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10 TIPS TO
minimise cognitive
load + maximise
conversions
A presentation by
1
2
Human brains work a
lot like computers.
They have limited
processing capacity & when
there is information
overload, our performance
suffers.
Working Memory
is the part of the brain that
processes information &
solves problems.
3
But, like a computer, it has some limitations:
1. It can only hold information for a few seconds.
2. It can only hold 5-7 pieces of information at a time.
3. It is easily distracted & works best when attention is controlled.
4Lucid Smart Pill • www.lucid.me
5
Working Memory is VERY prone to
Information Overload!
In the 1980’s, an Australian
psychologist
John Sweller
developed the theory of
Cognitive Load.
Cognitive Load: the mental effort
required to learn new information,
interpret a situation and act on it.
Lucid Smart Pill • www.lucid.me 7
The lower the
cognitive load...
8
...the easier &
faster a decision
can be made.
You can appreciate how good it feels for you when
an experience requires low cognitive load but
have you ever thought about how much opportunity
you have to influence the outcome of an experience
for someone else?
(e.g. a customer or user of your product or service)
9Lucid Smart Pill • www.lucid.me
10
Picture working memory as having two emotional states.
Cognitive Ease is when all is running well & as expected.
Cognitive Strain is when it has to exert extra effort &
concentration.
11
According to studies run by
Nielson Norman Group:
“when people have to exert
more energy in order to find
a piece of information or
manipulate a feature
[cognitive strain], they can
become more vigilant &
suspicious.”
Decreased confidence
in user’s actions/choices
Decreased trust
in the website/app
Decreased likelihood of
user taking desirable
actions.
It takes time &
effort to lower
cognitive load
...but the more time you spend
making your experience easier for
the customer, the higher the
likelihood they decide in your
favour!
12Lucid Smart Pill • www.lucid.me
To be able to minimise it for customers, you will need to
understand the 3 types of cognitive load:
➔ Intrinsic The inherent difficulty of the task or problem. You can’t alter this.
➔ Extraneous Extra load imposed by non-relevant elements that require extra mental
processing but don’t help customers understand the content.
➔ Germane Elements that free up attention so it can be put towards processing
information.
13Lucid Smart Pill • www.lucid.me
EXTRANEOUS
Irrelevant images
Uncommon Labels
Meaningless Fonts
Irrelevant Sounds
Too Many Clicks
Unfamiliar Layouts
Unfamiliar Layouts
Lucid Smart Pill • www.lucid.me
GERMANE
Familiar Processes
Images That Explain
Recognisable Icons
Chunked Content
Meaningful Links
Summarised Text
Familiar Layouts
Lucid Smart Pill • www.lucid.me
Aim to present the information or experience in such a
way that it reduces extraneous cognitive load (non-
relevant distractions) & increases germane cognitive
load (helps with information processing).
Lucid Smart Pill • www.lucid.me 16
10 Things You Can Try
to reduce cognitive load for your users & increase
your conversion rates.
17Lucid Smart Pill • www.lucid.me
Present some information
visually & some verbally.
● Humans have different
processing channels for verbal
& visual material.
● Each channel has a limited
capacity.
● Spreading the load between
both visual & verbal channels
improves processing capacity.
Reduce Visual Clutter: avoid using irrelevant
images & flourishes, misplaced or repetitive
links & meaningless typography. If it doesn’t
help the user achieve their goal - consider
removing it.
Lucid Smart Pill • www.lucid.me
Lucid Smart Pill • www.lucid.me
BBC News Header Redesign
21
Leverage existing
mental modals. People already
have beliefs around how websites
worked based on previous experiences.
Use layouts they are already familiar
with to reduce effort spent learning
new processes.
• www.lucid.me
22
Use Familiar Labels.
Avoid using terminology
unique to you for labels. Use
familiar & recognisable
words for navigation &
information organisation on
your site.
Rely on recognition instead of recall: yes, people can
hold up to 7 pieces of information in working memory
but this doesn’t not mean you have to limit your website
(your menu for example) to 7 items. This is because in
most cases users don’t have to memorise the options,
they just have to recognise the one that is relevant to
them.
Lucid Smart Pill • www.lucid.me
Minimize Cognitive Load + Maximize Conversions : 10 Tips
While relying on recognition
over recall will allow you to
include more than 7 options,
overwhelming them with too
many choices will make it
more difficult for them to
make a decision resulting in
reduced conversion rate for
you.
25
Reduce Choices
by providing users with
fewer & pre-defined options
to simplify their decision &
make it easier to follow
through with a purchase.
26
Proctor & Gamble
Reduced their Head &
Shoulders range from
26 products to 15 and
saw a 10% increase in
sales!
27
Categorise Products
To make it easier for your
users to recognise what they
are looking for & tell the
choices apart, divide large
numbers of products into
categories.
28
Change the colour
of links the user has visited.
That way they won’t have to
waste valuable processing
power trying to remember
where they have already
visited.
29
Reduce Clicks
The fewer the clicks your
user has to be make to
achieve their goal, the less
they have to think & the more
likely they are to decide in
your favour.
Lucid Smart Pill • www.lucid.me
Make your response
times FASTER.
Working memory is easily
distracted. Avoid having your users
forget what they are doing while
waiting for the page to load.
30Lucid Smart Pill • www.lucid.me
Want to increase your focus, decrease distractions and minimise your cognitive
load?
Copyright (c) 2016 Lucid Group Limited • www.lucid.me
Thank You!
Introducing
Lucid Smart Pill
We’ve spent the last 12 months formulating a hard-hitting
nutraceutical supplement that stimulates receptors in the brain
and improving performance & productivity for a full working
day.
● Laser sharp focus
● Better memory retention
● Improved mental agility
● Lasting mental vitality
● Effects lasts up to 8 hours
Visit www.lucid.me to register your interest & find out more.
32
Sources / Additional Reading
Nielson Norman Group - Reducing Cognitive Load.
Tech Crunch - Lightening The Cognitive Load.
Sheena Lyengar TED Talk - How to Make Choosing Easier.
eLearning Industry - 5 Ways to Reduce Cognitive Load in eLearning
33Lucid Smart Pill • www.lucid.me
Icon Credits - The Noun Project
Lady’s Face Icon - Justin Alexander, The Noun Project
Keyboard - Joris Hoogendoorn, The Noun Project
Lock / House / Camera / Envelope / Cart - Edward Boatman, The Noun Project
Credit Card - MD Delwar Hossain, The Noun Project
Gift - Lyudmil Dachev, The Noun Project
Heart - Rohith M S, The Noun Project
Truck - Kim Chouard, The Noun Project
Trash Can - Alexander Smith, The Noun Project
Calendar - iconsphere, The Noun Project
Pointing Finger - Ryan Dell, The Noun Project.
34Lucid Smart Pill • www.lucid.me
Cursor - Johan Ronsse, The Noun Project
Fast Forward - Lloyd Humph, The Noun Porject
Timer - Melvin Poppelaars, The Noun Project
Male Profile - Creative Stall, The Noun Project
Happy Face / Annoyed Face - Jim Lears, The Noun Project
Speedometer - Mister Pixel, The Noun Project
Magnifying Glass - Pham Thi Dieu Linh, The Noun Project
Mobile Phone - Stefan De Haan, The Noun Project
Alert Brain - Icon Island, The Noun Project
Computer - P J Souders, The Noun Project

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Minimize Cognitive Load + Maximize Conversions : 10 Tips

  • 1. 10 TIPS TO minimise cognitive load + maximise conversions A presentation by 1
  • 2. 2 Human brains work a lot like computers. They have limited processing capacity & when there is information overload, our performance suffers.
  • 3. Working Memory is the part of the brain that processes information & solves problems. 3
  • 4. But, like a computer, it has some limitations: 1. It can only hold information for a few seconds. 2. It can only hold 5-7 pieces of information at a time. 3. It is easily distracted & works best when attention is controlled. 4Lucid Smart Pill • www.lucid.me
  • 5. 5 Working Memory is VERY prone to Information Overload!
  • 6. In the 1980’s, an Australian psychologist John Sweller developed the theory of Cognitive Load.
  • 7. Cognitive Load: the mental effort required to learn new information, interpret a situation and act on it. Lucid Smart Pill • www.lucid.me 7
  • 8. The lower the cognitive load... 8 ...the easier & faster a decision can be made.
  • 9. You can appreciate how good it feels for you when an experience requires low cognitive load but have you ever thought about how much opportunity you have to influence the outcome of an experience for someone else? (e.g. a customer or user of your product or service) 9Lucid Smart Pill • www.lucid.me
  • 10. 10 Picture working memory as having two emotional states. Cognitive Ease is when all is running well & as expected. Cognitive Strain is when it has to exert extra effort & concentration.
  • 11. 11 According to studies run by Nielson Norman Group: “when people have to exert more energy in order to find a piece of information or manipulate a feature [cognitive strain], they can become more vigilant & suspicious.” Decreased confidence in user’s actions/choices Decreased trust in the website/app Decreased likelihood of user taking desirable actions.
  • 12. It takes time & effort to lower cognitive load ...but the more time you spend making your experience easier for the customer, the higher the likelihood they decide in your favour! 12Lucid Smart Pill • www.lucid.me
  • 13. To be able to minimise it for customers, you will need to understand the 3 types of cognitive load: ➔ Intrinsic The inherent difficulty of the task or problem. You can’t alter this. ➔ Extraneous Extra load imposed by non-relevant elements that require extra mental processing but don’t help customers understand the content. ➔ Germane Elements that free up attention so it can be put towards processing information. 13Lucid Smart Pill • www.lucid.me
  • 14. EXTRANEOUS Irrelevant images Uncommon Labels Meaningless Fonts Irrelevant Sounds Too Many Clicks Unfamiliar Layouts Unfamiliar Layouts Lucid Smart Pill • www.lucid.me
  • 15. GERMANE Familiar Processes Images That Explain Recognisable Icons Chunked Content Meaningful Links Summarised Text Familiar Layouts Lucid Smart Pill • www.lucid.me
  • 16. Aim to present the information or experience in such a way that it reduces extraneous cognitive load (non- relevant distractions) & increases germane cognitive load (helps with information processing). Lucid Smart Pill • www.lucid.me 16
  • 17. 10 Things You Can Try to reduce cognitive load for your users & increase your conversion rates. 17Lucid Smart Pill • www.lucid.me
  • 18. Present some information visually & some verbally. ● Humans have different processing channels for verbal & visual material. ● Each channel has a limited capacity. ● Spreading the load between both visual & verbal channels improves processing capacity.
  • 19. Reduce Visual Clutter: avoid using irrelevant images & flourishes, misplaced or repetitive links & meaningless typography. If it doesn’t help the user achieve their goal - consider removing it. Lucid Smart Pill • www.lucid.me
  • 20. Lucid Smart Pill • www.lucid.me BBC News Header Redesign
  • 21. 21 Leverage existing mental modals. People already have beliefs around how websites worked based on previous experiences. Use layouts they are already familiar with to reduce effort spent learning new processes. • www.lucid.me
  • 22. 22 Use Familiar Labels. Avoid using terminology unique to you for labels. Use familiar & recognisable words for navigation & information organisation on your site.
  • 23. Rely on recognition instead of recall: yes, people can hold up to 7 pieces of information in working memory but this doesn’t not mean you have to limit your website (your menu for example) to 7 items. This is because in most cases users don’t have to memorise the options, they just have to recognise the one that is relevant to them. Lucid Smart Pill • www.lucid.me
  • 25. While relying on recognition over recall will allow you to include more than 7 options, overwhelming them with too many choices will make it more difficult for them to make a decision resulting in reduced conversion rate for you. 25 Reduce Choices by providing users with fewer & pre-defined options to simplify their decision & make it easier to follow through with a purchase.
  • 26. 26 Proctor & Gamble Reduced their Head & Shoulders range from 26 products to 15 and saw a 10% increase in sales!
  • 27. 27 Categorise Products To make it easier for your users to recognise what they are looking for & tell the choices apart, divide large numbers of products into categories.
  • 28. 28 Change the colour of links the user has visited. That way they won’t have to waste valuable processing power trying to remember where they have already visited.
  • 29. 29 Reduce Clicks The fewer the clicks your user has to be make to achieve their goal, the less they have to think & the more likely they are to decide in your favour. Lucid Smart Pill • www.lucid.me
  • 30. Make your response times FASTER. Working memory is easily distracted. Avoid having your users forget what they are doing while waiting for the page to load. 30Lucid Smart Pill • www.lucid.me
  • 31. Want to increase your focus, decrease distractions and minimise your cognitive load? Copyright (c) 2016 Lucid Group Limited • www.lucid.me Thank You!
  • 32. Introducing Lucid Smart Pill We’ve spent the last 12 months formulating a hard-hitting nutraceutical supplement that stimulates receptors in the brain and improving performance & productivity for a full working day. ● Laser sharp focus ● Better memory retention ● Improved mental agility ● Lasting mental vitality ● Effects lasts up to 8 hours Visit www.lucid.me to register your interest & find out more. 32
  • 33. Sources / Additional Reading Nielson Norman Group - Reducing Cognitive Load. Tech Crunch - Lightening The Cognitive Load. Sheena Lyengar TED Talk - How to Make Choosing Easier. eLearning Industry - 5 Ways to Reduce Cognitive Load in eLearning 33Lucid Smart Pill • www.lucid.me
  • 34. Icon Credits - The Noun Project Lady’s Face Icon - Justin Alexander, The Noun Project Keyboard - Joris Hoogendoorn, The Noun Project Lock / House / Camera / Envelope / Cart - Edward Boatman, The Noun Project Credit Card - MD Delwar Hossain, The Noun Project Gift - Lyudmil Dachev, The Noun Project Heart - Rohith M S, The Noun Project Truck - Kim Chouard, The Noun Project Trash Can - Alexander Smith, The Noun Project Calendar - iconsphere, The Noun Project Pointing Finger - Ryan Dell, The Noun Project. 34Lucid Smart Pill • www.lucid.me Cursor - Johan Ronsse, The Noun Project Fast Forward - Lloyd Humph, The Noun Porject Timer - Melvin Poppelaars, The Noun Project Male Profile - Creative Stall, The Noun Project Happy Face / Annoyed Face - Jim Lears, The Noun Project Speedometer - Mister Pixel, The Noun Project Magnifying Glass - Pham Thi Dieu Linh, The Noun Project Mobile Phone - Stefan De Haan, The Noun Project Alert Brain - Icon Island, The Noun Project Computer - P J Souders, The Noun Project