Website redesign changing the way we behave
- Anthony Trinh
- Sep 19, 2014
- 3 min read
I log onto Facebook now and then.
I check my news feed, message a friend or two, look back at my profile, and occasionally post a new status – all in that order. I’ve done this process for as long as I’ve remember, hundreds of hours I’m sure.
Now, I’m normally the type of person who hates repetitive tasks (that’s why I enjoy marketing). I had jobs in past (these were not marketing jobs) where I did the same thing every day for the whole time I was there. I loathed it. I probably slept more at work than I did at home. Don’t get me wrong, it was an easy job and it actually paid me really well (more than my recent marketing job) but I just needed a change of scenario.
So I asked myself a question the other day – “Why are people not bored of Facebook?” and I’m sure Facebook asked themselves that question as well. You see, Facebook changes their website interface and algorithm more than you think. And I believe they do this because they don’t want consumers to do the same old repetitive tasks.
Source: http://www.danieljohnsonpr.com/how-news-feed-changes-impact-facebook-travel-marketers/
Remember when Facebook changed their entire layout and all of your friends were complaining about it? I remember it because that was me. However, after I got used to it, I enjoyed Facebook so much more. I studied the user interface and I found it more visually appealing and saw more interesting content on my newsfeed. And as a result, I’m online Facebook a lot more.
Businesses redesign their website to make it more visually appealing for consumers – in hopes of increased sales. But does a website redesign actually make consumers spend more?
Let’s take a look at an example from FromYouFlowers.com:
Source: http://www.websitemagazine.com/content/blogs/posts/archive/2013/06/27/before-and-after-eleven-exceptional-website-redesigns.aspx
After years’ worth of planning and work, FromYouFlowers.com launched a new website design that was focused on ease of use for customers and to stay up with current technology trends. The CEO, Mike Chapin, admitted that the website performed remarkably well when looking at website tests and data. Although the financial information was not released, I would assume that sales grew. Things such as layout, simplicity, reviews, colour scheme, etc. were a few changes they made. Looking at the before and after comparisons above, I definitely visually enjoy the most recent website more. But would it cause me to spend more? Stay on the page longer? Even if it costs me more than purchasing from a competitor with a poorly built website?
According to Swags Galore, it does. The online curtain retailer revamped their site and achieved a 60% increase in revenue in 2013. The first quarter of 2014 they were up another 30% - selling more items and converting more sales.
Why this relates to consumer behavior?
A lot of research has been done with regard to visual consumption and figuring out how a consumer interacts on a website, such eye movement, call-to-action, advertisements, and colour. It shows how a well-built website can make a person behave differently compared to a poorly-built website. I think that’s fascinating. And as a marketer, I want to learn what makes consumers purchase more on a website. If you would like to learn about this as well, I suggest you read this: Gerald Haubl and Valerie Trifts, “Consumer Decision Making in Online Shopping Environments: The effects of Interactive Decision Aids,” Marketing Science 19 (Winter 2000); 4-21
Thanks for reading,
Anthony
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