3 Cognitive-Based Strategies That Can Help Conversions on the Website
Generating high conversion rates is not an easy task, but it is still possible to achieve it with the right approach. For your website to generate a high Return On Investment (ROI), you need more than just traffic – website visitors ready to take action.
One way that has proven effective is to connect emotionally with your audience. Gerald Zaltman, a professor and author of Harvard Business School, has stated that 95% of a person’s thought processes before making a purchase occur in their subconscious.
Thus, cognitive neuroscience can be a surefire solution to increasing conversions on your website. This branch of study can help you understand the emotions, thoughts, memories, and frame of mind of your target audience when shopping online.
Here are four principles that can guide you to optimize conversions on websites based on cognitive neuroscience.
1. Create Cognitive Ease
Cognitive ease is a measure of how effectively our brains process information. When visitors find your website confusing, they tend to switch to another website. But how will you know the design and content on your website is superior? Try assigning someone who hasn’t been familiar with your website before to find and buy specific products. If they experience any bottlenecks in the buying process, then there is something that needs fixing.
Psychologically, the audience hates it when they find it difficult to make a purchase. However, if your website can integrate cognitive principles effectively, customers will find it easier to make decisions, and will positively impact your conversion rates. Some of the best ways to do this include using simple language, providing compelling product descriptions and visuals, and choosing fonts that are easy to read.
2. Apply Von Restorff Effect
The Von Restorff effect is a concept that was first introduced by a German psychologist named Hedwig Von Restorff in 1933. This concept is also known as the isolation effect, which is a person’s tendency to remember something more prominent in a group with certain similarities.
It works the same way as when you mark notes in a book with a highlighter. Words that are marked will stand out more than words that are not marked with a highlighter. Likewise, when you see one green apple out of 10 red apples, the green apple tends to be the focus of attention.
You can implement this concept, for example by placing a Call to Action (CTA) button that looks more prominent than other elements on your website.
3. Harness the Power of Social Equality
Humans are inherently social creatures, and the concept of social equality has a great influence on cognitive processes. Humans tend to do the same as most of the people around them.
So when a visitor to your website reads positive reviews from other people who have tried your product before, they are more likely to trust the product and will buy it.
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