“Statistics are like bikinis. What they reveal is suggestive, but what they conceal is vital,” said Aaron Levenstein, a former professor of business administration at Baruch College. [Tweet it!]
The same is true of your data in Google Analytics. Most of what you spend your time looking at (and re-looking at) is merely suggestive.
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.
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.
As Peter Drucker famously wrote, “The aim of marketing is to know the customer so well the product or service fits them, and sells itself.”
In conversion optimization, we talk about the importance of knowing our customers a lot.
But we rarely talk about the process of strategically segmenting our audience so that our products and services can sell themselves.
What is social commerce? Social commerce is the ability to make a product purchase from a third-party company within the native social media experience.
In 1999, David Weinberger, a technologist and co-author of The Cluetrain Manifesto, wrote, “Personalization: the automatic tailoring of sites and messages to the individuals viewing them so that we can feel that somewhere there’s a piece of software that loves us for who we are.”
Two decades later, ironically, personalization is being used by companies attempting to make the online experience more human.
Personalization has grown rapidly since David’s statement. So much so that personalized experiences have become the norm, not an option. [Tweet it!]
Quick! How many CRO “best practices” can you name off of the top of your head? I’m willing to bet the number is quite high.
I believe best practices are merely common practices [Tweet it!], which is why I’m putting another “tried and true” concept to the test. (If you recall, I also explored whether social proof is really that important.)
This time, let’s look at the space above the fold. How important is it to have your call to action above the fold? Is it true that no one scrolls below the fold?
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.
Every once in a while a big debate comes along in the conversion optimization industry. There was the carousel debate, the hamburger menu debate, the above the fold debate, etc.
Optimizers have been debating another question: Which mobile design is best for optimizers?
Is it m(Dot) design, responsive design, or adaptive design? All three options have their unique pros and cons as far as UX and SEO go, but which is most suitable for someone running experiments and tests on the regular?
Where should you start with your mobile app analytics?
If you’re launching a mobile app, you’ve likely considered the differences between optimizing a simple site and a mobile app or game. But have you considered how the measurement and data analysis process will be different?
Without a definitive plan and deep understanding of the fundamentals, your mobile app data will get complicated quickly. There are new tools, new terminology, new reports, new rules for efficiency, and so on.