Upcoming Events

Increase enquiries, leads & sales from your website: The psychology of web design

  • Training

Date and time: 11 March , 10.00am-3.00pm.

Registration: Registration and payment is required to attend this course. Register here

IPSE members are entitled to a 21% discount, please login or become a member to access the discount code.


If you have any questions about this event, or how to register, please contact [email protected].

Course information

Your website visitors don’t do what you would like them to do...

They bounce in and out of your site. They click around aimlessly, jumping from page to page. Frustratingly, they don’t download your pdfs, share their email addresses or complete your enquiry forms.

But who’s fault is this? Theirs? Or yours?

To you, your website looks simple and easy to use. You think your value proposition is strong, your products and services compelling and your Call to Actions obvious. Of course, YOU will think this. won’t you? You built and designed the site! 

For your average web visitor – seeing your website for the first time – your website is one hot mess of sales pages, button, links and images. No one wonder many of your website visitors are gone within 30 seconds of arriving.

Yet it doesn’t have to be this way. Especially if you understand and apply the scientific principles of behavioural design…

Attend this new introductory course in applied psychology, and you will learn how to direct your website’s visitors’ attention. You’ll understand the cognitive biases that shape human decision-making and how to increase motivation to towards your desired behaviours.

The workshop will teach you the human factors that drive online behaviour. The programme focuses on both broad strategies and simple tactics that you can apply immediately. You will come away from the course empowered with fresh insights and thinking that you can apply to everything from website design, email marketing and social media and more.

Delegate testimonials

"With your help, the bounce rate on the webpage is right down - the average was 68% - it is now 5.59%! And for people arriving via LinkedIn, it’s 1.32%. The bounce rate since I started the LinkedIn campaign has also gone down to 11%. Very happy with that!" - Linsley CharltonPDL Solutions

“Excellent delivery. What a brilliant initiative with top quality advice! Thank you.” - David AndersonIntelligent Valve Monitoring

“The online seminars with Andrew have been fantastic! Really informative with great takeaway advice and tips. Online seminars like this are something new to me yet the engagement was great with Andrew and the other participants. Would highly recommend!” - Shelley Audis-RidellOscars Pet Foods

Key benefits

  • Keep your website visitors on your site for long
  • Increase the number of web pages your visitors see
  • Generate more enquiries, leads
  • Stay ahead of your competition by applying the latest in behavioural psychology

Course description

  • Introduction and overview
  • Understand how customers think so that you can convert them
  • Choose your Business Goals
  • Behavioural Design essentials
  • How to grab their Attention
  • Shape their Decision Making
  • Understand their Motivations and shape their Emotions
  • Key principle’s that build Engagement
  • Principles of Persuasive Design
  • Applying Social Proof
  • The Psychology of Pricing
  • Action Plans
  • Summary and Close


This course is perfect for anyone interested in increasing website conversions and bottom-line profits. This could include Marketing and Sales professionals, Branch Managers, Business owners and Directors.

This is an introductory course. No previous knowledge of psychology, neuroscience or UX is required.

Who should NOT attend

If you're happy with the performance of your website and don’t think it could be improved in any way.

Delivery method

This half-day training will be delivered as live webinar sessions spread over x4 one-hour sessions per day. These sessions will be delivered via the Zoom meeting software platform with extra resources made available on a separate learning management platform.


10.00 – 15.00 – with ‘virtual breaks’.

Your online tutor

Your online training sessions will be run by an experienced Google Academy Tutor: Andrew Lloyd Gordon.

Andrew Lloyd Gordon is a Business Psychologist, Consultant, Speaker and Google Academy Trainer. Andrew has learned more from his mistakes in business than his successes (he's had his fair share of both) and now speaks regularly at conferences and events across the UK and Europe.

Andrew is also a guest lecturer at several universities and business schools including Cambridge, Warwick, Aston and Lancaster and hates writing in the third person...