User Experience & Persuasive Design

How does the site make you “feel”?

Is it enjoyable to navigate. Does it feel seamless & fun? Does it just work?

These are just some of the many little things that go into user experience.

This is an archive of the best stuff on ConversionXL on User Experience & Persuasive Design.

Tabbed Navigation

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.

Keep reading »
Password UX

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., seven uppercase letters, four 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.

Keep reading »
How to Build Robust User Personas in Under a Month

Customer personas are often talked about in marketing and product design, but they’re almost never done well.

video
Keep reading »
Progressive Web Apps: What Do Marketers Need to Know?

Often, marketing creativity encounters technical limitations. A web page can load only so fast. UX is constrained by browsers. Cutting-edge solutions are accessible only to those with large budgets.

Keep reading »
Form Validation: Why It Matters and How to Get It Right

Nothing is more frustrating than filling out a badly designed form.

It’s a common experience, though. How many times have you entered a password only to be taken back with red ink proclaiming “Error! Password needs a capital letter, two numbers, a special character, and a quote from a Fetty Wap song.”

Keep reading »
Product Recommendations

Nowadays nearly every online shop utilizes some sort of product recommendation engine. It’s no wonder—these systems, if set up and configured properly, can significantly boost revenues, CTRs, conversion rates, and other important metrics.

Moreover, they can have considerable positive effects on the user experience as well.

This translates into metrics that are harder to measure, but are nonetheless essential to online businesses, such as customer satisfaction and retention.

Keep reading »
How to Use Personalized Content and Behavioral Targeting For Improved Conversions

If 500 different people go to Amazon.com, they each a different version of the home page. How come? It’s personalized! It’s no secret why Amazon does that: content personalization makes money.

Keep reading »
Form Fields

You have a landing page and plenty of traffic, but no one is clicking the submit button on your lead generation form. What gives?

If you’re like most people, your first instinct is to remove form fields to reduce friction. Sounds simple and, well, pretty obvious, right? If you want more people to complete your form, ask less of them. A best practice was born.

Keep reading »
4 Ways Animation Can Actually Improve User Experience

Animation for the sake of “cool” can often hurt conversions since it’s distracting, but not always. There are four ways animation, when used properly, can actually strengthen user experience. And better user experience can lead to higher conversions.

You don’t need to overhaul your site to take advantage of animation. Just about any site can utilize basic animation in its loading sequence, calls-to-action, or navigation.

Keep reading »
11 Low-Hanging Fruits for Increasing Website Speed (and Conversions)

Website speed matters. Fast-loading sites perform better on all fronts: better user experience, higher conversions, more engagement, even higher search rankings. If you’re after mobile traffic (everyone is), site speed becomes even more important. No one wants to download a 4MB website on their smartphone, but most sites are that way. Your website can be different.

Keep reading »