Behavioral economics and webpage design

Behavioral psychology is being increasingly acknowledged by many disciplines as being relevant for practitioners.  For example, CBS now offers classes in behavioral economics/decision making and behavioral finance.

Specific implications of behavioral psychology on webpage user interface design are summarized below:

1)      Colors matter (see summary of colors and associated emotional reactions here: http://www.webdesignerdepot.com/2010/05/the-psychology-of-web-design/)

2)      People read in ‘Z’ or F shaped eye flow pattern, so make sure most important information is contained and prioritized along this trajectory, especially along the left side of the page.

http://www.useit.com/alertbox/reading_pattern.html

3)      Serial positioning effect and visual hierarchy – Another series of biases related to the importance of the positioning of content (and messages/links you want them to act on) on the page and the recall of the visitor. (http://en.wikipedia.org/wiki/Serial_position_effect)

4)      Social proof – Behaviors can be encouraged by demonstrating that other people have done the same thing.  ‘X of your friends like this’ on facebook is an example of this being used.

5)      The Zeigarnik effect – Research has demonstrated that people get anxious about completing tasks that are only partially finished.  Application of this for website interfaces could result in partitioning a signup process into two parts.  The first part would be very quick and easy, allowing the user to continue on to use the website.  However, the fact that the process was not completed (and they are reminded about this) will make them more likely to complete it at a later point.  It therefore might be useful to partition a desired behavior into two parts to increase overall instances of the behavior being undertaken.

http://www.spring.org.uk/2011/02/the-zeigarnik-effect.php

6)      Parabolic discounting – give people free or discounted trial versions of the product, which entices them to sign up, and have significant portions of the charges be applied to them at a later point in the future (which they will discount) – Specifically, charging in installments instead of all at one time.

-zb