The Science

It's hard to argue with science. Competing priorities and opinions within an organisation often prevent sales and marketing from hitting the right mark. Neuroscience and behavioural science provide clarity and a clear path to success.

'"Consumers don’t think how they feel, they don’t say what they think and they don’t do what they say."'

David Ogilvy

The science

User insight

Ogilvy was right: this is where traditional user research methods fall short.

Conventional approaches merely skim the surface, fixating on surface-level elements like goals, objectives, and pain points. Yet, this limited scope leaves a wealth of insights untapped.

Enter behavioural science – a gateway to help us understand the depths of user behaviour, delving into the users’ subconscious where true decision-making and purchasing behaviours reside.

The science

Whitepaper

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What

Be more human

Whether you’re in B2B or B2C, it’s fundamentally about human connection.

The more a salesperson connects with a prospect, the better their chances of closing a sale. The same principle applies to a website.

A smart website features content that immediately resonates with visitors, addressing their needs and connecting emotionally. Decision-making is inherently emotional, regardless of the industry, product, or service.

Behaviour-led research provides us with the insights needed to engage audiences on an emotional level.

In practice, this means a website that:

Resonates with your target audience, fostering a sense of connection and investment.
Guides users through a clear path tailored to their unique buying journey.
Delivers the right content, at the right time, in the right format during their journey.
Encourages engagement with optimal design, considering factors such as environmental circumstances, geography, personality, neurological makeup, biases and more.

Why

Why is this important?

Integrating science-backed qualitative insights with quantitative data results in what we call a Smart Website.

A Smart Website engages its audience, draws them in, supports them on their journey, builds brand loyalty, and establishes a feedback loop for continual improvement.

Businesses experience not only increased conversions but also better engagement, improved customer retention, higher quality leads, and greater sales value. Additionally, they often see a significant reduction in acquisition costs.

The benefits extend beyond the website. The insights gained and the refined brand messaging and tone can enhance other areas of the business. This means more effective social ads, higher-engagement email marketing, and improved sales conversion rates.

It’s about driving a fundamental change throughout the organisation, one that truly prioritizes the user.

Behavioural science

Examples of application

Decision-making

Emotions play a crucial role in decision-making no matter the industry. By tapping into emotional triggers, marketers can create more engaging and memorable experiences. For example, using storytelling to evoke empathy, joy, or nostalgia can strengthen the emotional connection between a brand and its audience, leading to increased loyalty and engagement.

Cognitive Biases

Understanding cognitive biases, such as the anchoring effect, social proof, and scarcity, can help us craft messages and offers that influence consumer decisions. For instance, highlighting limited availability (scarcity) can create urgency, while showcasing testimonials and reviews (social proof) can build trust and credibility.

Choice Architecture

The way choices are presented to consumers can significantly impact their decisions. By designing the choice architecture thoughtfully, marketers can guide consumers towards desired actions on a site. Techniques such as default options, framing effects, and reducing the complexity of choices can help simplify decision-making and encourage positive consumer behavior.

Stay in the know

Innovating the web…together

Something you should know about us is that we want to spread our knowledge. We’ve no interest in keeping what we know the best kept secret. We want to empower others and create a community of like-minded marketeers who thrive off science, facts and data.
Sharing latest insight and thinking on the topic of neuromarketing, together we can innovate the web.

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