The Psychology of a Website: Optimize for Cognitive Biases, Conversion Triggers, and Google’s RankBrain

Most marketers rely on analytical thinking to optimize websites. However, big data is most useful when applied to understand – and optimize for - the basic human psychological biases and triggers that influence not only every action on your website, but also how modern algorithms read and rank your content for SEO. Today’s digital landscape is indexed by robots forged to understand how humans think – from intention to satisfaction. In a world where the Internet user’s attention span is shorter than that of a goldfish, it’s crucial to learn the newest ways to optimize your website. At the end of this workshop, you’ll be able to:

• Discover the key cognitive psychological biases and conversion triggers that affect your website visitors’ decision making
• Replicate dozens of examples from some of the biggest brands to master the key principles of website persuasion
• Upgrade your SEO game by optimizing for Google’s RankBrain, which uses AI and machine learning to better understand basic human instincts and behaviors
• Use content to position your brand as a trusted authority in your field to reduce friction