User Experience & Persuasive Design

Form Design: 13 Empirically Backed Best Practices

If you’re not following form design best practices, you’re leaving a lot of money on the table.

While forms aren’t the sexiest part of conversion optimization, they tend to be the closest to the money—the macro-conversions. Spending a little time optimizing forms can be some of the most important optimization work you can do.

Of course, best practices don’t work the same on all sites. It’s contextual. But generally, implementing form design tactics that work more often than not is a good way to get started.

Keep reading »
Usability Test Reporting: Spend Less Time, Have More Impact

Usability testing is one of the most effective ways to uncover issues that users have on your website or app. It works whether you’re a behemoth with millions of users or a startup that’s just left the proverbial garage.

The problem is that usability testing takes time—time to recruit participants, moderate and watch videos, and compile results.

Keep reading »
Click here red CTA button on a grey background

In marketing, a call to action (or CTA) is any message designed to prompt an immediate response or encourage an immediate sale.

According to Wingify, almost 30% of all A/B tests run by their customers are call-to-action button tests. But only one in seven of those call-to-action tests produces a statistically significant improvement. When it does, however, the average increase is 49%.

Keep reading »
8 Ways to Grab Attention (and Hold onto It)

We live in a world of short attention spans. Attention span is the amount of time that a person can concentrate on a task without becoming distracted.

That task could be learning about your product, figuring out if your service is right for them, etc. In other words, it’s kind of important. You need to learn how to grab attention—and hold it—for your website visitors.

Keep reading »
small plate with simple ingredients.

A study by Google had two key findings:

  • Users will judge websites as beautiful or not within 1/50th to 1/20th of a second.
  • “Visually complex” websites are consistently rated as less beautiful than their simpler counterparts.

Moreover, “highly prototypical” sites—those with layouts commonly associated with sites of their category—that also had a simple website design were rated the most beautiful.

In other words, the study found that the simpler the design, the better.

Keep reading »