When it comes to web design, there are certain things that everyone considers, such as usability, speed and the user experience. However, very few people consider using psychology as a part of the web design, even though this is a great way to increase engagement, sales and sign ups. Here are five ways you can apply psychology to web design.
The need to be accepted
According to Changing Minds, everyone has a need to be accepted by others. No one wants to feel ostracised or rejected, which is why people are more likely to do something if they know that other people have already done it. You can use this need to your advantage if you have lots of customers by including something like “join the thousands of people who are already receiving our newsletter.”
Avoid the stress of cognitive dissonance
Cognitive dissonance is the stress caused by two conflicting opinions, and many websites accidentally create cognitive dissonance without meaning to. For instance, a website may say that its products will make the customer’s life easier and more efficient, but if the website is slow and difficult to use the customer will feel dissonance. Use this to your advantage by making sure that your website accurately reflects your products or service.
Don’t let your users feel analysis paralysis
Analysis paralysis happens when someone is confronted by too many complicated options, making it very difficult for the person to make a choice. Make sure there isn’t too much going on on your website as this may confuse customers. Instead, only keep links and buttons that are important, and make sure your call to action is clear.
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The need to belong
If you use words that are friendly and accepting, customers are more likely to feel like they belong on your website, and this means that they are more likely to click through to other pages and follow your call to action.
The power of the rhyme
There is a cognitive bias called the ‘rhyme as reason’ effect. This cognitive bias makes people believe that sayings are considered more truthful if they rhyme, so you could benefit from including a rhyme as your website’s slogan. It may sound silly, but it is effective.