Hit the ground running - Top tips to immediately improve your user experience 

Hit the ground runningTop tips to immediately improve your user experience 

David SommerProduct Director and Co-Founder of Kudos

@growkudos @DavidLSommer #UKSGforum15

Topics• A/B Testing• Single Call to Action• Avoiding Context Switching• Are you human?• Forms• Gradual Engagement• Consistency• Be friendly!• Analytics• How not to do it!• References

Try This

UX and UI

UX ≠ UIUser Experience (UX)

User Interface (UI)

User experience design (UXD or UED) is the process of enhancing customer satisfaction and loyalty by improving the usability, ease of use, and pleasure provided in the interaction between the customer and the product. It is about workflow, interaction, positive confirmation, reward and taking action. It is all about how the user FEELS.

User Interface – the graphical layer informed by the UX architecture, but based on branding/style guide and visual design principles. It is all about how the pages LOOK.

Adapted from http://blog.careerfoundry.com/the-difference-between-ux-and-ui-design-a-laymans-guide/ and http://www.quora.com/Whats-the-difference-between-UI-and-UX-design

A/B Testing

A/B Testing

A/B Testing

50% of users see version A

43% conversion

50% of users see version B

12% conversion

A/B TestingChange one variable at a time, e.g.:

• Headlines• Sub headlines• Paragraph Text• Call to Action text• Call to Action Button• Links• Images• Awards and badges• Email subject lines and body text

A/B Testing

A/B Testing

A/B Testing

Set up a simple A/B test, change text on a button use Google Analytics to run the experiment

Try This

SingleCall to Action

Single call to action

Single call to action

Single call to action

Single call to action

Review the key pages on your site. What is the main action you want users to take? Are you offering too many choices?

Try This

Avoid Context Switching

Avoid Context Switching

Avoid Context Switching

Avoid Context Switching

Avoid Context Switching

Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11

Monthly Percentage Growth Rate of Authors using the Kudos tools

Avoid Context Switching

Introduced new interface to avoid context switching

Avoid Context Switching

Avoid Context Switching

Identify where you are making your users switch context. Are there simple changes you can make to avoid context switching?

Try This

Are you human?

Are you human?

CAPTCHA came out of Carnegie Mellon University and stands for "Completely Automated Public Turing test to tell Computers and Humans Apart".

Are you human?

Are you human?

If you MUST use CAPTCHA, use the new simplified version. But, seriously, consider if you REALLY do need this!

Try This

Forms

Forms

First name:

Last name:

First name:

Last name:

First name: Last name:

Left aligned labels

Right aligned labels

Fields aligned with how a user thinks

Forms

First name:

Last name:

First name:

Last name:

First name: Last name:

Make it easy for your usersSee Luke Wroblewski’s work in this area

Forms

Password:

Retype password:

********

********

Password:

Retype password:

********

********

Provide continual positive

feedback

Forms

Password:

Please choose a password:

Type your chosen password here

What password would you like to use for Kudos?

Ask questions rather than making demands

Forms

Forms

Review the forms on your site. Can you simplify the layout? Are you provide reinforcing feedback? Can you ask questions? A/B test.

Try This

Gradual Engagement

Gradual Engagement

Gradual Engagement

Gradual Engagement

“Most users probably won’t do much on the site and will never come back so we might as well ask for a ridiculous amount of information when users register so at least we have some good data for the handful of people that do use the site!!”

Gradual Engagement

Gradual Engagement

Gradual Engagement

Ask for minimal (ideally no) data

up front.

Get them using the site.

Reduce risk for them

Let users play and see the

value of what you offer

As they get more engaged, you

can ask for additional

information (and explain how

it will help you help them)

Give us loads of stuff that is of value to us…

Then we will give you something

that might be of value to you

vs.

Gradual Engagement

Do you have an engagement strategy? How can you make it easier for users try your services immediately at no risk to them? How will you then gradually build engagement for users that are interested?

Try This

Consistency

Consistency

Register

Register

Buttons that look like buttons

35.8% increase

in conversion at 98% statistical confidence

Consistency

For more information, please contact us.

For more information, please contact us.

Consistency

Audit your site. Do buttons look like buttons? Are your links formatted consistently? Do you have a style guide? Do some A/B testing!

Try This

Be friendly!

Be friendly!

SUBMIT

Be friendly!

Instead of “Click here”, “Buy Now”, “Try a Demo”, try a call to action written in the first person that answers the question “I want to __________”. E.g.:

See my results

Start now

Get my custom report

Be friendly!

Never submit! Write for humans not machines! Try first person language on call to action buttons.

Try This

Analytics

Analytics

Analytics

Single call to action

Offering me immediate value for no

commitment from me

Great use of a question

More info only for those that want it

No pressure to sign in or register

It’s personal. “My” heatmap – it already exists who wouldn’t

want to see it?!

Analytics

Analytics

Analytics

Start using some basic analytics tools e.g. Google Analytics (free) and Crazy Egg. Whose job is it to analyze site usage and user behavior?

Try This

How not to do it!

How not to do it!

Things to Try and References

61

Try this• Set up a simple A/B test, change text on a button use Google Analytics to run

the experiment • Review the key pages on your site.  What is the main action you want users

to take?  Are you offering too many choices?• Identify where you are making your users switch context.  Are there simple

changes you can make to avoid context switching?• If you MUST use CAPTCHA, use the new simplified version.  But, seriously,

consider if you REALLY do need this!• Review the forms on your site.  Can you simplify the layout?  Are you provide

reinforcing feedback?  Can you ask questions?  A/B test.• Do you have an engagement strategy?  How can you make it easier for users

try your services immediately at no risk to them?  How will you then gradually  build engagement for users that are interested?

• Audit your site.  Do buttons look like buttons?  Are your links formatted consistently?  Do you have a style guide?  Do some A/B testing!

• Never submit!  Write for humans not machines!  Try first person language on call to action buttons.

• Start using some basic analytics tools e.g. Google Analytics (free) and Crazy Egg.  Whose job is it to analyze site usage and user behavior?

Try This

62

ReferencesThere are lots of great resources on UX / UI design, best practice and examples. Here are a few resources:

http://www.lukew.com

http://www.bypeople.com/how-to-design-an-awful-looking-sign-up-form-10-step-guide/

http://www.jeffbullas.com/2015/09/10/5-practical-ways-increase-conversions-website/

http://www.noupe.com/development/beautiful-forms.html

http://positionly.com/blog/inbound-marketing/call-to-action

http://designmodo.com/ux-tips-registration-forms/

https://www.google.com/design/spec/material-design/introduction.html#introduction-principles

Don’t make me think, Steven Krug:http://www.amazon.co.uk/Dont-Make-Me-Think-Usability/dp/0321965515

Thank you!

David SommerProduct Director and Co-Founder of Kudos