IT Chimes Blog

Why persuasive patterns is the future of web design

November 12, 2015

Persuasion is one of the most fundamental aspects of web design. The idea behind the persuasive design is to understand the emotional behavior of the audience. As a designer, your aim then is to create compelling designs that can motivate your audience to interact with your website and there stands a golden chance for you to influence their decision-making abilities.

The persuasive design considers the psychological principles to persuade the guide the customers in business contexts while making a purchase. Though this designing pattern is more popular in the context of e-commerce websites, the idea is equally valid in all the fields. Whether it is a gaming site or a magazine web site, you cannot gain completely unless you can influence your audience’s behavior to interact with your website.

In general, we encounter these three problems while engaging the users with the websites:


Initial phase dilemma: How to involve the users

Users might like your website but do not find enough reasons to get involved with your website. So they visit your site, click a couple of places but do not subscribe or proceed towards any transaction.

Audience delighted by persuasive presentation

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Through intelligent communication and by applying persuasive design principles such as scarcity and the endowment effect, you can make the users feel more interested in the product (or the website). Using relevant and authentic social proofs can also encourage the users’ intentions to shift towards action.

Love the site but unsure what to do

Your site appeals your online visitors, then what? Unless your website has a clear and comprehensible call to actions, the user is unaware about what to do next. So if you think that your website is great and wonder why it suffers from a high bounce rate, this could be one of the reasons why users abandon your website.

You can try using motivational techniques to help your users get interested in the website. Display relevant, informative and engaging content to trigger a curiosity that will ultimately lead your users to discover your products.


Retaining the customers

Has it ever happened that despite a lot of email subscriptions and considerably large blog followership, your website fails to derive the useful advantage?

Happy Customers are retained easily

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Quite possibly your users like your product, understand your brand’s vision, but you are unable to retain their attention for longer duration. Through time-tested methods such as community-formation, sandboxes, etc., Persuasive patterns can help in providing the necessary motivation and engagement among your audience, ultimately helping your website’s health.


How do we design a website that can capture the attention span of the audience and appeal to their emotion and intellect? Can we as web designers design our websites that can actually persuade the visitors to subscribe to our blogs, make purchases on our site and things like that? What are the rules that we are looking for?

Based on your business motives and the nature of your target audience including their pain points, you can think of creative triggers that can encourage them to make decisions in your favor. You can plan out a strategy that makes use of the six principles of social influence to produce a digital signal for your audience.



Scarcity and the opportunities

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Lesser the resources, more the demand for it. People have a habit of overvaluing those things that are not available much. Your website can highlight your brand’s USP so that the consumers get to see what they are missing (or make it more theatrical: what they are Losing) if they choose to dump your website. An ideal place to use this principle is when the user shows some interest in your website and is now in decision-making phase of the buyer cycle.

You can invoke a feeling of exclusivity, and a sense of urgency if you use the scarcity principle properly. By this technique, you are able to make your users infer value in your products, and encourage them in making the decision quicker than they ordinarily would.


How to apply scarcity?

You can use time-based scarcity to get a quicker response from your audience. Try relating your product with some holiday sales and distribute coupons whose validity ends after a particular date. The limited-period offers are a good way to convey scarcity and in turn, get more response from the customers. By restricting the offer to remain valid only for a period, you can drive a sense of urgency and can influence their purchasing decision.



How reciprocity works and rewards the participants

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It is a common experience that people like to return favors. You can consider providing the users with a limited set of benefits or features, whether of your content or the website’s functionality without asking them to sign up. Once the users begin interacting with your product or website, they will feel more secure and obliged to provide you the necessary information about themselves. With this method, you can foster a sense of endowment in your users’ minds.

Examples of delivering value without forcing the user to sign in can be offering limited content resources, or time-bound trial offers, etc. This will not only facilitate user interaction with the website but will also pull your audience closer to your brand thereby creating a more loyal relationship.


Creating formatted content

A research found that only one-sixth of the users read your content word-by-word, while the four-fifth of them scan the page or pay attention only to select words and headings. So writing in the traditional way won’t help. In an age when we have only 50 milliseconds to make an impression, it is important for your website to create compelling contents so that your ideas can capture the reader’s notice.

Use larger headlines that conveys the summarized idea. Instead of writing longer paragraphs, try breaking them into smaller ones, and add subtitles to each small paragraph so that the reader can know the central theme of each paragraph.
The idea of writing in such a format is to present the valuable content without wasting their time. The quicker and the more impressive your web content is, the more persuasive it becomes.


Visual Appeal

Because the visual appeal is such a turn-on for all the visitors, you will have to design your website with clarity, less complexity and have more interactive features to provide the best user-experience. As per Google’s findings, a good and impressive website design should have two features:

  • Less Visual Complexity: If the web design is more complex visually, then the users are less likely to consider it beautiful. So the more simple your web layout is, the better and the more impressive it becomes.
  • High Prototypicality: If the design is more familiar with the target audience, they like it more. Conversely, a low familiar design turns off the user’s mind and is not good for your website’s.

A survey indicates that the looks and aesthetics of your website are the primary contributors of first impressions. As a matter of fact, 94% of users are more likely to get impressed by design, layout, color, etc., of your website than the actual content. So it is essential that your website should have design that can delight your target audience.

Regulated by ingredients such as motivation, ability, and triggers, consumer behavior can be influenced by a positively impacting website. With innovation in technology right from online videos to social networks, companies can design better websites to improve the user experience and give them delight while making any transaction on the web. Because this method is comparatively new, new insights and trend-breaking practices are more likely to emerge. From a business perspective, it is crucial for web developers and content marketers to begin thinking about the factors that determine consumer’s behavior and then to create sites that have potentials to persuade the customer’s mindset to a more meaningful activity on the website.

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