Neuroscientists believe that our five senses are taken in over 11 million pieces of information every second. And our conscious mind is only process about 40 of that 11 million.

Your unconscious mind processes all the incoming and data from your environment and instantly decides whether it is good or bad.

It also tells your conscious mind what to pay attention to.

Your unconscious mind is both smarter and faster than your conscious mind.

There was an experiment done where participants were given a game to play. They had to click on the X.

The game followed a complicated mathematical formula. The more the participants played the game the quicker they became. This was because their subconscious mind was learning the mathematical formula.

This was evident from the fact that their times were improving.

However, when the participants were asked if they knew the mathematical formula, they all said that one didn’t exist.

This proved that the subconscious brain understood the formula and was telling the conscious brain where to click and what to do to help it perform better. The conscious mind did not know nor was it aware of the mathematical formula.

How do we know the subconscious mind knew the formula?

Because when the formula was changed scores dropped back to where they were when the participants first started playing the game.

With that in mind, do you understand why the only way to figure out what your website visitors truly want is to use your website to run experiments on them?

You can walk up to someone and ask them why they bought this or that and chances are they can tell you why they bought it. But they don’t have a clue about all the little things that affected the finial decisions. They were guided by their subconscious and there are a lot of reasons they purchased that product that they do not know about.

You might honestly believe that you are willing to pay more for a product because it’s a better product but the truth is it could have just been a better designer.