Guest keynote speaker – The psychology around navigating online customer journeys

Last week, I had the privilege of standing before a vibrant audience at Leeds Beckett University, serving as a guest keynote speaker on a topic close to my heart: ‘The psychology around navigating online customer journeys.’ Hosted in conjunction with the university’s Digital Marketing Apprenticeship Course, the event delved into the intricate interplay between human psychology and the digital landscape.


In a world where every click, scroll, and purchase is a manifestation of human behaviour, understanding the underlying psychology is paramount to connect with audiences on a deeper level. Throughout my keynote I emphasised the importance of empathy in leveraging psychological principles to enhance the online customer experience.

From the moment users land on a website to the final checkout, every step of the online journey is shaped by psychological triggers and cognitive biases. By decoding these mechanisms, brands can craft compelling narratives, design intuitive interfaces and deploy persuasive strategies that resonate with the target audience.


One of the highlights of the event was exploring the concept of social proof and its profound impact on consumer decision-making. Through real-world examples and case studies, I illustrated how testimonials, reviews, and social endorsements serve as potent influencers, shaping perceptions and guiding purchasing decisions in the digital realm.

During the event, we explored the concept of cognitive fluency and its profound impact on user engagement. Cognitive fluency refers to the ease with which individuals process information, influencing their perception of usability and trustworthiness.

Furthermore, we explored the role of emotional design in shaping user perceptions and fostering brand affinity. Emotions play a pivotal role in decision-making, influencing the user’s attitude towards a product or service.

I extend my heartfelt gratitude to Leeds Beckett University for graciously hosting me and providing a platform to share some experiences around psychology-driven marketing strategies. It’s initiatives like these that foster innovation and propel the industry forward.

In conclusion

As we navigate the dynamic landscape of digital marketing, let us remember that behind every click, scroll, and conversion lies a complex tapestry of human emotions, motivations and behaviours. By embracing the principles of psychology with empathy and integrity, we can forge deeper connections, drive meaningful engagement, and ultimately, create enriching online experiences for all.

Thank you, Leeds Beckett University, for an unforgettable experience.



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