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User Experience & Persuasive Design

How does the site make you feel? Is it enjoyable to navigate? Does it feel seamless and fun? Does it just work?

These are just some of the many things that go into user experience. This is an archive of the best stuff on CXL on user experience and persuasive design.

Why is the gap between acquiring website traffic and converting a customer so big?

And how big is it really?

The answer depends on your industry and product but Morgan Brown and Sean Ellis highlighted in their book Hacking Growth that for every $92 spent on acquiring more web traffic, only $1 was spent on converting those visitors into actual paying customers.

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The goal of personalization is to make a consumer’s experience with your brand valuable and personal to positively impact critical business metrics like purchases or qualified leads. Personalization tailors an experience for a particular subset of users to accomplish this and is increasingly cited as both a revenue driver for businesses and an expectation for consumers.

Traditional segment-based personalization approaches are an important step in providing meaningfully differentiated experiences. However, these personalizations can lack the personal touch because they are built to provide a one-to-many experience vs a one-to-one.

As with any personalization, dynamic user experiences require relevant data and consumer trust, which is getting more difficult to obtain.

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Messaging strategy

Messaging determines 80% of your conversion rate. It helps you grab your target audience’s attention, hit their pain points and aspirations, and build interest in what you’re selling. 

Yet, there’s no one-size-fits-all approach to building the perfect messaging strategy.

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Tabbed navigation

One of my favorite UX quotes comes from Chikezie Ejiasi, Head of Studio and Design Systems at Google.

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.”

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Form design

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.

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