Can Consumer Behaviour be forecast?
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, knowing exactly what your customers are thinking and how best to make your business appeal to them online!
Well, here at Web-Sta, we don’t have a magic crystal ball… But we DO have a professional understanding of buyer psychology and website design strategies that can go a long way towards predicting consumer behaviour. In this article we’re going to look at the two foundational elements of website design and functionality, and how we can best leverage these to influence and predict consumer behaviour.
Consumer Behaviour Strategies
- Website Aesthetics Are All Important In Influencing Consumer Behaviour
How much influence on consumer behaviour does the look of your website have? Simple answer: A lot. According to a paper by The British Computer Society, ‘users can judge a web site’s credibility in as little as 3.42 seconds merely on the basis of its aesthetic appeal’.
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. Your website needs to visually convey credibility, clarity, and trustworthiness to your target market immediately.
Website aesthetics don’t just cover what kind of font or images you use on your home page. Website aesthetics cover dozens of design elements including logos, use of multimedia, length of pages, paragraphs, lists, page organisation and perceived ‘flow’ of navigation. All of these elements either support the overall site aesthetic or detract from it.
All of these aesthetic elements will vary depending on who you have determined your target market to be. What appeals to a teenager won’t appeal to a grandmother. What appeals to those in a higher income bracket won’t 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.
- Your Website Needs To Be Optimised For Mobile; It’s What Your 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 doesn’t work well on mobile devices, you’re going to lose customers, and potential sales.
Even if you are a service based business and don’t sell any products directly from your website, consider these facts:
– 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 online presence needs to be optimised for mobile. It’s essential.
How do Web-Sta address these Consumer Behaviour strategies?
There are many, many other factors involved in predicting and influencing consumer behaviour online, but without these two your business isn’t even in the game. Your website needs to have sitewide aesthetic appeal honed specifically to your target market, and it needs to be optimised to carry this aesthetic appeal across all mobile platforms.
Web-Sta Web Design + eMarketing are experienced professionals when it comes to the fundamental elements of your business’ online presence. We work with our customers to establish your ideal target market and hone all of your marketing processes towards appealing to that specific demographic through a Discovery Session. We then represent the information we captured, 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!