Halo effect as applied to a landing page or website

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The Halo Effect affects a variety of aspects of a business, from brands and geographies to products, services, and communication channels. Just as it affects our opinions of people, it also affects how we perceive a landing page or website.

A positive impression of one part of a psychiatrist email addresses web resource increases the likelihood that the user will have a positive attitude towards your brand as a whole. At the same time, a negative experience received on it can make him decide that the whole company is equally unpleasant and refuse to contact you again.

Even redesigning the website won't help change the minds of potential customers who have been left with a bad impression from their previous experience.

Online shoppers who encounter a difficult navigation experience often make judgments about a brand's reputation based on that single visit. Although they don't say their opinions out loud, their thoughts might sound like: "This site is terribly complicated. The company probably doesn't value its online business and probably doesn't treat its customers that way. I'd rather not buy from them."

Note that each step in this chain of reasoning seems perfectly logical, but the final decision is not always a direct consequence of the initial observation—you might end up buying a great product from a poorly designed online store. Users essentially skip this series of falsely reasoned points.

The halo effect acts as a short circuit, directly linking the first impression to the final conclusion. This makes it possible to draw all-consuming conclusions at first glance.

If the registration process for a SaaS platform seems like a complex puzzle to the user, it can negatively impact their overall experience with the service.

In a 2002 study, participants were asked to rate the visual appeal of several websites. These websites were then subjected to usability testing, and in more than half of the cases, it was found to be inadequate. However, the participants' overall satisfaction with the experience remained high despite the shortcomings found. The studies found that attractive web design has an impact on the overall impression a customer has of a particular brand.

In some situations, a certain characteristic that a visitor uses to evaluate the entire object may not solve the user's main problem, but may be based solely on personal opinion and bias.

So, you can ask someone if your online store is easy to use, and they will answer: "Yes, it is beautiful." But the best design does not always guarantee high usability, since everyone has their own perception of beauty, and it is much more difficult to find a reasoned opinion about ease of use.