One of my favorite UX quotes comes from Chikezie Ejiasi, UX lead at Nest.
He wrote: “Life is conversational. Web design should be the same way. On the web, you’re talking to someone you’ve probably never met – so it’s important to be clear and precise. Thus, well structured navigation and content organization goes hand in hand with having a good conversation.”
Can tabbed navigation be clear and precise? Of course it can, which makes it a valid form of navigation and content organization. What matters, as with most things related to UX, is how you implement it and how you optimize it.
Just how bad is a multi-column form layout? This short study conducted through ConversionXL Institute compares form completion time on a single column form vs. a multicolumn form.
Will the same questions with a different layout (one column versus multiple columns) result in different completion times?
Have you ever forgotten a password for a site? What about a security question?
Have you ever spent a ridiculous amount of time trying to think of a password you can remember, but also complies with a list of arbitrary requirements (e.g. 7 uppercase letters, 4 special characters, etc.)?
When these UX problems pop up, they cause friction.
Friction that prevents new SaaS customers from signing up, friction that prevents loyal eCommerce customers from creating an account for next time, friction that prevents current customers from accessing their accounts.
Ever scroll through a website and get irrationally angry? Maybe it was the slow loading time, the poor design, the frustrating lack of clarity – no matter the case, I’m sure you can relate.
Though you might not like to hear it, a substantial amount of your customers are going through the same thing on your site right now. This is inevitable. The real money comes from finding these common frustrations and fixing them.
Here’s something not many people talk about: no one at your organization really wants optimization to succeed – at least not in way that is most powerful and revenue impacting.
Let that sink in.
When people weigh choices, the Presenter’s Paradox says they do so by averaging (not adding) the value of each item in a package.
This means if you add more items to a list or more products to a bundle, it could reduce the overall value perception (if the added items are deemed less valuable.
Research on this phenomenon is fairly scarce, though, so we decided to conduct a study through ConversionXL Institute.
We provide 3 perspectives: 1. we outline what products and lists two academic studies have tested, 2. we duplicate a product and list test with a larger sample size to try and replicate the findings, and 3. we then apply the test to six new products, three experiential products (travel package, hotel night, massage) and three physical products (camera, printer, kitchen mixer).
Just when you start to think that A/B testing is fairly straightforward, you run into a new strategic controversy.
This one is polarizing: how many variations should you test against the control?
Sites that don’t work don’t convert.
That’s why optimizers conduct quality assurance on sites, landing pages, test treatments, email campaigns, you name it… to make sure they work the way they’re supposed to.
While it’s common knowledge that quality assurance is something you should do, not enough optimizers complete it properly. If they did, there wouldn’t be so many sites that just plain don’t work.