By Marek Wolski
Archivo de la etiqueta: User experience
13 Ways To Elevate Your Landing Pages
Each online marketing campaign is a marriage of three key elements: strategic
advertising, high-performance landing pages, and efficient post-conversion execution.
If you fail to execute just one of these critical facets, your leads may shy away.
So before you launch your next campaign, run your landing page through this
13-point checklist and make sure that you have the basics covered.
High-performance landing pages are:
User-Centric. Think about the user experience first and foremost.
Put yourself in your visitor’s shoes and run through your landing
page experience. Is your page informative, enjoyable, and visually
pleasing? Or is it disorganized, confusing, or lacking key
Fluid. If your landing page contains links to other interior or external
pages, ensure that these transitions run smoothly by keeping both your
visual elements and your messaging consistent throughout.
Don’t forget to use your confirmation page to remind visitors what
they’ve just signed up for.
TABLE OF CONTENTS
When setting up the concept of the book, we worked hard to ensure a delicate balance between basic knowledge and the current state of the art. Please note that changes to chapter titles are still possible.
|Peter-Paul Koch||What’s Going on in Mobile?|
|Stephanie Rieger||The Future of Mobile|
|Trent Walton||Responsive Design Strategies|
|Brad Frost||Responsive Design Patterns|
|Dave Olsen||Optimization For Mobile|
|Dennis Kardys||Hands On Design for Mobile (UX Perspective)|
Rian van der Merwe
|Mobile UX Design Patterns|
|Josh Clark||Designing With Gestures and Touch|
From left to right: Jeremy Keith, Peter-Paul Koch, Stephanie Rieger, Trent Walton, Brad Frost, Dave Olsen, Dennis Kardys, Greg Nudelman, Rian van der Merwe and Josh Clark.
What’s In The Book?
When it comes to mobile, there are more open questions than definitive answers. Due to its fragmentation, it’s not so easy to understand how the mobile market looks and works in general. How can you pick the right mobile strategy and select the right approach for your website? What design patterns and what UX techniques can assist you to design faster and more effectively for mobile devices? What design patterns do you need to be aware of when building responsive websites and what patterns will help you optimize the performance for mobile? When you design with mobile in mind, how exactly should your design process differ from a traditional design workflow?
Our new book attempts to answer these questions. Well-known experts such as Peter-Paul Koch, Stephanie Rieger, Trent Walton, Brad Frost, Dave Olsen, Josh Clark and Remy Sharp have contributed to the book to present the most relevant and valuable insights. To ensure the quality of the material, the chapters have been reviewed by Scott Jenson, Bryan Rieger, Tim Kadlec, Bruce Lawson and other active members of the mobile design community. The foreword was written by Jeremy Keith. It wasn’t easy to bring together such a stellar line-up of experts, but a compromise wasn’t an option.
UNDERSTANDING THE INTRICACIES OF THE MOBILE LANDSCAPE
LEARN TO DEVELOP BETTER RESPONSIVE DESIGNS
Only 12% of your friends see your average status update, but Facebook is testing an option called “Highlight” that lets you pay a few dollars to have one of your posts appear to more friends. Highlight lets the average user, not Pages or businesses, select an “important post” and “make sure friends see this”, but not color it yellow as Stuff wrote when it first spotted the feature. A tiny percentage of the user base is now seeing tests of a paid version of Highlight, but there’s also a free one designed to check if users are at all interested in the option.
Highlight could show Facebook’s willingness to try more aggressive ways of making money, which should delight potential investors. But Facebook is playing with fire here. The service has always been free for users, and a pay-for-popularity feature could be a huge turn off, especially to its younger and less financially equipped users who couldn’t afford such narcissism.
The official statement from Facebook on this is:
“We’re constantly testing new features across the site. This particular test is simply to gauge people’s interest in this method of sharing with their friends.”
I doubt Facebook is going to see positive reactions to Highlight, but if it did it could turn into an unpredicted revenue stream. Just the fact that Facebook would test this could bolster confidence for potential IPO investors. They want to know the company is interested in striking a more advertiser-friendly balance between a pure user experience and the goals of advertisers. That’s especially important now, as yesterday Facebook had to warn investors that its ad business is in jeopardy as more users access via mobile where it doesn’t show nearly as many ads.
But the problem is the potential for Highlighted updates to reduce the general relevance of the news feed. Facebook’s news feed sorting algorithm is designed to show you posts by your closest friends or that have received a lot of Likes and comments. Highlight distorts this, and will encourage news feed spamming club promoters, musicians, small businesses, or anyone else with something to gain from more clicks.
HOW HIGHLIGHT WORKS… Sigue leyendo
Commonly, customer personas are based on demographic and behavioral data. Demographic data is useful when your website is targeted at a very specific audience. For example; retirees who like to play golf. Behavioral personas goes deeper than demographic data and help you define the intrinsic wants and needs of your customer.
Both of these persona models are especially helpful when it comes to business model design, marketing, and branding. However, if you already have these in place and are now focusing on website conversion optimization, I’d like to introduce to you a third type of persona, the role-based persona.
Most of the time, people are visiting a website to fulfill a particular goal. They are on a mission! They don’t read everything and they certainly don’t linger around on a site clicking links out of curiosity, as many of us would like to believe. If something gets in their way, most of the time, they simply leave.
Here’s how you can avoid that and why role-based personas are useful for conversion optimization.
Role-based personas help you cater to your user’s goals and thus, fulfill your own conversion goals.
Here are some unique benefits to preparing role-based personas:
- They do not assume a gender, age, income level, etc. This helps you expand your efforts to a wider group of people should you choose to do so.
- They help you work with the dreaded tunnel-vision phenom. This is what happens when visitors are so focused on their goal that they don’t see anything else on your site.
- They empower your users. By anticipating what your visitor’s goals are, you go a long way in making your visitor not feel stupid. Believe me, the last thing you want a potential customer to feel is stupid when they visit your site. Sigue leyendo
- Stephanie Hamilton
When your website visitors land on your 404 Page Not Found page, it can be everything from a major inconvenience to a pleasant surprise.
While this page has the sole function of telling the user where to go next, the creation of your 404 page should be approached from both a creative and functional point of view.
In this article I’ll present a few techniques to keep in mind when designing 404 pages of your own.
1. Explain the Issue
Ease the worry in the user’s mind by addressing the issue that landed them on this page. Simple errors may be a mistyped URL, slight variations in the URL, or even a recent site re-launch.
Gog’s 404 page alerts users the page doesn’t exist, and then encourages them to check their spelling and try again. If that fails, they also have the option of reporting an error. The simple design also stays true to the design of Gog.com and allows for easy navigation through the menu and search bar at the top.
This 404 page gives the user a few valid reasons why the page doesn’t exist. This actual 404 page is integrated into the design of the site, placing no doubt in the user’s mind where they are. Doing so also allows the user easy access to other content on site and encourages them to stick around. Sigue leyendo
One of the main disadvantages of online shoppingcompared to in-store shopping is the lack of guidance.
Walking into any retail location, customers may be greeted with a smiling face asking, “May I help you find what you’re looking for?” Online shoppers, on the other hand, are often forced to find their own way, and secretly wish for that smiling face to help them.
Visual designers have the power to change this scenario and pave the yellow brick road for users, creating a seamless and enjoyable browsing experience that can replace the smiling greeter at the door.
The yellow brick road is the users’ visual path. It allows them to follow a pattern to not only find their final destination, but also to always know where they are within the broader context of the site—no matter how many turns, bumps, distractions, and forks in the road they traverse along the way.
Visual paths guide users from one element to another, and allow designers to control how information is being perceived and in what order. Because readers can only absorb a certain amount of information at one time, it’s imperative to present content using a phased approach. Guide users through information-carrying areas that will help them determine which turns to take next in order to arrive at their final destination or, at a minimum, their next turn/action. Sigue leyendo
The dangers of the metrics-driven design process
Many readers of this blog are expert practitioners of metrics-driven product development, and with this audience in mind, my post today is on the dangers of going overboard with analytics.
I think that this is an important topic because the metrics-driven philosophy has come to dominate the Facebook/OpenSocial ecosystem, with negative consequences. App developers have pursued short-term goals and easy money – leading to many copycat and uninspired products.
At the same time, it’s clear that A/B testing and metrics culture serves only to generate more data-points, and what you do with that data is up to you. Smart decisions made by entrepreneurs must still be employed to reach successful outcomes. (Thus, my answer to the title question is that no, A/B testing does NOT lead to crappy products, but poor decision-making around data can absolutely lead to it)
So let’s talk about the dangers of being overly metrics-driven – here are a couple of the key issues that can come up >>>> Sigue leyendo
Adobe’s decision to cease development of the mobile Flash platform and increase their investment in HTML5-related efforts created perhaps the final piece of conclusive evidence that HTML5 is the current go-to technology for creating ubiquitous user experiences regardless of device.
While there’s been an abundant amount of discussion on what this means to developers, there’s been a lack of focus on what this means to the overall user experience (UX). If HTML5 thrives where Flash struggled and becomesthe dominator in the choice for new mobile and desktop technology, will users benefit from the transition? Yes, as long as designers and developers do their jobs right.
Different stroke for different folks
It might seem strange to compare Flash and HTML5 at all, since they are so inherently different. Whereas Flash is proprietary, HTML5 is continually developing through open source collaboration. If Flash is a seasoned monarchy, then HTML5 is the wild wild west. It’s important to note that there are tons of applications and sites in which Flash and native apps will remain the preferred choice of implementation. However, that doesn’t mean that we can’t explore the major differences between the two in order to discuss the gaps that HTML5 can fill where Flash is lacking.
Flash, by nature, is a control freak. It demands browsers have the latest plugin, or it will be sure to let you know if it’s unhappy with your version – perhaps even go on strike until you upgrade. It thrives on presenting a consistent, desktop-centric experience of typefaces and layout, and never bothers to worry about changing the user experience based on device nor the context of what you might want to do on that device. But Flash has had years to evolve from the land of bouncy ball demos and splash screens to the product for creating some fantastically innovative interfaces.
By contrast, HTML5 excels at giving users a delightfully inconsistent experience on any device through the concepts of “graceful degradation” and “progressive enhancement.” Both concepts are designed to provide users the best possible experience each browser allows for, whether a content area displays a static image in Internet Explorer 6, or a fully functional HTML5 video in Chrome. Since desktop browser usage runs the entire spectrum of worst- to best-case scenarios, this way of designing user experiences can help ensure that all users get the most bang for their buck out of their browsers. Gone are the days of being forced into creating identical experiences based on the best performance of the worst browser.
Those who advocate web standards also support the important role HTML5 plays in responsive web design, or the systematic display of content, tasks, and layout, depending on whether the user is viewing the site on a mobile or desktop-sized browser. The reasons why people view the same website on a mobile device versus a desktop is often very different. For example, a user viewing a site for a restaurant while sitting at their office desk could likely want to view a workflow more supportive of exploring the menu, reviews and other content that would help decide if it’s a good place to eat. On the other hand, a user viewing the site from the passenger seat of a car might want to quickly find content based on the assumption that they have already decided to eat there, such as directions or the phone number. Sigue leyendo
Here’s a question for you: would you agree that creating a great user experience should be the primary aim of any Web designer? I know what your answer is… and youʼre wrong!
Okay, I admit that not all of you would have answered yes, but most probably did. Somehow, the majority of Web designers have come to believe that creating a great user experience is an end in itself. I think we are deceiving ourselves and doing a disservice to our clients at the same time.
The truth is that business objectives should trump users’ needs every time. Generating a return on investment is more important for a website than keeping users happy. Sounds horrendous, doesn’t it? Before you flame me in the comments, hear me out. Sigue leyendo