Updated : Dec 14, 2019 in Web Design
In increasing the brand awareness of your business, the website plays an important role. This can be seen from Stanford University research that says 46.1% of people say website design is a criterion that decides whether a company is credible or not.
To make a website more attractive and have a high conversion rate, you also need to apply the following psychological principles.
# Pragnanz's Law
In Gestalt psychology, the main principle used is Pragnanz's Law. This law states that we tend to organize experiences in an orderly, symmetrical, and simple way.
This psychology focuses on the human tendency to comprehend visual phenomena as a whole rather than partially understanding.
With websites, you can use this law by grouping elements that can be linked to one another, such as testimonial boxes, images, and conversion buttons.
By grouping these elements, the user's brain will be able to process information faster. Of course, this will help increase your website's conversion. An example that successfully applies this principle is The Sims 3, which can increase conversions up to 128%.
# Fitt’s Law
Next, there is a unique principle called Fitt’s Law. This principle emphasizes the time needed to move your mouse to the target on the website, such as buttons and text to images.
The closer and easier it is to go by using the mouse, it will make users more interested, and of course, this will not take long.
This principle was once applied by SAP, one of the software companies. Previously, SAP placed the CTA button at the bottom of the website. This turned out to be a waste of time and ineffective.
Finally, SAP also changed it by placing it in the right position at the top with a striking color. This method was proven and able to increase SAP conversion by up to 32.5%.
# Principle of Benefits
Elliot Shmulker from LinkedIn said that growth could occur because of three main factors, namely reaching more people, reducing friction, and creating benefits for better results.
The more useful your idea is, the more people will do what you recommend. Then, how can this be implemented to increase website conversions? One simple example is the one carried out by the Social platform that made small changes but had a big impact, namely by adding the word "Free" next to the "Sign Up Now" button.
In this way, Social conversions increased by 28% than before, who did not add the word "Free."
# Past Experience
This principle is also known as mental models. The assumption is that experience has an impact on the knowledge you are doing now.
If related to the website, experience certainly has a big influence on someone's interest in visiting your site. If the previous experience is not good, someone might leave your website.
Conversely, if you continue to innovate to make it better, then website visitors will survive. It is not even impossible to reach new website visitors.
Computer component companies, AMD can demonstrate this. Previously AMD did not use the website for sales, but after a website overhaul, sales also increased, and the conversion was able to break the 3600% figure.
# Use face
Most people like human faces. When we see a human face, in psychology, we are triggered to feel empathy for that person.
If the content of your website has content that addresses a matter and the aspects of life, you should need to include face images in articles, testimonials, and case studies.
When using faces on a website, try to be appropriate, and describe the business or content of the website. We can illustrate this with Vendeve, a social network for women entrepreneurs.
This website uses the face of a career woman to reflect the contents of the website and target readers. The same thing was done by Highrise. As a result, the conversion increased by 102.5% after using this technique.
Those are some psychological principles that you can do to increase your website conversion. Good luck and hopefully useful!