Reducing cognitive friction: The Processing Efficacy principle.
Increase conversions on your marketing campaigns by using the processing efficacy framework.
Hey friends,
Welcome to Issue #15 of Market Curve - a weekly newsletter exploring the intersection of marketing with consumer psychology and behavioral economics. Through Market Curve, I hope to offer marketers and founders a different perspective on how to better understand their customers - one that is rooted in science.
Efficacy is the ability of an information-processing system to minimize noise, and to maximize information transmission.
Since this ability is quantitative, processing efficacy is measurable. Therefore, different objects will differ in the degree of fluency with which they process information.
Fluent processing is enhanced by repeated exposure to familiar stimuli, aesthetic appeal, ease of interaction and so on. At its heart, fluent processing reduces cognitive load.
When we find something difficult to interact with, it increases cognitive friction. This leads to low information processing.
Since we associate this discomfort with the object that caused it, we tend to avoid such objects in the future. In other words, we prefer things that are simple for us to understand or use.
Processing efficacy, as you may have imagined, plays a crucial role in the success of your marketing campaigns. Let us look at some actionable steps you can take to use the processing efficacy in your next campaign.
Re-arrange the elements in your navigation bar.
Research has shown that users glance through the content on their screen in an F-shaped pattern. The first 11 characters on your website are the most important because they are the ones that get the most exposure. Re-arrange the elements in your navigation bar to show the most important link first and the least important ones in the middle.
Follow the 4 W's principle
Make sure your landing page addresses these 4 Ws: The who, what, where, and why. Who are you, what are you selling, where will they get it and why should they buy. Address the who and the what in the headline and sub-headline copy. Address the where in the CTA copy. Address the why in the value prop section of your landing page.
Abstraction is your friend
Simplify the equation for your users. Abstract out the complications from your product and make it simple. Don't offer too many products or services at one go. Instead, find 3-4 common themes between your products and present those. This will make your customers feel less overwhelmed and more receptive to engaging with your business. Remember to reduce cognitive load.
Follow the 1-1-1 framework on your landing page
Instead of bombarding the user with multiple offerings, reduce cognitive burden by following the 1-1-1 framework. For each section of your page, mention one value prop, one clear message and one corresponding CTA. This will diminish the attention ratio your customers face and increase your conversions.
Processing Efficacy at its heart, is an exercise in simplicity. Simplicity after all, is the ultimate form of sophistication. Make your vision, your product accessible to your users, and they'll reward you with their business.
Thank you so much for reading! If you want to get in touch, you can respond directly to this email or reach out on Twitter or LinkedIn. Always excited to meet like-minded humans!Â
Until next week!
— Shounak.
PS: If you enjoyed this essay, the easiest way to support my work is to spread the word. Even one small gesture goes a long way :)