When you designed your website, did you think about the kind of experience a visitor might have when they land on your site? A good website designer takes into account the principles of psychology and neuromarketing and its impact on customer conversion.
What’s neuromarketing? An article in Harvard Business Review refers to it as a measurement of physiological and neural signals that gain insight into a customer’s motivations and preferences. What makes people click on a link? What colors work best for call-to-action buttons? What design factors assist in the conversion rate?
- Simple designs work best. Keep distractions at a minimum. People are more likely to perform a simple task versus a more complicated one. Make your website user-friendly, easy to understand, and intuitive to keep visitors on your site long enough to put them into a lead funnel. Too much ‘stuff’ overcomplicates the browsing and buying experience.
- Don’t offer a smorgasbord of choices. Just as a confused mind will never buy, a confused visitor will leave your site when offered too many choices. The brain can’t handle it and opts out. If you ‘over offer’ you may have more visitors because there’s so much to see, but ultimately, it’s better to have less conversions with more interested buyers. Create clear call-to actions and keep your offers limited, especially on your check out page.
- Introduce FOMO. Fear of missing out. By creating a sense of urgency, you lead customers to take action. A compelling offer + FOMO = a subliminal nudge for viewers to take action, which increases conversions. Think about what you want prospects to do. Download your newest book, fresh off the press – only 100 copies are available. Sign up for an insider’s report on ‘What Marketers Really Think About the Pandemic and What They’re Doing to Build Business.” You’re in the driver’s seat with your CTA.
- Follow design patters that are easy to skim. Every business owner wants visitors to find what they’re looking for quickly and without a lot of effort. Often, one of the preferred website design patterns looks like an “F”. That’s where you put content on the top and left border of your site to capture attention and guide your visitor on a buyer’s journey. Avoid hassle and friction and limit the amount of information that’s required. You don’t want customers to feel like it’s a chore being there. They’ll give up and never come back.
- Show that you’re human. Humans like to look at images of other humans and if the website is about you and your services, show images of you. Approachable, happy, friendly or whatever your brand personality happens to be. This is also the perfect opportunity to add video – where you can tell your story, people can see you in ‘real life, virtually anyway’ and understand who you are and what you do in a way they can relate to. Testimonial images, video, and in written text also offer social proof and build trust and credibility too, so include them where appropriate.
Bottomline. People want to know who you are and what you do. Create a website that’s easy on the eyes, guides your prospects through the process of getting to know you, and provides enough information so that they can get in touch with you, easily. Make CTA buttons clear, plenty, and please – triple check that you have no mistakes and all links work.
You can’t be perfect, but you can look awesome.