Top Web Design Elements That Affect User Behaviour
With the right analysis and a clear understanding of consumer behaviour, you can optimise your website for maximum profitability. The objective is to encourage users to make that final click and start converting their interest into business. A professional digital design agency will understand how certain factors can influence web users, encouraging your visitors to make that all-important leap from browsing to buying or making contact.
Top Web Design Elements
If your brand identity has a recognisable colour palette, you shouldn’t detract from that profile; maintaining consistency of colour will project a consistent brand image to the consumer. If you have freedom of choice, you should consider colour theory and think about the effects that different colours have on the psyche; blue, for example, is often associated with depth and stability — it symbolises trust, loyalty, wisdom, confidence, and intellect. Conversely, the colour red is very emotionally intense — often associated with energy, danger, strength, passion and love. Contrasting colours can be a good way of making key words or phrases stand out, which can be a particularly effective way to highlight a call to action.
A major factor affecting your conversions is user flow. The flow refers to the manner in which a user navigates your website to complete a given task. Your objective is to build a flow that will take users from their entry page through conversion funnels, and onto the final action; contact, sign-up, purchase. It’s vital to build a user journey that matches your users needs. In order to maximise conversions, you have to get the user flow right.
The presentation of certain elements will affect how the user interacts with your website. Presenting a clear hierarchy of information will enable you to add emphasis where appropriate, making the site clear and simple to navigate. Pay attention to typography and make use of font combinations that work well together on screen. Keep in mind the importance of legibility and readability to ensure your content is clear and well presented; always set your type styles so there is a clear and significant difference in point size.
Headlines should be made to stand out, try using a nice display typeface that will complement the body copy. Keywords and links to other essential information should also stand out, perhaps using a bolder typestyle or contrasting colour. Images, links and controls should also be given appropriate emphasis, depending on their level of importance to the content. It’s not all about words and pictures, the white space is equally important when it comes to adding emphasis. By creating space on the page you can add emphasis to surrounding elements and create a focal point for important messages.
People visit a website because they want to know something or make a purchase. With a sound knowledge of your target audience, using the expertise of a design agency will help you to develop a customer experience that will satisfy their needs. Using design to influence the user’s behaviour makes the user experience far more enjoyable for the customer. Following these simple tips will make the conversion process simpler and results in a much more efficient and effective website.
Andy is a Director of Beyond, a leading web design agency in London, specialising in user-centerd design and digital design services. He specialises in UX led, responsive design. Andy’s passionate about the power of digital to influence user behavior. Feel free to connect with him on Twitter and Facebook.