Curvy Digital Marketing Designs: Virtual Elements with Rounded Shapes Enhance Online Click-Through Rates
通过实地实验和眼动追踪，发现网站和在线广告中圆润形状的虚拟元素比尖锐形状更能提升点击率，原因是圆润元素增强视觉吸引力，激发接近动机。
Abstract With the growing prevalence of digital platforms for online shopping, advertising, and marketing activities in general, it is imperative to better understand how designs of virtual elements on digital interfaces influence click behavior. Websites and online advertisements contain virtual elements such as call-to-action buttons, images, and logos. This research examines how curved versus sharp angled shapes of virtual elements in online ads and on websites influence click-through rates (CTRs). The findings of a series of studies, including three field experiments and an eye tracking study, show that website and online ad elements in curved (vs. sharp angled) shapes generate higher CTRs. Process evidence suggests that curved (vs. sharp angled) digital elements enhance visual appeal, leading to approach motivation and greater CTR. In terms of practical implications, the findings of this research have strong relevance for designing online ads and website interfaces and for digital marketing strategies. Specifically, digital marketers desiring higher click rates would benefit from having more curved (than sharp angled) virtual elements on websites and in online ads.