Add Visual Cues that Truly Matter
Why should online testimonials include photos of people?
Neuroscience research shows that almost 50% of brain activity involves processing visual information. Studies have discovered that testimonials that feature a real customer’s face boost confidence far more than the same praise without a photo. The human face attracts attention to the testimonial immediately and unconsciously. Plus, it adds an additional layer of social proof. Increased visitor confidence always pays off through increases in conversion rates.
Guide Your Web Design with Neuromarketing
97% of web design companies build websites to impress their clients, instead of their clients’ customers. They typically use some large stock photos to fill up the screen. But, these websites offer little beyond that. Will anyone buy your products or services simply because your website has better stock photos? Your website’s job is to attract, retain and convert your customers. A design that only pleases the eye falls far short. In fact, most graphical designs built with cheap templates perform dismally.
It gives visitors what they seek and nudge them to take action. That translates into more sales and profits.
- Why Do Our Brains Prefer Clean, Simple Web Designs? – The brain’s ability to focus is very limited. We instinctively use fast-thinking to process new information. When we are overloaded with stimuli and forced to slow down, we get confused easily. Neuromarketing studies have shown that online users rated visually complex web page designs as less beautiful than their simpler counterparts.The moment new visitors land on a web site, they must recognize immediately that they’ve come to the right place. You have only seconds to make a good impression. What does your company offer? Where is the most important information? Is it easy to find additional product or service descriptions? If your web design forces your visitors to think hard, you are sending them to your competitors.
- Why Do Pretty Photos Turn Your Customers Away? – Very often, you see a website that uses a large photo to fill up the screen? If you dig further, you won’t find much else. Such a web design drives away visitors within 20 seconds.Our brains are unique. One photo can mean 100 different things to 100 people. You may think that your photo of choice conveys exactly what you intended, but often your future customers disagree. Additionally, large photos slow down website downloading. According to Google, over 57% of its users abandon websites that take longer than 3 seconds to download. Google ranks faster websites higher. Web designs guided by neuromarketing grab and hold visitors’ attention and keep them interested.
- What Are Your Future Customers Looking for? – They’ve searched for products, solutions or information on search engines. Your website should immediately show them relevant information, recognize their problems, and provide good solutions. Once you’ve kept them from leaving, they’ll look around briefly to determine whether you can help them, at a reasonable price. Your neuro web design should feature dynamic, emphatic, action-generating language and images. Clearly presented navigational links will help visitors explore more information and trigger action. Neuro web design lays out a clear path toward the buying decision.
- Do You Know What Your Visitors See? – A large number of eye-tracking studies show that almost everyone looks first at the top left of the web page. Then, their eyes scan down and across in an F-shaped or triangular pattern. This happens within a few seconds, and intuitive decisions are made based on what the eye sees. After such a brief scan, most visitors have decided if the website is worth exploring. If what they seek is right in front of them, you can activate their slow-thinking process, which is the beginning of conversion.If not, they’ll leave and look elsewhere. This neuromarketing insight lets neuro web designers know where the most important content should be placed.
- How Does Your Web Design Trigger Positive Decision-Making? – Every day, we make about 95% of our decisions quickly and unconsciously. When new visitors land on a website, they make split-second decisions on whether they should leave or stay. Their eyes move in predictable patterns and look for visual cues that catch their attention. If the visitors are impressed by what they see, they will consider the products, services or information available. Then, their slow, analytical brain begins reasoning and calculating. Through words, images, and page layouts, your web content can trigger either positive or negative decision-making.Web design powered by neuromarketing has been shown to increase sales and lead generation by 2 to 5 times.
- How Do You Make Your Website Easy to Navigate? – The process that leads to eventual conversion varies. Generally, visitors need to gather information, make comparisons, gain confidence and take in social confirmation. The navigation structure should not only guide your visitors, but also stimulate their interest.Links should be clear and use active motivational language to encourage clicks. The more web pages a potential customer browses, the more opportunities you will have to make a sale. Most websites use overwhelming graphics to fill up the screen, while putting the important navigational structure in hard-to-find places. Most visitors abandon such websites.
- How Does Neuro Web Design Motivate Conversion? – Every buying decision is a multi-step process. One visitor might decide to convert on a landing page. Another might quickly visit another page to get more information. Still others will ramble around, weighing different choices carefully. A large number of potential customers will end up leaving without acting at all. Any obstacle to conversion will reduce your sales or leads. Neuro web design can be applied to trigger conversion by presenting powerful language cues and using specific conversion triggers.Even color choices used on an “Add to Cart” or “Sign Me up” button can promote or discourage action. Integrating neuromarketing with web design is a sure way of doubling or tripling your conversion rates.
Maximize Your Sales through Neuro Web Design
If your current website isn’t performing, it is time for a revamp. Take a close look at your direct competitors’ websites. Chances are they all look pretty much the same. Why try to duplicate those designs? Odds are they all have conversion rates that are just average or below and aren’t meeting their owners’ expectations. Now, visit the websites of very successful companies in your line of business. Try to look at every website from the perspective of a potential customer, rather than a business owner. If you’ve read some of the information on this website, you’ll probably recognize neuromarketing elements at work on the successful websites. You want higher conversion rates and more sales. Web design driven by neuromarketin can give you that performance.