Anchoring
If you're not familiar with the concept of anchoring you should be. Psychologists have demonstrated this phenomenon repeatedly, basically proving your mother was right when she told you how important first impressions are. The first impression becomes an anchor which later colors all future impressions, regardless of subsequent facts.
Anchors are used on us all the time, without perhaps us realizing it. Here's a great example I found in a journal article: if a grocery store marks their chicken soup as “8 for $4.00” people are more likely to buy more than if they mark the same article as “2 for $1.00.” The reason is that the number eight (or the number two) becomes a quantity anchor, which subsequently influences purchasing behavior.
So what has anchoring and chicken soup and skyscrapers and banking have to do with me, you might be thinking. Has John really lost it this time?
Like I said, it's a virtual world. For many people, their first contact with a company is a web site, and the home page creates a strong anchor, just like a bank lobby. You may think your web site is great, but have your really analyzed it carefully from the standpoint of a total stranger dropping in? How solid is the wood? How plush are the chairs?
Next month I'll share some thoughts about what to do with your home page—and the rest of your web site—to make sure it not only creates a great anchor, but also helps you sell. After all, if your web site isn't helping you get customers and boost revenue, what good is it?
