People’s opinions and memories are controlled by representational systems or the use of their most preferred sense to interpret the world around them. The majority of people fall into one of three categories: visual (seeing), auditory (hearing), or kinesthetic (doing). What does this mean for your website?
By identifying which representational system a person uses, you can communicate more effectively with them. However, on your website, you won’t always know who your visitors are. Consequently, you must have content that appeals to each of these systems so it will satisfy everyone who sees it! Here are three tips to keep in mind to maximize your website’s engagement potential.
1. Make it visually stimulating. Visual people form opinions quickly and base their decisions on how things appear. Therefore, your website’s layout and design need to appeal aesthetically to these customers. Stand back and take an overall look at the organization of content, the colors of your background, the size of fonts, and the images you use. Does everything look cohesive? Is there anything that looks strange or out of place? Give special attention to the home page because this will create the customer’s first impression of your business.
2. Include sound clips or videos. Auditory people think in sound—they remember things they hear and make decisions based upon what sounds good to them. As a result, you should upload video or sound clips that are relevant to your business. Consider making a personal video that allows you to communicate directly with or introduce yourself to your audience.
3. Become interactive. Kinesthetic people like to try things out for themselves rather than have things demonstrated to them or told to them. Find ways to incorporate interactive content for people of this representational system. Create quizzes, assessments, or surveys that viewers of your website can participate in. Depending on your product, you could include teasers or demos of products that people can try out for themselves.
Center of Negotiation at Copenhagen Business School
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