SXSW Interactive – Psychology for the Web Takeaways

The team at Campaign Consultation learned so much at SXSW Interactive and we could not be more excited to share it with you!  Yesterday we touched on organizational pitfalls due to multi channel communications.  Today, we are giving you some insider information on Psychology for the Web.

Mind Control: Psychology for the Web

presented by Ben Scofield

In the attempt to approach the Psychology of the Web, a review of definitions was provided …

Correlation describes what people do, but doesn’t interpret.

Causationexplains why people behave the way they do.

This session touched upon why people behave the way they do on the web and helped provide some environmental cues as to why people take certain actions on your site(s), such as why do they leave?, why visit that page?, why for that purpose, etc.

When answers to such  questions can be gathered, you can meld your online web presence to your audiences’ priorities and simultaneously get them to do what you want them to do.

Six principles were shared for projecting a Web presence that people respond to favorably:

  1. Likeable – people like the site, it doesn’t overwhelm, copy is engaging, etc.
  2. Sociable – shows people as part of a group and what their peers are commenting on, rating, etc.
  3. Credible – shows that you are trustworthy and shares leadership names, contact information, annual financials, etc.
  4. Reciprocal – gives people something–i.e., information, links, etc.–for free
  5. Urgency – encourages people to immediate action–i.e., buy now-inventory is low, limited time offer, etc.
  6. Commit – gives people a low cost / easy way to purchase, volunteer, donate, etc.

by: Linda Brown Rivelis, President