Using Neuromarketing, Colour Psychology, And Perfecting Call To Actions In Web Design

Why Great UX Doesn’t Guarantee a Great Customer Experience

This week, I decided this roundup should be all about web development and UX. Recently, I’ve been working on two new websites for exciting products and spending time researching tips and tricks to improve conversions and sales.  One of the aspects of web design I enjoy is experimentation. I discover new articles frequently that cover theories which design agencies and freelance web developers are testing out. If you found this article interesting here’s a roundup of articles about design trends to watch out for in 2015.

Below I’ve listed my five favourite articles of this week that could be of value to you.

The Quick Guide To Speeding Up Your Websites

How To Speed Up Your Website

A website that loads quickly is an important element for user experience. How often does your development team check the load time of your site? If it’s infrequently, then I suggest that testing your site load time becomes a priority for the following reasons:

  • Your website loading site can impact your Google rankings.
  • It can contribute to the rise and fall of your conversion rate.

Even if your website looks fantastic, if it isn’t loading fast enough it’s likely many site visitors will leave. If you’re wondering ‘how fast should my site be?’ -It’s better to say that there’s no such thing as ‘too fast’. The faster you can get it, the better user experience you’ll be giving your site visitors.

This guide offers actionable steps to your website faster. It’s likely that if your small business already has a developer, then they’ll know how to speed things up. Still, it’s important to mention this topic to your developer as a reminder.

The Ultimate UX Design of the Perfect CTA Button

UX Design and Call to Actions

‘Calls to Action’ on websites should be tested and refined in order to identify which design and text combinations support the highest conversion rates to sales, sign ups, and any other forms of interaction.

In this post, they cover button size, placement, style and colour. To compliment this, they include what you need to know in order to create effective call to action buttons to help your business collect leads and sales. A new piece of information I picked up from this article is how call to action buttons should have not sharp, but rounded corners. I’ve always used rounded corners, as I prefer how they look. However, I didn’t know the science behind why they convert better until now. It’s because rounded corners draw the viewer’s attention to the centre of the button because they point inwards. Another reason they work is because as humans our natural instinct is to avoid things with sharp corners because they represent a potential threat of injury. Fascinating!

The After Effects Of The Mobile SEO Update And How To Fix It

SEO April 2015 Update - The aftermath

In early March, I wrote about the Mobile SEO update Google was implementing in April and why businesses needed to prepare for it. Now that we’re in August, I still believe there are some small businesses who are still unaware of the ‘Mobilegeddon’ SEO change that took place.

The first part of the article focusses on how websites like Reddit, NBC Sports, and even a governmental website called were either positively or negatively by the SEO change. If you skip to the second part of the article, there is practical advice on how to help your website conform to the April SEO change in case you missed it.

Judging by how the websites mentioned in the article received a whopping increase in mobile web page views because they prepared beforehand for the SEO change, I would encourage you to make your website more mobile friendly.

My favourite tip from this article is to completely eliminate annoying pop-ups on mobile pages! In general, I’m not a big fan of pop ups, but I can’t stand them on mobile devices.

Boost Your UX Design with Neuromarketing Research

I have heard of Neuromarketing before, but I’ve never researched it. Although, I have always been intrigued to learn more!

Fortunately, I spotted this article that talks about applying neuromarketing research into website UX design to benefit your business and customers. The author mentions while she was researching into neuromarketing, she also spoke with a variety of experts ranging from neuromarketing authors, behavioural science researchers and content marketers who are using neuromarketing techniques in the real world.

A highlight from this post for me was the experiment conducted by a group of researchers at Princeton. They turned the tables on the concept of using design choices to encourage engagement, and used these design variables to sway the results the other way. I don’t want to give all the details away here, but the experiment results were fascinating.

I love to read about the theory behind neuromarketing concepts and after reading this article, I’m keen to test and try out ideas that I’ve picked up from this article in my web projects!

How to Use Color Psychology To Influence Your Customers

This article is from the same design agency called Digital Telepathy who wrote about using neuromarketing research in your website design. As you can probably tell, I’m fast becoming a fan of their content!
Visual content is becoming important and gaining momentum in areas of online marketing. Making the colours you use extremely important. Infographics are one piece of visual content where I’ve noticed a meteoric rise in brands and marketers using them to convey information in an alternate way to basic text.

A quote from marketing expert Neil Patel highlights how important colour is, “If the right colors are used, and the right customers receive the right message, you’ll get fewer objections to the purchase, regardless of price.”

In 2014, Hubspot ran a test on the colours of CTA buttons. They discovered that red performed better than green by 21%. Perhaps it’s because red is associated with action.

Knowing that using the right colours in your marketing is fantastic, but how do you go about using colour psychology to appeal to your target market?

Well, according to Digital Telepathy, combining customer personas with colour psychology is a useful way to determine who your ideal target audience is and how colours relate to them. You can plan out who would visit your website, why they are there, what they would do once they’re on the site, and add in colour psychology. Think about what colours would appeal to your target audience, and how you can use those colours effectively in your marketing and website design.

We’ve spoken about customer personas before, but adding colour psychology to the personas is a next step up! Keep reading here to see the visual examples they use.

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