UX

Cognitive Load

The best UX is the one you’re not aware of, the one you don’t even notice. That’s what makes a site truly intuitive.

Each time UX falls short of intuitive, cognitive load increases. As cognitive load increases, your conversion rate begins to suffer.

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UX Benchmarking: What Good Is It for Conversion Optimization? [Original Research]

Competitive analysis is an important element of business strategy.

Knowing where you stand in relation to competitors helps define product positioning, channel acquisition, messaging, and more.

But what good is it looking at your competitors specifically in regards to testing and optimization?

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Web Forms

As marketers, we spend countless hours acquiring traffic and crafting persuasive content, but too often we drop the ball at the final stage of the lead gen funnel—form design.

We’ve all heard stories about the impact that forms have on conversion rates, like how Expedia made an extra $1 million per year by removing one field on their form or how Marketo received 34% more leads by experimenting with their form length.

Despite the impact a well-optimized form can have on the bottom line, most marketers still use “paper forms on the web” (web forms that look like forms you’d fill out on paper).

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We Quantified the UX of 5 Bike Websites. Here's What We Learned. [Original Research]

Your design team likely thinks your website is number one compared to your competitors, but a quantified UX benchmark might tell you differently.

We all have our opinions on what good design looks like, but quantifying that and comparing it to competitors, really shows where you stand. Once you know that, you can take action based upon the insights.

This article outlines a UX benchmark study we conducted in partnership with Jeff Sauro and his team over at MeasuringU. We studied five road bike websites. We learned a lot in doing so, and you’ll certainly find some instant takeaways from our insights.

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Memory

Every company wants their visitors (i.e. potential customers) and customers to leave their site with a lasting positive memory. Of course, that’s much easier said than done when you consider technical issues, copy confusion, price barriers and the like.

If you want to bring a smile to people’s faces when they hear your company name, you’ll need to understand how memory works and how you can design for it.

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Quality Assurance

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.

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A Primer on Wireframing for Conversion Optimization

If you’re part of a conversion optimization team, a big part of that job is communicating treatments to other specialists on your team (analysts, designers).

Depending on the scope of the changes, you could use a few different tools and methods.

Almost always, though, this includes wireframing – and it helps to be able to do wireframing decently well.

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UX Research and A/B Testing

A/B testing is common practice and it can be a powerful optimization strategy when it’s used properly. We’ve written on it extensively. Plus, the Internet is full of “How We Increased Conversions by 1,000% with 1 Simple Change” style articles.

Unfortunately, there are experimentation flaws associated with A/B testing as well. Understanding those flaws and their implications is key to designing better, smarter A/B test variations.

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How to Create a "Luxurious" User Experience (and Avoid Looking "Cheap")

If you’re a budget brand, there’s nothing wrong with a website that looks kinda cheap.

But if you’re selling expensive watches or clothes? Well, that’s not the message you want to be sending.

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grass flower halo

“What is beautiful is good,” the saying goes.

This saying stems from a belief that attractiveness correlates to other good qualities. In a phrase, attractiveness is a Halo Effect.

Of course you can see that on the surface, the logic in that saying is flawed. What’s beautiful has nothing to do with what is good. But we still conflate overall perception and individual traits, making our judgement of things less accurate than we believe.

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