UX Dissected: Unconscious > Emotional > Conscious > Nudge.

The decision-making process that your future customers are performing while going down your funnel can be better understood if we pay attention to two critical dimensions of converting: The first one being the emotional and largely unconscious inertia that powers the drive to buy and secondly the rationality that avoided a veto of the “I want, gimme!” command fired by your reptilian brain (…or the lizard as we call it at aguitta…) milliseconds after getting the first impression of the goods you are offering and recognizing it is what it wants.

Selling has everything to do with the unconscious drives that have helped us survive and procreate throughout our evolution. So of course they are present in the base mechanics of decision-making, and they have to do with feelings that stimulate the unconscious first and a self-serving rationale later.


If you were to think of a structured way to understand the emotional-logical decision-making process as a user goes down your funnel, then using the 7 layers of conversion provides a simple checklist to get an objective baseline of the current decision-making environment of your funnel’s UX.

“The reptilian brain is less sophisticated than the rational brain having only the most basic thinking skills. It has no timeline, so it holds the past and the future in the same context as the present. *(…)Thus, the great challenge presented by the reptilian brain is to prevent it from overwhelming rational thought and clouding our judgment.”- Source

Finally I’ll let Damásio explain emotions in our day to day desicion making.



I love the way André slices through the bs to deliver a clear and simple idea. If you can’t explain something fast and in simple terms, you don’t know enough about it to even try. In this case, André is a great example.

  1. Your web-analytics quantitative data can’t tell you what you can’t measure, for example intention and deep motivations, these are things that are only evident in the more complex abstractions of UX and user perception. As well as intention. “Web analytics tell you where you can optimize, but not what you should do”
  2. UX is composed of both an emotional dimension and a rational dimension. To lubricate and if possible increase motivation to go down the funnel, you need to address both the rational value proposition as well as the emotional value proposition. Humans are much more rational than animals, but a lot less rational than we give ourselves credit.
  3. Understand the subconscious needs of your customers, as these are the driving factors of pretty much any human effort.
  4. Analysis, Concept and Hypothesis have to be aligned. You are creating a model of how your users react to your online experience, and this has to be fed by the creation of personas that better explain their behavior. A good model of your personas, is one that allows for bold extrapolations of what you know from personas into hypothesis and take big leaps in conversion rates.
  5. Test among great options. A great secret among any kind of artists, is using great materials. The great chefs of the world take great care in selecting the produce, meats and other ingredients before buying them. The same can be said for hypothesis, focus on the ones that promise big positive change.
  6. Conversion Rate Optimization has to be measured at ROI level and this information must be evident to top decision makers. Having directives support and interested on the CRO cycle is critical to the success of the process.
  7. Do not let your EGO push to you find bias confirmation amongst test data. Be objective. A loosing hypothesis is as informative and valuable as a winning hypothesis, because the value is a more accurate understanding of UX and users in general. The best way to avoid this, is separating the test analyst from the hypothesis analyst, removing the very human tendecy called “Confirmation Bias

I’ll leave you guys with this great podcast from PRWD 


Biases and Web Optimization

You are Bias! Yes! Accept it. Take it in. We are all blind to some of our biases and somewhat aware of other biases. It’s important to understand that there are many kinds of cognitive biases and every new author ads one to the list. So perhaps the important take away is that you can’t only trust your gut. Biases are things we are naturally inclined to do, it’s an effort to recognize them in ourselves and hard to accept in others.

  • Always get more than one opinion, the more diverse the source, the better.
  • Get quantitative metrics that reflect growth, as a way of objective confirmation.
  • So while the video below might feel overwhelming, don’t worry about memorizing all biases, focus on understanding the importance of objective metrics as a necessary compliment to qualitative and intuitive approaches to UX and Conversion.

There are also critical thinking biases the might repeat some of the above, but I guarantee the more you ram them into your consciousness, the better you will be able to pivot strategies and that makes all the difference in the world when it comes to optimizing:

And one more video on cognitive biases:




A Conversion Basic: Relevance.

Visitors come to your landing page with an objective and this objective can be quite particular. Based on the origin and that initial click’s context, you can provide a very seamless experience down a conversion funnel, if the funnel projects what the user is expecting to see. The rest, as Oli from unbounce puts it, is making the funnel as smooth, simple and relevant as possible. A great way of understanding this is with the 7 principles of Conversion Oriented Design that basically focuses on making the conversion be the relevant uncontested protagonist of the funnel, in a less is more kind of way. The next video goes through them in a truly insightful and brilliant way.

Relevance is also key when defining what the funnel will look like, while nudging users to join your customerbase. For example, content articles might focus on doing their best to retain their readership by listening to the social network the user came from. On one ocasion, I found myself happily agreeing to follow a company on linkedin while visiting a website after seeing it on my LinkedIn news feed.  Because the referrer was LinkedIn, then its highly probable I was open to the “Follow on LinkedIn” message.

The same concept lies behind taking the ad copy all the way down the funnel, ensuring the visitors expectations are tended to and removing pretty much anything else.

Source: https://inboundrocket.co/blog/10-landing-page-mistakes-that-are-killing-your-chances-at-conversion/



Opportunity is about adjusting your perception.

We live in an era of opportunity, a wealth of knowledge with an even faster growing but yet still small body of wisdom at our digitally enabled fingertips.  Having this in mind, I have the following thoughts:

  • It’s an era that offers uncertainty and where disruption is a norm.
  • It’s about iterative optimization and strategic optimization.
  • It’s about crowdsourcing the best talent for the fastest results.
  • It’s about lean everything. Lean UX, Lean Strategy, You lean it baby! Keept it simple, stupid. Focus on accuracy and continous improvement.
  • It’s about defining what is a goal, and what is growth.
  • It’s about aligning with the contextual ecosystem at a holistic level. You’ve got to see different frames of focus, to really understand and thus surf the big picture.
  • It’s about doing the micro, macro and inbetweens at optimal speed.
  • It’s about giving you a better experience of life.
  • It’s about managing abundance and scarcity.

We are at a crossroads, the world of self learnes, objective thinkers, and mass imitation. A confusing and disconcerting pletora of mediatic bonbardment aimed at making you part of some one elses business model and viceversa. And the social ideal is becoming ever more clear, the leyend of the Hero Entrepreneur, the unique artist, the fierce CEO the bold advocate of an issue, the dreamer that manifests success. An era that trendifyes unique innovation creating an ever growing and self aware harmony of chaotic thinkers. This is the reality for humans who live in societies with high use of internet and media. A new world, fed by the imagination of many into very tangible effects on each other’s lives. We are lucky to be alive.

Aguitta humbly recognizes that the  main asset we have as a group of consultants is our ability to research and implement new proven strategies to get pragmatic quick ROI and validated learning. Its the art of deliverying efficiently under constant change.