The Psychology of a Website: Mastering Cognitive Biases, Conversion Triggers and Modern SEO

Modern marketers must understand – and optimize for – the basic principles of choice psychology that influence not only every action on your website, but also how modern algorithms read and rank your content on search engines. Google’s new AI-powered RankBrain cares more about the user’s satisfaction than how many times a keyword is used in your content. If you want to optimize for the Google bot, you need to optimize for the human. This session will take you on a guided journey of the six-step Website PSY Formula, combining hundreds of practical examples from some of the world’s most successful B2B brands with the application of the fundamental principles of modern psychology and data science.

After this session, you’ll be able to:

  • Build instant trust and minimize friction by displaying unquestionable social proof
  • Use credibility content and frame control to position your brand as a trusted authority in your field
  • Reduce your bounce rates by learning how to overcome common objections
  • Encourage small commitments and activate the consistency bias to pull leads towards your offer
  • Master the psychology of color and learn how to write Web copy that sells
  • Reassure with social proof during the final stages of conversion to reduce buyer’s remorse and funnel abandonment
  • Create a repeatable source of new clients through sustainable website conversion funnels that map buyer personas to keywords, content, and conversions