How to Design a Website with Behavioral Science
- Silvia Cottone
- Aug 8, 2023
- 4 min read
Let's explore 05 key strategies and techniques to design a website with Behavioral Science in mind.
I would like you to do a small task:
Look at the image and write down (immediately) 03 thoughts that come to your mind when looking at it.
3…
2…
1….
👍 Done?
✅ Great!
I am pretty sure that, by looking at the picture, you might have thought about his mood or personality based on his facial expression. For example, you could have thought: “he looks aggressive”, “he looks angry” or “maybe he's not a good type”… That's okay. People often draw trait inferences from the facial appearance of other people [1]. But, I have another question for you: how long do you think it took you to create an impression of the guy in the picture? Try to guess and scroll to see if it matches with findings of the study by Willis & Todorov (2006) 😉
3…
2…
1….
Do you think it took you 5 secs? Maybe even 1 sec? Well, according to the study mentioned above, people create a first impression and make up their mind about people after a 100-ms (0.1 sec) exposure to their faces 🤯 (read here to dig into the study).
This is already impressive information, but, when I read this article, one follow-up question came to my mind: what about online first impressions? Do people create them as quickly as with faces?
Here is some news for web designers 🥁 🥁 🥁:
You have 50-ms (0.05 sec) to make a good first impression online! [2].
😮 I know, it sounds even more incredible. What can people actually notice so quickly?
Designing a successful website involves more than just aesthetics and functionality. It also requires an understanding of human behavioral and psychology to create an engaging and effective communication and user experience. Applying principles from Behavioral Science into website design can be relevant in improving user engagement, increasing conversions, and driving desired user actions. But, how?
Let's explore 05 key strategies and techniques to design a website with Behavioral science in mind.
1. Understand User Behavior
To design a website that resonates with users, it's crucial to gain a deep understanding of their behavior. Conducting user research, surveys, and analyzing website analytics can provide valuable insights into user preferences, motivations, and pain points. Complementing it with a Behavioral Research and using models such as COM-B can give a deeper understanding of the factors that can encourage or prevent a behavior to happen.
💡Behavioral Tip
There are several models and frameworks that you can use to understand the user´ behavior. The HOOK model is most used to promote online behaviors and to build and habit-forming products.
2. Simplifying decision-making
Human decision-making is often influenced by heuristics and cognitive biases. Implementing clear and concise calls-to-action (CTAs), reducing decision fatigue by reducing or recommending options, and utilizing social proof can help users make decisions more easily.
💡Behavioral Tip
Use visual cues and progressive disclosure to help users prioritize information and guide them through the website intuitively.
3. Leverage Visual Hierarchy
The way information is presented on a website significantly impacts user attention and comprehension [3]. Applying the principles of visual hierarchy allows designers to control the flow of information and guide users' focus. By using size, color, contrast, and placement, important elements and messages can be highlighted, facilitating seamless navigation and enhancing the overall user experience.
💡Behavioral Tip
If you want people to take action with the limited amount of attention, time, and energy (Bounded Rationality) they have, you must make the benefits clear, visible and aligned with their interest [4].
4. Utilize Persuasive Design Techniques
Persuasive design aims to influence user behavior and encourage specific actions. Applying persuasive design techniques can be instrumental in guiding users towards desired outcomes. Principles such as scarcity (limited time offers), social proof (testimonials, reviews), authority (expert endorsements), and reciprocity (free trials or samples) can be employed strategically to nudge users towards conversions or engagement.
💡Behavioral Tip
it is important to ensure ethical use of persuasive design and maintain transparency and honesty in the process. Check this article to learn more about the ethical application of the nudge theory.
5. Experiment and Iterate
Website design is an iterative process, and incorporating Behavioral Science principles is no exception. A/B testing and experimentation are vital to measure the effectiveness of design choices. By continuously testing and iterating, designers can identify areas for improvement and make data-driven decisions to optimize user experience.
Conclusion
Designing a website with Behavioral Science principles can significantly enhance user engagement, improve conversions, and create a positive user experience. By understanding user behavior, simplifying decision-making, leveraging visual hierarchy, using persuasive design techniques, and embracing an iterative approach, designers can create websites that resonate with users on a deeper level.
If you want to know more about Behavioral Science and Behavioral Design contact me or get more information about the open courses.
Silvia Cottone
Behavioral Science Consultant
& Worldwide Keynote Speaker
Reference
[1] Willis, J., & Todorov, A. (2006). First Impressions: Making Up Your Mind After a 100-Ms Exposure to a Face. Psychological Science, 17(7), 592–598. https://doi.org/10.1111/j.1467-9280.2006.01750.x
[2] Lindgaard, G., Fernandes, G., Dudek, C. & Brown, J. (2006) Attention web designers: You have 50 milliseconds to make a good first impression!, Behaviour & Information Technology, 25:2, 115-126, DOI: 10.1080/01449290500330448
[3] Canva (2023). The ultimate guide to visual hierarchy. Link: https://www.canva.com/learn/visual-hierarchy/
[4] Growth.design (2021). Product Psychology Masterclass. Link: https://growth.design/
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