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Design
Designing an effective pricing page should be high up on your list of priorities. After spending a lot of time, effort and money on getting potential customers to your pricing page, you need to make sure that you do everything in your power to not fall at the final hurdle.
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Design
In the pre-Web days, the main point of a marketing message often got lost. A mailer would have a bold line at the bottom of a letter or include a postage-paid postcard that risked getting lost before a customer thought about filling in a request. Now we have a much easier, powerful tool – the call to action (CTA) button. These simple and straightforward buttons funnel visitors to where you want them to go, such as your shopping cart or your registration page.
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Theory
Technological advancements in the past two decades have added a new dimension to the way we communicate, shop and interact on a day to day basis. The spread of internet use has created a very unique and cost effective opportunity for businesses to reach customers and interact with them. At the same time, websites have become an important tool for customers to get in touch with their favorite businesses.
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Theory
The usability of your ecommerce site can make or break potential sales. How can you tell if usability is an issue and, more importantly, how can you improve it? First, give it a go yourself. It’s probably been awhile since you’ve used your site like a customer. Navigate the steps through your customer’s eyes and see how difficult it is to find items. Making your website more user friendly should be a continuous process — never assume that your site can’t be improved. After all, each incomplete order may be tied to a potential customer you may never get back.
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Design
A landing page is a vital tool for your online marketing. Also referred to as a lead capture page or lander, this single webpage appears in response to clicking on an ad, following an email link, or scanning a QR Code.
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Theory
This is a guest post by our friend Neal Cole.
As Dan Ariely explains in his popular books people are often irrational in their decision making as they are heavily influenced by unconscious biases. Conversion professionals can utilise knowledge of these ‘rules of thumb’ to nudge website visitors towards a particular behaviour. However, because people may not be fully aware of these influences customer research cannot predict how they will respond to the use of such persuasive designs.
Online experiments (A/B and multivariate tests) are the only true way of evaluating how visitors will respond to a new web page or online journey. Organisations that use such experimental testing can potentially save millions of pounds by avoiding lost sales and benefit from an uplift in conversion.
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Design
Many sites are designed to convert visitors into users by getting them to create an account. The sign-up form is the last hurdle a soon-to-be user needs to jump over, and it’s crucial that you make that hurdle as low and non-threatening as possible. In this post I will provide design suggestions for solid sign-up forms for web services and applications. Many forms can be improved by making them more targeted, more persuasive, or by keeping them as brief as possible. I will use examples from my list of sign-up forms on Usabilla Discover that shine in these areas.
Theory
Today I’ll complement our Usability ABC with five online marketing related terms. Even though the online marketeers among us are most certainly familiar with the terms, for those who aren’t these definitions might come in handy: SEO, traffic, Conversion rate, Weblog, Unique site visitor. Again, these items are added to our growing page of usability terms.
Design
Colors are powerful. No doubt that everyone who ever put a little thought in the subject has figured this out. However, I’m not talking about how red stands for energy and green has rather calming effects. There is quite some literature on the meaning of colors and for those who want to catch up on that I recommend the eBook A Guide to Color Symbolism by Jill Morton.
Instead I want to focus on the ‘why’, the ‘when’, and the ‘how’: Why do colors influence people? When do colors influence people? And how can we use the power of colors for our own purpose?
Demo UX Cases
Do subjects like human behavior, mental models and cognitive science give you a kick? It does so to us at Usabilla, so we try to share some of the exciting stories we read in posts about Piaget’s theory or the Vampire Effect. Today we’d like to write about the decoy effect, an effect we saw described for the first time in one of our favourite books Predictably Irrational: The hidden forces that shape our decisions, written by Dan Ariely. The effect can shortly be described as follows:
