Customers, Consumers, Users
The common denominator between these groups? They’re all people — specifically, categories of people marketers and researchers use to classify and describe behavior.
When it comes to understanding behavior in the context of marketing or sales, particularly via the internet, knowing how to communicate to your users in a non-invasive but persuasive manner is critical.
People Trust What They See
It’s much easier to persuade someone to take a specific action through visual stimulus than it is through conversation or text. This holds true for websites as well, so if you hope to persuade, a user, group of users, or the entire internet, you’ll need a basic understanding of what is going on inside their brain.
Most of the time we are working on auto-pilot. With so many decisions to make and options to review, the average internet user is bombarded with noise. It is important to help filter this noise by appealing to users on an instinctive level.
Here are 5 Tips for Increasing Conversion Through Persuasive Web Design
1. Complete Clarity
- When a user visits your site for the first time, the first thing they will ask is, “What is this?” followed by instinctive questions like, “What is this site about?” “What can I do here?” “What is there to stay for?” and most importantly, “Will I get the information I need?”
- Steer clear of jargon-heavy slogans and complicated phrasing. Instead, use your copy and organization let the user know what they are doing on your site, where they should go for additional information, and what they need to do to convert.
2. Visual Appeal, Like Sex Appeal for Your Website
- Research shows that when people look at a website, 96% notice the visual appeal more than the actual content. Only 6% notice content. This tells us that visual appeal is more instantly recognizable than user experience, so keep your visuals simple and familiar.
3. Size Matters for Constructing a Visual Hierarchy
- This one’s straightforward: our eyes seek out the largest items first, so be sure to make sure the most important thing on your site is also the biggest thing on your site.
4. Keep Attention at Any Cost
- Here are some fun statistics for you: 80% of attention is concentrated “above the fold,” or on the upper half of a web page as it appears without scrolling. 68% of attention is concentrated on the left hand side of the screen.
- According to Neuroscience, the best way to capture and keep attention is to use large, attractive photos. Larger than life photo backgrounds on landing pages are fantastic at doing this.
5. Keep it to One Call-to-Action Per Screen
- Don’t provide too many call to actions too soon. Settle on a single function for each web page, and make that function clear. Remember tip #1? Good. Stick to it.
- Remember, take the user on a journey first. Deliver information about your product or service throughout, and by the end, the user will be much more likely to convert when the call-to-action is presented.