Brand and Usability

21 Feb

The branded appeal of a website in all of its components is just as important as its usability (or user friendliness) in order to guide the user to a specific goal. As we now know, decision making is first and foremost emotional. And that goes in every situation. I could be buying the most pedestrian commodity and even then my decision on who to buy from will be emotional before I justify it with “reasoning” or rationalizations. Therefore the emotional appeal of every touchpoint matters.

The touchpoints can be multiple steps in a multi-channel hybrid campaign with a complex decision tree (a relationship building engine so-to-speak) or in the context of a single website, the touchpoints can be 1. the focal point value proposition on the homepage, and 2. a specific call-out or call-to-action tile followed by a multi-step form-filling process. If your website focuses all its creative emotional energy on the homepage or landing page but then treats the call-to-action and the subsequent conversion steps as a series of purely functional (read non-relational) features, your website’s conversions will lose out in a big way.

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