The fold
The fold is the visible area of the website before needing to scroll. This is prime real estate for information. It is important that a website’s design packs a punch both visually and informatively in this space (using clear and descriptive headlines, call to actions, and captivating images) to grab the visitor’s attention and motivate them to scroll or click through.
Keep in mind, the fold will modify based on the device being used to view the website. This is another reason why it is important to have a responsive and mobile-friendly site.
Hick’s law
The more choices an individual has, the longer it will take them to make a decision. For example, imagine sitting down in a restaurant and opening an eight-page menu. Each page offers 10 menu choices, then sides, drinks, and substitutions. It can be very overwhelming right off the hop. This same feeling can be rendered to a company’s website. Too many options, menu items, and click-through pages can create confusion, frustration, indecisiveness, etc.
That said, it is important to know what the company’s target audience needs. What questions they will have and what answers the website should provide. The website’s job is to offer enough information to entice the customer, giving them a reason to contact or visit the business. This is where the sale will gain momentum through human interaction.
Visual cues
These can be thought of as signals or vibes, and subconsciously the brain can identify them without consciously registering it. Visual cues in web design, also known as directional cues, are the elements for drawing attention subtly to the areas of importance. This can be accomplished through the use of arrows, highlighted areas, or with the eye gaze from a model. If done correctly, the user experience can be streamlined by guiding them exactly to the place where the company wants them to go—without the visitor even realizing. Whether it is getting the visitor to sign up for a newsletter or to contact the business, the website puts the company in control of their next step.
