How to optimize the interface design of websites for optimal performance depends on the psychology of visitors. In this context, visitors can be categorized into two groups – casual visitors and serious visitors. Casual visitors turn to digital media in need of a mental break after a full day’s work. Surfing the Internet and browsing websites casually is a source of respite to them. They are passive absorbers of information on the web. Most of the times, they remain immune to the call to action. Be it commenting or sharing or liking or emailing to a friend, they abstain from action.
Obviously, serious visitors are in contrast to the above-mentioned group of visitors. They are conscious and active users. They deliberately surf the Internet and browser websites for some or the other purpose. The call to action, if it is inviting, elicits response from them. They put in conscious efforts to dig into digital media for the required information and participate in discussions online. They are potential customers or consumers. The chances to convert their visits into leads are high. Websites targeting this group of visitors must be optimally designed.
The serious visitors take the central route to explore a website and dig into its content. A conscious shopper belongs to this group. He scans the product pages of an online shopping portal, and the product details with keen eyes to find out the right product. The casual visitors take the peripheral route to browse websites. They perform action under temptation of inviting visuals and icons. The serious visitors act by means of motivation and their ability. Discernible differences in the patterns of behavior by these two groups of visitors play an important role in web design.
Serious or conscious or goal-oriented visitors, most of the times, ignore distractions to reach the information they are looking for. They are unlikely to get distracted by visually attractive commercially ads. They are focused on what they need, and take as few steps as possible to get it. Professional designers make deliberate use of whitespace to optimize the impact of user interface and webpage design on these visitors. Apart from design, website content, too, must be optimized using customer reviews and testimonials to help conscious shoppers make informed buying decisions.
As it is difficult to convert casual visitors into customers or consumers, website interface and page design must be bold and appealing. These visitors like to interact with visually inviting features of websites. Evidently, website design must be optimized with colorful images and videos to arrest the attention of casual visitors and force them into browsing the website. Especially, the part of the website conveying the brand message should be designed to get noticed by them at the very first glance.