Click through rate is something we all want to understand. As business owners, content creators or website designers, we want to try and figure out how we could make a webpage so alluring that click through rate trickles to a stop.
It’s quite an interesting topic, because it’s a subject that has baffled consumer psychologists for years. It’s a window into human behavior and that is exactly how we should approach this topic.
Too many business owners don’t consider that there is such a thing as a consumer brain. We think differently when we’re trying to decide on a purchase, than we do in our normal everyday life.
This is how you can lower your click through rate and do so, indefinitely.
It’s just annoying
If you have too much on the screen, it’s going to get annoying. When there are so many icons, popups and so much text, you will flood the user’s eyes with too much to look at.
There will be too much information. It can cause them to lose focus on what they were trying to find or buy, and it can cause them to click through the page.
Another thing that is annoying is having too many pop-ups which you can’t get off easily.
Yes, you want to make the ‘X’ click through box small and make them stay on the popup long enough to read it, but if someone is intent on buying a product just let them through.
So only have pop-ups on pages, other than product pages. It’s kind of like being at the supermarket, reaching for a product on the shelf and someone placing a banner in front of your hand. It’s just annoying!
A flowing checkout
Have you ever wondered why contactless has become so popular?
How about why so many of us have QR code apps for quick and easy buying? We have these things because we want the act of purchasing to be as quick as possible.
Who wants to sit at checkouts anymore, when you can just swipe or go to the self-serve checkouts? Online, you need a smooth checkout process with as few steps as possible.
These can only be designed by experts who know what they’re doing. A design ethos that fits this, is available here. A hosted checkout is not only cheaper, but offers you more adaptability. It’s simply 4 steps, yet only two stages.
You only need to design your checkout to have the purchase, confirm & details page. The service will do the rest.
Listen, clickbait had its day but it’s over now. Consumers have so many options, so many faster options than before, that they would rather click through your page than find the thing they were lured by.
It’s in your best interests to no longer do any kind of false advertising and just stick to what you see, is what you get kind of advertising and marketing.
Human behavior drives the click through rate studies. We can see that consumers have a different brain when they are purchasing. So beware of their impatience, demands and temperament.