When you create a website, you may base the design on your own preferences. The fact is that there are some preferences which are basic, based on how the brain functions. Using this scientific knowledge can help you create a website which is pleasing to all who visit it. Read on to find out more about how brain science can help you build a better website.
Building great navigation is key to ensuring people are able to easily use your website. One example of how science allows us to build better navigation is knowing how many links is too many. Most people can only hold seven items in their short-term memory, so be sure your navigation has no more than seven main links with any additional links within sub-menus. Also, put the most important links at the front and back of the list as those are the areas which most people focus on. For example, start with “Home” and end with “Contact Us.”
Herd mentality is strong, and people always want to do what they see their friends doing. If you can show them that people they would see as equals or even above them are buying from you, they will follow suit. You want them to believe that choosing any of your competition would be an abnormal choice. That means your website should include testimonials, social networking apps which show how many followers you have, and expert endorsements, including links to positive reviews in the media.
When it comes to math, most people aren’t human calculators. We exaggerate losses and tend to negate gains. That means you need to focus on losses, such as why not buying from you is bad. You also need to list your costs separately from your benefits so they won’t be confused. Focus on immediate gains and how they will benefit anyone who buys from you. Use limited time offers or scarcity to nudge people towards purchasing on your website.
Emotional headlines get your content shared. They are the first thing a visitor focuses on, and often are looked at more than other content on the page. If you create headlines which are inspiring, create anger or anxiety, those are the headlines which are shared most frequently. That means the content you post online needs to have headlines which cause people to react emotionally.
Color counts, especially when it comes to important links. You need to select one contrasting color and use it on the links you really want your visitors to click, such as “Buy Now”. Only use this color on items which can be clicked, including buttons and links. Studies show that any links which are different in color from the rest of the page not only stand out, but are also clicked much more often than those in muted colors or colors which match the overall design.
Science helps us with our everyday lives, and web design benefits from scientific advances in brain understanding. These tips are just the beginning of how these studies can help us create better websites. Continue learning about new advances and use them whenever you design a website.