How To Make Users Comfortable With Your Site
How do you make users comfortable with your website? There are two schools of thought in digital advertising and marketing. One of them advocates for the loud in your face style of traditional advertising. You can see this in mid-video YouTube ads, Google banner ads, and pop-up newsletter CTAs.
On the other hand, there are those that choose the subtle approach wherein the objective is to make users comfortable as much as possible, gently coaxing them down into the funnel. Every business will need to choose which method best fits their identity.
But for this blog we’ll be discussing the latter method and how it’s helped us make a good impression on our partners.
Comfortable Colour Schemes
The goal of many websites is to encourage visitors to stay on the platform for as long as possible. The longer they stay the more they learn about the company’s services and the more likely they’ll give them a try.
Many businesses try to extend the stay of a user through content or appealing visuals.
One design aspect that’s getting more attention these days is the use of colour to ease eye strain. As more jobs move to the digital landscape (because of current global events) people spend more time in front of screens. Choosing colours that make users comfortable is a consideration that more business owners are taking into account.
One example of this that we encountered was with a travel company that wanted to redesign their website and rank better on search engines. A consideration they had was the platform’s colour scheme, as they had something specific in mind.
We worked within their wishes and delivered a website that we thought both our partner and their users would be happy with. Up to this day no one has had a bad word to say about the design. In fact, we’d had one very good word said about our work in the form of a review.
Disclaimer: the company name in the review mentions ‘Bmoozd’, our former company name. Since February 2021 we have undergone a rebrand and are now known as Shape The Market.
Why Comfort?
Some will argue that though the subtle advertising approach looks and feels nice, and helps to make users comfortable, it ultimately falls short of the real goal which is conversions. Low bounce rates and high web traffic doesn’t guarantee more sales.
This is true, but we argue that this approach does something more important than quick conversions – building trust. In our experience, it’s much easier to build trust with users as well as partners when you don’t force the issue. It was even a selling point in another project we did with a real estate company a while back.
Disclaimer: the company name in the review mentions ‘Bmoozd’, our former company name. Since February 2021 we have undergone a rebrand and are now known as Shape The Market.
Playing The Long Game
Subtlety and comfort is playing the long game, which some companies might not have the time for. But it’s an option that many would do well to consider for their own strategy.
This option has worked in some of our past projects, and it might do the same for yours. Contact us today and we can discuss the best path to lead your business to the success it deserves.
