Jam Display and Web Design

Posted by Mark on March 18th, 2020

On the first day, there were 24 jeweled varieties stacked up and glistening in their clear jars, while only six types were displayed on the second day. Even though the larger display caught the attention of more shoppers, only one-tenth actually purchased from it, making a simpler visual display the winner. 

Hick’s Law is named after the British psychologist William Edmund Hick.This theory states that there's a direct link between the time it takes for someone to make a decision and the number of options they have. Therefore, if you increase an individual's options, it’s information overload and their decision time increases. We live in an increasingly impatient society, so time analyzing a website needs to be the job of the website designer, not the consumer viewing it.

 Viewers can quickly locate options

1)      Speed of upload

2)      Clear messaging

3)      Visual resonates with target market 

Viewer’s bounce rate is high when a website is slow to upload, confusing, hard to find options, does not resonate with them, and does not answer their need. 

A website that is well-designed is more than just attractive. It retains and motivates viewers to engage and/or purchase. According to a Stanford University study, 46.1% of individuals admitted that the design of a website is their number one criteria when deciding whether or not a company is credible. This is a huge consumer trust builder.

 How to Increase Conversions Based on Consumer Decisions 

When StraightFire designs your website, we put ourselves in the consumer's shoes. Anything above the fold is the most powerful piece of real estate on any website, so careful analysis is given to the design of this area. Above the fold on a website is the area first viewed on a mobile device or desktop. The navigation bar, contact info, compelling visual or photo, clear headline and a few lines of content will either retain a viewer, or cause them to bounce all within a few seconds. 

If a visitor has too many options to choose from, they will likely lose interest and move on. If you decrease the number of options on your navigation bar, for example, it allows the consumer to browse without feeling overwhelmed by too many choices.

Figuring out where and what to scale back on above the fold, is one area we excel at. It’s important to keep it both beautifully designed and logically functional. You want your website to have both purpose and appeal.

 Whenever someone browses the web, they face important decisions based on preference. Some prefer to use the navigation bar while others scroll down the entire page to see what they want. When it comes to buying a product or service, certain users choose to read reviews first while others browse competitors for price comparisons.

We use heat maps and other data driven tools to track consumer behavior so we know how to re-design a site that will convert.

One effective method for using Hick's Law in the digital world is by creating landing pages that link to a website. Depending on the product or service, a landing page can be a very powerful tool in driving consumers to a website. Designing a single page with a single call to action keeps it simple, fast, and clear. Only one option is provided to the consumer at first, which minimizes distractions and retains the viewer. If the landing page is designed well, viewers will be intrigued enough to take the next action made available to them from the landing page.

Understanding which actions support our clients bottom line best, will create more conversions for them. The design of each website should lead the user towards the main objective. Whether that objective is adding a product to the shopping cart, making an appointment, landing them on page 1 of Google, or sharing their blog post to social media, limiting choices for the user will ultimately boost their conversion rate. 

Need Help With Your Site? 

When you need an intuitively designed and easy-to-navigate site, turn to the experts at StraightFire Digital Marketing for help. There’s a reason why so many clients have trusted us to create beautifully-designed, conversion-oriented websites for 25+ years, so reach out to us and find out for yourself. Call 619-272-6964 or visit www.straighfiremarketing.com to get a free quote online today.