Cognitive Biases on the Web Design: Use Psychology to add conversion.

Website designers, business owners, and all marketers! Have you ever wondered ... some websites are "attracting" surprisingly, making them "want to click" "want to buy" or "want to register" easily while other websites, even if they are beautiful, "quiet", no one is interested? This is not the only thing about "luck" or "beautiful design", but it is the "power" of the use of "psychology" to help design the website. Or what we call "Cognitive Biases in the design website"!

In the digital world where people encounter enormous information each day Decisions often not come from "100%reasons", but it is driven by "Cognitive Biases" that is deeply buried in our own mind! These prejudices are "brain shortcuts" that allow us to make a faster decision. But can be "stimulated" or "persuasive" with designs that understand these psychology. Today I will take everyone to "9 Cognitive Biases that the website designer and marketers must know" to apply "to your website on the webflow (or any of the features) to" increase the current Rate "! Get ready Because this article will change your perspective on the design of the website forever!

Real problems in life: beautiful website but "without Conversion". Why?

Have you ever dedicated the time and budget to create a website that "Beautiful, magnificent" wearing an animation, striking, laying on the neat layout, but in the end ... that website returned. "Do not create sales". Lead does not have any application as expected? Customers just come in "watch" and "leave". Leave you to sit confused that "What did I do wrong?" This problem is something that many business owners and marketers have to face regularly. The website is not just "Online storefront" but must be a "salesperson" that is smart!

What you are encountering is the "illness" of the website that emphasizes only "UI (UIR Interface)", but "neglects UX (User Experience) and the user's decision psychology."! You may be focusing on making the "good" website in your own eyes. Or design according to beautiful trends but forget that "user" your website Does not have a designer thinking process Or marketers, they have "hidden" prejudices, which, if you do not understand and use it the right way Your website will become just a "art" that "cannot sell". The neglect of these principles may lead to ineffective Landing Page designs.

Prompt for illustrations: "A picture of a person holding a temple in front of a computer that shows a beautiful website but has a low conversion rate on the side of the represents disappointment and confusion."

Why did that problem occur: "People's brain" did not think like "computer".

The main reason that makes beautiful websites Many places do not dream about conversion because "We are not designed to be in line with human decisions." Imagine. Each day, our brain must process a great data. To analyze everything for a 100% reason is impossible and will make us too tired, the brain creates a "shortcut" or "Cognitive Biases" to help us decide faster. Energy saving And survive in various situations

The problem is when we design a website. We tend to think that users will "Read every letter" "Consider all features" and "Compare every option" before making a decision. Which in reality "No one does that!" They will "sweep the eyes" "Quickly decisions" and often "influence" from the little things that stimulate those prejudices. For example:

• "I saw other people doing ... I would like to do some" (Social Proof): If you see that many people buy a lot of reviews, would like to buy accordingly.
• "Rare ... I want" (Scarcity): If the product is limited Or the promotion will run out Hurriedly decided
• "The first price to see ... it is stuck in the head" (Anchoring): The first price presented Affecting the value of other products

When your website is not "stimulating" these prejudices in the right direction It means that you are "miss the opportunity" to "convince" users to do what you want. Sometimes simple changes, such as adding customer reviews Or inserting the message of the inventory Can make a lot of differences If you want to understand the psychology of color on the website Try reading more about Psychology of color in the design web To apply

Prompt for illustrations: "Human brain image with 'shortcut' or 'short-cuts' in decision making With a small icon of Cognitive Biases floating around the communication of the complexity of the human mind. "

If left, how will it affect: "Opportunities" and "lost money"

Ignoring the principles of cognitive biases and psychology in web design Doesn't mean just "low conversion rate" But it affects the "tangible" and "pain" to your business in many dimensions:

• Business opportunities that "wasted": Every visitor is "opportunity" in creating new customers. But if your website cannot "change" that opportunity to conversion, you are "leaving money" continuously into the pipe.
• The "more expensive" marketing costs: When the low conversion rate, you will have to "use money" to do more advertisements. In order to get the same number of customers, Roi (Return on Investment). Your marketing will "be lower".
• Brand image that "Unreliable": Websites that are poorly designed, difficult to use, or lack of Trust Signals (reliable signs) will make customers feel "not confident" and "not brave" to do transactions with you. Your brand will watch "Not professional" in their eyes
• Customers "escape to competitors": in a highly competitive market If your website is not able to provide a good experience, the customer will "change your mind" to a competitor with a website that is easier to use. Or persuade better
• The growth of business ": conversion is the" heart "of online business growth. If this heart is" slow pound "or" stop beating ", your business will not be able to expand sustainably.

Think about it. Your website can create 2-3 times more Lead or Lead. Just improve UX/UI and apply psychology to the right point. How much will you save marketing costs? And how much profit will be created? This is the reason why you shouldn't wait. And should start studying CONVERSION RATE (CRO) today.

Prompt for illustrations: "People are looking at the calendar that shows the date passing. With a continuous decrease in business graph And the money that has disappeared in the air Convey the opportunity and money lost. "

Is there any solution? And where to start: "Pin" 9 cognitive biases that should not be missed!

Don't worry! These problems have solutions. And you can start immediately by understanding and applying all 9 "Cognitive Biases" principles to design your website. This is a secret from experts. That will help your website "spell" customers to "click and buy" or "register" as you want:

1. Social Proof (Social conflict): Humans tend to believe and follow what most people do or like.
   • ** Apply: ** Show reviews from real customers, testimonials, stars scores, number of users, famous brand logos, or selling popular products.
2. Anchoring Bias (prejudice from an anchor): Our decisions are often influenced by "The first piece of information" received
   • ** Apply: ** Show the price of the "killed" product, then show a special discount, or present the first "expensive" package to allow the secondary package to come down to see "reasonable".
3. Scarcity (shortage): Things that are limited or rare are often seen as more valuable and desirable.
   • ** Apply: ** Specify the number of inventories ("only 3 final pieces left!"), Limited promotion time ("The promotion runs out within 24 hours!"), Or the limited number of seats for Webinar.
4. Urgency (urgency): Similar to Scarcity, but focusing on "time" that is limited, causing people to hurry to decide
   • ** Apply: ** Using stimulants like "Buy now!" "Today's special offer!", Or use Countdown Timer for promotions.
5. Reciprocity (compensation): When we get something for free Or receive help We will feel like in return.
   • ** Apply: ** Offer Free E-Book, Free Trial, Webinar, free, or free consultation So that customers feel stuck and want to repay by buying products or using the service
6. Authority (power/expertise): We tend to believe and follow expert advice. Or powerful people
   • ** Apply: ** Show logo, award, standard certificate, executive/expert picture, with history or discussed from reliable media.
7. Loss Aversion (fear of loss): Humans are more afraid of loss than the need to receive.
   • ** Apply: ** Emphasize what the customer will "miss" if not decided, such as "Do not miss the opportunity to discount 50%!" Or "You are about to lose the opportunity to save 1,000 baht!"
8. Framing Effect (the impact of presentation): The method of presenting data affects our decisions.
   • ** Apply: ** instead of saying that "The product has 10%fat" to say "90%of the products are good fats", or "Save 3,000 baht" instead of "10%discount". If the numbers are 3,000 baht, it looks more worth
9. Halo Effect (influence from the overall picture): The first impression on one thing will affect the decisions about other qualities of that.
   • ** Apply: ** Website must watch "beautiful" "as a professional" and "easy to use" from the beginning to see To create a good impression as a whole Including the use of high quality images, characters that are easy to read, and clean layout

You can start by choosing the cognitive bias that are most related to your business only 1-2 and then try to apply to the important parts of the website such as the landing page, product page, or checkout. This will help you see the results quickly and can continue to improve. And if you are not sure where to start, consulting an expert in UX/UI is a good choice.

Prompt for illustrations: "Large Infographic Image shows 9 circles (each band instead of each Cognitive Bias) with a short icon and description of each bias arranged beautifully."

Examples from the real thing that used to be successful: when "psychology" change "ordinary website" to "Money Machinery"

So you can clearly see that 9 cognitive biases "really works" and how to create amazing results. I would like to give an example of "case study" from the actual website that has used these principles and is very successful:

Case 1: E-Commerce website sells fashion clothes (focusing on Social Proof and Scarcity)

• ** Original problem: ** Beautiful websites have a lot of products, but customers come to see and do not buy a low conversion rate.
• ** What to do: **
  • ** Add Social Proof: ** Show the number of sales of that product. ("Sold over 500!"), Widget shows "x people who are watching this product", and adding "customer reviews" with pictures.
  • ** Use Scarcity/Urgency: ** For the bestseller, there is a sign "only x left!", "The product is almost out!", Or "All promotions are out in 3 hours!" With Countdown Timer.
• ** Results: ** Conversion Rate increased by 35%. The sales sales are 2 times more well and the customer decides to buy faster.

Case 2: Online Course Platform (emphasizing Anchoring and Reciprocity)

• ** Original problem: ** Customers are hesitant to apply for expensive courses. Or do not see the value
• ** What to do: **
  • ** Use Anchoring: ** on the package page There is a high price lifetime access course. And show the price of the monthly or year -old package that is much cheaper Makes customers feel more "worth"
  • ** Use Reciprocity: ** Free "Simple lessons" or "E-Book Summary of free courses" when registering email Causing customers to feel value first And is likely to repay by applying for membership
• ** Results: ** The premium course registering rate increased by 20% and the Lead, which comes from the free Content download, with a 15% more conversion rate.

This is just a part of the power that Cognitive Biases give. Understanding these principles and applied smartly. Will help your website not just "beautiful" but can "sell real things" and "create a sustainable business results"

Prompt for illustrations: "Picture of the E-Commerce website and online course platform. With the highlights that are modified according to the Cognitive Biases principle with a graph showing the results clearly increased. "

If wanting to follow, what to do? (Can be used immediately): Checklist "Armed" Website!

Okay! After we have seen the power of Cognitive Biases, it's time for you to bring these principles to "armed" to your own website! This is a simple checklist that you can "do immediately" to start seeing results:

1. ** Check your website "Above the Fold": **
   • Is there a clear and attractive headline?
   • Is there a clear call-to-to-to-to-CTA (CTA) and stimulating the decision at first sight?
   • Have you used the principle of "Halo Effect" to make the first part that the customer sees it is reliable and professional?
2. Add "Social Proof" on important pages:
   • Enter customer reviews (With pictures, if possible) on the product/service page
   • Show sales number, user number, or download
   • Is there a credible customer logo or partner on the first page or about About US?
3. Create "Scarcity & Urgency" wisely:
   • For limited products, showing the message "Only the last x!"
   • For promotions, use Countdown Timer or clearly specify the expiration date.
4. Use "Anchoring" in the bidding/package:
   • Try to offer the highest price package first. Then follow with the package that requires customers to choose
   • Use the technique of "price to kill" for discounted products.
5. Stimulate "Reciprocity" with free items:
   • Offer to download E-Book for free, Free Trial, or short short courses in exchange for registration.
6. Create "Authority" for your brand:
   • Show prizes, certificates, or certification from reliable organizations
   • Have a history of founders or interesting experts on the website
7. Use "LOSS AVERSION" in a stimulant:
   • In the CTA or Headline button, try to use the text that focuses on what the customer will "miss" if not decided.
8. Check "Framing Effect":
   • See if you present more positive or negative information. And adjust to suit your goals

Let's start from a small point. Which you think has the most impact first and "test". The results of the changes. A/B Testing with each element It will help you see which changes that create the most conversion. Do not forget that the improvement of the website to increase conversion is a continuous process. If you want to see an effective CTA sample, look at the B2B Call to Action Examples or study Exit Inten-up Best Practices to maintain the difference.

Prompt for illustrations: "Checklist images that have a tick in various channels. Each channel has a small icon that represents each Cognitive Bias with a hand holding a pen to tick the next channel. "

Questions that people tend to wonder And the answer to clear: "Solve all the doubts." The Cognitive Biases in the design website!

So you are confident and ready to use the Cognitive Biases to use with your website. I have gathered "popular questions" that designers and marketers tend to wonder. With the answer that "clear clear" and actually can be used:

Q1: How do I know which cognitive bias should I use with my website?

A: Starting from "Understand your target group" deeply first. What are they worried about? What is the stimulation of their decisions? *** If customers need confidence: ** focus on Social Proof and Authority*** If the customer is afraid of missing the opportunity: ** focus on Scarcity and URGENCY*** if the customer compares the price: emphasize Anchoring and Framing Effect*** if you want to Lead: use RECIPRITITITING with free given. "Test"! Try using a bias first and then measure the results. If not working, try another one. Testing is the key! You can study more from The Decision Lab: Cognitive Bias Cheat Sheet for more deep understanding.

Q2: Using Cognitive Biases. Is it a "manipulation" customer?

A: This is a very good and important question! The use of cognitive biases does not mean "deceit" or "distort" data for your own benefit, but it is "understanding the nature of humans" and "presenting information" in the form of "helping customers to make easier decisions" and "** ** Used with responsibility: ** You should use biases to" emphasize the product/service of you and "help to see the customer. "The best choice" for them*** Do not use false information: ** Creating fake Scarcity or fake reviews Will destroy long -term reliability Always be honest If wanting the right practice More information from Nielsen Norman Group: Cognitive Biases in UX

Q3: How many Cognitive Biases should I use at the same time on one page?

A: "Little but very"! Using many biases at the same time May make the website look "overgrown" "annoying" or "look unreliable"*** 1-3 main focus: ** Choose 1-3 Cognitive Biases that you think will create the most impact for that page. Then use to stand out and natural*** harmoniously combined: ** Make sure that using those biases looks like a smooth design. Did not watch, focusing on the UX that is good

Do you still have any other questions? Don't hesitate to ask Because the concentration is the stairs to success!

Prompt for illustrations: "Image images, questions and answers (Q&A) that look clean and confident designers Conveying understanding of psychology "

Summary to be easy to understand + want to try to do: "People's brain" is the "Golden key" of Conversion!

How are you? Hope you can see the enormous "power" of "Cognitive Biases" in the design of the website! It's not a matter of "magic" or "dazzling gimmicks" but it is "understanding the nature of the human brain" and bringing that knowledge. "Design user experience" (UX) to "stimulate" and "navigation". They reach the goal you want smoothly.

Remember that the website "really good" is not just "beautiful" but must "sell things" too! And to make it "sell things", you have to "talk" with the "brain" of customers, not just their "eyes". Using social proof to build confidence, Scarcity/Urgency To stimulate the decision, Anchoring to determine the perception of value, or reciprocity to create a "secret weapon" that you can use immediately.

I want you to "challenge yourself"! Try choosing the Cognitive Bias that you think will produce only 1-2 results and then go back and apply to your website today! May start by adding reviews on the product page, adding messages that "Limited amount left" in the product in front of the product, or offering a scratched package, then "measure the results" that these little changes make a difference to your Conversion Rate.

** Do not let your website be just "Online brochure" that is no longer lively! It's time to "wake up the psychological power" on your website and change the "audience" to the real "customer". Let's do it now! **

And if you need an expert to help "unlock" the highest potential of your website With UX/UI designs that understand psychology and emphasizing conversion especially ... Don't wait! Consult our UX/UI experts for free! No obligation! Or study CONVESION Rate Optimization (CRO) to increase sales! We are ready to be a "partner" that will help your website. "Not just beautiful ... but can actually be sold!"

Prompt for illustrations: "The hand image that is pressing the 'Start' button on the computer screen With the route that is a graph that rises quickly Convey the action to add conversion "

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