Hmm… let me guess how you looked at this image — 1. At the woman’s face. 2. You followed the direction of her eyes to focus on the text box on the left side? Am I right? If you want to learn more about this technique — I strongly recommend you to continue reading this post!

How to boost your conversion rates with this simple trick — Directional Cues

Imagine if you could get 10% more signups, sales, or whatever you need with just a tiny tweak that takes 2 minutes to implement?

You can accomplish that by simply using some basic psychology principles. Nothing complicated at all!

Ever heard of ”Directional Cues”?
A Directional Cue can be something like an arrow, a face or anything else that shows a direction on for example your site or Facebook ad. It points at the space where you want your visitors to focus.

The focus could be be a button, a form or maybe even your latest ecommerce product that you want to sell. Using directional cues help the human brain to know where to look to get from A to B.

Here’s one example of how it works:

The arrows on the right image point at the form which makes it easier for the visitor to know both where to focus and where to start. Pretty neat, huh?

3 reasons why you should use this:

  1. It’s proven to work based on both basic psychology principles showing that our brains (and eyes) follow directions. You can also find a lot of A/B-test showing how this works (see the image below).
  2. You will experience a higher conversion rate (or whatever your goal is). If you think this is some marketing bs, I recommend you to try using directional cues yourself.
  3. It takes a minimal amount of time to actually get started and boost your conversion.

How face and arrows can be used as directional cues:

The image above shows some interesting findings. Let’s dissect these 4 directional cues:

  1. Human looking at form — this works pretty well but the most of the focus is on the headline, which isn’t bad per se, but almost no focus on the form itself which probably is the goal of this site.
  2. Human looking away from form — this is terrible. The eyes are directioned to the left side, away from the form. Bad use of directional cues!
  3. Arrow — looks like this one might be the best. Simple and clear. Helps the visitor to know where to start.
  4. Triangular — works pretty well, still most focus on the text on the left side but the triangular works as a directional cue.

And the last example:

Don’t think I need to add any comments for this one. You probably get the point (?).

Summary:

Test different directional cues, like in the example above. It doesn’t have to be the arrow for you. Wouldn’t be surprised if a face will work better for you. Look at the data, experiment and iterate. That’s the only way you can hone your conversion rates.

Ps. If you want to track how your visitors behave on your site — I recommend you to use something like Hotjar. It’s a service that let’s you see heatmaps as in the picture above, where people click, live recordings of what your visitors do on your site and much more.

Happy testing! 📈


Hope this post has helped you. Please press 💚 if it did. Will probably save some lives! 😘

//Marcus Karoumi — @mkaroumi