Posts Tagged ‘Psychology’

We are pleased to present below all posts tagged with ‘Psychology’.

Easier Is Better Than Better

In his book, The Paradox of Choice, Barry Schwartz comes to an interesting conclusion involving human choice. “People choose not on the basis of what’s most important, but on what’s easiest to evaluate.” Common sense would dictate that if you were given a list of choices, you would choose the one that is most important to you, when in reality humans usually choose the one that is easiest for them to understand and evaluate.

In 'N Out Burger

Very often we do so because we don’t have the time to put in the research necessary to make an informed decision. Politicians are rarely elected based on the majority of people doing research on their background and the policies they support. They are elected for the fact that people can relate to the message they are spreading and because we have heard of them before.

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Improving The Online Shopping Experience, Part 2: Guiding Customers Through The Buying Process

Part 1 of “Improving the Online Shopping Experience” focused on the upper part of the purchase funnel and on ways to get customers to your website and to find your products. Today, we move down the funnel, looking at ways to enable customers to make the decision to buy and to guide them through the check-out process.

Funnel Part 2

Inform and reinforce the customer’s buying decisions by offering in-depth product information. The content on product pages should be relevant and should give the customer a virtual feel for the product. Ensure that your website addresses the key elements of a product page.

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Improving The Online Shopping Experience, Part 1: Getting Customers To Your Products

Amazon turned sweet sixteen this year, and, by extension, so did online shopping as we know it. As online shopping has grown over the past 16 years, so have user needs and expectations related to the online shopping experience. Setting up shop online is easy, but creating an experience that satisfies target users is a different story altogether.

Purchase Funnel

In the traditional journey of a purchase, commonly depicted as a funnel, a business loses potential customers as they move closer to the purchasing stage. While this is natural and expected, improving the user experience can reduce this loss by removing unnecessary barriers to shopping online.

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Optimizing Emotional Engagement In Web Design Through Metrics

Think about what keeps you coming back to your favorite store, your favorite person or even your favorite website. It’s not just a mindless buy-go, hug-go or click-go relationship. It is a complicated, emotional connection. It is what makes relationships with people and brands intoxicating. User engagement must have an equally complex emotional connection. It must affect the user in mind, body and spirit. Anything less is a 1990s brochure website.

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You can create strong storytelling strategies based on user personalities and segmentation. However, it seems almost impossible to measure those efforts, let alone know how to optimize them, without access to a neuroscience laboratory. In fact, emotional engagement can be optimized, and quite effectively, using something already at your disposal: performance metrics.

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Why User Experience Cannot Be Designed

A lot of designers seem to be talking about user experience (UX) these days. We’re supposed to delight our users, even provide them with magic, so that they love our websites, apps and start-ups. User experience is a very blurry concept. Consequently, many people use the term incorrectly. Furthermore, many designers seem to have a firm (and often unrealistic) belief in how they can craft the user experience of their product. However, UX depends not only on how something is designed, but also other aspects. In this article, I will try to clarify why UX cannot be designed.

Souvenirs tend to have weak manipulative qualities, but they can be evocative when they elicit memories.

I recently visited the elegant website of a design agency. The website looked great, and the agency has been showcased several times. I am sure it delivers high-quality products. But when it presents its UX work, the agency talks about UX as if it were equal to information architecture (IA): site maps, wireframes and all that. This may not be fundamentally wrong, but it narrows UX to something less than what it really is.

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Persuasion Triggers in Web Design

How do you make decisions? If you're like most people, you'll probably answer that you pride yourself on weighing the pros and cons of a situation carefully and then make a decision based on logic. You know that other people have weak personalities and are easily swayed by their emotions, but this rarely happens to you. You've just experienced the fundamental attribution error — the tendency to believe that other people's behaviour is due to their personality (“Josh is late because he's a disorganised person”) whereas our behaviour is due to external circumstances (“I'm late because the directions were useless”).

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Cognitive biases like these play a significant role in the way we make decisions so it's not surprising that people are now examining these biases to see how to exploit them in the design of web sites. I'm going to use the term ‘persuasion architects' to describe designers who knowingly use these techniques to influence the behaviour of users. (Many skilled designers already use some of these psychological techniques intuitively — but they wouldn't be able to articulate why they have made a particular design choice. The difference between these designers and persuasion architects is that persuasion architects use these techniques intentionally).

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5 Universal Principles For Successful eCommerce-Sites

When was the last time you called customer support because you were having problems checking out online? Probably never! Cart abandonment rate is at around 60%, and most of it happens before the user even begins the checkout process. Sometimes, convincing your customers to trust you is your biggest challenge.

You can check in but you wont check out?

There is no “Consumer Trust for Dummies,” but as eCommerce designers, we need to focus on some fundamentals. The following topics may seem as obvious as walking into a seven-foot Wookie, but rest assured you will find plenty of websites with a mouth full of fur.

If your core demographic is women between the ages 35 and 65 who have an annual income of $60,000+, you would treat them different than the 18- to 25-year-old male demographic. First and foremost in e-tail: forcing your visitor to think is a bad idea. When creativity stops being subjective and can be measured by a dollar amount, making sure you're designing for the customer is a no-brainer.

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