How website design affects buying decisions

Read Time
5 Mins

In the current digital age, and even more so because of the pandemic, the website of your product or service is the first hello to your customers. It has to be impressionable to keep your customers engaged and to do so, it has to create a seamless user experience. Let’s look at how this happens and how you can create a great website experience.

Well-Crafted Digital Presence – A Necessity

Simply having a website with information does not necessarily lead to new business or growth. Even if your content is great, it can be missed if the UI design is poor. 82% of smartphone users tend to research online before making an in-store purchase. Therefore, your website needs to convey the value of your business to your customers beyond the basic information. If customers can’t see the value of your product/service on your website, then why would they make a decision to purchase? It’s like a first date – if it isn’t good enough, there may not be another. This also means that having a well-designed website can make all the difference in acquiring new business leads and potentially, new customers too. A well-crafted website shows professionalism and tells your customers how your product/service adds value to them – an integral point to sway the buying decision in your favour. A good website design and experience can set your business apart from others as customers are more likely to remember it.

How You Can Apply This:

  • Well placed business logo
  • Easy site navigation
  • Use of user-friendly colour palettes and design elements
  • Original and memorable images and videos
  • Unique and quality copy that conveys value proposition
  • Contact information and Social Media Links
  • Call to Action as well links of other platforms your product/service is available on

The presence of these elements makes a massive difference bettering the user experience. Great user experience leads to great user satisfaction which in turn leads to customer loyalty.

Building Trust and Credibility

Research studies have shown that feelings of trust and credibility have a significant impact on how customers make their purchase decision. Modern customers want to align themselves with brands they can trust, who share the same values as them. However, trust building has effects that go beyond the initial customer conversion. It plays an important role in building customer loyalty. Companies that evoke trust in their customers see repeat purchases, which is integral in the long run. After all, if a customer feels that your business is trustworthy and their needs are understood, they are bound to return. Therefore, customer trust can lead to your business to be at the forefront of the industry – and website design can influence this.

Great website design can help build trust and credibility through storytelling and it can be leveraged to show potential customers why you are better than your competitors. Websites that are easier to use are considered more valuable and trustworthy. With good design, the user interaction is easy and this makes easier to establish trust with a potential customer.

How You Can Apply This:

  • Customer reviews, ratings and testimonials
  • Using colour palettes that are associated with positive emotions
  • Features of awards and press articles
  • Industry related content such as blogs and opinion articles
  • Features of safety for online shopping experience

The basic idea is to create a long term relationship with your customer. Not only would it lead to repeated patronage but it also makes customers more tolerant of any issues that may arise. Beyond that, feelings of trust can provoke customers to recommend your product or service, making them an ambassador for you – free of cost.

Psychology of Persuasion

Research has shown how colours influence our emotions and purchase decisions. Beyond that, design also plays an integral role in persuading customers. Designers understand that elements like colour, type, font, and even iconography can tap into a customer’s emotions at a deeper level. These elements prime customers to make purchase decisions. Priming is a psychological phenomenon where one stimulus (such as colour or image) influences our response to another stimulus (such as the decision to purchase). Therefore, your website design can prime your customers to make a purchase decision or alternatively, put them off while making that decision. Studies show that website visitors can be primed to change their online behaviours through priming – even a subtle change can lead to a change in choice. This is important for business to incorporate in their website because it is the online environment that influences the buying decision. The elements in your website design can be leveraged for a deeper psychological impact.

How You Can Apply This:

  • Avoid clichés and repetitive content
  • Choose colours and images that evoke responses that you want to associate with your business
  • Choose font and iconography that align with the overall branding
  • Include explainer video to engage user

The purpose of priming is to subtly persuade the customer to make a decision in your favour. This also helps create a mental association with your customers. As a business, you can exert significant influence through your website design on your customers if you leverage these finer points in the right manner.

At Ingenious Branders, we use a framework to do discovery with you and to understand the pain points and challenges of your buyers to do a psychological profile theme to understand what are their wins and losses, the pains and gains sound like. We pay attention to what customer wants and needs, and the solution which are going to solve that and phrase in a way that they can absorbs the story. Having a website project in mind? We are here to help you.

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