巧用5个心理学现象优化用户体验设计,提高网站转化率

发布日期:2017-05-31
浏览次数:375
  
 
 
心理学是人类科学重要的分支之一,它在网站建设中也发挥着不可或缺的作用。作为站长,我们都希望能够给用户提供优质的用户体验,有效促进用户转化率的提高,提升网站销量,得以成长和壮大。但做好用户体验可并不简单,不少站长在做网站时仅依靠自身的经验,积累的经验确实很有帮助,但我们还应该重点研究用户行为背后的心理因素:用户对于某个元素或整个网站可能有什么样的感觉?如何才能触动用户的情绪让他们采取行动?基于众多心理研究和实验,科学家提出了5个与用户体验有关的心理学现象。小飞今天整理归纳了一下,将逐一进行介绍,希望大家能够从中汲取有用的知识,让自己的网站更出彩。
 
 
 

1. 韦伯定律:差别阈限

韦伯定律是指感觉的差别阈限跟随原来刺激量的变化而变化,而且表现为一定的规律性。简单点说,差别阈限就是刚刚感知到原刺激和现刺激之间差异的最小量。韦伯定律证明,当原刺激量越大时,人们的差别阈限也会越大,越能感受到现事物和原事物之间的差异。举个栗子来说,如果你正在观察一只灯泡,光线若明一点,若暗一丝,这种差异是很难注意到的。同理,如果你正在搬运100公斤的货物,去掉1公斤的重量可能对你来说没有什么感觉,但拿掉10公斤你应该会觉得轻松很多了。韦伯定律在生活的很多方面都有应用,比如塑造独特的个性品牌,制定有效的营销策略等。
在网站建设中,韦伯定律也发挥着很重要的作用,特别是对网站改版或重建很有借鉴意义。研究表明人们并不喜欢现有组织或系统的巨大改变,即使改变能够带来一定的益处,这是为什么很多用户会对网站的改版或重新设计产生抵触情绪。根据韦伯定律,我们可以减小差别阈限,尽可能以更小的幅度进行网站调整,慢慢来,一次改动一点,让人们几乎无法注意到,直到我们完成网站的改版设计。这种方法很容易为大众所接受,而且在逐渐改动的过程中用户会慢慢习惯某一功能或元素,在使用过程中抱怨也会更少。Facebook就是一个栗子,尽管它是市值几千亿美元的大公司,在过去几年里也没有因为S1bd5Jrow_clRe>
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