May 19, 2022

How to create a Website that works like a web magnet – CXL Minidegree #3

This is my 3rd post on the learning path of Digital psychology & persuasion techniques with CXL institute.

We form trust on first impression in the initial 30-50 milli secs upon visiting a website. Otherwise we quit. This first mili secs is the window of opportunity for a new customer or visitor on our website. First impression is so very important that it is always “QUICK TO FORM” AND “SLOW TO CHANGE”. Hence design and aesthetics of a website is all what matters these days. Apart from the Design & Aesthetics athere are 3 other factors that drive the ultimate opinion of a visitor on our website. Those are : A distinct value proposition, meaningful imagery and a personal connect to the web visitor.

The effectiveness of a website depends on the external and internal factors of a customer. for example if you have a ecommerce store of ladies bag which is visited by a man who wants to shop online gift for his wife, may convert for the time being depending on his external circumstance but after this purchase if you are going to show some remarketing ads to him and show him some product images he had seen on your website yet he may not convert again. as his external circumstance i.e. wife’s birthday is over. So depending on the external and internal factors faced by a customer , a action may happen on your website.

The website or a ad will always provoke a prospective customer to take either distracting action or a interactive action on your website. Why ? Its because of the cognitive load that is imposed by the entirety of the website. In order to invoke an interaction with our website we need to design it following our cognitive schema . It is found that we generally create and memorize things via schema which are patterns of information that gives us a framework to react in a specific way once similar instances arrive for us.

So after discussing on the factors that incite action on a website we can now look into visual cues that drive actions on a website. On a study done on eye tracking that iterated different visual cues of a lead generation page containing a form the following learnings came out. form our reference the 6 iterations were : Human looking away from the form, Human looking toward the form, a arrow toward the form, a triangle toward the form , A line connecting the content to the form, A highlighted form on the landing page.

i) The visual cues doesn’t really amke any difference when a user sees them for the first time.

ii) A visual cue towards the form created more eye time on the lead generation form.

iii) the visual cues didn’t matter in terms of which form they remember depending on the visual cue.

Some design hacks that keep the users hooked onto your website:

  • Keeping strong directional cues on the website so that users don’t hit a false bottom on the page
  • Being aware of the design prototypes in the industry. In order to create a altogether experience for the user if you design it too differently it will confuse the visitor.
  • creating cut-off look inside the content that creates an impression that part of the content is below the fold.
  • creating a visual pattern inside the page helps users to scroll it down to the bottom of the page.

So what all things we can do to Make a Website look good?

  1. Typography & Spacing : the typographic variance in the same font family creates a more aesthetic appeal. the spacing of the characters words , lines along with line height generates a well laid out content.
  2. usage of a refined color palette creates more aesthetic appeal. When choosing color shades for your design, create a color palette and iterate — switch in and out different colors to see what looks good together.
  3. Creating a visual hierarchy creates amore stunning design and can drive our eyes to the intended zone or call to action button.  
  4. using high quality imagery that adds valuable information to the user is required for clutter free communication
  5. Consistency is design elements also drive s the visual appeal of a website. A design will look unprofessional and lack polish when visual elements are used inconsistently or sporadically. In Spotify, many visual elements remain consistent across different areas of the app. First, the spacing between columns (the left and right gutters) are all the same size, across all app screens. More, within genres, the top grid lines (and, thus, the alignment and positioning of the headers at the top of the screens) and the typographic treatment remain consistent. While the gradient color changes from genre to genre, it retains a consistent hue and saturation. 

So to sum up all the elements of a good design there should be:

  • Aligning typography to a grid
  • Keeping a clear hierarchy in design with an eye to give more importance to the most prominent element in the design.
  • Define clear visual rules and apply them consistently throughout your design.

Apart from that in order to provide better information about a product or a service it is always better to follow the motioned rules beneath:

  • The more text in the value proposition of a product the users read better.
  • the more the info in the value proposition the better the users understood about the business
  • the users are able to gather and recall more info about the product or service when there is more value proposition
  • people are able to describe more info about websites when there are more features 7 benefits to read about.
  • Readers prefer to read bullet point features and benefits. its wise to provide top 3 or 5 features in the value proposition first. Then the content can be described in words.

So what should be the structure of an ideal Value Proposition?

A value proposition should have the ideal structure like this:

  • Headline comprising of a end benefit that I am giving
  • A sub headline confirming the relationship between whom I am selling to and why I am selling to the user.
  • 3 bullet points of relevant benefits & features
  • visual that gives a clear understanding of the whole value proposition.

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