The Art of Online Persuasion: 7 Tips On How Web Design Can Help You Influence Your Customers

  • Load Time

Some web designers get so caught up in how a website looks, they underestimate the importance of how the site performs. If a website takes too long to load, there are two consequences that will lead to lower conversion rates. First, many users will simply click away before the first page loads. Second, even if they read through the first page they land on, they will be far less inclined to explore more of the site as they will assume that all the pages will load just as slowly as the first. To guard against this, make it clear to your web designer that load time is very important to you. Also, make sure you test the load times under multiple conditions: different connection speeds, different browsers, and different versions of those browsers.

  • The Psychology of Color

Human beings are quite influenced by color, often subconsciously. For example, the various hues of red are associated with strong emotions and can create a sense of urgency. This is why red can be a very effective color to use in association with “buy now” and “subscribe here”buttons. This strategy is most effective when red is used as the accent color along with more muted colors like white, gray, silver, and black. Orange is considered another color that can call one to action but can be a bit softer than red. Corporate websites often use hues of blue as they convey a sense of safety, security, and dependability. This is the same reason why doctors’ examination rooms are often blue.

  • Easy To Read

While black text on a white background may sound dull and boring, if you really want to engage your users and encourage them to actually read your content, this is the most dependable color scheme. In general, dark text on a light background is much easier to read than vice versa. However, it is most difficult to read text when it is placed on a patterned background. The busier the pattern, the more difficult it can be to read the text. If you make it easier for people to read your site, you can create an instant bond with them.

  • Trust Factor

It is a well known fact that people are more apt to buy from a company they trust. They are also more likely to give out personal information like their email address. Therefore, it is imperative that you create trust in your web design. Luckily, there are several simple things you can do to earn trust. First, make sure a link to your contact information is displayed in an obvious location. The less you hide the better. Physical addresses are trusted more than post office boxes. Second, create a privacy policy page and make sure there is a prominent link to this information on every page of your site. Third, pictures of real people who work in the company go a long way toward earning trust. Fourth, if there are positive reviews and/or positive press from a trusted source(s) about your business, link to this prominently. For example, an article about your business in a well-known newspaper or magazine will build trust. Reviews on well-known sites like TripAdvisor and Angies List also work well.

  • Organization of Information

If you want your website visitors to delve deeper into your website, read your content, read about your products and/or services, and visit more pages, you need to provide them with a clean well-organized website design. Remember too that approximately eighty percent of the initial focus on a webpage is at the top. It is important for this reason to “hook” the user with your content at the top of the page. Another important aspect of organization is consistency. Be sure to use the same basic template with the same primary navigation on every page of your website. This will aid the user in quickly finding information as they navigate through your site.

  • Aesthetics

Shopping online is similar in some ways to shopping in a brick and mortar store. If the atmosphere is pleasant, you tend to linger longer and this increases the odds that you’ll buy something. If your website is garish, your website visitors will want to leave as soon as they arrive. For this reason, you may want to think twice about adding too many advertisements to your website. You may also want to avoid gimmicks that grow old fast and will not appeal to everyone.

  • Strong Call To Action

This is a simple one to implement but it is often overlooked. Don’t be afraid to project confidence in your products and/or services. A strong call to action that plainly asks for the sale or the user’s email address can show that you have confidence in what you are offering. Of course, you’ll need to back that up with a quality goods or services, but you may never have the chance to do so if you don’t integrate a strong call to action into your website design.

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