Optimize for a lasting positive memory

Contributors

@andreea-macoveiciuc-content-expert


Business Benefits

Create a positive brand perception that increases social proof. 


Pick images for each page that match the message and tone of the copy to improve memorability.

Reduce distractions on your page by introducing a visual hierarchy to your website. Add the most important information to the top left quadrant of your page.

For example, if you want to tell your users about product benefits, add a short headline or paragraph in the top left quadrant of the page to grab their attention.

Gather insights into your audience using Google Analytics and customer surveys to help you identify positive associations that you can use.

Create content that uses these positive associations to boost memorability and decrease the time it takes to process the information.

Draw parallels between your brand and the topics they are interested in. Use key figures to represent your brand to associate their positive perception of the person with your brand. Create copy that uses terminology they are familiar with: for example, use baseball metaphors if your audience is interested in baseball.

Create a map of your current customer journey experience, articulating peak interest points and places where customer interest tends to decrease and end.

Create an ideal customer journey map, specifying what customers need to remember after scanning your pages.

Compare the two maps and identify sections of the current journey that require urgent work.

From your ideal customer journey map, create a storyline that includes the user’s expectations, inciting incidents, rising action, crisis, resolution, and an endpoint.

Design your website to invite users to learn through trial and error but do not make the experience overly frustrating.

Add meta moments in your copy to divert user attention from the main goal; include occasional unexpected factors like a joke in the description.

This decreases the buying factor but creates positive associations with your brand and product.

Use emotional design on your landing page to highlight your product’s functionality and usability by implying a unique feature.

For example, if you are launching a new book, you can offer a free PDF to the first 50 email subscribers.