Yes, that IS a serious statement.
Last week I revealed how “Hot Triggers” can move people into action.
(If you didn’t read my post about “The right way to start with your redesign,” the secret is: “The easiest way to move people into action is by placing hot triggers in the path of motivated people.”)
I then started checking the websites of dutch startups and then I noticed something strange:
They assume too much about the ability of a visitor.
And if you want to up your conversion game, I’m going to tell you right now: You are still heading in the wrong direction.
Smart startups don’t assume anything. They test their assumptions and base their actions on actionable data from their uses. Or they just start asking their visitors. They get out there!
Then, why do so many startups still focus on adding as much features as possible, without know which add value to their customers? Sure, some features might look really cool, but only a few are delivering EXTREME value to your customers.
Therefore one of my goals for 2016 is: to keep things simple.
Whether it is my working schedule, projects that I am involved or my personal life. I am sure you are doing the same in your business.
But how can you deliver the best value to your customers by keeping it simple?
More on that in a new york minute…
First, let me share a quite personal story…
A story that demonstrates why your ability to do things is impacted by your surroundings.
(Spoiler alert: the bold words, are your ability factors according to Mr BJ Fogg.)
A story that show you that, in addition to building a product, your motivation alone sometimes is not enough.
Alright, let’s talk about me for a second…
For the last 2 months I have been low on money and time. My time primarily went into preparing my new blog design and doing it all by myself.
My money is mainly invested in the new blog design and a couple of upcoming projects, which I am saving for.
I do travel quite a bit to Amsterdam and back, not to mention the physical effort of staying in shape during the winter.
You see, I wanted to kickstart 2013 with a fresh new design but I lacked the money to fully develop the concept that I created.
Now that I am on board at Science Rockstars, I decided to stay in Rotterdam for a while to save money.
This way I can afford to travel a bit more, while putting my money into further developing concepts.
You’ve got to spend money, to make money.
The thought of going broke hindered my ability to see the bigger picture. It took quite some mental effort to keep my mind focused on my goals.
I realized that I am being quite personal in putting these words out there. I take great pride in sharing my lessons learned.
My routine has always been that of a stubborn guy who works hard. My experiences have taught me that it is good practice to write it all down.
That is why I decided to keep things simple.
How Simplicity Ups Your Web Design
Your ability, and mine as I have just shared with you, to do things is impacted by our personal circumstances. For the record: this doesn’t mean you can’t reach your goals, even when you feel that the odds are against you.
If a visitor comes to your website, it needs to be easy for them to know what to do next.
In order to perform a target behavior, subscribe to your list or apply for a trial version, a person must have the ability to do so.
You could even say that you must make it that easy, that the visitor doesn’t even have to think but smoothly navigates your website and performs the behavior you want them to.
If you really want to persuade people to take an action, make sure it is easy for them to take it.
This does sound easy peezy lemon squeezy, but for the most part designers of persuasive experiences sometimes assume people have more ability than they really do.
They are doing several things at once, they are not paying that much attention or the ask is just too big.
The central question each designer should ask is:
Are we asking for too much?
A classic example is forcing a potential customer to create an account before buying stuff.
We as human beings are lazy. In contrast to popular belief, most people resist learning new things and doing things that require cognitive effort.
We want single click and done behaviors or someone spelling it all out to us.
Your ability is more important than motivation. During my college days I mostly studied on campus and was really dedicated to that goal, each Wednesday.But when the same room is always noisy and filled with people I know that want to talk to me, well there isn’t much studying going on then.
My motivation alone, was not enough.
Let’s take these insights to your web design!
How to Make Life Easy for Your Customers
Whenever you are working on your product, startup, blog or business: think clearly about what information you want them to see that matches with their intent and where you want them to click.
Are you asking for too much money?
Are you asking for too much text? (psychical effort)
The amount of media that is required can lower someone’s ability to complete an action. If you are a webshop owner and you ask your customers to tweet something before they buy, chances are you will have a slow month.
People need time to learn a system or site they are not familiar with. When you meet somebody new, chances are you will first see what they are about.
The same goes for buying from a webshop.
People will click on multiple products and then decide to leave, just before they check out. Give them the ability they need to quickly check out and place hot Triggers in their path to do so.
I have a friend who always gets excited when you talk with him about photography. He told me searched for hours to find the best class in Rotterdam and he finally got the money to attend the class.
Little did he know, that he needed to bring his own equipment. So now he is working for a Canon EOS60D (he needs to put in some hours!).
The requirement of equipment can slow one’s ability down. Even thought that friend was highly motivated.
If you have to choose what to optimize for, always choose ability over motivation. (That is another story, the story of next week).
On that note, I want you to answer this one simple question:
Do you believe applying psychology to web design, can help you increase your conversions?
- If yes, what type of business are you in? Describe it in detail, and tell me which principles you are applying. If you haven’t started yet, tell me what the first thing is that you will test.
- If no, tell me more. What type of business are you in? Why don’t you think science can help you get great business.
Go leave a comment!