Shoppers are more likely to click on ads with curvy designs - study

Shapes of virtual elements influence click-through rates

Biswas tested this concept through click rates and eye movement studies in a customer experience lab. The findings reveal how the shapes of virtual elements can subconsciously influence click-through rates. 

“We studied a hotel search button and we consistently found the click rate was higher when the elements were curved,” Biswas states. “It translated to an increase of nearly 15% in total revenue.” 

According to Biswas, this means companies can potentially manipulate consumers into clicking, and subsequently spending more, through the use of curved call-to-action buttons. For companies that put little thought or reasoning behind their design element choices, the study could be eye opening for them. 

“This information is a very powerful tool in the hands of companies if they can influence your behaviour without you realising it,” he observes. 

For online shoppers, this means when you’re browsing the web, you become most susceptible to subliminal tactics, such as design elements, which can lead to more unplanned purchases.  

Biswas encourages online shoppers to set a budget to offset such digital influence. “Having a budget will give you a benchmark to keep things more conscious-oriented and you’re less likely to be influenced by variables like these,” he advises. 

Biswas plans to continue researching digital ads and examine additional elements that he believes can also impact click rates and user engagement. 

You can find out more about the study here.