make decisions is a wide-ranging scale and it can be all too easy to go from traffic, to visitors, to clicks and transactions in your analytics platform and not pay the appropriate attention to what is actually happening in between. Not micro-conversions in this instance, but the psychological filters consumers employ as they interact with and process your website. Both consciously and (more interestingly perhaps) sub-consciously. Perception, emotion, anxiety and more. The common saying goes that analytics can tell you ‘what’ is happening, but cannot tell you ‘why’. User Research can give you fantastic insights into what motivates or influences decision-making,…

When businesses use eye tracking data to help them design their website they could be missing vital information about their web visitors

Eye tracking studies are undoubtedly useful. Let’s get that fact out-of-the-way first. These specialist studies show exactly where people look on web pages and as a result web designers can ensure that specific elements are positioned for maximum visibility. But are these studies as valuable as they might seem? In this article I shall explain why eye tracking studies have limitations which companies should consider when they are building their websites. What you’ll discover in this article is: How eye tracking works What eye tracking tells you What eye tracking does not tell you The major flaw with eye tracking Filling in the gaps of eye tracking The place of eye tracking in marketing

How eye tracking works

Eye tracking can be performed in various ways, but generally small cameras track the movement of the pupils as…