On the other end of the spectrum, the user can make a decision too quickly and, in the face of too many choices, regret the decision later thinking that they could\u2019ve made a better purchasing decision.<\/p>\n\n\n\n
The solution is to limit the number of choices<\/strong> available to consumers or if that\u2019s not possible, present them hierarchically with the preferred conversion path made larger, more obvious, and the most intuitive. CRO best practice generally advises not to provide more than 6-7 choices in one viewport; this includes everything from thumbnails on a shopping page to items in a navigation bar.<\/p>\n\n\n\n This principle tells us that an overload of information and stimuli detracts from a user’s ability to process information and, ultimately, increases the likelihood of users abandoning the journey altogether. Similar to USB sticks and hard drives, humans have a limited working memory and beyond that, information is simply not stored or is forgotten.<\/p>\n\n\n\n Human attention is a finite resource when aiming to drive conversions. In order to use it wisely, there are a number of steps that you can take:<\/p>\n\n\n\n The black sheep, the odd one out, the misfit, the exception to the rule – it\u2019s undeniable that when something doesn\u2019t fit into a pattern, it grabs our attention. In psychology, this is referred to as the Von Restorff<\/strong> effect. By simply making the product or CTA that you are trying to draw your users\u2019 attention to visually different from the other elements on the page, your conversion rate will automatically improve.<\/p>\n\n\n\n In CRO, the psychology of persuasion can be broken down into two parts – reciprocity and authority:<\/p>\n\n\n\n This psychological phenomenon, coined by Herman Ebbinghaus, entails two principles (the primacy effect and the recency effect) that tell us we are most likely to remember the first and the last items in a series<\/strong>. This principle is manipulated by the biggest brands all over the world to make sure we remember the most profitable items the most. Take Google search, for example. Have you ever wondered why it is the first and last results on a search page that are reserved for the highest bidding paid ads?<\/p>\n\n\n\n The Gestalt theory of visual perception encompasses a range of visual principles explaining that we perceive individual objects differently (and sometimes together) based on how they are spaced apart:<\/p>\n\n\n\n Applying some or all of these psychological principles to your UX\/UI design is a surefire way to increase your conversion rate as well as your ROI.<\/p>\n","protected":false},"excerpt":{"rendered":" Understanding the psychology behind what motivates users to take (or not take) certain actions on a site is the backbone of good UX\/UI design and, ultimately, increasing your business\u2019 ROI. Without further ado, let\u2019s take a look at some of the basic psychological principles to take into consideration when designing your landing pages – concepts […]<\/p>\n","protected":false},"author":4,"featured_media":8211,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"footnotes":""},"categories":[43],"tags":[228],"class_list":["post-8181","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cro","tag-ux-ui-design"],"acf":[],"yoast_head":"\n2. Cognitive Load<\/h2>\n\n\n\n
3. The Stand-Out Effect<\/h2>\n\n\n\n
![\"\"\/](\"https:\/\/lh5.googleusercontent.com\/eUfF-wLnXs1QvO6hW9SXvg7dPNXnVreWeoh3IdshZ288ziUXHpOHEeasa5s5gihzrYij44FKkQ4SJNGM7VVNuS325RsrcHZAUnuoiEmQO5ZyR9OPiwZ9UiczkMLCc5vW41gsGbHm\")
4. The Psychology of Persuasion<\/h2>\n\n\n\n
5. Serial Position Effect<\/h2>\n\n\n\n
6. Gestalt Theory of Visual Perception<\/h2>\n\n\n\n
Conclusion:<\/h2>\n\n\n\n