Are you looking to create a connection with pet owners when then land on your website?

This podcast episode with Roz Healey, a website expert who has carried out research into the psychology of how pet parents make decisions online is here to help.

Roz has been working in digital media since the 1990s, and she’s the brains behind countless WordPress websites for businesses across a range of industries. 

She recently carried out a fascinating research project into the psychology of how people make decisions online, specifically focusing on the pet industry, as part of her Masters in Digital marketing.

In this episode, Roz shares some of the most effective tactics identified in her research - plus insights from studies by Google - and how you can apply them to your pet business.

From social proof to the power of free, Roz explains the six cognitive biases that influence website visitors.

Plus how you can use the findings to help the people who need your support feel reassured they’re in the right place - without you feeling like you’re doing anything that feels manipulative or uncomfortable.

Whether you’re new to the online world or you’ve been running your website for years, this episode will provide you with some really interesting information on how pet owners make decisions.

You'll find all the links on how to learn more about Roz at the end of this post.

Key topics and timings in this episode:

2:20 - Introduction to Roz Healey and her background in digital marketing.

4:44 - The six cognitive biases and how they influence decision-making.

8:28 - Balancing persuasion with ethical marketing for pet businesses.

12:23 - How high emotion affects pet owners’ online behaviour and decisions.

14:52 - Why pet business owners often feel uncomfortable around using persuasive tactics.

16:28 - Practical ways to personalise cognitive bias strategies for your business.

18:29 - How storytelling can make scarcity bias feel natural and relatable.

22:27 - View your website as your most effective salesperson.

26:53 - Why regularly reviewing your website is essential for growth.

28:01 - Make it easy for customers to connect with your values.

31:26 - Simple updates to improve customer experience on your site.

33:46 - The importance of social proof and how to collect reviews effectively.

37:21 - Cheerlead yourself through your website: showcase awards, press, and authority.

Key takeaways from this episode:

Cognitive biases strongly influence decision-making and can be applied ethically to improve website performance.

Social proof, such as reviews and awards, is a powerful way to build trust with potential customers.

Regularly updating your website ensures it reflects your current priorities and offerings.

Make your website’s hero area clear and compelling - it’s critical for first impressions.

Use tools like AI to streamline content creation while maintaining your authentic tone and voice.

Links mentioned in this episode:

Head to Beech Web Services to find out more about Roz: https://www.beechwebservices.co.uk

Here's the link for the free healthcheck: https://www.beechwebservices.co.uk/services/free-website-healthcheck/

Learn more about the Google study  https://www.thinkwithgoogle.com/intl/en-emea/consumer-insights/consumer-journey/navigating-purchase-behavior-and-decision-making/

Further listening:

Five steps to getting press coverage for your pet business

How to write a press release for your pet business

How to get more reviews for your pet business

Is my Pets Get Visible membership right for you?