Dr. Leonard Bickman is the professor of psychology at Vanderbilt University. He once hired a young chap to help in an experiment.
The young accomplice would dress up in different clothes, walk up to strangers on the street and ask them to comply with a request:
“You see that guy over there by the meter? He’s over-parked but doesn’t have any change. Give him a dime!
Dr. Bickman then observed in which conditions strangers fulfilled this request. And here is what he found:
- 42% people fulfilled the request when the young accomplice was in normal street clothes.
- 92% people fulfilled the request when the young accomplice was wearing a security guard’s uniform.
On your website, you are constantly making requests of people.
- Subscribe to the RSS feed
- Subscribe to the newsletter
- Post a comment
- Share a post with friends via twitter and facebook
- Buy from us
- Buy from us again
But how are you dressing your website up when you’re making these requests? Does it look like an authority website? Or does it look like something an amateur has designed? Because whether you like it or not, your design has a huge impact on whether your readers listen to you or not.
A good design can double your conversion rates. And that is why, it pays to invest in a good web design.
(How do you like the new SuccessNexus.com redesign?)
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