We explore the first component of website design: UI. User Interface is much of the art we think of when approaching web design. Now, we’re diving deeper into how knowledge of human psychology of behavior and expectations – can help with conversation and audience growth.
PSYCHOLOGY AND WEB DESIGN
The next part of design is psychology; Understanding how people interact with websites is a big part of the psychological puzzle. Remember, UI should always keep how people expect a site to behave/where to find information in mind. Psychology relative to design is all about actually understanding those customers.
Like with art, you want to get your customer to the goal as quickly as possible. How do you do that?
As we collect more and more information throughout our days we want things to be simple. Online information needs to be as efficient as its users. In Digital world where this information is at our fingertips, if a process is inconvenient or interrupted, a user will simply leave and find the information elsewhere, where the process is clear and easy.
When a site is easy to understand and navigate there is marked, visible improvement in the conversion rate. We can see this looking at The Sims. After testing its variations, each with a single call to action, they saw marked increase in conversion rate. Each call to action, on its own, increased conversions by more than expect.
WORK WITH EXISTING MODELS
What we do takes place on a computer it is easy to understand, users have naturally built mental maps for how to use and navigate websites and social media. And until there are massive shifts in this, it’s better to build off of these mental maps rather than disrupt them.
ALWAYS WEIGH COST V/S BENEFIT
Consider this: for a website user, every action comes with a price. Time to read, clicks to get to things, providing information on forms. What is it worth to them to stay?
The first thing you need to do is to remind your audience of the perceived value of their action. Next, make sure that what you are giving them is worth what you are asking for in return.
CREATE A VISUAL HIERARCHY
Thinking back to UI, always consider the interface design. Users are more likely to do what you want them to click, enter, swipe, purchase, if you make it clear and easy. One of the easiest ways to simplify the process is to strategically lay out the design.
There are three tricks to this:
Bigger & Bolder: Big, bold elements are noticed first. If you want your users to read: make your headings big. If you want them to click, use a different colour so they don’t miss what you’re directing them toward.
You Got Recognize: Don’t go too far outside of the box when trying to get users to do familiar things. If you want them to click, use a button. Users are more likely to interact with something when they already know what it is, how they are to use it, and can predict the outcome.
Don’t Stray: Decrease the distance between the user’s cursor and the action. The best place to place the button is at the end of the explanation of what you’re offering. This makes it a simple continuation from reading to doing.
Always remember that users are like slow loads will make them leave, so will having to spend a lot of time getting to your target.
We are a social animal and we trust others. One way this shows up in digital marketing is the use of human faces. Including faces on your site helps in two ways.
- First, your audience is attracted to faces. They will automatically look to it for clues.
- Second, because we are used to looking to faces for clues you can express a great deal. Happy people using your product or working with one of your staff members is likely to increase conversations.
Often times as web designers, we forget that there is a living, breathing user on the other side, not just Google Spiders. So relate to them. Demonstrate your human side!
One way to relate to your user is the use of human faces. Including faces on your site helps in two ways.
- First, because we’re naturally social animals, your audience is attracted to faces.
- Second, they will automatically look to it for context clues. We are used to looking to faces for clues you can express a great deal. Happy people using your product or working with one of your staff members is likely to increase conversations.
YOU’RE FUTURE OF WEB DESIGNS
When designing or redesigning your site in the future, be sure to keep psychology and art in mind. Knowing how people use the internet and how they interact with a page will greatly improve your ability to design a site that meets expectations and provides ease of use.
OR get in touch with us and see how your site stands up to our design audit. And be sure to come back next year as we continue dissecting design and also continue the conversation on social media with DEVRAJ INFOSYS
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