In one of our latest blog posts, we talked about the principles that underpin persuasive design. And by exploring, and understanding these principles, you can apply persuasive design to your own website. So just how do you go about using design features that can be persuasive. And what should you bear in mind. Well, here at Pumpkin Web Design Manchester, we are Manchester’s leading web design experts. And we work with companies across Manchester, and the North West, to provide high quality, effective web design solutions. To help businesses grow and succeed online. As a result, we have produced this guide to using persuasive web design features.
What are persuasive web design features?
First of all, what are persuasive web design features? Well, for the purposes of this article, persuasive web design features are features, or elements of your web design, that are specifically focused on persuading website visitors to sign up to your services, or buy your products. And these features are based on the underpinning principles of persuasive design, including trust, clarity and simplicity.
Using persuasive web design features
There are a variety of ways to use web design elements in a persuasive way. And these include:
- website pop-ups
- hero images
- call to action buttons
- testimonial content
Website pop-ups
Don’t just create a website pop-up for no reason. Interrupting the browsing experience for your potential customers is incredibly disruptive to their experience on your website. And most people hate pop-ups. However, if your pop-up is offering something useful, or desirable, people are much more likely to be interested in what it has to say. And this is the perfect time to persuade them to sign up to your marketing list. Just make sure that your popup is clear and to the point. If you are offering a discount code for sign ups, make sure that it’s obvious. And don’t fill your popup with unnecessary information or visual “clutter”. Remember that clarity and simplicity are key for persuasion.
Hero images
Your above the fold image has to be persuasive. If people don’t like your image, or aren’t intrigued by your opening message, they will simply leave your website, without purchasing anything. However, if you choose content that really appeals to users, and use a call to action button with persuasive text, potential customers will be more likely to scroll down your page, and spend more time on your website. This is why your hero image should be professional quality, and the heading text or message should be clear and succinct. This way, people can instantly judge the quality, and the purpose of your website.
Call to action buttons
The only element of web design to be used solely for persuasion, the purpose of the call to action buttons is to persuade users to click on them. Taking users through to a purchasing page, or a sign up option, call to action buttons are integral to the way that your website operates. And the absolutely NEED to be persuasive. As a result, you should think carefully about the message or text you use. This needs to be clear, concise, and positive. You want the user to know what to expect when pressing it, and to feel positively about taking this action.
Testimonial content
Websites using persuasive web design features will always use testimonial content. Whether it’s a one line quote overlaid on the hero image, or a whole testimonial section, there are a variety of ways to use testimonial content. And this can be the defining persuasive factor for many potential customers. As humans, we are built to be sociable. And part of this is taking queues from other members of society. So we are designed to respond positively to positive testimonial content.
For more information or advice, get in touch with the experts here at Pumpkin Web Design Manchester.