🎯 How to score your website
Hello! Adam Thornhill here. ‘The Podcast Guy’ saving you 10 hours a week.
Enjoy the 74th Podup with the best bits from CHURN.FM.
Pretty websites aren’t always best. Darius Contractor introduces us to the Psych Framework, an innovative method to analyze and optimize every aspect of your website.
What is the Psych Framework?
The Psych Framework gives your team a way to discuss the emotional impact of your site design. For each design element—whether it’s the heading, button, color, or image—assign a positive or negative Psych value. If the heading promises to solve all of a visitor’s problems, it could be a +10 Psych. If the button mentions an upfront payment, it might be -10 Psych because users generally don’t want to pay upfront.
Darius Contractor
The surprising value of friction
A lot of growth work aims to make things easier. It comes from a consumer growth perspective. When I started B2B growth at Dropbox and Airtable, I realized you have high intent customers that are looking at multiple solutions for their problem. They don’t need an easier button to click and less effort in the flow. Often, they crave more information.
Darius Contractor
Dropbox case study
It can be really valuable to take your most difficult onboarding actions and move them to the top of the funnel. When users come to Dropbox, they’re full of positive Psych. They know the value the platform offers. Dropbox leveraged this positive sentiment by directing users to download its app right after sign-up. Despite appearing as a negative Psych moment, it’s actually a crucial step that enables users to upload from their computers, leading to enhanced positive Psych down the line.
Darius Contractor
Why it matters
The Psych Framework transforms the way we perceive and design websites. Rather than making subjective judgments, it acts as a forcing function to put yourself in your customer’s shoes. You focus on the emotional impact every element has on your users. You interrogate which moments give your customers joy and make them excited, and which moments feel like a chore and don’t provide value.
Next steps
Want to apply the Psych Framework to your site? Here’s how:
Assess each element of your site, assigning it a plus or minus Psych value based on its perceived impact.
Discuss your Psych scores with your team to get feedback and consensus.
Make strategic design decisions based on these scores to optimize your site for your target customers.
Experiment with friction, especially in high-intent areas where prospects might require more information.
Your thoughts?
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