Directional cues move your site visitors through the buyer’s journey. Users who know their next steps are less likely to bounce away from your site. The more engaged you can keep them, the better. Showing them what action you’d like them to take avoids confusion.
One of the best ways to learn how to implement directional cues on your site is to study what other small business owners have done. Remember, these don’t always have to involve a giant flashing arrow toward a button. Many subtle options perform just as well in split testing.
1. Include Humans Pointing
Source: https://www.creditcanada.com/budgeting-newcomers
Credit Canada uses a pop-up box on their landing page for newcomers to the country. Note how the woman to the right of the signup box is pointing at the form. This understated cue invites the user to shift their focus to the left and fill out the form.
Using human hands to point the way you want visitors to go personalizes the experience. It almost seems like a friend is welcoming you. Even the colors of the woman’s clothes are neutral and muted, putting the focus on the bright orange call-to-action button.
2. Make Arrows Minimalistic
Source: https://www.amyporterfield.com
Amy Porterfield uses thin arrows to guide users down the page. The goal of the landing page is to capture leads. Drawing attention to the free workshop is an excellent way to get site visitors to sign up. Once you have their email address, you can continue marketing to them long-term. The target audience is anyone who wants to learn how to gain more subscribers.
3. Use Photos
Source: https://www.laminationsonline.com
Great Northern Laminations masters subtle directional cues by including a photo that shows movement down the page, guiding users to look to the “Contact Us” CTA. This tactic encourages potential clients to get in touch with the company or request additional information.
Because the photo almost appears to be in motion, it encourages users to scroll down, where they’ll find segmented areas personalized to their specific needs.
4. Have People Looking in a Direction
Source: https://www.milaandrose.com
Mila & Rose sells children’s clothing. They photograph their child models looking down, moving the user through the page. Site visitors may not even realize the photos direct them to the various clothing categories.
Humans naturally tend to follow a person’s gaze to see what they are looking at. The directional cue is so subtle that it is difficult to spot. However, it is highly effective in moving users through the buyer’s journey.
5. Tap Into the Power of Grids
Source: https://warmglow.com
Warm Glow’s layout taps into the power of the way people in left-to-right reading countries tend to take in a page. Readers tend to start in the upper left corner, scan across to the right side of the page, then skip to the next line and repeat the pattern. A grid layout is subtle enough to eliminate arrows, people looking at elements or other cues. However, it is also just as effective at moving the user to the items you most want them to see.
One thing to remember with a grid layout is that most people skim info, so you want to put the most crucial details above the fold. Users may not scroll far down your page. Around 80% of people will bounce to a competitor’s site if they feel dissatisfied, so make sure those initial things they see are your top performers.
You should hook the reader and engage them from the moment they land on your site.
6. Swoop Across the Page With Geometrics
Source: https://angelinabakery.com
Angelina Italian Bakery uses a swoop at the top of the page to gently move the user to the button to order custom cakes. Note how the curve dips a bit lower on the right, moving the user’s gaze to the next box, which highlights a few beautiful creations. The call to action is a soft green and invites the user to “Click Here to Order.”
Words can also point users to their next step. Combining the curve’s movement alongside the CTA button’s wording drives people to the page and likely increases conversions for this site.
Try Different Cues
Figuring out ways to subtly direct users where you want them to go may take trial and error. Use split testing to see if an arrow or an image of someone looking down works better with your users. Try varying colors, wording and icons until you hit the perfect combination that drives higher conversion rates and matches your company’s personality.
Eleanor Hecks is Editor-in-Chief of Designerly Magazine. She specializes in writing on web design and development topics for sites such as Smashing Magazine, freeCodeCamp, and more.
