Psychological Backfiring: How Psychology Can Damage your Websites, Apps, and Digital Marketing

In the last few years, UX design professionals, digital marketers, and conversion optimization ninjas have increasingly started using psychology to design intuitive websites, engaging apps and higher converting marketing campaigns.

There’s no shortage of evidence that a good understanding of interactive psychology can can transform your formerly unknown app into a trusted and addictive product.

However, there’s one elephant in the room that nobody likes to talk about.

Psychological Backfiring: How Psychology Can Damage your Websites, Apps, and Digital Marketing Psychology Tai, Banksy’s “elephant in the room”. Photograph: Damian Dovarganes/AP

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Why your user experience must foster trust

When it comes to real estate, they say the thing that matters most is location, location, location. Similarly, when it comes to online influence, your user experience must foster trust, trust, trust. Winning online trust will take you down the road to success. Losing online trust can completely undermine everything you do.

In my last post, we discussed some of the clues that your digital platform or campaign may suffer from a credibility deficit. In this post, I’m going to discuss the fall-out from low credibility—which is low trust, or worse mistrust.

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Does your website, app or campaign have a credibility deficit? (Part 1)

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Anyone who has works in a highly competitive market soon realizes that success depends on constantly learning what works, in an environment with rapidly changing technology, social trends, media consumption habits, and competitors who are constantly striving to outflank each other.

This constant struggle to stay ahead of the competition keeps many companies fixated on finding the next set of digital marketing principles that will give them a competitive edge. When it comes to finding good ideas, the web is full of advice on how to build digital products and campaigns that achieve extraordinary levels of engagement, conversion and retention.

Website Design and Credibility

We have all heard that substance is more important than presentation; and by extension, it could be argued that website content is likely to be judged on the basis of what it expresses, not how ideas are visually dressed up. Although substance is important, it is surprising how much additional influence superficial trappings contribute to users' perceptions of web content.

By | 2016-10-27T23:52:15+00:00 1 May 2008|Categories: Research|Tags: , , |0 Comments

Eight Principles of Successful Non-Profit Web Projects

While working for the United Nations, in 2002, I visited three organizations that operated top class websites: ELDIS, OneWorld.net and SciDev.net. Each of them had a reputation for excellent news services, publication quality, knowledge management and above all—buzzing online communities. The purpose of my mission was to research their success secrets in order to guide our organization through the process of developing our own global web project. After three days of meetings, which resulted in volumes of notes and technical details, all our discussions boiled down to just eight simple principles, which are summarized below.

By | 2016-10-27T23:52:15+00:00 24 April 2008|Categories: Research|Tags: , , , |Comments Off on Eight Principles of Successful Non-Profit Web Projects

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