this Andy Crestodina presentation is an integral part of DudaCon https://www.duda.co/

1. The Psychology
of Website
Visitors
Andy Crestodina

2. Neuromarketing
Persuasion Research… Social influence Research…
Cognitive Bias Research… Social Psychology… Brain Scan
Studies… MRI Research… Non-Rational, Unconscious
Decision Making… Sociology… Eye-Tracking Studies…
Behavioral Economics… Behavioral Science… Brain
Science… Social Neuroscience…

3. Witness a visit
One person. One Page.

6. Now let’s deconstruct
The interaction between
content, design and visitor…

7. “I need some help.”
The Zero-Moment of Truth

8. “I need some help.”
“Take a look at this company.”
(search results page)
The Zero-Moment of Truth

9. “I need some help.”
“Take a look at this company.”
(search results page)
The Zero-Moment of Truth

10. “What does this company do?”
“How do they do it?”
“Can they do it for me
specifically?”

11. “Am I in the right place?”

12. Big Clever Headline
Small descriptive subhead
Call to action
“Not sure what they do
exactly.”

13. Big Clever Headline
Small descriptive subhead
Call to action
What we do
“We’re really great.”
“Not sure what they do
exactly.”
“OK. I see they do what I need.”

14. Big Clever Headline
Small descriptive subhead
Call to action
What we do
“We’re really great.”
“Not sure what they do
exactly.”
Stock photo
“OK. I see they do what I need.”
…

15. Big Clever Headline
Small descriptive subhead
Call to action
What we do
“We’re really great.”
Service Name
“Not sure what they do
exactly.”
Stock photo
“We’re number one.”
“OK. I see they do what I need.”
“Not sure if they
can do it for me”
…

16. Big Clever Headline
Small descriptive subhead
Call to action
What we do
“We’re really great.”
Service Name
Service Name
Long, blocky paragraph with some
keywords in it.
“Not sure what they do
exactly.”
Stock photo
“We’re number one.”
“OK. I see they do what I need.”
“Not sure if they
can do it for me”
“I don’t really have time to
read all this.””
…

17. Let’s try that again…

18. “What does this company do?”
“How do they do it?”
“Can they do it for me
specifically?”

19. Clear Descriptive Header
Interesting, unexpected subhead
Call to action
“I see they do what I’m looking for.”

20. Clear Descriptive Header
Interesting, unexpected subhead
Call to action
Logos
“I see they do what I’m looking for.”
“Clearly, they do it for real
companies.”

21. Clear Descriptive Header
Interesting, unexpected subhead
Call to action
Logos
“I see they do what I’m looking for.”
Quick video
“Clearly, they do it for real
companies.”
“Ah. Their approach looks
interesting / thoughtful.”

22. Clear Descriptive Header
Interesting, unexpected subhead
Call to action
Logos
Clever subhead
“I see they do what I’m looking for.”
Quick video
Detailed answers to top questions
“Clearly, they do it for real
companies.”
“Looks like they could help
with my specific needs.”
“Ah. Their approach looks
interesting / thoughtful.”

23. Clear Descriptive Header
Interesting, unexpected subhead
Call to action
Logos
Wow, this team
is super helpful
Clever subhead
“I see they do what I’m looking for.”
Quick video
Detailed answers to top questions
“Clearly, they do it for real
companies.”
“Looks like they could help
with my specific needs.”
“People like them!
Maybe I should get in
touch…”
“Ah. Their approach looks
interesting / thoughtful.”

24. H1 Header
H3 Subhead text
Call to action
H2 Subhead
Body text
logos
Video
H2 Subhead
H2 Subhead
Testimonial
Body text
Body text
What do they do?
How do they do it?
Are then legit?
Have then done it for
people like me?
Can they do it for me?

25. “I want my copy to sound different”
Where to be clever. Where to be clear.

26. H1 Header
H3 Subhead text
Call to action
H2 Subhead
Body text
logos
Video
H2 Subhead
H2 Subhead
Testimonial
Body text
Body text
Clear
Clever!
Clear
Clever!

27. source

28. source: Google UX Playbooks

29. source: Google UX Playbooks

30. Differentiation and Design
The case for NOT differentiating in the UX

31. “I want my copy to look different”
The case for NOT differentiating in the UX

33. …show one thing
at a time…
…and don’t use
unexpected UX
The most
beautiful designs…
source: The Role of Visual Complexity and Prototypicality in First Impressions of Websites, Google
Perceived Beauty vs. Prototypicality

36. Simpler flow wins a higher conversion rate

37. Descriptive Header
Simply say what you
do…

38. Most Homepage Visitors Don’t Scroll
Composite scroll heatmap for 10 lead
generation website homepages
On average, 73% of homepage visitors
do not see any below-the-fold content.
Typical “fold”

40. The largest text is the most vague

43. Descriptive Navigation Labels
Help the visitor segment themselves quickly

47. Meaningful Subheads

48. Our products
Subheads can be meaningful (and keyword-focused) too
Ideas & Insights
Our Customers

49. Our products
Our baking and pastry products
Subheads can be meaningful (and keyword-focused) too
Ideas & Insights
New Ideas from Inside Our Bakery
Our Customers
100 Years of Quality Baking Ingredients

50. Big text!
…vague, says nothing
Small text
…impactful, compelling

51. Big subhead
…is vague, says nothing
Tiny text
…is super compelling social proof
Carousel
…hides the testimonials until clicked

52. Big subhead
…raises a key question.
Excerpt from video
…for the visitor who wants to scan.
Also can include keywords.
Video
…upgrade to the ultimate format!
Thumbnail has face and quote.

53. “Is the most visually prominent thing
also the most compelling thing?”

54. Social Proof

56. 10 Ways to
Add Social Proof
1. Testimonials
2. Endorsements
3. Social Media Shares
4. Social Media Widgets
5. Certifications
6. Number of happy customers
7. “Our most popular” Best-seller
8. Studies and Statistics
9. Press Mentions

57. Endorsement at the top
More endorsements below
”As seen in…” press mentions

58. source: What do website visitors want?
It’s not why they came, but we want them to see it…

59. Credibility at the top of the homepage…

60. …and at the bottom of the footer

61. “Trusted by” rather than
“Our clients”

62. Testimonials
Picking the messenger for your message.

63. Logo
Headline
Face, name, title,
company
Target keyphrase
Elements of a great testimonial

68. Avoid making a testimonials page…

69. Beware the testimonials page

70. …instead, make every page a
testimonials page!

71. No one really likes this blog post

72. As-seen-in logos
Video testimonials
Reports and case studies
Statistics and data
Fill your pages with evidence…

73. “When you say it, it’s marketing.
When they say it, it’s social proof.”

74. Thank you.
Reach out anytime.
Andy Crestodina
Co-founder / CMO
773.353.8301
andy@orbitmedia.com
Thank you.
Reach out anytime.
Andy Crestodina
Co-founder / CMO
773.353.8301
andy@orbitmedia.com