In the world of web design, understanding human psychology can be the key to unlocking higher conversion rates and creating a more engaging user experience. I'm not going to pretend to be a psychology expert, but, like seemingly everyone on my Instagram feed this summer, I've been reading James Clears' 'Atomic Habits' book and it's given me even more thoughts on how important human psychology is in website design. One particularly powerful concept is Clears' statement on page 73, reading "you often decide what to do next based on what you have just been doing."
For businesses, this principle can be a game-changer. And it's got me thinking how, by strategically designing your website to anticipate and direct the next actions of your visitors, you can significantly enhance user satisfaction and boost your business outcomes.
So, I've put the book down (for now), and I'm ready to share my top ten tips on how you can apply this psychology to your website design to increase your business success...
1. Leverage post-booking actions
Once a customer books a service, their engagement with your brand is at its peak. This is the perfect time to prompt them to take further actions, like filling out additional information, scheduling another service, or signing up for a newsletter. The key here is to keep the momentum going. For example, after booking a consultation, immediately suggest booking a follow-up session or filling out a detailed intake form you need them to complete before your booking. This not only keeps the user engaged but also deepens their commitment to your services.
I recently signed up to my first Barrys' class (yes, it's as brutal as it seems!), and immediately after booking, I was given a form to complete with details like my medical history (increasing my likelihood to attend by further committing to the registration), and encouragement to download their app (again deepening my commitment and connection to the brand if I have their app on my phone).
2. Upsell with strategic timing
Timing is everything when it comes to upselling. After a customer makes a purchase, they’re already in a buying mindset, making it easier to sell additional products or services. For instance, if someone adds a camera to their basket on your site, why not immediately recommend relevant accessories like lenses or tripods they could use with the camera? This not only increases their average order value but also enhances the customer’s overall experience by providing them with more value.
Amazon’s 'frequently bought together' recommendations are a great example of this in action. Here, I was browsing a home gel nail lamp, and Amazon automatically showed me a combination of the lamp, as well as the nail primer and nail polish remover that could be used with it. These are lower cost products to upsell to me, and Amazon present it in a very easy way for me to understand the total price, and quickly add all three to cart. They aren't offering me any discount by purchasing all three together, but displaying it i a bundle format makes me feel like this is the best option to do:
3. Use clear calls-to-action and transitions
Design plays a crucial role in guiding the user’s next steps. Make sure your website’s calls-to-action (CTAs) are clear, compelling, and strategically placed. Transitions from one step to the next should be smooth and intuitive, leading the user naturally from browsing to purchasing to further engagement to reduce friction. For example, if you want them to keep browsing on your website after making a purchase, rather than trying a generic "shop for more" CTA, try something targeted to the user to hook their attention. Like "Discover our matching accessories" or a promotional offer to "send a second bouquet for 20% off".
4. Keep the browsing journey going
When a visitor views a product, don’t let the journey end there. By suggesting similar items or products that other customers have viewed, you can keep the visitor engaged and increase the likelihood of a purchase. This technique taps into the user’s curiosity and desire for comparison. For example, after viewing a specific service package, you could suggest other packages or add-ons that are commonly purchased together.
ASOS has lots of different product recommendations strategies in play. My favourite one is their 'buy the look' tool - easily enabling you to add all matching products in the models outfit to your basket. They go one step further than most brands, by also offering a 'see similar' CTA if their suggested pairing isn't quite right for you, or if it isn't in your size.
5. Implement personalised recommendations
Personalisation is a powerful tool in web design. By using data from previous user interactions, you can offer personalised recommendations that feel relevant and timely. For example, if a visitor has just read a blog post about skincare, suggest related products or services like a facial treatment or skincare consultation. This not only makes the user feel understood but also increases the chances of conversion. A good example of personalised recommendations can be seen on Netflix, which tailors content suggestions based on viewing history. Rather than fully displaying my Netflix personalised recommendations (I hate to admit that my current top recommendation is the new season of Emily in Paris, which is very on brand...), you can check out Netflix's own insight into all their recommendation research, which is an interesting read.
6. Create a seamless post-purchase experience
The journey doesn’t end once a purchase is made. To keep customers engaged and increase the likelihood of repeat business, create a seamless post-purchase experience. This can include sending a confirmation email with recommendations for complementary products, offering a discount on their next purchase, or inviting them to join a loyalty program.
For instance, after sending my friend some flowers from Bloom & Wild, my confirmation email gave me: clear instructions to check my details and let them know of any errors within one hour; an overview of what happens next so I am clear; a promotional code to return and place another order with a 15% off discount if I did. This shows a great example of how to create a cohesive post-purchase experience whilst making me feel like a valued customer.
7. Simplify the user journey with guided selling
Guided selling tools help users make decisions by recommending products or services based on their preferences or needs. This approach can be especially effective when users are unsure of what they want or need assistance navigating your offerings.
For example, will users benefit from you creating a quiz that can help them find the perfect service or product for them to buy from you? Squarespace is particularly good for creating on-page quizzes, and these can be set up for everything from helping users to find their perfect pair of glasses, to them understanding which of your courses will be most beneficial for them to register to.
8. Use gamification to drive engagement
Gamification taps into the same psychological principles that make games addictive—rewarding users for completing certain actions. By introducing elements like progress bars, badges, or points for completing tasks (e.g., filling out a profile or sharing your site on social media), you can encourage users to stay engaged. This technique is particularly effective for increasing user interaction and satisfaction.
Duolingo is a prime example of a platform that uses gamification to keep users motivated and engaged. Literally as writing this section, I've had a notification stating that someone has stolen my number 2 spot in the weekly leaderboard (if you know, you know...), and so you best believe their gamification tactics are working with me heading straight back to that app after I've finished with this blog!
9. Optimise your call-to-action buttons for conversion
The design and placement of your CTA buttons can significantly influence user behaviour. Buttons should be clearly visible, have a strong contrast against the background, and contain action-oriented text like “Get started” or “Book now.” Consider using dynamic CTAs that change based on the user’s previous actions, guiding them seamlessly from one step to the next. For example, instead of a generic “Learn More” button, you might use “Continue Your Journey” or “Explore More” to build on what the user has just done. HubSpot’s Call-to-Action guide offers some excellent insights into how to optimise CTAs for maximum impact.
10. Highlight customer reviews and testimonials at key moments
Customer reviews and testimonials can be powerful influencers at critical decision-making points. By strategically placing these at moments when users are considering making a purchase or booking a service, you can provide the social proof needed to encourage them to take the next step. Make sure these reviews are visible right after they’ve browsed a product or service page to reinforce their decision. Trustpilot for Business allows businesses to integrate real-time customer reviews directly into their sites, enhancing credibility at key moments, but there's plenty of free ways to do this by taking some strong customer feedback you've received and placing these in your users post-purchase journey to encourage them to take whatever action is required.
Ready to boost conversions with human psychology, and guide your website users' next steps?
Whist the idea that people often decide what to do next based on what they have just done isn't a new revelation, it's often over-looked when it comes to website design. This natural human tendency, when harnessed correctly, can be used guide your website visitors through a seamless journey, leading to more sales, bookings, and interactions.
This means that understanding and applying human psychology in your website design can have a profound impact on your business’s success. And whilst these tips are just a start to the impact psychology can have, try implementing these strategies on your website, and you’ll likely see a noticeable difference in user engagement and satisfaction.
Ready to make every click count? Let's get started! Reach out to us today and we can help you implement these strategies and more in your website design.