By Tamilore Oladipo

YouTube Shorts are YouTube’s answer to short-form content. The vertical video format. If you want to get your head around YouTube Shorts and possibly incorporate it into your strategy, then this article is for you.

Vertical, short-form, mobile — these three words describe the video format popularized by TikTok that every social platform is looking to co-opt, and YouTube is no different. Although the platform is known for its longer-form video content, it added a new feature in September 2020: YouTube Shorts.

This addition should come as no surprise, as YouTube is all about video, and increasingly, users prefer short videos to any other format when consuming content. This report shows that 73 percent of people prefer to watch a short video when learning about a new product or service. The same report also shows that people watch about 19 hours of online video per week. Essentially, the more content you can fit into that time span, the more you can communicate to your audience.

If you want to get your head around YouTube Shorts and possibly incorporate it into your strategy, then this article is for you.

What are YouTube Shorts?

YouTube Shorts are a new vertical video format optimized for mobile – YouTube’s answer to short-form content. If you already create short-form video content on TikTok and Instagram, then getting started with Shorts should be easy. It’s a great place to get started, as you can repurpose existing content and crosspost across platforms you’re already active on.

While YouTube Shorts may seem like yet another platform on your full plate, but it has its perks. Some benefits of creating on the platform include:

• Shorts get an average of 15 billion views per day across the world
• A new channel for your audience to discover your content
• If you’re looking to become a creator on the platform, it can ease you into YouTube and help build an audience while you figure out your strategy for long-form video
• It’s another place to distribute video content you may have created elsewhere (TikTok, Reels)

Does this sound appealing (and relevant) for you or your brand? Jump in and upload your first Short using the steps outlined below.

How to make and upload YouTube Shorts

There is no separate app for YouTube Shorts — it lives in your existing account. You can either create a new video within the YouTube app or upload an existing or edited video. The latter is especially ideal if you’re repurposing TikToks, Instagram Reels, or longer YouTube videos. To create new Shorts natively in YouTube:

• Step 1: Open the YouTube mobile app, select the plus sign at the bottom of the screen and click ‘Create a Short’ from the list of options.

• Step 2: Start recording by tapping (not holding) the red button. You can choose the length of time you want to record for between 15 or 60 seconds at the top right side of your screen. To record different video sections, click the record button to pause recording, then again to resume recording for your next section.
• Step 3: If you’re satisfied with your video, tap the checkmark in the bottom right of the screen. You can preview, edit, add music, voiceover, text, and filters to your video. Once you’re done, tap Next in the top right.

• Step 4: Add a caption, set visibility, schedule, select an audience, then tap Upload Short. Treat this step like you would a regular YouTube video by optimizing the caption so it’s visible for the right search terms.

Alternatively, if you want to upload an existing video, you can follow these steps:

• Step 1: Click the plus sign.
• Step 2: Select Upload a video which will take you to your camera roll.

• Step 3: Select a video under 60 seconds.
• Step 4: Fill in the relevant details and hit publish.

Finally, you can also upload a Short from your desktop. YouTube can tell what type of video you’re uploading by its length and orientation, so if you’re uploading a square or vertical video that is less than 60 seconds, it is identified as a Short. To upload a Short from your desktop:

• Step 1: Head to the YouTube website or YouTube Studio.
• Step 2: Click Create in the top right side of the page.

• Step 3: Upload your YouTube Short.
• Step 4: Fill in the relevant details and publish.

How to monetize YouTube Shorts

YouTube launched the Shorts Fund in August 2021, which is dedicated to paying out creators that generate large audiences for their Shorts. To qualify, creators must fit the following criteria:

• Uploaded an eligible video within the last 180 days
• Follow YouTube’s community guidelines
• Create completely original content
• Aged 13 or older (and creators between the ages of 13-18 have parental consent)
• Located in one of the participating countries

Creators don’t have to apply – YouTube will notify you if you’re qualified during the first week of each month via email and your account that you will be receiving money from the Fund.

7 tips for making the most of YouTube Shorts

Before you start publishing, here are some best practices that will help you achieve good results off the beat from this new channel.

• Don’t treat it like an afterthought: Develop a proper strategy to start uploading by creating relevant content, posting consistently and seeking audience feedback to make improvements.
• Repurpose existing content: If you’re having difficulty figuring out what to post, adopt a repurposing strategy where you take the content you create for other short video formats and upload it as a Short. You can then tweak and make improvements to your videos based on reception.
• Use a great hook: Much like other social video platforms, user attention is highly valuable. State the value proposition of your video upfront “Come along a day in my life as X” or “Let me teach you how to do Y” so people know why they should stick around.
• Keep an eye on top trends, sounds and hashtags: If you want to reach more people, you need to stay ahead of the trends. Monitor popular sounds, hashtags, and topics to see what’s hot right now. But remember that trends should only inform your strategy and not influence it.
• Engage with viewers: Use the comment section and YouTube’s Community feature to engage with viewers beyond uploads and build a loyal following. You can also use it to get their feedback on your content and improve.
• Analyse your performance: It’s essential to track what’s working and what isn’t so you can make better decisions for future content. Keep a watchful eye on these metrics and use them to inform your strategy moving forward.

YouTube Shorts is a great channel to adopt into your content creation process

With Shorts, you can dip your toes in the YouTube pool and start growing equity on the platform without having to create long-form content. Consider adopting it into your existing content creation to take advantage of the new audience on the growing channel.

Feature Image Credit:  Sara Kurfeß on Unsplash

By Tamilore Oladipo

Sourced from Buffer

Sourced from Futurism

Imagine: no more ads.

When you’re online, a browser plugin can block all those annoying ads that pop up and clutter up your screen — but unfortunately we can’t do that to ads in real life.

Yet, at least. That could all change after an enterprising software engineer posted an experiment with a pair of smart augmented reality glasses. When you don a pair of the specs and look at a billboard, or even the label on a food container, a red rectangle pops up to block the offending visual clutter from your view.

“It’s still early and experimental, but it’s exciting to imagine a future where you control the physical content you see,” said the engineer in question, Stijn Spanhove of Belgium, in a X post flagged by Tom’s Hardware.

The real-life ad blocker works by harnessing Snapchat’s Spectacles, a pair of chunky black smart glasses built for augmented reality applications, according to Spanhove’s explanation. He used Google’s Gemini AI model as the tool to identify advertisements in real life and block them from view.

But the system still needs a little work. When you watch the specs in action, there’s a momentary lag before the glasses pick up the presence of an ad and blocks it.

In replies to his original post, Spanhove said he hopes to develop his app further, and the red block may be replaced with other images of the user’s choosing.

Back in 2015, a group of college students in Pennsylvania developed a head monitor that uses image processing software to blur out advertisements in real life. But it was a cumbersome helmet, so that device never left the proverbial garage.

Smart glasses as an industry have suffered some majors misfires, most notably the very ridicule-worthy Google Glass. But smart glasses seem to have shaken off their novelty factor and are making actual inroads now, such as the growing popularity of the Ray-Ban Meta glasses.

In his recent trip to China, popular streamer IShowSpeed donned a pair of smart glasses that could translate foreign languages in real time, which many people took as a hint that the tech is poised to go mainstream.

Perhaps as smart glasses become more ubiquitous, there will be a great clamour  for a real-life adblocker — or things that go much further, in a decidedly “Black Mirror” direction.

“Hmm — after objects, the natural next progression is to block out people you don’t want to see,” someone quipped on Spanhove’s post.

Feature image credit: Universal / Futurism

Sourced from Futurism

By Kolawole Samuel Adebayo

When generative AI exploded into public view just over two years ago, few industries embraced it faster than e-commerce. From customer support chatbots to automated fulfilment tools, retailers rushed to integrate AI anywhere it could speed up decisions or reduce friction. And it’s easy to see why.

In today’s crowded online marketplace, trust doesn’t come from flashy chatbots or even catchy marketing. It’s earned when a customer clicks “buy” and then receives exactly what they were promised — on time, intact and without confusing emails or hidden fees. When that promise is kept, trust grows. When it’s broken, everything can change overnight.

In fact, according to data from global research firm Baymard Institute, nearly 70% of online shoppers abandon their carts before completing a purchase, often because of slow checkouts, surprise shipping costs, or technical glitches. That means three out of every five buyers leave right when brands are closest to sealing the deal.

But now, a host of AI-powered infrastructure tools — largely invisible to customers — are helping to eliminate customer distrust.

Inside The AI Infrastructure Powering E-commerce Reliability

In drop shipping, it’s one thing to list trending products, but inventory mishaps or pricing mistakes can ruin a customer’s experience. That’s where AI engines like those used by drop shipping platform company Autods come in. They monitor supplier stock in real time, recommend hot products before others jump in and even generate UGC-style product videos to help sellers promote items, all without costly video shoots.

Perhaps most critical are the built‑in guardrails to pause listings when data seems off. As Lior Pozin, CEO of Autods and recent Forbes 30 under 30 honouree, told me, “automation without fallback logic, alert systems and customizable guardrails is a disaster waiting to happen.” With such guardrails in place, Pozin explained sellers only offer what’s actually available, avoid mispriced items and sidestep poor reviews caused by avoidable shipping delays.

While platforms like Autods aim to reduce risk before the sale ever happens, the exact moment of purchase — where a slow payment field, or payment integration issue, or even a broken coupon code can make a shopper leave the checkout page even if everything was working perfectly until they got there — presents another challenge. For instance, the report by Baymard Institute estimated that 48% of shoppers abandon carts when shipping costs are added late in the process.

Enter companies like checkout optimization platform provider PrettyDamnQuick, which use real‑time signals, including cart total, shopper location and past behaviour, to dynamically adjust shipping options, upsells and delivery promises.

PrettyDamnQuick’s CEO, Avi Moskowitz, explained that “the moment of purchase is where trust is either cemented or lost,” adding that “every glitch avoided is a sale saved and, over time, builds confidence.” He noted that the company’s clients report higher average order value and reduced churn, proving the point that protecting checkout infrastructure actually boosts revenue.

Even when the checkout succeeds, fulfilment introduces its own risks and often, frustrations. Free shipping has become a baseline expectation: 80% of consumers look for it, and 66% expect it on every order, according to Baymard Institute’s cart abandonment rate statistics. The stats also further showed that nearly half abandon their cart if extra delivery costs appear at checkout.

And even free shipping only works if it arrives when it’s supposed to. As a report by McKinsey revealed, most consumers are willing to wait four to seven days for free shipping, as long as it’s reliable. If deliveries duck out of promised windows, dissatisfaction, purchase returns and refund requests often follow.

That’s where AI logistics tools like Shipium come into play. The company optimizes delivery routes, warehouse assignment and carrier choices — all in service of on-time, low-cost fulfilment. The payoff is fewer late deliveries, more predictable costs, and, most importantly, happier repeat customers.

The Human-AI Balance

Baymard Institute estimates $260 billion in lost orders across the U.S. and EU could be recovered by improving checkout flows alone. Free shipping — even with slightly slower delivery — can push cart completion rates and boost average order values by more than 10%. And it’s in areas like this that automation and AI can decisively turn things around.

As Moskowitz noted, AI and automation are becoming essential allies for teams facing the chaos of modern digital retail. “Today’s environments are too complex and too fast-moving for manual rule-setting or reactive troubleshooting,” he told me.

“But with AI,” he continued, “we can dynamically segment shoppers, personalize the checkout in real time and test dozens of hypotheses simultaneously, all without bogging down dev resources. That means less reliance on hard-coded logic and more adaptability to what’s actually working.”

However, Pozin cautioned that automation can go too far, creating risk rather than value for users. This, he said, often happens especially early on, when some sellers blindly automate everything without understanding how it works — a sentiment that Moskowitz also agrees with.

“Automation handles scale and speed — humans bring the strategy. That’s the balance,” Pozin noted.

What This Means For Brands

The truth, according to these ecommerce experts, is that customers don’t care whether you use AI or not. They care about whether you can deliver on your promise. And if you’re able to use AI to do that more effectively, then they’ll feel it when everything works.

If you’re a retailer thinking about AI, the advice from Moskowitz is that you shouldn’t start with chatbots or fancy front-ends. Start by asking: Do we catch inventory or pricing errors before they go live? Does our checkout experience crash-proof your sale? Can we guarantee delivery within promised windows, whether cheap or free?

If the answer is no, that’s where your ROI truly lives; in reliability and simplicity that actually make trust stick. The point isn’t blind automation. It’s building systems so dependable, the customer barely notices until something goes wrong.

”When you automate — but add guardrails, monitoring and adaptability — you do more than save time. You build a brand that delivers, every time. And in the end, trust is what turns one-time buyers into lifelong customers,” said Pozin.

Feature Image Credit: Getty

By Kolawole Samuel Adebayo

Find Kolawole Samuel Adebayo on LinkedIn and X.

Sourced from Forbes

By Jill Smith,

The web just changed with what we are calling ‘Content Independence Day.’ Jill Smith, CEO of Iris Americas, asks what the future holds for brands and agencies.

Another reset just hit the internet – and if you’re in charge of brand marketing or working inside an agency, you’ll want to pay close attention.

On July 1, Cloudflare, which powers about 20% of global web traffic, rolled out a bold new stance: default blocking of AI bots like OpenAI’s GPTBot and Anthropic’s Claude unless sites explicitly allow or monetize access.

They’re calling it Content Independence Day.

Why now?

Because the old exchange, brands create content for free, search engines reward them with traffic, which is broken. And for brands that rely on discoverability, digital storytelling, and culture-led participation, this is more than a tech policy shift. It’s a new phase of the internet.

What changed?

Until recently, AI companies were hoovering up the internet to train their models, often without attribution, permission, or compensation. Cloudflare’s data showed just how lopsided this relationship had become: OpenAI, for example, sends 750 times more crawlers than clicks.

That means brands and publishers have been fuelling AI models – training them on everything from product pages to purpose campaigns – without seeing anything back.

So Cloudflare flipped the script.

Now, unless a brand or publisher explicitly opts in, those AI bots are blocked. For brands, this opens up the possibility to charge for content access, decide which AI models can use their IP, and rethink what content is for in an AI-first web.

The rules of digital engagement are being rewritten

Brands have long invested in content designed to convert – blogs, landing pages, FAQs, social storytelling. But as search gets replaced by generative answers, that content is increasingly being scraped, summarized, and served – without clicks, without context, and without control.

That’s a problem. Because when your brand story is delivered by a model that’s ingested but not attributed, you risk dilution at best and distortion at worst.

And for agencies, this moment matters just as much. Our job has always been to connect brands with people. But now, the middle layer – the AI systems filtering those connections – needs to be understood, respected, and yes, negotiated with.

What can brands do?

It starts by getting strategic about what you publish, where, and how it’s structured. Here are four moves smart marketers should be considering right now:

1. Make your content AI-ready

That means clear structure, strong metadata, consistent branding and sources that establish authority. If your content appears in AI answers, ensure it’s trustworthy and traceable.

2. Reclaim value from your IP

Whether you block, charge, or allow AI access to your content, the key is having a plan. Platforms like Cloudflare’s new “Pay-Per-Crawl” system offer a path to monetize high-value content and insights.

3. Create distinctive, original content

The web doesn’t need more of the same. AI models love unique, in-depth material – case studies, research, and cultural commentary. These are the pieces worth protecting, sharing and potentially licensing.

4. Embrace culture over clicks

At Iris, we’ve long championed participation as the most powerful way for brands to show up. This shift reinforces that. Content that sparks community, co-creation, or cultural relevance is still the most valuable kind, to people and platforms.

What’s the role of agencies now?

If you’re advising clients, this is the time to double down on your value.

Agencies must help brands audit their content strategies through an AI lens. That means asking: Which assets are most valuable? Who’s using them? Are we being credited? Are we being compensated?

Beyond that, we need to help brands define their AI stance – not just internally, but in a way that aligns with consumer trust. That might mean licensing certain content, blocking others, or creating machine-readable hubs of high-quality IP.

We also need to build creative systems that flex across this new landscape. Campaigns must not only deliver reach but be structured in ways that support both human storytelling and machine interpretation. That’s where participation-led thinking shines.

Why this matters now

We’re entering a web where the most powerful engines of discovery aren’t browsers or apps – they’re bots. And those bots are deciding which brands matter, often invisibly.

If you’re not managing how your content gets surfaced, summarized, or sold to those systems, you’re not managing your brand.

The move by Cloudflare is a wake-up call. It puts control and responsibility back into the hands of content creators, brands, and their partners. The question is: what are we going to do with it?

This is a chance for brands to lead with clarity. For agencies to guide with insight. And for all of us to shape a web that works for the people and ideas that power it, not just the machines that scrape it.

Feature image credit: Adobe Stock

By Jill Smith,

Get in touch with Jill on LinkedIn.

Jill Smith is the CEO of Iris Americas, leading the agency’s operations across key locations including New York, San Francisco, Atlanta, Boston, Toronto, and São Paulo. A ten-year veteran of Iris and its parent company, Cheil, Jill began her career in the art world, working in the nonprofit arts sector in Montreal before moving to New York, where she founded her own boutique creative agency, Mayonnaise. Continue the conversation with her on LinkedIn.

Sourced from The Drum

Sourced from Forbes

Email marketing is one of the most powerful tools for engaging customers, but inspiring your subscribers to take the next step can be a challenge. A strong, well-placed call to action (CTA) is the key to turning opens into clicks, sign-ups or sales.

From compelling language to thoughtful design, small changes can make a big impact. To help marketers improve their email performance, 20 Forbes Communications Council members share their most effective strategies for writing CTAs that actually drive results, and why those approaches work.

1. Tap Into Emotions

One tactic I use is tying the CTA to a clear benefit or emotion like “Get your confidence back” instead of “Shop now.” It works because it shifts the focus from what we want them to do to what they get out of it. When a CTA taps into a desire, pain point or outcome, it feels less like a command and more like an opportunity. – Aditi Sinha, Point of View Label

2. Provide Value

The three most important things in email marketing are value, value and value. You must provide value to the recipients. You can only get them to respond to your calls to action if they feel it’s in their interest. Ask what the audience wants, then provide it. Your response rates will soar. – Dave Platter, Juwai IQI

3. Be Clear And Easy

The greatest calls to action have two crucial qualities: they are clear and easy to perform and crystalize the “What’s in it for me” question. For example, “Get instant access” to a video or eBook satisfies these conditions. “Start your free trial” also accomplishes this. “Continue” or “Submit” do not. – Udi Ledergor, Gong

4. Time Things Effectively

Email marketing is effective when it is timed effectively. Less spam, more value. Consider producing informative, concise videos to provide optionality for content consumption while showcasing your personality. When you spark attention, you’ll get action. – Rachel Kule, Pursuit PR

5. Get Creative With Email Shapes

Some “new-age” marketers like to claim that, in terms of marketing effectiveness, email is dead. However, the data consistently shows that this couldn’t be further from the truth! One tip for increasing the performance of your CTAs is to get creative when it comes to their shape and style. In other words, don’t be afraid to try other shapes than just your standard rectangle or pill-shaped CTA. – Alexi Lambert Leimbach, Xcellimark

6. Use Soft Language

If you’re struggling to increase click-through rates, try differentiating between hard call to actions—like “Buy Now”—and soft call to actions—like “Learn More.” Increasing CTRs is often as easy as switching a hard CTA to something softer. If prospects are not ready to buy, it’s easier for them to say no to hard asks like “Buy Now.” Focus on guiding prospects into funnels with soft language. – Evan Reiss, Foxit

7. Lead With User Value

Treat your call to action as a value exchange, not a command. Most marketers focus on what they want the user to do—click, buy and sign up. Effective CTAs flip that lens: they show what the user gets in return. Instead of “Book a demo,” say “See how you can save 30% in 10 minutes.” When the CTA leads with user value, it shifts from a task to a temptation—and that’s when action happens. – Deboshree Sarkar, Titan.ium Platform

8. Be Clear And Singular

Keep your CTA clear, benefit-driven and singular. Customers act when they see immediate value. Clarity beats cleverness—make the next step obvious and rewarding. – Kal Gajraj, Ph.D., CAN Community Health

9. Make CTAs More Human

Make the CTA more human. Focus less on the click and more on what someone can gain by following through. Your CTA should reflect real value like saving time, solving a problem or making their life easier, so it feels less like a push and more like an invitation. That small but major shift builds connection, and that’s what drives action. – Kristin Russel, symplr

10. Align CTAs With Moments Of Intent

Align the CTA with a moment of intent, placing it right after a compelling insight, stat or benefit. This creates a natural bridge between interest and action. Strategically timed CTAs feel less like a push and more like a next step, increasing both engagement and conversions by capitalizing on the customer’s peak attention. – Khalid Al Awar, Dubai Sports Council

11. Meet The Audience Where They Are

One effective way marketers can generate compelling calls to action in their emails is by meeting their audience where they are and tying the CTA directly to one of their pain points or goals. By ensuring the CTA clearly reflects what matters most to the audience, it creates relevance and urgency, making them far more likely to engage. – John Schneider, Betterworks

12. Maximize The Subject Line

Name or hint at the CTA in the subject line. It won’t matter how good the CTA inside the email is if no one opens it in the first place. If you want someone to take action, let them know right up top with something that will display the benefit they will receive right in the inbox itself. – Ellen Sluder

13. Personalize Based On User Behaviour

Personalize CTAs based on user behaviour. It works because it aligns with real interests, driving more natural and effective engagement through data-driven relevance. – Jorge Lukowski, NEORIS

14. Tie Copy To Desired Audience Behaviour

One effective way to drive action is to tie the CTA copy and link to the assumed audience behaviour. If someone is early in the buyer’s journey, you would assume low intent to purchase and focus on CTAs that are low friction, self-serve things like watching a demo. Further in the funnel, as purchase intent increases, you would match the CTA accordingly with human touchpoints to improve conversion efficiency. – Rinita Datta, Cisco Systems, Inc.

15. Write For Action

The best CTAs start before the link or button. If you want someone to click, you have to earn it. Use the body of your email to build context, spark interest and guide the reader toward a decision. When the setup is right, the call to action feels like something they want to do, not something they are being pushed into. That is how you write for action, not attention. – Cord Himelstein, HALO

16. Pair Statements With Urgency

One effective way to generate strong calls to action in email marketing is to pair a clear, benefit-driven statement with urgency, like “Get 20% off today only.” This works because it tells the reader exactly what they gain and compels immediate action, cutting through inbox clutter with relevance and time sensitivity. – Maria Alonso, Fortune 206

17. Utilize Low-Friction CTAs

Email marketing is an important tool in B2B lifecycle marketing, but its greatest value is in educating and nurturing customers rather than converting them. The most effective CTAs reflect this. Rather than the ubiquitous “Request a demo,” try a next best action like “Read the article” or “Watch the video,” stating that no form fill is required. Low-friction CTAs encourage more engagement. – Rekha Thomas, Path Forward Marketing

18. Use Social Proof

One effective way to generate action in email marketing is by using social proof in the CTA, such as “Join Over 1,000 Happy Customers.” This works well because it taps into the power of influence, and recipients are more likely to take action when they see others have already benefited from the product or service, building trust and encouraging immediate engagement. – Lauren Parr, RepuGen

19. Use Behavioural Cues

Use behavioural cues in your CTA, like “People who saw this also loved…” or “Your personalized plan is ready.” This approach works because it mimics tailored recommendations and taps into the curiosity and relevance of the user. When a CTA feels personal and timely, it drives clicks by making the next step feel custom-built for the reader. – Katie Jewett, UPRAISE Marketing + Public Relations

20. Anchor CTAs With A Clear, Immediate Benefit

Anchor your CTA in a clear, immediate benefit—solve one problem, fast. Instead of generic prompts like “Learn more,” use action-driven phrases like “Get your free audit” or “Fix checkout issues now.” This specificity creates urgency and relevance, cutting through inbox noise and increasing click-through rates by showing exactly what’s in it for the reader. – Antony Robinson, Novalnet AG

Feature image credit: Kaboompics.com

Sourced from Forbes

By Shira Ovide

There’s a belief that we’re ditching web search for chatbots to find news, information and products. The truth is more complicated.

There are regular headlines suggesting chatbots like ChatGPT may be taking over for Googling. Maybe you’ve also started using artificial intelligence instead of Google to hunt for hiking boots, news about flooding in Texas or Roblox game tips.

Feature image credit: Illustration by Elena Lacey/The Washington Post; iStock

By Shira Ovide

Shira Ovide writes The Washington Post’s The Tech Friend, a newsletter about making your technology into a force for good. She has been a technology journalist for more than a decade and wrote a tech newsletter at the New York Times.

Sourced from The Washington Post

By Gabriel Shaoolian

Despite the effort companies put into driving traffic to landing pages, only 6.6% of visitors convert on average. That means over 93% of potential customers leave without taking action.

The issue isn’t always your product or pricing, but often how the entire experience is presented. Persuasion begins the moment a visitor lands on your site. From subtle design choices to how offers are framed, psychology plays a crucial role in guiding user behaviour.

Drawing from my own experience creating websites for global brands, here’s how to apply psychological principles to turn more traffic into purchases.

Cognitive Ease: Make It Effortless To Decide

When users land on your site, they subconsciously ask, “Is this easy to navigate?” Cognitive science research demonstrates that the human mind prefers simplicity. The simpler and more intuitive your website’s experience, the more likely users are to stay, engage and convert.

Research shows that most first impressions of a website are design-related, and users form opinions in just 0.05 seconds. If your website feels cluttered or confusing, most won’t even see your offer.

Simplifying your site can make all the difference. Clear headlines, intuitive navigation and a focused visual hierarchy are key. Each page should guide users toward a single action, whether that’s making a purchase, signing up for a newsletter or reaching out for more information.

Social Proof: Show That Others Trust You

While many businesses pour money into attracting visitors to their websites, it’s surprising to see that around 70.19% of online shoppers leave their carts without completing their purchases. This high abandonment rate really drives home how crucial it is to grasp the psychological factors, like uncertainty, that play into our buying choices.

As humans, we often look to others for guidance, especially when we’re unsure. That’s why reviews, testimonials and certifications matter—they help build trust. Use real names, photos or video testimonials to increase authenticity. Recognizable client logos or third-party certifications work too. You can strategically place these elements near conversion points, such as below product descriptions or near a form, to maximize impact.

Visual Salience: Design With The Eye In Mind

Most people don’t read every word on a webpage; they scan and focus on visuals and bold elements. So, when designing your site, use contrast and spacing to make your calls to action stand out. Break up large blocks of text into manageable sections, and pair captivating visuals with messaging that aligns with user intent.

Urgency And Scarcity: Tap Into The Fear Of Missing Out

Scarcity can be a powerful motivator. When people believe that a product is in short supply or time is running out, they’re more likely to act.

Phrases like “Only 3 left in stock!” or “Sale ends in 4 hours!” can prompt faster action by tapping into the fear of missing out (FOMO). Creating a real sense of urgency with limited availability for consultations or special early-bird discounts can really motivate potential clients to take action.

But this only works if it’s genuine. Consumers are perceptive, and if scarcity messaging feels manipulative or dishonest, it can quickly damage their trust in your brand.

The Framing Effect: Guide Perception Through Context

How you frame an offer plays a significant role in how people perceive it. Highlighting the benefits and gains often works better than emphasizing what they might miss out on.

A study published in Scientific Reports in 2024 shows that people generally prefer to make decisions framed around gains and are even willing to accept costs to achieve them. However, individual motivation plays a significant role. Those who are more risk-averse tend to respond to gain framing, while risk-takers might respond better to messages that highlight potential losses.

When people engage with content, they are not just passively reacting. They are actively looking for messages and contexts that align with their own motivations and desires. For example, when your audience consists of performance-driven people, like entrepreneurs or top athletes, they might be more inspired by messages that focus on potential gains, such as “Achieve your next milestone” or “Unlock your full potential.”

The key to effective messaging is really about understanding your audience’s mindset and creating an experience that resonates with the way they naturally make decisions.

Commitment And Consistency: Start Small To Win Big

People like to be consistent with their past behaviour. This is why micro-conversions, such as signing up for a newsletter or downloading a guide, often can lead to a user saying “yes” again to something bigger, like a purchase or demonstration request.

Once someone takes a first step toward something, they’re more likely to take the next. This is especially true in B2B and high-ticket transactions where trust takes time.

Ensure your website supports this journey. Don’t ask for too much up front. Instead, offer something of value in exchange for contact information and follow up with relevant messaging.

Design With Human Behaviour In Mind

Building a persuasive website starts with empathy. Understanding how users think, decide and behave allows you to reduce friction, build trust and guide them toward action.

The great news? You probably don’t need a full redesign. Sometimes, all it takes is a clearer call to action, a strategically placed testimonial or a better-framed offer to drive big results.

Ultimately, the most successful websites are those that feel natural, trustworthy and easy to use because they’re designed not just for clicks, but for people.

Feature image credit: Getty

By Gabriel Shaoolian

Sourced from Forbes

By Sera Bozza MA

With this dating profile setup strategy, you may never need to launch one.

My clients love to obsess over the perfect profile pic, the cheekiest bio prompt, and whether their height should include the extra two centimetres they gain with sneakers on.

But the problem isn’t your profile. It’s what your life isn’t giving you to work with.

It’s a reality check that may hurt for a second but help for a lifetime. Because building a dating profile isn’t just a marketing exercise; it’s a mirror. And if you do it properly, it becomes one of the clearest, fastest ways to spot what’s missing, misaligned, or quietly holding you back in your dating life. Even if you never launch it.

Most people think they need better pictures or prompts. What they actually need is a better sense of self.

Daters want to know, “How do I fix my profile?”

But the better question is, “What am I expecting my profile to compensate for?” Because when you sit down to build a dating profile, you’re not just picking cute photos and witty punchlines. You’re asking three bigger questions:

1. Who am I?

2. How do I show that?

3. What kind of life do I want to share with someone?

Most people answer with generic filler like “coffee,” “travel,” and “fitness,” then scroll back to 2019 to find one photo they don’t hate.

That’s not strategy. That’s smoke and mirrors. And you’re not curating a connection, you’re covering for the gaps. The real question isn’t what to write; it’s why your life isn’t giving you better material to work with.

And if that’s the case, it’s not your profile that’s out of sync. It’s the gap between how you’re showing up and how you want to be seen.

Let’s close it.

Step One: Build Your Brand Themes

Start by choosing three or four personal themes. Think of them as identity shortcuts that show:

• Who you are
• How you spend your time
• What makes you interesting

They don’t need to be deep, but they need to be real. Example: “Seinfeld-obsessed, podcast binging, coffee snob, always training for my next marathon.” Is that your entire personality? Hopefully not. But it gives someone a way in.

Your themes aren’t just content ideas. They’re a filter. If your life can’t back them up, your profile shouldn’t lead with them.

Step Two: Let Your Calendar Call You Out

Here’s the step most people skip although it’s the part that changes everything.

Open your calendar. Look at the past two weeks, and the next two. Now…

• Grey out the non-negotiables (work, family, life admin).
• Highlight the green: your actual free time.

Now ask: How much of that green time reflects your brand themes?

• “Fitness freak,” but haven’t trained in a month?
• “Nature lover,” but haven’t left your postcode?
• “Social butterfly,” but spent every weekend doom-scrolling?

If your calendar doesn’t match the life your profile is promoting, that gap is your work. The disconnect is costing you, not just in dating, but in how you feel about your own life.

This is where behavioural psychology meets dating reality. Your weekly actions teach your brain who you are. If your calendar doesn’t line up with your values, you create internal tension. And that tension kills confidence.

It’s called cognitive dissonance, and it doesn’t just feel bad. It leaks out. People pick up on it. If your calendar doesn’t back up your profile, your dating pool won’t either.

So, no, you don’t need a better bio. You need to get yourself to the class, the gig, the game, the gallery, or whatever reflects the life you say you love. If you’re not doing it while you’re single, when exactly are you planning to?

Step Three: Create a Profile That Reflects, Not Compensates

Once your lifestyle is aligned, your profile doesn’t have to work so hard. And it won’t call you out on the first date for faking a fantasy life.

You’re not trying to sell yourself. You’re simply highlighting what already exists and making it easier for the right person to find their way in. Your photos become proof, not performance. Your prompts sound like you, and your energy feels grounded, not grasping.

This is identity-based motivation. When your external actions match your internal values, you stop relying on willpower and start moving with clarity. That’s what makes dating easier: not luck, but alignment.

The apps don’t reward perfection. They reward clarity. And clarity comes from living a life that doesn’t require over-explaining.

Final Takeaway

You’re not setting up a profile to get more matches. You’re setting it up to see whether your current life is actually worth matching with. To find the blind spots, check whether your habits reflect your hopes and ensure that when someone amazing does come along, you’re already living the kind of life they’d want to be part of.

Because the most attractive thing you can offer isn’t a perfect prompt but a life that feels good to be in. When that’s in place, this profile strategy finally starts working for you, whether you’re actively swiping or not.

By Sera Bozza MA

Sera Bozza, MA, is an evidence-based dating coach, dating columnist and “dating expert” (Tinder’s words). Online: serabozza.com, X, LinkedIn, Instagram

Sourced from Psychology Today

By Brian Honigman

It’s not just for consumer-facing brands.

Feature image credit: MochRibut/Adobe Stock; Mike C. Valdivia/Unsplash

By Brian Honigman

Brian Honigman is a marketing consultant and LinkedIn Learning Instructor helping brands, leaders, and freelancers excel in marketing and career advancement with his strategy consulting services, skills training for marketing teams, and career coaching for marketers. More

Sourced from FastCompany