Before we get started, the biggest influence on any element, feature or functionality on your website is your audience. Understanding exactly WHO you are wanting to sell to forms the foundation of every web design decision you’ll ever need to make.
What Is Consumer Behaviour?
Consumer behaviour refers to the processes customers use to select, secure, use, and dispose of products, services, experiences, or even ideas. It involves how consumers make decisions, what motivates them, their perceptions, and their attitudes towards different products and services. Consumer behaviour is influenced by a variety of factors such as personal, psychological, social, cultural, and situational factors. It is a crucial area of study for businesses to understand their target customers and to design effective marketing strategies.
Aesthetic Design – How It Influences Consumer Behaviour
How much influence does the look of your website have on consumer behaviour? Simple answer: A lot. According to a paper by The British Computer Society, users can judge a website’s credibility in just 3.42 seconds merely on aesthetic appeal alone. First impressions mean something.
Based on less than a 4-second viewing of your site, your customers are already making big decisions about whether they can trust your business or not. We buy from businesses we trust, we don’t buy from those we don’t trust. Your website needs to visually convey credibility, clarity, and trustworthiness to your target market immediately.
Webdesign doesn’t just cover what kind of font or photos you use on your home page. Website aesthetics cover dozens of design elements including logos, use of video, length of text, paragraph structure, use of bullet points, page organisation and perceived ‘flow’ and ease of navigation. All of these elements either support the overall site aesthetic or detract from it. More on these below.
All of these web design elements will vary depending on who you have determined your target market to be. What appeals to a teenager may not appeal to a grandmother. What appeals to those in a higher income bracket may not resonate with those consumers with simpler taste. Before you can effectively seek to influence consumer behaviour through the aesthetics of your website, you need to work out who your target market is and what appeals to that specific group.
Mobile Responsive – It’s What Consumers Want
Just a few short years ago, this element may have had very little influence on consumer behaviour. However, in today’s mobile dependent world, if your website isn’t mobile responsive, you’re going to lose leads.
Mobile Webdesign Stats
Even if you are a service-based business and don’t sell any products directly from your website, consider these statistics:
– 52.7% of global Internet users access the Internet via mobile (This figure is even higher in developed countries.)
– 52% of users said that a bad mobile experience made them less likely to engage with a company
– Mobile users are 5 times more likely to abandon a task if a site isn’t optimised for mobile
– 82% of people with smartphones use them to research purchases they are about to make in a bricks and mortar business
Your customers are not only making decisions about your business based on how your website looks, they’re making those decisions based on how your website looks on a mobile. Your webdesign needs to be optimised for mobile. It’s essential.
Can Consumer Behaviour Be Predicted?
As a business owner, do you sometimes just wish you had a magic crystal ball that could predict consumer behaviour? It would surely make it easier if you could know exactly what your customers are thinking and how best to make your web design appeal to them!
The Wrap Up
Web-Sta Web Design are experienced targeting the fundamental elements of your business’ online presence towards your intended audience. Through our methodical “Discovery Session” we guide our clients in uncovering their ideal target market and help develop a strategy to hone marketing processes towards appealing to that specific demographic. We then present the information we’ve captured through the Discovery Session, along with our proposal to build a targeted website that displays optimally on desktop / laptop, mobile, and tablet.
Contact us today to get yourself well and truly in the online game!