Designing Persuasive Websites

Benefits to you and your company

Benefits to your employer:

By the end of this course you will:

• Have a solid grasp of social psychology theory to help you understand human decision making
• Understand the most important persuasion techniques needed to convert website visitors to customers
• Be armed with a range of practical tips for your website that will increase visitor conversion by 10-50%

Benefits to you:

Following the course, you will understand what ‘persuasion’ is and be able to quickly and easily make website improvements to convert more visitors into customers.

Who should attend:

The Designing Persuasive Websites course is designed for marketers or managers with responsibility for:

• Optimising web pages to make sales or leads
• Encouraging visitors to take desired actions

This will include:

• Designers
• Clients
• Agency account management
• Agency account executives
• B2B marketers
• B2C marketers

Previous delegates include:

• Account Manager (AFI Print)
• Digital Media Manager (British Red Cross)
• Designer (Image Source)
• Web Support Consultant (Bright Grey)

Programme outline

The Designing Persuasive Websites course will reveal the most important persuasion techniques needed to increase conversion.

Here is the programme outline for this course:

What makes us ‘tick’ and what can make us ‘click’

• Human decision-making: why your web visitors are irrational and what to do about it
• The impact of memory on decision choices
• How we all process information and how you can use this to your advantage
• Nature vs. Nurture: what’s hardwired and what do we learn?

Webpage design

• The capabilities and limitations of cognition and the implications for web design
• How perception and cognition influence browsing behaviour
• The cognitive cost of poor website design
• Emotions and web design
• Eye gaze patterns and implications
• Design guidelines for landing pages, home pages, category pages, forms and ecommerce sites

Power of persuasion

• Understanding what persuasion is
• Why your organisation should design a persuasive online presence
• How small changes can have a big impact
• The concept of ‘website visitor conversion’
• Moving visitors along decision paths
• Designing for four types of users
• Simple tips to increase conversions by 10% - 50%

Training course tutor

Andrew Lloyd Gordon is an experienced digital marketing trainer and consultant. With 13 years' web marketing experience, he has worked on numerous online projects both large and small. With a broad exposure to both the public and private sectors, he has a special interest in Psychology and Conversion Rate Optimisation.

As Director of UK250.co.ukand jobs.ac.uk, he was responsible for the design and management of integrated 'strategic digital marketing' plans employing techniques such as SEO, PPC, email marketing, affiliate networks, blogs, social media, RSS feeds, web video and offline promotions.

Andrew has written for a number of publications both on and offline including; The Edge magazine, Business Voice, MyBusiness.co.uk, The Guardian Jobs site, Recruiter Magazine, Further Education Today, Recruitment Consultant, Gradscope Stafford Sentinel, The HRDirector.com and Your People Manager website.

With a wealth of real-world experience and knowledge to share, Andrew is a passionate and enthusiastic trainer who always receives extremely positive feedback from delegates.

Andrew is also a guest speaker for Digital Project Management and a course tutor for the following training courses:

• Social Media Strategy and Planning
• Social Media: Monitoring and Maximising ROI

Delegate testimonials

"Excellent, I have some great points to take away and am keen to get back and tell others!"

Rachael Tsang, Marketing Assistant, Which? Ltd

"An extremely interesting and well balanced course which had enough flexibility to meet individual attendees questions."

David Bernard, Web Support Consultant, Bright Grey

"The IDM provided and insightful course which got the brain thinking... I'm itching to put some of the theory into practice!"

Dan Frau, Designer, Shine Marketing

"Tutor was excellent, very enthusiastic. Put across the content in an easy to grasp way even though some of it was quite in-depth."

Louis Sheppard, Designer, Image Source ltd