Fundamental Principles of Persuasive Web Design
How do you judge anything or make decisions? Most of the people probably answer that we have the ability weighing the pros and cons of a situation carefully and then make a decision based on logic.
In general we can persuade somebody - simply be confident, talk fast when talking to them but what about persuading somebody without words. Is that even possible?
People behave due to their personality and external circumstances both. If you understand the user’s behaviour, it will be easier for you to get them to take some action. There are some invisible forces that persuade them as well. And you can use all these forces to design your website.
Today, most of the web designers are now examining these cognitive biases to see how to exploit them in the design of web sites And to influence the behaviour of users.
In this post we will examine some actionable steps that can help you design better experiences that lead to more sales online.
There are 7 main principles to influence the user behaviour on the web -
Reciprocation Commitment Social Proof Authority Scarcity Framing Salience
Reciprocation
“I LIKE TO RETURN FAVOURS.”
If somebody gives you a gift, invites you to a party or does you a good turn, you feel obliged to do the same at some future date.
Commitment
“I LIKE TO DO WHAT I SAY.”
Our behavior is consistent with our beliefs. Take a stand on what is visible on your website.
Social Proof
“I GO WITH THE FLOW.”
We like to observe what other people’s do on our site, judge what’s normal, and then we copy it.
Authority
“I’M MORE LIKELY TO ACT ON INFORMATION IF IT’S COMMUNICATED BY AN EXPERT.”
This principle refers to the credibility. Visitors are more likely to take action if the message comes from authoritative source.
Scarcity
“IF IT’S RUNNING OUT, I WANT IT.”
If something is in short supply, people are more likely to want it.
Framing
“I’M STRONGLY INFLUENCED BY THE WAY PRICES ARE FRAMED”
Salience
“MY ATTENTION IS DRAWN TO WHAT’S RELEVANT TO ME RIGHT NOW.” Hope the article will help you to become a master at persuading users and create a web design that meets your business goals and turn visitors into leads and sales.
