Considering the psychology of web design has become increasingly important for businesses. When its possible to understand the mental processes of internet users (and how they react emotionally upon arriving at a site) it can help to shape a user friendly experience with all the features expected of a quality brand.
It has to be remembered many consumers are still anxious about online activities, most notably when entering bank account details. Whilst some are anxious, others are exceptionally savvy. If your business does not convey a professionalism and security, the end result is a loss in sales. A design which showcases your can work enormously in any businesses’ favour – the trick is to get the job done properly.
To help your company find the design which can win over your target audience, this post examines the nature of psychology in web design and how even a slight alteration can win more conversions.
1. Develop Trust Indicators
Web design is a vital technique in developing trust in visitors. The better your site appears, the more trust visitors will have in it. As mentioned above, with many consumers wary about using their debit or credit card online, having a professional website (replete with customer reviews, awards, or testimonials) is central to winning trust.
Ensure you have a fantastic looking website – don’t be tempted to reduce your budget, go all out for a web design which captures the attention yet instills that all important trust factor.
2. Use Colour & Space Properly
Use your company logo and business objectives to help structure your overall colour scheme. Colours are an incredible way to instill emotions into visitors: red promotes excitement and youthful vigour, green peaceful, purple creative or wise, and orange cheerful and confident. Research further into the usage of colour to understand how you’re conveying your message to the market.
White space shouldn’t be ignored as part of your colour scheme. Over-cluttering your website with a rainbow-esque design tends to have a habit of overwhelming visitors. Using white space can draw attention to key information, products, or services – use it wisely to highlight what you have to offer.
3. Structure Your Pages Properly
As the internet has spawned a generation of skim readers, online studies (such as those by Nielson Norman Group) highlight how information is taken in largely above the fold.
Consequently, key information should be in the top section of your page. Grab the attention of visitors here as most visitors won’t hang around to read a carefully worded CTA at the bottom of a landing page.
There are many similar tricks, so have a word with your web design team to consider ways of getting key information into the right places.
4. Provide Guides for Customers
You must have a set purpose for your website – what do you want customers to do when they arrive? You can use your webs design to provide cues on what they should be purchasing, such as through the emphasis on particular good offers on products or services you may have.
Make key information stand out, and work on your call-to-action (CTA) driven design to highlight key content. Content Is King, as the overused industry term goes, but it is absolutely vital.
5. Get Your Content Right
The important of quality content has been gradually accepted by small companies over the last few years. Business jargon and keyword stuffing won’t work with savvy consumers and increasingly impressive search algorithms.
Content needs to be written with the target audience in mind, play on emotions, and generally be outright compelling. With well positioned CTAs and enticing offers your content, along with well researched keywords, can have your site rising up through the search engine ranks whilst winning over potential customers.