All Things Growth and Marketing

Website QA

Sites that don’t work, don’t convert.

That’s why optimizers conduct quality assurance on sites, landing pages, test treatments, email campaigns, you name it—to make sure they work the way they’re supposed to.

While it’s common knowledge that quality assurance is something you should do, not enough optimizers complete it properly. If they did, there wouldn’t be so many sites that just plain don’t work.

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Simple websites

A study by Google had two key findings:

  • Users will judge websites as beautiful or not within 1/50th to 1/20th of a second.
  • “Visually complex” websites are consistently rated as less beautiful than their simpler counterparts.

Moreover, “highly prototypical” sites—those with layouts commonly associated with sites of their category—that also had a simple website design were rated the most beautiful.

In other words, the study found that the simpler the design, the better.

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Cialdini's principles

Back in 1984, Dr. Robert B. Cialdini wrote a book called Influence: The Psychology of Persuasion. This posited six principles of persuasion and explained how to use them. Since then, it’s been widely hailed as a seminal book on marketing—something everyone in conversion optimization should read.

In 2016, he published another key book, called Pre-Suasion: A Revolutionary Way to Influence and Persuade. This added a seventh principle of persuasion to the list, and provided new inspiration to a whole new generation of marketers. Robert Cialdini’s influence on the field of marketing has been immeasurable.

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How to design user flow

User flow is the path a user follows through your website interface to complete a task—make a reservation, purchase a product, subscribe to something. It’s also called a user journey.

And it has a massive impact on conversions.

To maximize your conversions, you have to get the user flow right on your site. Do it by building a user flow that matches user’s needs.

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Backfiring

You’ve read about color psychology, system one and two, emotional persuasion, etc. I know you have because it’s everywhere. It’s on Forbes, Entrepreneur, Inc., HelpScout, HubSpot… you name it. Hell, we’ve covered some of these topics ourselves.

Why? Well, because many psychological triggers do, in fact work.

But there’s another side to using psychology online that almost no one is talking about: backfiring.

Psychology isn’t a magic formula that can be applied to optimization seamlessly in all scenarios, despite what many self-identified experts are preaching today. [Tweet It!]

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