By - Neal Cole

Do Brand Guidelines Suffocate Innovation ?

Your brand is one of the most powerful assets your organisation has but do brand guidelines help or hinder its development? Your brand serves as a short-cut to decision making as it should be instantly recognisable. The mere-exposure effect suggests that the more people are exposed to a brand the more favourable them become to it. Rightly or wrongly brands

By - Neal Cole

Is Digital Marketing A Zero-Sum Game?

Predatory Thinking! I recently read an inspiring book, Predatory Thinking, by Dave Trott.  It’s a highly readable and engaging book full of brilliant anecdotes and short stories. It made me reflect on life and work. For me it has some great insights that are very salient to both digital marketing and conversion optimisation. Marketing is a zero-sum game, you can’t

By - Neal Cole

Get Heatmaps, Form Analytics, Surveys & More for €89 A Month

Check out my most recent review of Hotjar as things have moved on since I wrote this post. What is Hotjar? I recently attended a conversion conference and was discussing the use of visual behaviour tools for gaining visitor insights. These tools can be expensive and so I was shocked to hear that a start-up is offering such a product

By - Neal Cole

Why Don’t Companies A/B Test Their Websites?

Updated: 14/1/18: Is Your Website Ready for A/B Testing? Does your website have lots of obvious faults and usability problems that you need to fix? Are you fully aware of what changes need to be made to improve the performance of your site?  Do you lack some of the functionality that many of your competitors have on their websites? Have

By - Neal Cole

Stop Using focus Groups To Evaluate Your Home Page

Why do people use focus groups to evaluate new designs? “Focus groups are not usability tests” says the usability expert Steve Krug in his book Don’t Make Me Think.  But focus groups are also a very flawed method of research for evaluating any concept or design. That’s why I was surprised when I attended a conference on conversion optimisation that a

By - Neal Cole

Why Do People Prefer Gut Instinct to Research?

Behavioural Economics and Gut Instinct: Business people pride themselves in their decision making and many  businesses embed market and competitor research into this process. However, business people often prefer their gut instinct as they are prone to the same human frailties as everyone else. This can discourage the use of research and experimentation as a way of gaining feedback and

Images of different types of CTAs
By - Neal Cole

Should You Test Your Call To Action Buttons?

Testing Call To Action Buttons! Call to action (CTAs) buttons are an important element of website optimisation. They determine where a customer should go next.  However, sometimes testing  the call to action appears to be the default strategy for optimising web pages. This may be based upon the assumption that a web page is largely optimised, but whatever the reason

By - Neal Cole

Minimising Cognitive Load To Improve Conversions

The Psychology of  Cognitive Load: When trying to improve your conversion rate it is essential to understand how visitor behaviour is influenced by cognitive load. User behaviour is largely intuitive and is heavily influenced by how easily a task or goal is achieved. This means having a clear visual and information hierarchy to minimise friction. Visual design matters because there

By - Neal Cole

The Psychology of CAPTCHA

How Does The Brain See A CAPTCHA? CAPTCHA’s are a popular way of stopping bots or machines interact with certain elements on a website. But how does a person’s brain react to a CAPTCHA? To understand this we need to consider how people make decisions. In his book Thinking, fast and slow, Daniel Kahneman outlines how the human brain uses

By - Neal Cole

17 Psychological Conversion Optimisation Tips

How To Apply Psychology To Conversion Optimisation: Conversion rate optimisation is about persuading visitors to convert. Persuasive content that  utilises psychological triggers can help you significantly improve your conversion rate. Outlined below are 17 ways you can use such techniques to more effectively engage your visitors to increase your conversions. 1. Ownership focuses our attention on what we might lose!

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