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The study develops and tests a method that can gradually find a sweet spotbetween user experience and visual intensity of website elements to maximiseuser conversion with minimal adverse effect. In the first phase of the study,we develop the method. In the second stage, we test and evaluate the method viaan empirical study; also, an experiment was conducted within web interface withthe gradual intensity of visual elements.The findings reveal that negativeresponse grows faster than conversion when the visual intensity of the webinterface is increased. However, a saturation point, where there is coexistencebetween maximum conversion and minimum negative response, can be found. Thefindings imply that efforts to attract user attention should be pursued withincreased caution and that a gradual approach presented in this study helps infinding a site-specific sweet-spot for a level of visual intensity byincrementally adjusting the elements of the interface and tracking the changesin user behaviour. Web marketing and advertising professionals often face thedilemma of determining the optimal level of visual intensity of interfaceelement. Excessive use of marketing component and attention-grabbing visualelements can lead to an inferior user experience and consequent user churn dueto growing intrusiveness. At the same time, too little visual intensity canfail to steer users. The present study provides a gradual approach which aidsin finding a balance between user experience and visual intensity, maximisinguser conversion and thus providing a practical solution for the problem.

A gradual approach for maximising user conversion without compromising experience with high visual intensity website elements