In order to create web pages that really make a difference in terms of conversions, designers need to understand how design can motivate users to action, rather than just browse and leave.
Subtle and often invisible characteristics can play a very important role in helping users to the desired conclusion. That’s where psychology comes into play.
The psychology affects everyone without us noticing and this is important for designers whose websites have less than a second to produce an impact or to attract.
Here are five psychological concepts that every designer needs to know to increase sales and give a first warm impression .
1. The golden ratio
To create beautiful pages, you have to base yourself on principles that involve much more than a color theory and convincing photographs. While not wish to omit these elements, there is an even more important concept that can make or break your web design, even before you start. It is called the golden ratio.
The use of the golden ratio as a key step in web design that is based on the fact use it to create objects of art, including paintings, architecture, and music. It is recognized for millennia as an essential element in art and design (even the Egyptians used in the construction of the pyramids), so that is also called “divine proportion”. It is related to the Fibonacci sequence, which is found naturally in seashells, hurricanes and even in the spiral shape of galaxies.
The Fibonacci sequence is likely to have heard at school by solving math puzzles. This particular succession comes from adding the last two numbers to the next. Example, 0.1, 1, 2, 3, 5, 8, 13, 21, 34. Using Fibonacci numbers as dimensions of paintings and drawing circles inside them, you will reach the mentioned spiral.
You need to add this concept to design your website as it is very attractive to the human eye. As you probably know, the speed of page loading is important to keep visitors and avoid the rebound, the golden mean help with this. Scholars believe we find the golden mean because we have adapted to the digitization of images faster. It has been a way to use it.
Here ‘s how you can add this basic element in the design of your website. The number of area ratio is 1.61. For example, if you intend to create a web page 900 pixels wide, then simply divide the number by 1.61. You’ll get 559.0. That number, or 560, will give the width you need for the text in the main draw. The column on the right (or left) is the difference of 900 minus 560, which equals 340. This same relationship to vertical, such as the height of the graphics objects within your header also applies.
Maybe you do not want a large sidebar. No problem, just use the inner coil to define where the sidebar starts, as shown in the following example. The overall effect will remain attractive to the eye, as it follows the golden ratio.
Another way to determine the size would be designing a grid with nine squares on the proposed site. Following the pictures, you will center to create the effect you want. Use a ratio of two to one (two tables for the main column and one for the right). This can be seen in many websites where the content area is 600px and sidebar is 300 px wide.
2. The Psychology of Color
The colors you choose to use in the design of your website will influence how your visitors respond to it and the brand. It is not random or to look good, without taking into account the impact of your choice of colors will have on visitors. Single colors can help people buy from you or go elsewhere.
Color has such an impact, a study found that people often make the decision to buy based on color alone. They also revealed that most people make purchasing decisions within just 90 seconds. I thought I made quick decisions, but it turns out that everyone makes.
Even the names of the colors have an impact on sales. In the cosmetics industry, a lot of effort in selecting the names of the products is reversed, because they know how much this can affect your success. In an experiment, it was given to the participant’s samples of products with generic names or “fantasy”. The names of fancy colors favorably and significantly affected the way a color is perceived. Do you prefer brown lipstick or nutmeg?
Another research demonstrated this effect with respect to other products such as crayons and ice cream. When marketing messages include this as the name of a flavor or color of a product, buyers are looking for the meaning behind the deviation, which can lead to a better opinion about the product.
So how do you use psychology color in your marketing campaigns? If you’re creating a website for a new brand, colors evoke different emotions and provoke various actions. This color table is a good place to start your research.
If you are working with an established brand, you have to stick to the color palette that has already been created. However, this does not mean that these are always the colors you should use. The answer to what colors make better comes down to A / B testing. It is about finding the balance between what fits the brand and making. You would not see a Ferrari with a bright pink button on your website right?
In the following example, a travel website has several cards that can be requested. Originally, the button “apply now” was orange, to match the logo. They conducted a test to evaluate the green button and the result was a 9% increase in clicks. A big win when only about changing the color of a button. Until you have a 100% clickthrough rate, there will always be an A / B you can run. Just make sure you make a change at a time and the results are statistically significant.
You should also take into account the Law of Fitts to design a website. This law was created before modern computers, however, it can still help you get higher conversion rates.
Fitts law addresses the ease with which a goal can be reached at some distance by moving the hand from one point to another. It was noted that the lower is the target and the greater is the distance.
The importance of the Law of Fitts in web design, you can see when you consider how much you need to move the mouse cursor to interact with a button (eg the button “buy now”). The greater the distance and smaller the button, you will have less accuracy.
In the example below on the left side, you will see the amount and threw away “buy now” together, the button is also a key feature. In the example on the right, it has increased the distance between the elements (target) and the button size significantly reduced. According to the Law of Fitts, the example of the left could generate more sales or conversions than the right.
This small design decision can play an important role in driving more sales because it is so easy to press the wrong button, and then press the right button. You can wait for this to happen in your interface if your buttons are small and the right is close negative (eg “return” or “close”). Ideally, you want to have more comfortable distance between them, so that they are not selected by accident.
There may also be a problem caused by various devices and how they are performed, such as mouse ball. A user could lose a button or link if placed at the beginning of the website, or another method is used as pop-up menus in which you need to navigate the page.
Therefore it is important to consider Fitts’s Law when you are creating a mobile site. You want it easy to access the correct button, rather than being selected by accident. Both orientations should be considered.
4. The psychology of choice
It may be tempting to put all your products on one page and wait for customers to make their choice. It would be simple if it worked that way. Unfortunately, it is not so easy.
A research shows that customers refuse to make a decision when there are too many options available. Too much choice can create a “choice paralysis” can even cause dissatisfaction once you have made the decision, although it has been a good one. There seems to be some truth in this phrase “the grass always seems greener”. Instead of offering more, it is better to offer less. Make choices easier for your visitors and you will find that more people want to buy.
This means you need to keep it simple when you try to build your website. Be sure not to have a lot of call to action or a lot of options and places where the user has to click. Instead of helping you sell more, this will only confuse.
Shopify homepage is a good example. There are few options available, but instead of reducing them even more, visitors are encouraged to take action, not only through the use of color but also with the size and enhancement.
The image above is another example of various pricing plans. There are an unlimited number of options that could be offered, but keep it simple with three and supply to generate more revenue in the center.
5. Social approval influences consumer to act
Humans are programmed to believe in some things and psychology plays an important role in that. This is known as cognitive biases, there is a number of them. Understanding how these biases influence the behavior of a visitor to your site is essential when trying to convince people to buy.
One of the most communally used cognitive biases in marketing is social approval. Also called social influence, refers to individuals assume that the actions of others are the right course to follow.
When many people buy a product they like and share that positive experience – this is a proof that the product is good and as a result, more people buy it. This is social approval at its best. The fact that a person tries a product and like it, is a good reason for others to try too.
There are many ways to include social approval on your website. You can incorporate testimonials and include images of happy customers. Video testimonials are more likely to be creatable. You can also show how many people are your customers or individuals who are following your company on social networks.
Another option is to show the important publications that have left your customers or associated marks. All this is social proof that will help to build trust between your website and your visitors. Some examples of social approval in action are presented.
Like many e-commerce sites, this store Shopify has a comment section product, customers can rate and comment other publications. What makes these reviews more effective products is not only the image of the user but also specific details such as age. This adds an extra point in the authenticity of social proof.
Use psychology to maximize your results
Increased conversions can take a little reflection, but by leveraging these five psychological concepts, can help you improve your user experience and your income. Your visitors will not notice the difference, but you’ll be glad to take these concepts to apply them to your website.