Persuasive Web Design – The Art and Science of Increasing Conversion Rates

Post by admin | August 12, 2019

If you search on the internet, you will find billion of websites. The primary objectives of most of these sites are to attract and engage visitors. In this way, they want to generate more leads and retain visitors. But unfortunately, most of the site owners fail to make this happen. The reason behind it is very simple – they don’t take the aesthetics and the design functionality of the site seriously.

Everyone knows how important it is to make a first impression. This is also true even in the online virtual world. Owners need to understand the fact that their website is the face of their business. It will help them to portray their brand image in front of their online audience.

As an owner, you have to analyses and understand the intents, needs, motivation, and preference of your target customers. You have to understand the ‘why’ and ‘how’ behind ‘what’ users are doing. This is also the key to neuromarketing. To understand the ‘why’ behind the actions of customers, top-level marketers, academic experts, and researchers have drilled deep into human psychology to develop a principle that can be used in marketing.

In order to understand the “how” behind customer behaviors, marketers use different tools like visitor recordings, eye tracking, heat maps, etc. These tools help people to study and understand the logic that drives people to take on-site actions.

In a nutshell, it is fair to conclude that the look and the feel of your website are extremely valuable. But owners need to understand the fact that the aesthetic value of a site is just the first touchpoint. You can use them as a hook to attract new visitors. But the actual loop begins with persuasive design functionality.

In this post, we will mainly talk about the fundamentals that establish the ‘why’ behind the choices that people make. We will also talk about the ‘preferential biases’ of your potential customers that you can use for crafting persuasive website design.

 

The Way Human Brain Deciphers Design

We forget many websites as soon as we hit the ‘close tab.’ A lot of reasons may cause this, such as horrible design, poor navigation, and search functionality, etc. If a site takes time to load even, then it will cause poor UX. In the context of persuasive website design, we focus on creating a great experience. Here are the five elements for that:

Familiarity:

The human brain looks out for familiar things. If you want your website or app to attract more users easily and then you have to win their trust first. So, rather than just displaying elements that trigger confusions focus on something that will help you to create a reassuring experience. So stay away from over experimentation and creativity that might create confusion.

Clarity:

Have you ever walked into a cluttered store and came out empty-handed just because it might take forever for you to find the items that you need. The same thing can also happen to your website.

In fact, lack of clarity and visual appeal might result in massive bounce rate. So keep the design and the navigation of your site simple and visually appealing. It will help you to make your website user-friendly. In addition to that, you also need to make the checkout process simple and clear. It will directly help you to grow your sales.

Safety:

Our brain craves for complete trustworthiness, especially when it comes to buying something. Here it is important to understand that people buy something from a store just because they feel assured about the quality of the product and its ingenuity. The same rule is also applicable in the online virtual world.

This is the main reason for which all the online store focus on displaying social proof on their website. In addition to that, you also have to promise comprehensive safety and protection from online fraudsters. It will help you to improve the safety measures of your site and encourage your potential customers to use your site for making a purchase.

Sense of Urgency:

When the human brain sense urgency, they either get ready for it or run away from it. It is known as ‘fight or flight.’ In most of the cases, the urgency to fight occurs when they experience a possibility of loss. Marketers use this urgency to nudge their potential customers to complete a sale.

All of us are familiar with the term “Sell Ends This Week.” Well, this is a part of neuroscience. In this way, marketers create a sense of urgency which is related to fears, uncertainties, and doubts (known as FUD in short).

Sense of Delight:

Similar to urgency human brain also acts to experience something delightful. You can’t explain everything by logic, and the same rule is also applicable to purchasing behavior. By using new technologies like virtual reality, you can create a ‘delightful’ visual experience for your visitors. By creating a delightful experience, you will be able to boost your conversion rate.

The facts that mentioned above has shown how the human brain perceives design. If you apply these things when designing your site, then it will become easier for you to influence your potential customers’ decision making. It will surely boost your conversion rate.

 

Using Psychological Triggers

Our brain gets affected by the visual presentation, external stimuli & motivations, and then we use logic to rationalize the ‘why’ behind the decision that we make or the action that we take. In this section, we will discuss common cognitive biases that impact on decision making. In fact, marketers also use these techniques to create a persuasive design to influence the decision of their potential customers.

Choice Abundance:

If we get too much information or options on a topic, then our brain might fail to analyze all the information or options. Due to this reason, people often get a hard time selecting the right product. As a marketer, you need to make your product line simpler, which will help your potential customers to easily pick a product from your inventory.

Authority:

Our brain follows the hero. Most of the people take an authority figure as their commander. They easily trust their words and follow their actions. This is the main reason many marketers opt for celebrity endorsing of a product.

Anticipation:

There’s a saying ‘Curiosity is the lust of the mind’. Most of the marketers leverage the curiosity of the customers for engaging them with their brand.

Community Bias:

Most of the people want to feel like a part of the larger group and want to be accepted by its members. This is the main reason they follow the norms of the community. It makes them feel safe.

These are the three most effective psychological triggers. Well, these are not the only triggering factors. Some of the other factors that can bias your potential customers are buyer’s remorse, confirmation bias, disposition, etc.

 

Neuromarketing Website Design Hacks

In this section, we will learn how one can use the neuromarketing principles as hacks when designing a site.

Testimonials:

You can use ‘trust bias’ to gently push your potential customers to purchase from your website. You can show customer reviews on your website to create a sense of security.

Avoid Choice Abundance:

Human brain prefers to take the direct path of decision making. Due to this reason, you should consider giving them a limited choice. It will surely boost your conversion rate.

FOMO:

It stands for fear of missing out. This is a great tactic that you can use to force your users to buy quickly. This point is based on the principle of loss aversion that we have already discussed earlier in this post. If you use real-time countdown timers on your online store, then growing sales will become easier for you.

One can also use on-site push notification smartly to instill the fear of missing out. Ask your designer to create such a pop-up that contains content like ‘stock about to finish.’ You can show this pop-up to your visitors when they land on the target page.

Positive Reinforcement:

This hack is based on cognitive bias, which is also known as supportive bias. This psychological bias helps people to remember their choices. You can apply this technique on your thank you page. By using persuasive copy and with the help of your designer, you can create a ‘happy experience’ in your customers’ mind. This feeling of happiness will encourage your customers to keep coming back on your website.

Neuromarketing is not a new thing. However, since the last few years, designers are using it more creatively. Apply the techniques that we have mentioned here when designing your site. It will surely help you to increase your conversion rate.

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