Emotional Decisions
People who have little training in marketing often make the mistake of thinking that consumers make buying decisions based on logic.
Many studies, and our experience, however, show that not to be the case. In a 2018 article in Inc. magazine, tech entrepreneur Logan Chierotti states a truism understood by most accomplished marketing professionals:
“By only marketing the attributes of your product, you will likely generate lackluster results. And the poor results you receive are due to the fact you are completely missing the subconscious, human element in the decision-making process." - Logan Chierotti in Inc. Magazine
Neuromarketing
Marketing that is tailored to its subconscious effect is called neuromarketing. At the Website Factory, our veteran marketing team has particular expertise in this area.
They come from a background in the marketing of consumer products for prominent national brands. Several years ago, our marketing director won the Atticus Award for published research on neuromarketing. At the time, he was working on establishing a brand identity for Pantene beauty products.
A Case Study
A case study of the use of neuromarketing strategy in effective website design involves a client we helped several years ago. The client was a celebrity cosmetic dentist in Atlanta who came to us for a new website design.
We felt that the website design was too busy and had other issues that created subconscious associations conflicting with the practice’s goal of attracting people looking for high-end, beautiful, and expensive dentistry. Here was the design they had:
Here is their new design, created by our marketing team:
The new design had an almost immediate effect. Within a month, without any increase in Google rankings, new patient calls increased by over 40%, from 40 per week to 58 per week, and continued growing after that.
Key marketing studies validate this principle. Design creates a feeling that determines what people think of your business. We have also seen this scenario repeated with clients many times, showing that website design has a strong impact on conversion.
The bottom line is that your website design can be critical to your branding identity. For maximum success, you need marketing expertise like that found at the Website Factory.
