How These Psychological Elements Can Help Convert Your Website
July 27, 2017
Article Overview10min read
If you’ve poured all your efforts into increasing conversions by running A/B testing only to have it flop a few months later, it is bound to be disheartening. Initially, you may have been pleased to see conversion rates increase, but as the flood gates close and you keep running tests with almost no productive results, you know you need to reevaluate your strategy. Your web development company needs to evaluate and rank potential tests based on behavioural psychology.
The first behavioural pattern is to simplify things. When you really think about it, no one likes complex yet we always attempt to put up complex elements in website development despite knowing what we know. Many people do this because complex somehow seems to indicate intelligence and intellectualism, however, the conversions keep coming and the traffic keeps growing when things are kept simple. Simple things are less likely to be unpleasant.
Studies have found the concept of past experience plays a role in your future behaviour patterns. Your past experiences will contribute to your current experiences. This is a little tricky because past experiences can be personal and it might influence someone or something in the present or future which has no relevance to your past. Still past experiences are powerful and it matters.
Growth comes down to three main levers.
First to reach more people
Second to make the target action easier with decreased friction and
Third, to create an increased benefit
The cost benefit analysis is explored in this instance, where the benefit is always weighed against the cost by people. For instance, if you are offering a downloadable e-book, this is the benefit. The cost is to enter your email address. People will give you an email address gladly for a helpful book, but they are unlikely to fill in a questionnaire for the same book.
Humans watch for other humans, this is a subconscious action. Most people jump at visiting websites that have images of real humans, this is an unrealized action that we take in our everyday lives. If you put a human face, can it increase website conversions?
Face grab attention and conveying emotions are two ways you can increase conversions using real humans on your website. A person’s emotions for instance, a sad, happy or joyous face will subtly impact your visitors. However, avoid exaggerated emotions, this can be a real turn-off. Use positive emotions or an empathetic sadness to best affect your call to action.