There are many, many, many lists of conversion optimization best practices. Some are sacrosanct:
These practices often come from broad trends observed over many experiments and they highlight what usually and typically works. Often, they’re tapping into a kernel of persuasion wisdom.
I’m sure you’ve come across dozens, if not hundreds, of image carousels or sliders (also called “rotating offers”). You might even like them. But the truth is that they’re conversion killers.
Why do the work when it’s already been done for? That’s the question business owners and marketers are asking before they hit “Purchase” on a $30 website template.
Thousands, if not millions, of people turn to website templates to make the design process more efficient. But there’s something almost no one is talking about…
Website templates are not optimized for conversions. That’s your job. [Tweet It!]
You know those sales pages that are really, really long? They’re great, but they mostly suck. I mean, the way they’re usually implemented sucks.
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.
Done right, optimized mobile forms can deliver more than an increased conversion rate: They can become a competitive advantage—a reason users choose to fill out a form on your site.
From image carousels to social media logins, trends spread like wildfire in the eCommerce industry.
But, have you ever stopped to question the business implications of following these trends?
UX mistakes often go undetected because they are quiet. They aren’t a broken image or a misspelled word or a form that isn’t sending. No, UX mistakes are foundational.
To visitors, UX mistakes are loud, whether they consciously detect them or not. In fact, IBM is credited for the saying, “Ease of use may be invisible, but its absence sure isn’t.” [Tweet It!]
Persuading completely rational people to make a rational decision or take a rational action would be quite easy. Unfortunately, you’re stuck dealing with irrational thinking, fuelled by cognitive biases and emotions. [Tweet It!]
So, how do you persuade effectively when people are so heavily influenced by subjective (and contextual) factors?