Hicks law plays a major role in the website development for better conversion rate. All smart marketers are aware that when it comes to boosting conversions on your website, design plays a very critical role.
It’s common to see everyone harping on the significance of social media, search engine optimisation, creating convertible lead magnets and so on, yet the importance of having a good website design, right from the beginning, is frequently overlooked.
While all these aspects also matter, web design cannot be perceived as just a pretty face. In fact, it’s something that can make or break the conversion rate of your traffic. In addition, it’s also very important to understand the buying process of your prospects to optimise your conversion rate.
As per a study carried out by Stanford University, as many as 46.1% of all visitors believe website designed is the top criteria when it comes to ascertaining the credibility of a company. Hence, it’s very important for the web design to look professional.
Hicks Law is an extremely popular theory referenced by many individuals for various purposes, however, it’s regularly cited in the topics related to web design.
This law which is named after William Edmund Hick, a British psychologist, states that the time taken by a person to come to a decision is directly proportional to the number of choices s/he’s provided with (read more on it in this article at forbes.com).
Putting it another way, with an increase in the number of choices offered to visitors, their decision time also increases accordingly.
Studies were done in this regard
Almost everyone who is interested in this subject has heard of a famous study done by psychologists Mark Lepper and Sheena Iyengar. They discovered that a display table having 24 different types of jams garnered less interest from the people compared to a table displaying only six options.
People who stopped by to look at the larger display were found to be 1/10 as likely to purchase the jam compared to the people who stopped by to look at the small display. It’s a very good example of the Hick’s Law, implying that the action gets lost in proportion to the number of different choices that are presented.
When we talk about it in the context of web design, conversions can be greatly boosted by limiting the number of choices you provide to your visitors. The first thing you should ponder upon in this regard is where can you cut back in terms of the number of choices, and the first option that comes to mind is the navigation bar.
It’s never recommended to have several links you can choose from, else, the user will quickly lose interest in all the options. Here are some more things you can look into while trying to understand why you e-commerce portal isn’t bringing in sales.
The further relevance of Hicks law
However, Hicks Law relevance doesn’t end there. You must think about several distinct and important decisions users have to make while visiting a website, apart from the navigation link to press. These visitors must decide:
- Whether they must use the navigation bar for scrolling down the page even more
- Between the purchase of a product and looking for more products or reading various product reviews.
- Quickly skimming the headlines to figure out a readable blog post
- Whether to download lead magnet or not
These are only a handful of decisions (out of many) that people have to make.
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