Content creation has reached a whole new level of sophistication. Companies with an online presence are starting to understand how to navigate the world of SEO, and marketing has become more competitive.
Unfortunately, this has also led to a major disconnect between marketing professionals and the human side of conversion. When we look at people as a series of metrics, we lose an organic perspective. While data doesn’t lie, it also doesn’t help us to anticipate demand or contribute to the creative side of a marketing campaign.
Knowing how to anticipate what your customers are thinking can help you to improve website design, contribute to lead generation, and improve your conversion rate. This means taking a crash course in consumer psychology. Keep reading to learn more about how using psychology can help you design a website that speaks to the human side of sales.
Build a Site with Predictable Features
The human brain is a huge fan of habit and predictability. Users have come to expect a certain layout that allows them to navigate a site without searching for features. This means including the menus at the top, placing additional navigation buttons at the very bottom, and organizing content using headings and subheadings.
Stick with recognizable formats and you’ll place fewer barriers between your customers and their desire to convert.
Keep it Simple
This is true of both the visual design and the writing style used within the website. No one wants to wade through the equivalent of an academic article to try and find your value prop. Use language that’s free of jargon and relatively low on the Flesch-Kincaid scale. It’s also beneficial to keep blocks of text smaller and to eliminate distractions on the page.
Use Decoys to Make Consumers Feel in Control
When people are presented with limited price or value options, they’re most likely to choose the one that offers the most with the lowest price tag. We’ve all been conditioned to hunt for a good deal, and finding one can feel like a personal victory. When listing packages or prices, make sure that you include at least three options. One of these should offer less value at a price similar to the package you want them to purchase.
Consumers see this and feel like they’re getting the best deal. This results in a higher rate of satisfaction.
Make Things Easy
Minimize the steps needed for your customer to navigate through your sales funnel. The fewer obstacles between users and conversions, the better. This means spending some time developing a simple process that allows customers to convert with very little friction.
Keeping design in mind is as essential to online success as the metrics we’ve learned to hold near and dear. Just remember that the psychology behind conversions can lead your web design in the right direction.