Building your home page using psychology will have a positive impact on the conversion rate. Here are the 19 most effective psychological principles.
In designing your website and composing the home page, understanding consumer thought processes will allow them to attract their attention, eliminating any friction that may prevent them from buying products or interacting with you.
Consumers come from different environments and areas worked and have different lifestyles, but their minds work in a similar and predictable way. Of course, there are a number of demographic data to be taken into account, but according to the National Human Genome Research Institute: "All human beings are 99.9% identical in their genetic whole ”.Understanding the habits, trends and preferences of the public can be extremely beneficial. Building your own home page using psychology will have a positive impact on the conversion rate 19 psychologic principlesthe most effective that will bring your homepage to success.
1. Visual salience
The visual salience defined as "The qualitative subjective perceptive distinction that makes some elements stand out from their neighbors, immediately grabbing our attention". Here is an example.Our eyes are attracted by the single red dot present in the image and it becomes interesting to us because it is an incredibly primitive principle. When humans were far less evolved as a species, it was extremely important for our ancestors to shed light on contrasts in their environment. It proved useful for identifying predators and prey in hunting. Without a visual salience, we would not have survived and we would never have turned into who we are today. But how can the visual salience be linked to the design of a home page? simple: the most important elements of the homepage must stand out from everything else.One way to increase conversions is to experiment with different colors and formatting options. The bottom line is to ensure that the most critical elements of the home page are distinguished from everything else.
2. Cognitive fluidity
Many of you will believe that Apple's home page is aesthetically pleasing. But why so? In large part it is due to the implementation of a psychological principle known as cognitive fluidity.
Also known as cognitive facility, it is the "ease in which our brain processes information and affects the impact of each of us in a positive or negative way in perceiving something. Apple does not overwhelm our brain with excessive information. Instead, use a style that embodies simplicity and minimalism. Incorporating cognitive fluidity into one's simple homepage if you follow this trick: Include lots of white space. Maintaining a relatively poor homepage visitors are not overwhelmed with extraneous contents. In this way, cognitive facilitations are created that allow visitors to better concentrate on the contents.
3. The law of Pragnanz
Pragnanz's law is also known as the law of simplicity and a central idea that underlies Gestalt psychology. This law represents an attempt to understand the laws that hide the ability to acquire and maintain meaningful perceptions in a seemingly chaotic world. In other words, humans prefer simple things to complicated ones. It is much easier to process information that is presented in a simple way, because in this way it prevents the "cognitive overload" from occurring. When we are faced with complex forms, our brains naturally reorganize them into simpler forms.Reduce the number of options ideal. In principle, it should beoffer an absolute maximum of six options.
4. Overcome paralysis
Sometimes people just need to a push to start acting. Everything you need to encourage you to proceed with a purchase provide at least a motivation. The professor of psychology and marketing at Arizona State University, Robert Cialdini, once conducted an experiment on persuasion. He sought donations for the American Cancer Society and tried two different requests to determine the effectiveness of the impact.
Although the difference between the two requests is subtle, the second has received more donations (22% more). In other words, 28% of people donated with the first request while 50% donated with the second option. This means that "people are more likely to intervene when minimum parameters are set".By setting minimum parameters, you can help visitors break their "action paralysis" and increase conversions. For example, it is possible to offer a free trial subscription with no purchase obligation, or perhaps free shipping on the first order.
5. Instant gratification
People hate waiting and the technology and information that we constantly have on hand have re-ignited some of ours brain mechanisms that result in: when consumers want something they want it right away.There have been scientific experiments performed using magnetic resonance, which demonstrate the power of providing immediate satisfaction. How to involve the visitor in order to stimulate the purchase? Using terms such as "instantly" and "immediately".
6. The principle of Milgram
Stanley Milgram was a psychologist and professor at Yale University. remembered for having conducted a famous experimentation on the concept of authority, in order to evaluate the lengths that induce people to respect the authority, even if it conflicts with their personal conscience. It all boils down to this observation: most people will obey those individuals who will be recognized as authorities.So enjoy dellapproval by an expert or by an industry authority guarantee a peak of conversions. It could be a testimony of corporate icons with which one worked or a form of direct approval that drives customers to act.
7. The principle of reciprocity.
An old experiment is based on the offer of candies donated together with the bill and all served to make an estimate on how to entice customers to increase tips. Customers who had received the mints together with the bill and without any explanation were registered a 3% increase in tips. Other customers, who had always been offered mints, found themselves interacting with the waiters, who had been asked to explain to the customer that the sweets were a small exclusive extra. The result? A 20% increase in gratuities. Even with home pages, it is possible to take advantage of the reciprocity principle offering something for free. It can be a free eBook, a PDF, a discount code. Many visitors will be more inclined to make a purchase against a reciprocity.
8. Home page: Loss aversion (loss aversion)
One of the fundamental principles of psychology indicates that humans work harder to avoid losing something they already have, compared to doing something to get more. In other words, people hate to lose. Feeling told that you are about to receive a monthly increase of $ 500 on salary cheers, but being announced that you are going to lose the same amount, obviously, is infuriating. Getting mad could result in a major accident because people tend to take losses hard and will struggle desperately to avoid them. You can use this psychological principle on your homepage explaining what you are going to lose if you do not take some action.
9. Facial recognition for the home page
In a 2011 study that involved an A / B test on the landing page of a marketing company called Highrise, it happened that the researchers looked at different landing page styles to see which ones led to most conversions. They discovered that including a picture of a smiling person increased conversions by 102.5%! It shows us the power of facial recognition that attracts attention as well as emotions. If a homepage lacks this visual element, it must certainly be experienced.
Human beings tend to love and trust those who are more like them. There are many more chances of becoming friends with someone whose behavior is similar to ours and who uses our own jargon. Mimicry is another fundamental psychological principle that can help build ongoing relationships with visitors and gain their trust. Speaking the same language "and using the same jargon as the public you can get more visitors.
11. The anchor effect
The Harvard law school defines the anchoring effect as "a cognitive bias that describes the common human tendency to to rely on the first piece of information offered (defined again) at the time you decide. "It includes a initial price higher than actually the product costs. For example, one could say that a product costs $ 1,000. But later, visitors may find that they will only be charged $ 800 when adding to the cart. $ 800 might seem like a high cost if taken alone, but it could be a bargain if compared to the starting $ 1,000. The anchoring effect was one of the key strategies of Steve Jobs, a strategy that involved iPads at their initial launch. The point that starting from the top and working downhill in terms of prices – can become the catalyst for higher conversions.
12. Emphasize the success of others
The interest that is directed to a product, not always followed by a purchase of a product. But when information is provided, for example how a product is helping others, it could have a huge impact that would act as a motivation for action. When a brand asks you to sign up for a newsletter, you could show how others are been positively influenced using a certain product. Often, this will be the determining factor in persuading visitors to convert.
13. Compliance of the home page
Like it or not, many have it tendency to follow the crowd. In the 1950s, Solomon Asch carried out a study to determine what the effects of social pressure were and the likelihood that people conformed to the majority. Good part of the people had expressed their willingness to comply, at least to some extent. One way to incorporate the conformity is to identify the product you want by evaluating how many customers proceed with the purchase of popular items.
The use of scarcity in marketing is nothing new. actually one of the most widespread strategies and for good reason: gets results. The example that we submit to you is that of the last pair of shoes of a particular model. In the event that a person was really interested in those shoes there would be excellent chances that the purchase could take place immediately in the face of only two pairs remaining available. This psychological principle also convinces customers to act.
15. Use trustmarks to mitigate consumer concerns
Consumers have a certain amount of skepticism. With so many spam artists and scoundrels, it is difficult to establish trust and consolidate it. But it presents us with a problem because those who fail to build trust damage the conversion rate. One of the best ways to eliminate visitors' fears is toncorporate trustmarks on the home page. According to Econsultancy, a sign of trust or guarantee is the number one factor that helps people decide whether or not to trust a website.
16. The Ellsberg paradox
This is a psychological principle founded on an old experiment (of 1961) conducted by Daniel Ellsberg that to this day still has a lot of relevance. The simple premise: the participants are presented with two different jars containing red and black balls. The first jar has exactly 50 red balls and exactly 50 black balls. The second vessel also had 100 red and black balls, but the relationship was unknown. Participants are asked to decide on a vase and bet on a color (red or black). If they guess the color they bet, they receive $ 100. If they make a mistake, they get nothing. For the most part, the participants chose vase A with the 50/50 mix known from vase B with the unknown mix. What is shown that most people prefer a known relationship to a stranger. On a home page it is a good idea to explain those specific details that could influence a purchase decision. The more transparent it is, the greater the chances of conversion will be.
17. Visual cue
Searching for a simple but effective way to have more and more eyes on your homepage is not easy, but this could be a trick: notice how the red arrow looks at the presentation form.
ConversionXL performed extensive tests using eye monitoring studies on visual cues and found that using an arrow you have the best way to let visitors look at something.
18. Use colors as emotional triggers
The different colors evoke positive and negative emotions. Understand what types of emotions are those that a certain audience will encounter by means of a certain color of great importance because it imposes the color scheme to be used then in a website. Proper color targeting will be the winning ticket to motivate visitors to take action.
19. The 8-Seconds rule
According to a study by Microsoft "People, on average, lose their concentration after eight seconds, highlighting the effects of an increasingly digital lifestyle on the brain ". The surprising thing is that this is actually a second less than when seen observing the goldfish, which have an attention field of at least nine seconds. Following the "eight-second rule", you can get the attention of visitors quickly, increasing the chances of moving it through the sales funnel. Here are some specific ways to do this: – Have a clear unique selling proposition (USP – unique selling proposition) – Use an H1 tag to make the USP easily identifiable – Use effective words – Incorporate high quality images
Don't worry if the conversion rate you have not yet what you would like. Do something to improve. All these different psychological principles are proof that a small set-up and experimentation can significantly improve the conversion rate.These strategies work and can transform a homepage making it a magnificent machine to encourage conversion.