The energy economy of the brain
Most marketers look at a website and see layouts, colors, and text.
A conversion expert sees a series of barriers for a biological processor: the human brain.
This lesson explains how the brain's energy-saving instinct controls every decision on your site — and introduces the CLOSER framework we will use throughout this course.
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The energy economy of the brain
Think
What would you do in these scenarios?
Simulator
The traffic budget
An online store gets 5,000 visitors per month but only a 1% conversion rate. The owner wants to double the ad budget to bring in more visitors. Her partner says they should fix the website first. What do you recommend?
Practice
Test yourself and review key terms
Knowledge check
What percentage of body energy does the human brain consume despite only accounting for 2% of body weight?
Concepts
Show answer
Do
Your action steps for today
Action plan: what to do today
- Diagnose your situation:Check your monthly visitor count. If it is below 1,000, your priority is traffic — not conversion tweaks. If above 1,000, check your conversion rate against your industry average.
- Map your funnel:List every step from landing to purchase. Compare each step to the previous one. Find where the biggest percentage drops off. That is your biggest leak.
- Run a five-second test:Show your main page to three people who have never seen it. Write down which of the three questions they struggle to answer.
Some examples and details may be simplified to better convey the core idea. Every business is different — adapt these ideas to your specific context and situation.
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