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The Concept of Behavioral Web Design.
The interconnection between human psychology and technology becomes more and more vivid every day. The development of ANN and artificial intelligence proves humanization might be the next step of technology development in general. Behavioral web Design is one of the examples that might prove this viewpoint. While our decisions are no all rational and conscious, Web Design is looking for ways to appeal to human nature to make our online experience more productive.
Behavioral Web Design roots in behavioral economics. According to its statements, people feel more happy and secure when they can easily observe their nearest future and the result of their choices. According to this concept, a person feels happier when the choice is restricted and is more likely to be satisfied with the final result when he does not have to think about other perspectives. It may sound primitive, but this concept found its application in web design and digital marketing strategies also. Instead of overwhelming a customer with an abundance of products and services, behavioral web design and marketing creates an impression that a potential customer has already found the desired product or service as soon as he enters the website. To create this impression a website needs to meet several parameters.
- “One of Us”. To encourage a person to do a certain action (to purchase a product, subscribe for a newsletter, or visit an occasion), you may simply tell him that others have already done it. The sense of belonging remains one of the most important in human psychology
- Reviews. This is the first thing an average customer searches before making a purchase. Knowing that others have already purchased the product and enjoy using it is a great stimulating factor.
- Expert Opinion. People tend to trust a professional opinion and expertise. It means that in the mind of an average customer an expert review about a product has more value than several customer feedbacks. It mostly happens because people are quite used to Internet scams and the fact that reviews may be easily purchased and therefore they are much more critical to the “Comment” sections.
- Fear of Loss. Being afraid to lose a profit or a lifetime opportunity is the core of consumption. People are much more interested in the product when it is labeled as “Limited edition”. A website that is built around a certain product and underlines the fact that it is unique and therefore deserves the full attention is an example of behavioral web design. The idea od this feature reflects all the general ideas of behavioral economics. By providing a customer with a limited choice of products and timeframe when he can get it, focuses the attention on the only logical action at the given moment – making a purchase.
The concept of behavioral marketing has been widely used for many years. But nowadays, businesses have to move online following their potential customers who spend more time on the internet and social media. Behavioral web design is a concept of commercial online space that turns into a new swirl of e-commerce.