Do you know WHY your website design needs to be psychologically optimized? When we optimize for psychology, sales go up, interaction & retention are enhanced and return visitors increase. If you’re doing e-commerce then you need every opportunity to increase your online sales. If your website is informational, you need people to remember you as a reference. If your website’s purpose is for education it’s important to stimulate the mind of the critical thinker.
When considering the psychology of your website, consider your purpose. There is no “one size fits all” approach.
So let’s break website psychology down.
Colors affect every decision we make, whether we know it or not. How we perceive a product, person or place is directly associated with the colors involved. Consciously or sub-consciously, colors play a role in our decisions. Colors effect our mood – have you ever walked into a room that was dark and uncomfortable? It makes you want to leave immediately. This holds true with your website as well. If a visitor doesn’t feel comfortable, they will leave.
So it’s easy, you just have to find which colors mean what and put them in the design, Right? Not that easy…
Let’s use Orange as an example. Orange encourages ambition, fun times and warm energy, but when applied as a sales tool it makes products more attractive and look more affordable. If you have a call to action in Orange it will seem much more affordable and inviting then a call to action in Gold, which represents worth, loyalty and prestige. (Unless that’s what you’re going for)
All to often is the wrong color chosen for a web site. A color should be decided on based upon two key starting points. 1. Your target demographic 2. Your product/service.
If you have an existing logo, the color of the logo must be taken into consideration. The existing color must be incorporated with the correct density in the design, while still maintaining a balance with corresponding colors. (Which is another consideration you must address).
Color psychology is powerful when done correctly. It’s not an accident that Campbell’s soup has used the same colors continuously throughout their products life. I even bet when I mentioned that product you had a visual of the label pop up in you mind.
What about Coke, Pepsi, Google, 7UP, Nike, RedBull, Reese’s. These colors all play a role in how we perceive them.
So, once we have the colors, now what? What triggers us?
We develop a Psycho-graphic profile which allows us to choose the color schemes. Psychological triggers, on the other hand, are used when developing our sales funnels in which we want those profiles to follow. It works both consciously or subconsciously, the proper use and placement of triggers will lead a customer through your website to the point of purchase.
If you recall the beginning of this document, I asked you “Why does your website need to be psychologically optimized?” Do you know why I asked you that? Because humans are curious by nature. Asking ‘why’ stirs our curiosity stick so we delve deeper into a sites content. Searching for the answer.
The top 7 Psychological Triggers we can use are:
- BE SPECIFIC – It’s important to be as specific as possible. Why? Because it makes your information more believable and credible.
- CURIOSITY – We use this to lure viewers into content. It’s helps them discover the answer through their own efforts, even though we are not hiding anything from them to begin with.
- REASON WHY – Why should people listen to you? Why should consumers buy from you? Why is what you’re offering going to make their life better?
- SCARCITY – Simply put: we are more driven by the thought of
loosing something then by the thought of gaining something. “Limited time offer”, “Limited chances to win”, “Buy before 4:00pm and win a fancy hat”
- FEAR – Fear is a powerful trigger and controls the majority of our actions. The fear of Y2K had people frantically storing food, finding shelter and preparing for the end of the world.
- ENTHUSIASM – Having positive energy when selling your product/service makes all the difference in the world. No one buys from a dull depressed pitch. The transfer of energy is crucial for consumers to believe in what they are committing to.
- TELLING THE TRUTH – Sincere honesty gains you respect and credibility. All lies surface in time, but the truth will give you a concrete foundation that builds a relationship. People appreciate honesty, even when it’s not in their favor.
Psychological optimization is just another key component that plays into the overall efforts put into web development. These tiny, yet large, decisions can mean the difference between profits and losses. We approach every website with these factors in mind. We go through the necessary research to properly evaluate who is visiting the site and how they will navigate through the site to arrive at a call to action. Each website is approached differently depending on it’s unique needs and how they pertain to the visitors.
- The Psychology of Social Commerce Applied to Landing Pages [Infographic] (unbounce.com)
- Psychology Myths and Misconceptions (psychology.about.com)
- 3 Ways You Can Get in the Minds of Your Customer Online (noobpreneur.com)
- Psychology in Everyday Life (tismond.wordpress.com)