How Companies Use UI/UX Psychology to Influence You
How Companies Use UI/UX Psychology to Influence You
Ever wondered why you keep scrolling endlessly on certain websites and apps or end up clicking that ‘Buy Now’ button? No, It’s not just luck or coincidence as companies strategically mix design and psychology to influence your actions.
In this dive, I will unravel some of the secrets on how businesses use UI/UX psychology to shape your online decisions.
1 — The Principle of Least Effort:
People naturally prefer efficiency in task completion, a principle well recognized by Meta.
Meta strategically places data-sharing agreements in the ‘How Threads Works’ tab, offering users the simplest way to unintentionally agree to share their data. Threads leverages this understanding, employing terms such as ‘Threads supplemental privacy policy’ and ‘Meta Privacy Policy’ in grey text to ensure the discreet yet efficient collection of user data.
Insight — Threads uses such invasive tracking that it couldn’t launch in Europe. Under Europe’s data protection law, Meta needs a valid legal basis to process such personal data for ad targeting.
When creating an account, the Principle of Least Effort also comes into play and is evident as options like ‘sign in with Apple’ or ‘ sign in with Google’ are prioritized over email. This encourages users to opt for quicker methods, minimizing effort for a quicker registration process.
2 — Archoring Effect:
In 2010, during the unveiling of the first iPad, speculations circulated regarding its potential price. Various media outlets suggested it could cost around $1,000 or more.
However, when Steve Jobs eventually disclosed the price on stage, it turned out to be just $499. In comparison to the previously speculated $999 or more, $499 appeared remarkably reasonable.
This scenario perfectly illustrates the anchoring effect at play. Allowing the anticipation of a significantly higher price to establish an anchor in consumers’ minds, Apple succeeded in making the actual iPad price feel like an outstanding deal.
Apple consistently applies this principle in various aspects, leveraging it on their website when comparing products.
Insight — This approach has been consistently implemented across all their product releases throughout the years.
3 — Scarcity and Urgency:
Amazon employ this principle by using phrases such as “only 1 item left in stock — order soon” or promoting a “limited-time offer.”
This strategy is designed to create a sense of urgency, compelling customers to make a purchase before the product expires or runs out of stock. By instilling a fear of missing out, Amazon aims to encourage customers to buy promptly.
4 — Social Proof:
This is a psychological phenomenon where people reference the behavior of others to guide their own behavior.
Companies like eBay use this principle of social proof through phrases such as ‘2979 sold,’ ‘91.8% positive reviews,’ and ‘this one is trending.’ These elements strategically influence user decisions by highlighting the popularity and positive experiences of others.
Businesses can also use this principle by incorporating a reviews section, allowing customers to share their experiences, establishing trust among potential buyers.
5 — Salience Bias:
E-commerce websites often use this principle when promoting certain products with labels such as ‘Bestseller,’ ‘Top Pick,’ or ‘Limited Edition’.
This move draws attention, influencing users to view these items favorably and guiding their decision-making process.
Insight — Amazon’s utilization of salience bias through labels has become a consistent and effective strategy, evident across a spectrum of product releases over the years.
Originally posted at medium by João Rodrigues