What if each email you sent earned you a 2000% ROI?
Email marketing (yes, still) rocks the highest return on investment of any medium, garnering on average $47 for every $1 you invest and being a top-three marketing channel for 87% of B2B and 76% of B2C marketers.
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.”
Netflix began in 1997 as a DVD-rental business and evolved into one of the largest streaming platforms in the world.
Its interface has changed significantly since then. Netflix introduced its first major TV redesign in more than a decade in 2025, followed by a redesigned mobile experience that rolled out globally in 2026. But the core UX priorities remain consistent: reduce friction, make content easier to discover, personalize what users see, and shorten the distance between browsing and watching.
Those principles show up throughout Netflix’s signup flow, recommendations, profiles, content discovery, playback experience, and retention strategy.
Forms sit directly between user intent and conversion. Whether someone is creating an account, becoming a lead, completing a checkout, or submitting a request, unnecessary friction in the form can stop the process.
Good form design reduces that friction. It asks only for information that is needed, makes fields easy to understand and complete, prevents avoidable errors, and helps users recover quickly when something goes wrong.
FormAssembly’s analysis of 1.6 billion user interactions across different form types, industries, and devices found that nearly one in three forms experienced drop-off in completions. Long forms, confusing experiences, and poor feedback were among the recurring friction points.
You put tons of time into creating your product, experimenting with acquisition channels, and honing your messaging.
Yet here I am, about to tell you that consumers are often swayed by such subtle nudges as the order in which you present your products, or the “serial position effect.”
The easier your website is to use, the more people use it. An essential part of “easy to use” is intuitiveness. Intuitive design means that when a user sees it, they know exactly what to do.
Website design affects how quickly visitors understand a page, what they notice first, which elements appear related, and how easily they can take action.
Design trends change. The underlying principles behind how people perceive information, make choices, and interact with interfaces change much less.
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.
A study by Google had two key findings:
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.
Back in 1984, Dr. Robert B. Cialdini wrote a book called Influence: The Psychology of Persuasion. This posited six principles of persuasion and explained how to use them. Since then, it’s been widely hailed as a seminal book on marketing—something everyone in conversion optimization should read.
In 2016, he published another key book, called Pre-Suasion: A Revolutionary Way to Influence and Persuade. This added a seventh principle of persuasion to the list, and provided new inspiration to a whole new generation of marketers. Robert Cialdini’s influence on the field of marketing has been immeasurable.