7# The laws of Fitts and Hick applied to neurocopywriting tips

The first time I read about the Law of Fitts was in an article by Neil Patel in Forbes magazine, where he talked about it to optimize conversions. Later I found it again in the book Be more persuasive, by Carlos Luna Calvo, where I applied it to persuasion.

I was so interested in this topic that I continued researching and came across another complementary law, that of Hick (or Hick-Hyman), also used in marketing.

I present them to you so that you understand why they will help us to apply them in our texts.

Hick’s Law

The time it takes a human being to make a decision increases as we increase the number of alternatives.

Fitts Law

The time it takes a human being to travel to a target is a function of the size of that target and the distance to reach it.

To me, that numbers are choking me, they seemed like two very logical and simple laws to understand and apply.

On the one hand, if you offer me 30 products on a sales page, it will take me longer to decide than if you offer me 3 (Hick’s law). And once I choose, it will take longer to click if you separate the buy button 2 paragraphs than 2 lines (Fitts law). Logical, right?

How do we apply these laws in neurocopywriting?

You already learned in the first chapter that copywriting not only has to do with words, it is also related to structure and the visual part (balance with images, colors, fonts, etc.).

In addition, when building persuasive texts for the digital world, you must also take into account navigability and user experience (UX).

That is to say, when we talk about digital copy, we are not only referring to the words, but to the place that those words occupy and the elements with which they are related.

With this in mind, there are several things you can improve on your conversion-oriented website, emails, and social media posts.

  • Increase the size of the purchase buttons (and text) to make them easier to click.
  • Add more calls to action to reduce the amount of time the reader travels to the click.
  • Reduce the number of options in your web menu and in your sales letters to make the sale faster.
  • In the submenus, prioritize the vertical ones over the horizontal ones so that the user-client does not have to go through the entire screen if they want to click on the first elements.
  • Minimize movement. If the reader has to click multiple times in a sequence, arrange it so they don’t have to move the pointer or finger.
  • Apply Fitts’ law to the text by advancing the objective to the first paragraph. The user only reads 20% of the text11 and this is the best way to reach it.

The Importance of Making It Easy

While I was delving into Hick’s Law, I ended up reading the book The Choice Paradox: Why More Is Less, where the psychologist Barry Schwartz assures that reducing the number of options minimizes anxiety during the decision-making process. decisions.

It does not mean that selling 100 courses works worse than selling 3, since it will depend on the marketing strategy you follow, but it is important that you understand that the greater the number of options, the more difficult it is to choose.

That is why you should facilitate the process for the reader-client with simple search engines, segmenting by price and highlighting the star products.

We go back to the initial idea: between the potential customer knowing your product and the final moment of purchase there are a series of closed doors that you must help him cross. And the Hick-Hyman and Fitts laws are two good tools to put it into practice.

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