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Behavioural science
The SmartSite ingredient
Behavioural science to websites is like the flour in your cake, or the oil in your car.
Without it, your website simply won’t work as effectively.
Behavioural science underpins almost every element of a SmartSite, so we’re launching a programme to help digital and marketing teams learn how to harness it to full effect.
Working through topics from user research, ideation and implementation, the programme will help you evolve your existing web asset into a emotionally intelligent, Smart website that helps you meet all your marketing and business goals.
Your journey
From subpar to smart
Your website may be ‘okay’ – the essence is there, but it’s subpar in many places, hampering marketing and growth goals. What you need is a smart website.
Subpar
- Confusing customer journey
- Cluttered navigation
- Features & benefits-led
- Salesy messaging
- Full of friction
- CTAs inappropriately positioned
- Generic messaging
- Exclusive of minority audiences
- Incomplete data
- Customer service teams overwhelmed
- Low quality leads
Smart
- Resonates & empathises
- Emotionally intelligent
- Addresses user objections
- Harnesses friction for good
- Free from unwanted friction
- Personalised experience
- Situationally appropriate
- Inclusive interface
- Data-driven
- Saves time
- High quality leads
SMARTSITE PRINCIPLES
The 5 defining principles of a high-performance website
Spark
Smart Websites have a certain spark. This comes from creating a meaningful connection and is achieved through resonating & engaging visitors.
Motivate
Smart Websites successfully motivate the user to take action. This is achieved through nudges, strong CTAs and logical user journeys.
Appeal
Smart Websites instantly appeal to visitors and create a halo effect. It is through informed and intelligent design this is achieved.
Reassure
A smart website provides reassurance, building the user’s trust and loyalty using effective signals logically positioned.
Track
A smart website tracks and analyses user behaviour fostering a solid feedback loop for continuous learning improvement.
Behavioural science adds the depth - allowing us to uncover hidden insights.
Show me the science
YEAH BUT…
What does this all mean exactly for you?
This is about rolling out an iron-clad marketing strategy safe in the knowledge that doing so will yield the results you need. All due to having a SmartSite. The higher engagement, increased conversions, and deeper customer loyalty with less effort, you’ll experience is designed to making your job easier and what you do, more impactful.
You’ll end up with a website with:
- Messaging across the site that’s en point, resonates with users and engages them deeply.
- A design and components that reassures & aids them on their journey whilst also accommodating for all their needs.
- It provides users with the content they need, in precisely the right format to support all of their decision making nuances.
THE SMARTSITE BEHSCI PROGRAMME
What’s included
eLearning Portal
The online portal is at the heart of the programme and it contains around 30 hours of on-demand video content delivered in an easy to digest, actionable, gamified format for teams to work through themselves. Supported by worksheets, scripts, AI prompts and examples, it will enable even a junior web or marketing exec to undertake senior-level research, ideation and briefing.
Behavioural Interventions
Whilst working your way through the portal you’ll have access to fortnightly behavioural intervention sprints designed to tackle a common conversion hurdle or asset, such as pricing, landing pages, value propositions or other common conversion blockers. This group sprint will help you leverage behavioural science to get you results fast.
Keep things moving
Our SmartSite Programme includes personalised 121 sessions to keep things moving.
If you are feeling a bit stuck or you’re needing more clarity, this will be your chance to ask questions and receive feedback, insights and guidance from your allocated user research expert.