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The Harvard Center for Green Buildings and Cities has retrofitted its headquarters, a pre-1940s house in Cambridge, MA, into an ultra-efficient, healthy, positive energy structure. (Images: Snøhetta/Plompmozes)
The Harvard Center for Green Buildings and Cities aims to transform the building industry through a commitment to design-centric strategy that directly links research outcomes to the development of new processes, systems, and products.
By strongly emphasizing innovation and multidisciplinary collaboration, the Center will work to promote holistic change within the built environment, namely the creation and continued improvement of sustainable, high performance buildings and cities.

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The Harvard Center for Green Buildings and Cities has retrofitted its headquarters, a pre-1940s house in Cambridge, MA, into an ultra-efficient, healthy, positive energy structure. (Images: Snøhetta/Plompmozes)

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Tim Ash on February 20, 2015 at 9:45 am

Illogical and unlikely as it seems, decision-making in humans is ruled by the emotional brain. People decide first based on how they feel, and then justify that decision with what seems like a consciously balanced weighing of pros and cons.

Savvy marketers know that establishing an emotional connection with their visitors and/or creating a strong feeling of desire or pain (or other emotion) can be a powerful weapon in the conversion arsenal.

Surprisingly, many marketers still don’t fully understand just how much feeling (and how little logic) goes into the average purchase decision. As a result, they create websites that present very compelling reasons why a customer should choose to do business with them—and then wonder why they haven’t achieved the success expected.

Marketersjust haven’t figured out how to use emotions to bring the “wow” into their websites. Fortunately, it’s actually quite simple to create emotional connections with visitors, even for the most boring of industries. Beloware seven ways you can use emotion to drive conversions on your site.

If you’ve read Steve Krug’s Don’t Make Me Think , then you know that website visitors avoid mental heavy lifting. You can chalk this up to the human brain being innately lazy: people instantly dislike web pages that require too much figuring out.

Unless you offer a very exclusive and desirable product or service, most folks would sooner hit the back button than jump over hurdles to find or do something on your website.

But the real emotional cost of a complicated website goes beyond laziness, aggravation or frustration. Not being able to find or accomplish something on a website actually influences a person’s perception of self-efficacy.

Psychologist Albert Bandura suggests that self-efficacy is the confidence that people have in their own capabilities for executing actions that are required by certain situations. The more confident your visitors are that they can accomplish something on your site, the more likely they are to follow through with that action or behavior.

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