(This article was originally published in the MarketingExperiments email newsletter.)
What if you were eating at your favorite restaurant and a stranger sitting at the next table over strikes up a conversation with you; FIVE minutes later, he has invited you to vacation with his family in a cabin in the Ozarks?
Odd. That’s probably what you’d be thinking. I mean, really, you hardly know this person.
Our instincts tell us that, first, some rapport needs to be established. Then a friendly relationship between us should be developed over time with some trust built in. These things must happen BEFORE you’d feel comfortable going on holiday with said restaurant family.
Flint McGlaughlin likens this scenario to a person visiting your webpage. If you explain why they should buy from you before they are clear what your product even is, if you ask them to buy before you’ve established rapport and trust, then you’ve not taken the customer’s natural sequence of thought into account. So they likely will click away from your site.
In this last video of a three-part series on effective web design, McGlaughlin explains how to get the order, the timing and the weight of your page elements lined up with the psychology of the customer’s mind. Watch the above YouTube Live replay to learn how to design a compelling website that draws more customers through the funnel — all the way to the final buy.
You can follow along by downloading a PDF copy (in two sizes) of the infographic that he uses in the video: