Training Course: Psychology of an Internet Customer

Successful website marketing requires that you understand the internet user. Websites that are designed for the wrong medium will fail to captivate customers. When persons use the internet, their brain processes information differently from when they read a printed publication. For example, eye movement patterns change and patience decreases. This course will outline how to convert more website users into customers by understanding these psychological changes.

  1. What is a customer thinking while on your website?
  2. What specific improvements can you make to your website to grow sales?
  3. How can you give your website designer the appropriate feedback to avoid a failing design?
  4. This 63 slide Powerpoint Presentation answers the above questions. It contains references to over 20 different research papers, books, and studies for further reading.

The presentation is also available in a class format at Bellevue Community College.

A quick overview of the presentation

How to study this presentation

    To get the most out of this presentation you must study it like you would a textbook.

  1. Make a printed copy of the presentation with notes to use alongside the presentation w/o notes.
  2. Underline key points.
  3. Take notes in the margins or on a separate piece of paper.
  4. As you consider each key point, think about how it should affect the design of your website.
  5. Start improving your website by making small changes first and carefully tracking sales improvement.
  6. Start making larger improvements to your website once you understand most of the design principles outlined in this presentation.

Objectives and non-objectives

  • Objectives
    1. Give you concrete steps to improve your website’s conversion rate.
    2. Increase your ability to give your web designer productive feedback.
  • Non-objectives
    1. Discuss short-term methods to grow website traffic.

The Psychology of an Internet Customer is Different Than For any Other Media

  1. Patience is short.
  2. Trust of your company through a website is lower.
  3. Websites are viewed with a goal in mind.

Based on your internet experience do you agree or disagree?

User’s view websites in an F shaped pattern. (Nielsen, 2006)

  1. Customer loses interest as he moves down the page.
  2. As expected the eye moves left to right top to bottom.
  3. Unexpected that horizontal tapering is faster than vertical decay.

What implications does the F pattern of reading have for your website?

Presentation statistics

  1. 63 slides total.
  2. 22 research sources.
  3. 3 main lines of thought are developed to help you understand how to design a website that will win business.

Presentation research sources

  1. Over 20 different sources
  2. 6 business analysts
  3. 6 research studies
  4. 4 usability studies
  5. 4 scholarly papers
  6. Other miscellaneous resources

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