What Makes Users Click?

17 December 2012

Users Click with Influences

This article continues on from the ‘Emotional Triggers in Web Design’ Post, and explores what makes users click on links to websites.

Think about why you choose to click on some sites rather than others, why you ignore certain marketing emails, and why you would avoid some adverts on your search results.

Certain products or services will appeal to you more than others, it’s normal. If you’re searching for shoes and an advert for car insurance appears, chances are its not going to interest you at that particular moment in time.

What about trust? Are you are more likely to click on a link that seems trustworthy? Specific clear links with straightforward language are probably going to appeal the most to you, as over-selling or something that sounds too good to be true, will appear dishonest and deter potential customers.

The first page of search results are regarded as the most useful by the user,  but how do you reach out to the them and get that all important click to your site?

Human Behaviour

Did you know that your web experiences are highly influenced by the unconscious thoughts and actions that are controlled by different parts of your brain?

It’s important to understand the behaviour of consumers on the internet if you want to sell them a product or service.

Web users click on your link because it sounds interesting. Be bold and take risks, don’t shrink into the crowd.

Stick to the following tips and you can not only make web users click on your site link or advert, but stay on your page.

  • Apply scarcity – this really makes the user want stuff more. Lots of choice, despite popular belief, is not what the consumer wants to see.
  • Be Accessible – immidiate gratification is of upmost importance. You need to be able to get your product/ service to the consumer as fast as possible.
  • Think about Positioning – what product would you like to sell most? Make it a priority and place it in the most visible place.
  • Consider your language – don’t exclude people by using formal language, people will trust companies they can connect with. So keep it down to earth if you can.
  • Connect with the old brain – this part of the brain is considered the most primitive. It is interested in safety, food and sex – a lot of adverts try their best to appeal people using these subjects. Obviously it depends on your company how you connect with the old part of the brain.
  • Promote commitment – if you have loyal customers already then promote this! This is bound to make users click as you will be a trusted source.
  • Use people – don’t be a robot, use pictures of real people who would appeal to your target audience. This helps customers connect with your company on a personal level.
  • Tell stories – storying telling is a great way to get the visitors interested, as long as it applicable.  You can even tell stories through pictures, this is an excellent way to make users click.
  • Be sociable – get yourself involved in social media, it is the best way to show that you are engaged with your audience and the results will be very rewarding.

Advertising Attitudes

Did you know that there are is a difference between how older and younger generations behave concerning the interaction with Online Advertisements?

According to research carried out by Crowd Science on advertising attitudes, the following results were found;

  • 79% of respondents age 55+ had clicked on Online ads in the past 6 months, compared to 58% of 15-24 year old.
  • Both young aged 15-24 and older Internet users aged + 55, shared irritation with being shown ads that don’t apply to them.
  • Adults between the ages of 25-44 and 45-54 were less frustrated with online advertising.
  • Only 6% of all respondents would be willing to pay for their favourite websites in exchange for eliminating ads.

These kinds of statistics can make you more aware about how your target audience would respond to your Online ad and what makes users click!

Your Landing Pages via the User’s Click

Landing pages can make or break you.

Put yourself in the position of the consumer. What is going to make them want to stay on your page? Great content? Emotional triggers? A clear Design that mirrors your industry? Yes all of these, plus clear upfront information. Remember that the visitor has absolutely zero interest in scouring your website for the required information, so get everything readily accessible or else they will lose interest and go to another site.

 What Makes Users Click?

Hopefully you can now start thinking from the consumer’s point of view and coincidentally devise a master plan to make users click! The recipe to more customers is individual for all businesses, and what works for you may not work for someone else. So, consider our tips and advice and you will go far.

If you would like to speak to us personally about how to make users click on your site, then don’t hesitate to get in contact today. If you would like to know more about how we can help you improve the way your website works for your business, take a look at our conversion optimisation services.