As businesses become increasingly adept at providing a good user experience, other aspects of web design have come to the forefront in the race for new business. Persuasive techniques, in particular, are at the forefront of this new wave of innovative design with proven results in increased conversion rates.
This term refers to the widely held conviction that if others are doing it, it’s a good idea. A web design agency may use this principle to make your website more persuasive by informing the user that others are interested in the products or services they are viewing. The air of credibility this provides may persuade an interested party to complete a transaction.
The most persuasive websites are those that present the purpose of the website most clearly. If the customer wants to book a holiday, the site will show them how they can choose their dates, destination and accommodation. If they’re looking for a new car, it will show them how to choose the type, age and price range of the car they want. Presenting the user with a prominent solution to their most pressing need is most likely to result in a conversion.
Assess Your USPs
Many successful websites strategically place a carefully chosen USP in a prominent position. A web designer requires a certain amount of research in order to determine the USPs that are the most effective. It is also crucial to decide which users to target with these, as one that is most effective with first-time buyers may not resonate with returning customers; your research will show which approach yields the best results.
Display Your USPs
In addition to a main USP, placed in a prime position, it’s important to feature the other attributes that would make someone want to use your service. Some of these may be more appropriate in the context of different pages on your website or they could all form the basis of an FAQ page or similar.
Adding confirmation of the value of elements on the website can encourage the user to notice them and subtly persuade them that they are more worthwhile. Examples of this include placing a tick next to a USP or a green button close to a call to action. As in nature, the colours red and green can be effective indicators of an item’s status.
A good review or customer testimonial provides an immediate sense that you are capable of delivering a desirable product. For the sceptical, a link to an external review site can often allay any reservations they might have. It’s vital to create a sense of trust in order to persuade people to give you sensitive information, such as their addresses and payment details. Including a section of your site where customers can leave feedback can be subtly persuasive as it promotes the idea that you have a high level of confidence in your service.
When a branding agency works on your website they will use the art of persuasion to create a more compelling proposition for your customers. It’s all about perception, so sending the right message will give people confidence in your business. By employing these subtle techniques you will turn enquiries into new business. By satisfying your customer’s needs, you will ultimately meet your business objectives.