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.

Tabbed Navigation

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.

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Password UX

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.

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How to Build Robust User Personas in Under a Month

Customer personas are often talked about in marketing and product design, but they’re almost never done well.

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Progressive Web Apps: What Do Marketers Need to Know?

Often, marketing creativity encounters technical limitations. A web page can load only so fast. UX is constrained by browsers. Cutting-edge solutions are accessible only to those with large budgets.

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Form Validation: Why It Matters and How to Get It Right

Nothing is more frustrating than filling out a badly designed form.

It’s a common experience, though. How many times have you entered a password only to be taken back with red ink proclaiming “Error! Password needs a capital letter, two numbers, a special character, and a quote from a Fetty Wap song.”

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Above the Fold

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?

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Product Recommendations

Nowadays nearly every online shop utilizes some sort of product recommendation engine. It’s no wonder—these systems, if set up and configured properly, can significantly boost revenues, CTRs, conversion rates, and other important metrics.

Moreover, they can have considerable positive effects on the user experience as well.

This translates into metrics that are harder to measure, but are nonetheless essential to online businesses, such as customer satisfaction and retention.

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A Quick Guide to Successful User Onboarding for SaaS Products

You got people to sign up for your free SaaS trial—great! Trouble is, a significant percentage of users sign up for the trial, log in once, and never come back. You might as well have burned the money it took to acquire them.

The reality is, you’ll never retain all of your customers, and some of those reasons you can’t control:

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How to Use Personalized Content and Behavioral Targeting For Improved Conversions

If 500 different people go to Amazon.com, they each a different version of the home page. How come? It’s personalized! It’s no secret why Amazon does that: content personalization makes money.

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Form Fields

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.

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