{"id":1057,"date":"2016-02-11T22:55:42","date_gmt":"2016-02-11T22:55:42","guid":{"rendered":"https:\/\/www.guided-selling.org\/how-interface-design-choices-influence-decision-making\/"},"modified":"2024-03-02T21:18:36","modified_gmt":"2024-03-02T21:18:36","slug":"how-interface-design-choices-influence-decision-making","status":"publish","type":"post","link":"https:\/\/www.guided-selling.org\/how-interface-design-choices-influence-decision-making\/","title":{"rendered":"Power of UX: How Interface Design Choices Influence Decision-making"},"content":{"rendered":"\n<p>Every website design decision has the potential to boost usability and impact sales. Design and user experience make the difference. Through understanding the power of user experience design (UX design), and knowing how interface design choices influence purchase decisions, you can create an environment that\u2019s habitable for shoppers and helps them make decisions.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">So, how can you influence the purchasing decision?<\/h2>\n\n\n\n<p>Here&nbsp;are some of the most critical elements of your interface design that have a great effect on your ability to facilitate purchase decision-making on your site:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Intuitive Usability and the Mental model<\/h3>\n\n\n\n<p>Before a customer lands on your website, they have what\u2019s known as a <a href=\"https:\/\/uxmag.com\/articles\/the-secret-to-designing-an-intuitive-user-experience\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">\u2018mental model\u2019<\/a>&nbsp;of what it\u2019s like to shop in-store. They know that, in a real store, they can ask shop assistants for advice, browse items, try things on, keep hold of things they like and checkout.<\/p>\n\n\n\n<p>When these people land on your website, <strong>they bring their expectations, or mental model, to your online store<\/strong>. Providing an experience that reflects that mental model is important in helping your users navigate effectively and allowing them to explore your offers intuitively.<\/p>\n\n\n\n<p>The trick with building an&nbsp;intuitive user interface and creating an experience that will be successful, your site design, or your \u2018conceptual model\u2019 (i.e. your online representation of the real shopping experience), must match the user\u2019s \u2018mental model\u2019. You have to consider that your&nbsp;audience consists of people with different mental models (i.e. beginner, intermediate, and advanced users) who have different motivations and expectations. Catering to their individual needs and making it easy for them to navigate your site will have&nbsp;a direct impact on sales figures.<\/p>\n\n\n\n<p>Read more: <span style=\"color: #3366ff;\"><a href=\"https:\/\/www.guided-selling.org\/5-ways-to-deliver-360-personalized-shopping-experiences-in-your-store\/\" target=\"_blank\" rel=\"noreferrer noopener\">Are You Prepared For The 4 Types of Shoppers Coming To You?<\/a><\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Where\u2019s the white space?<\/h3>\n\n\n\n<p>White space, or negative space, is a portion of a webpage that\u2019s purposely left blank. The effective use of white space makes your website easier to use, simpler to navigate and will help you create a focused customer journey that\u2019s optimized to increase engagement and, ultimately, sales.<\/p>\n\n\n\n<ul>\n<li><strong>It helps guide user attention<\/strong> \u2013 As highlighted by Steve Krug in his book, <em>Don\u2019t Make Me Think<\/em>, web users don\u2019t think. They don\u2019t pay half as much attention to what\u2019s on a webpage as you might think. Instead, they scan, skim and skip over content in search of an anchor or trigger. <span style=\"color: #3366ff;\"><a href=\"https:\/\/uxmyths.com\/post\/2059998441\/myth-28-white-space-is-wasted-space\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Leaving white space<\/a><\/span> helps you show users where they should be looking and helps people navigate your site with little effort.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"570\" height=\"376\" src=\"https:\/\/www.guided-selling.org\/wp-content\/uploads\/2024\/01\/Screen-shot-2013-08-21-at-12.22.jpg\" alt=\"\" class=\"wp-image-1863\" srcset=\"https:\/\/www.guided-selling.org\/wp-content\/uploads\/2024\/01\/Screen-shot-2013-08-21-at-12.22.jpg 570w, https:\/\/www.guided-selling.org\/wp-content\/uploads\/2024\/01\/Screen-shot-2013-08-21-at-12.22-300x198.jpg 300w\" sizes=\"(max-width: 570px) 100vw, 570px\" \/><\/figure>\n\n\n\n<ul>\n<li><strong>It helps you priorities<\/strong> &#8211; <span style=\"color: #3366ff;\"><a href=\"https:\/\/www.seguetech.com\/whitespace-web-design\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">White space can be used to help draw attention<\/a><\/span> to the other, more important elements on the page, such as your CTA buttons.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"570\" height=\"313\" src=\"https:\/\/www.guided-selling.org\/wp-content\/uploads\/2024\/01\/Screen-shot-2013-08-21-at-12.20.jpg\" alt=\"\" class=\"wp-image-1864\" srcset=\"https:\/\/www.guided-selling.org\/wp-content\/uploads\/2024\/01\/Screen-shot-2013-08-21-at-12.20.jpg 570w, https:\/\/www.guided-selling.org\/wp-content\/uploads\/2024\/01\/Screen-shot-2013-08-21-at-12.20-300x165.jpg 300w\" sizes=\"(max-width: 570px) 100vw, 570px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">The Importance of Copy<\/h3>\n\n\n\n<p>You wouldn\u2019t think that something as simple as the words you use would have a great deal of influence on whether your users convert. Surely it\u2019s more about your product, features, price, delivery times and brand values?<\/p>\n\n\n\n<p>The words you use have a huge impact on whether your shopper can identify with what you have to offer and proceed to make a purchase.<\/p>\n\n\n\n<p><strong>Here are some quick tips for getting your copy right:<\/strong><\/p>\n\n\n\n<ul>\n<li>Make sure your copy reflects your user\u2019s interests and desires<\/li>\n\n\n\n<li>Ensure the formatting is easy to skim and scan over<\/li>\n\n\n\n<li>Keep it short and concise \u2013 this <span style=\"color: #3366ff;\"><a href=\"https:\/\/www.quicksprout.com\/complete-guide-to-copywriting\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">High-rise case study example<\/a><\/span> shows that having a shorter page increased conversions by 102.5%. The longer page decreased conversions by 22.72%!<\/li>\n\n\n\n<li>Have a strong call to action (CTA) that leaves your user in no doubt as to how to progress \u2013 Schuh changed their CTA from \u2018Buy Now\u2019 to \u2018Add to Bag\u2019 and<span style=\"color: #3366ff;\"> <a href=\"https:\/\/econsultancy.com\/how-small-copywriting-changes-can-lead-to-big-increases-in-conversions\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">increased conversions by 17%<\/a><\/span>.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">The Rule of Thumb<\/h3>\n\n\n\n<p>If you don\u2019t have a mobile site yet, then, what are you waiting for? If you do have a mobile site, ensure that you\u2019re <span style=\"color: #3366ff;\"><a href=\"https:\/\/www.zilliondesigns.com\/blog\/infographics\/mobile-app-design-thumb-friendly\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">meeting the specific behavior traits<\/a><\/span> that users exhibit on a mobile device. On mobile, user\u2019s act differently. They swipe instead of scroll; tap instead of click; rotate, pinch, even speak while they\u2019re navigating their device. With this usability shift comes an exception of certain functionality.<\/p>\n\n\n\n<p>Providing an interaction experience that <span style=\"color: #333333;\">meets user expectations is imperative on mobile devices<\/span>. Failing to address the subtleties of the mobile interaction could cost you dearly.<\/p>\n\n\n\n<p>Understanding touch gestures and embracing the concept as part of your interaction design will help you sustain user engagement and ensure that you\u2019re doing all you can to keep users on your site.<\/p>\n\n\n\n<p>Read more: <span style=\"color: #3366ff;\"><a href=\"https:\/\/web.archive.org\/web\/20160730033909\/http:\/www.creativeguerrillamarketing.com\/mobile-marketing-2\/maximize-your-mobile-e-commerce-efforts-for-better-roi\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Maximize Your Mobile E-Commerce Efforts For Better ROI<\/a><\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Seizing I-want-to-buy Moments<\/h3>\n\n\n\n<p>Mobile devices have also become the <strong>new shopping assistant<\/strong>, with opportunities for you to influence purchase decisions smartly.<\/p>\n\n\n\n<p>82% of smartphone users turn to their devices in stores to assist them in making a product decision, and 93% of mobile shoppers who use their devices end up making a purchase <em>(Think-With-Google)<\/em>.&nbsp; Whether it\u2019s at home, at the airport or right in your store, mobile shoppers use their devices to help them decide on a purchase.<\/p>\n\n\n\n<p>bctt tweet=&#8221;82% of mobile shoppers use their devices in store to assist them in making a decision<\/p>\n\n\n\n<p>bctt tweet=&#8221;93% of mobile shoppers who use their devices end up making a purchase<\/p>\n\n\n\n<p>Think-With-Google calls these critical phases whenever a user turns to their mobile device to research the best choice, <strong>I-want-to-buy moments<\/strong>. They occur throughout the <span style=\"color: #3366ff;\"><a href=\"https:\/\/web.archive.org\/web\/20160503140306\/http:\/theconsumerfactor.com:80\/en\/5-stages-consumer-buying-decision-process\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">decision-making cycle<\/a><\/span> for everyday purchases as well as high ticket items.<\/p>\n\n\n\n<p>Identifying and <strong>considering these micro-moments<\/strong> as you develop a mobile UX design is important for you to be there in the moment of need, and support and influence decisions before a purchase.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cWe think one of the biggest opportunities that we have in retail is for our customers to leverage their phones as a shopping assistant when they\u2019re standing in the store,\u201d says Sephora\u2019s vice president of interactive media, Bridget Dolan.<\/p>\n<\/blockquote>\n\n\n\n<p>Integrating mobile-optimized product finders to assist shoppers during I-want-to-buy moments helps you to make it easy for users to decide and cater to some of the specific nuances and differences in mobile usability that they have grown to expect, reducing the chances of them turning to your competitor for buying advice and support.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Simplicity is Key<\/h3>\n\n\n\n<p>When making purchase decisions, visitors tend to choose the easiest route possible. People are more likely to engage with websites that are easy to process. Difficult and complex websites do not only impact the user\u2019s willingness to explore and navigate, they also directly impact their feelings about a product, causing them to delay or avoid purchasing altogether.<\/p>\n\n\n\n<p>Keeping things simple and aligned with user expectations is key to providing an interaction experience that doesn\u2019t hinder the customer journey and helps shoppers navigate, explore, pick and take a purchase decision with little effort.<\/p>\n\n\n\n<p>If you are looking for design inspirations, check out <span style=\"color: #333333;\">our roundup of the best digital advisors in 2016<\/span>&nbsp;with great examples of user friendly design.<\/p>\n\n\n\n<p>Subscribe to our FREE newsletter and get new articles straight to your inbox!<\/p>\n\n\n\n<p>Join over 70,000 people who want to stay inspired.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Every website design decision has the potential to boost usability and impact sales. Design and user experience make the difference. Through understanding the power of user experience design (UX design), and knowing how interface design choices influence purchase decisions, you can create an environment that\u2019s habitable for shoppers and helps them make decisions. So, how [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":1865,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[18],"tags":[],"uagb_featured_image_src":{"full":["https:\/\/www.guided-selling.org\/wp-content\/uploads\/2024\/01\/create-a-image-for-blog-post.-title-is-this-The-Power-of-UX-How-Interface-Design-Choices-Influence-Decision-making.-im-writing-blog-on-there-topic.jpeg",1024,576,false],"thumbnail":["https:\/\/www.guided-selling.org\/wp-content\/uploads\/2024\/01\/create-a-image-for-blog-post.-title-is-this-The-Power-of-UX-How-Interface-Design-Choices-Influence-Decision-making.-im-writing-blog-on-there-topic-150x150.jpeg",150,150,true],"medium":["https:\/\/www.guided-selling.org\/wp-content\/uploads\/2024\/01\/create-a-image-for-blog-post.-title-is-this-The-Power-of-UX-How-Interface-Design-Choices-Influence-Decision-making.-im-writing-blog-on-there-topic-300x169.jpeg",300,169,true],"medium_large":["https:\/\/www.guided-selling.org\/wp-content\/uploads\/2024\/01\/create-a-image-for-blog-post.-title-is-this-The-Power-of-UX-How-Interface-Design-Choices-Influence-Decision-making.-im-writing-blog-on-there-topic-768x432.jpeg",768,432,true],"large":["https:\/\/www.guided-selling.org\/wp-content\/uploads\/2024\/01\/create-a-image-for-blog-post.-title-is-this-The-Power-of-UX-How-Interface-Design-Choices-Influence-Decision-making.-im-writing-blog-on-there-topic.jpeg",1024,576,false],"1536x1536":["https:\/\/www.guided-selling.org\/wp-content\/uploads\/2024\/01\/create-a-image-for-blog-post.-title-is-this-The-Power-of-UX-How-Interface-Design-Choices-Influence-Decision-making.-im-writing-blog-on-there-topic.jpeg",1024,576,false],"2048x2048":["https:\/\/www.guided-selling.org\/wp-content\/uploads\/2024\/01\/create-a-image-for-blog-post.-title-is-this-The-Power-of-UX-How-Interface-Design-Choices-Influence-Decision-making.-im-writing-blog-on-there-topic.jpeg",1024,576,false]},"uagb_author_info":{"display_name":"Markus Linder","author_link":"https:\/\/www.guided-selling.org\/author\/markus\/"},"uagb_comment_info":0,"uagb_excerpt":"Every website design decision has the potential to boost usability and impact sales. Design and user experience make the difference. Through understanding the power of user experience design (UX design), and knowing how interface design choices influence purchase decisions, you can create an environment that\u2019s habitable for shoppers and helps them make decisions. So, how&hellip;","_links":{"self":[{"href":"https:\/\/www.guided-selling.org\/wp-json\/wp\/v2\/posts\/1057"}],"collection":[{"href":"https:\/\/www.guided-selling.org\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.guided-selling.org\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.guided-selling.org\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.guided-selling.org\/wp-json\/wp\/v2\/comments?post=1057"}],"version-history":[{"count":10,"href":"https:\/\/www.guided-selling.org\/wp-json\/wp\/v2\/posts\/1057\/revisions"}],"predecessor-version":[{"id":2826,"href":"https:\/\/www.guided-selling.org\/wp-json\/wp\/v2\/posts\/1057\/revisions\/2826"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.guided-selling.org\/wp-json\/wp\/v2\/media\/1865"}],"wp:attachment":[{"href":"https:\/\/www.guided-selling.org\/wp-json\/wp\/v2\/media?parent=1057"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.guided-selling.org\/wp-json\/wp\/v2\/categories?post=1057"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.guided-selling.org\/wp-json\/wp\/v2\/tags?post=1057"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}