Which Psychological Principles Should You Take Into Account with Website Design?
If you want to optimize your website for conversions, you must take into account consumer psychology. Outlined below are five psychological principles that you need to take into consideration when designing your website:
1. Desire for Simplicity
Consumers rate their experiences when dealing with a business in a symmetrical, simple manner. It's human nature for consumers to prefer things that are orderly and clear. In fact, consumers will go out of their way to avoid things that are complicated or complex.
To apply consumers' desire for simplicity to the design of your website, include just one call-to-action on each page. This will help you to reduce distractions on your webpage and make the action that you want your website visitors to take very clear. As a best practice, design your web pages with a specific hierarchy, and only include one target action on each page.
2. Previous Experiences Influence Current Experiences
Consumers have an expectation of how things should work based on previous experiences. Today's consumers have been shopping online for more than a decade. They've adopted a mental model for how the online transaction should flow. While you may be tempted to break from this model to spruce up your design, you don't want to confuse your potential customers.
A great example of how you can apply this psychological principle to website design is with your checkout page. Given the growing occurrence of cybercrime, today's online consumers are concerned about security. You can help to reassure your customers that you're a credible and trustworthy business by including security badges and an instant chat feature on your checkout page.
3. Cost/Benefit Analysis
Consumers have a tendency to be persuaded by the perceived benefit of an action (such as downloading an ebook) over the cost (such as having to supply information to download the ebook). The less hassle you put the consumer through to get the benefit, the more likely he or she will be to convert. For example, you'll be much more successful if you ask consumers to supply an email address in exchange for the ebook versus having them complete a 3-minute survey for the same reward.
The more that you can reduce mental friction when designing landing pages on your website, the higher your conversion rate will be.
4. Time Required to Take Action
We've discussed in great detail how the load time of the pages on your website impacts performance. However, another important area that you need to take into consideration is how long it takes your website visitors to complete a desired action.
To reduce the amount of time that it takes for consumers to take a desired action on your website, make the CTA large and place it above the fold. Your goal should be to minimize mouse movement on your webpage to make it as easy as possible for visitors to convert.
5. Facial Recognition
No, we're not talking about the facial recognition software that some of the latest smartphones are using. Instead, we're talking about the powerful impact that including a human face on a website has.
The human face attracts attention and conveys emotion. If you see a human face looking at a CTA on a webpage, consumers will be more likely to follow the person's gaze to see what they're looking at. If the person's face is happy or sad, consumers viewing the webpage will be influenced by those feelings.
When designing a website, consider how you can use an image of the human face to attract attention to your call-to-action. Also, what emotions do you want your consumers to feel when looking through your website? When choosing images, be sure to avoid stock photos as they can have negative ramifications on your conversion strategy.
If you're like most business owners, you're focused on wanting to increase website conversions. Taking these five psychological principles into account with website design will allow you to achieve a website that resonates with your target consumers and functions for your business.
Outsourcing website design to an experienced agency will help to ensure that your website is optimized for both the user experience and the psychological needs of your consumers, which will ultimately lead to more conversions.
Contact us at New York Ave to learn how we can help you design a high-performing website that generates conversions for your business.