Colors and Sizes
Perhaps the most significant aspect of your website is the way that elements are colored and sized. These two factors greatly effect your website conversion. Many people might just overlook the fact that the appeal and colors used on a website greatly affects the psychology of your visitors. For example, ever noticed how on checkout pages the “Checkout” button is usually bold, big, and a color that stands out? That’s because the human mind associates those three elements as a superior option to the “Cancel” button which is normally a default color and in a smaller font. The average visitor would henceforth be more likely to click that “Checkout” button, resulting in a sale for the company!
Have a look at an example from Amazon.com:
Notice how the “Proceed to checkout” button is colored in with Amazon’s brand color, relatively big and noticeable?
Notice how the “Delete” button is nothing more than just a small text on the page, not even close to the “Checkout” button? That’s called effective psychology that increases your conversion rate.
Do some research yourself and you would find that most big eCommerce websites use the same psychology to increase their conversation rate.
Why do you think Tetris is an addictive game? Because our human minds have a tendency to favor order and organization. Looking at a website that is correctly spaced out, and organized tends to provide users with a smoother and more gentle experience. Our minds are programmed to love organization, although we might not all think so when it comes to our personal space.
“The Squint Test”
This is a popular way of testing how organized your website is, and if the spacing between elements is enough for our human minds to appreciate. As the name suggests, the process is very simple: Take a step back from the computer and squint at the content of your website. Can you clearly differentiate between words and images, between your navigation and content, how about between paragraphs? If you said yes to any of those three questions, you pass! Give yourself a pat on the back.