Perception Is Reality — How Felt Perception Influences Buying Decisions
summary
The talk explains how website visitors’ perceptions shape buying decisions, showing that small design changes can trigger emotional and cognitive experiences that alter users’ sense of reality. It describes user research methods used to identify perception gaps between visitors’ expectations and the site’s reality, and presents simple, practical fixes to close those gaps and improve conversion rates.
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chapters (16)
- 0:00Perception and buying decisions
- 1:51Customer segments
- 4:00Complexity vs usability
- 7:09Perceived effort and value
- 11:13Relative value perception
- 14:25First impressions on websites
- 17:16Format and layout impact
- 18:45Images and likability
- 21:14Powerful words
- 23:01Newsletter subject lines
- 24:30User research and context
- 27:16User feedback and surveys
- 28:42Q&A
- 31:38Recruiting test users
- 35:39Survey questions
- 37:04Pre-launch research
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