Websites and their designs are all about processing fluency. As defined in the first blog post, processing fluency is “a cognitive bias in which our opinion of something is influenced by how easily our brain processes it and understands it.”
This means that the more effort it takes to understand something, the less we like it.
According to studies, when we visit a website, we “gauge the overall visual appeal of a website within half a second of landing on the page.” This is why we must think like the visitors, think like the consumers. Fonts. Colors. Buttons. About section. Contact Us page. Product listings. Aesthetics.
How does your website look?
Is it easy to work? Well, it should be.
People don’t want a thousand pop-ups and ads covering their screen. There should be little to no busy distractions that take away from the main page. Things like discount codes and sales should be easily seen, but again, not too much to clutter the page.
Remove unnecessary information and use visual cues to make your website more user-friendly. Having a concise display will make your website and brand more trustworthy and attractive.
In order to get website visitors to use your service or buy a product, you must make it look quick and easy.
Is it visually appealing? Again, it should be.
The overall aesthetic of the website ties into how easy it is to maneuver it. Following the results of several studies, websites should have minimal text, easy-to-read and consistent fonts, and a background color that contrasts well with the text color.
Minimalism is a concept that you will have to keep in mind when designing a website, in order to make it both aesthetically pleasing and easy to use. “Minimalism - applied - means just the right amount of information at the right time.”
Having a clean and attractive website that is easy to get around will improve the usability of your website, eventually increasing conversion rates. How your website looks is just as important as everything else you do as a brand or business, and it will play a major role in your success. So, remember to make things seem easier done than said on your website!
References:
Dooley, R. (2013, May 14). The Easy Path to Persuasion. Retrieved September 18, 2020, from https://www.forbes.com/sites/rogerdooley/2013/04/22/the-easy-path-to-persuasion/
Processing Fluency: Convertize: Neuromarketing Glossary. (n.d.). Retrieved September 01, 2020, from https://www.convertize.com/glossary/processing-fluency/
Sciocchetti, A. (2019, July 28). Cognitive Fluency: The Psychology Secret to Higher Conversions. Retrieved September 01, 2020, from https://www.directivegroup.com/ideas/tools/news/blog/cognitive-fluency-the-secret-to-higher-conversions/
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