Tag Archives: brand

10 Beautiful Website Color Palettes That Increase Engagement

Is the color scheme you’ve chosen for your website triggering a desired response? Everyone has favorite colors they tend to gravitate towards when it comes to their work or otherwise. But a skilled designer understands the importance of evaluating a color scheme based on the brand, the meanings of the colors, and the products or services being promoted. Good color choices take careful planning. It can influence how a visitor interprets what they see as much as a site’s layout and typography — and when done well, it can have a positive impact on each visitor’s evaluation of the brand…

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10 Beautiful Website Color Palettes That Increase Engagement

Creating A UX Strategy

(This is a sponsored article.) As designers working primarily on screen, we often think of user experience design as being primarily a screen-focused activity. In fact, user experience affects the entirety of what we build and that often includes activities that are undertaken off-screen.

To design truly memorable experiences, we need to widen our frame of reference to include all of the brand touchpoints that our users come into contact with along their customer journey. Doing so has the potential to materially impact upon business outcomes, recognizing the role that design — and user experience — can play at the heart of a wider business strategy.

Whether you’re building a website or an application, at heart you are designing for users and, as such, it’s important to consider these users at the center of a customer-focused ecosystem. Great brands are more than just logos or marques, and websites or applications, they’re about the totality of the user experience, wherever a customer comes into contact with the brand.

This expanded design focus — considering touchpoints both on- and off-screen — becomes particularly important as our role as designers widens out to design the entirety of the experience considering multiple points of contact. It’s not uncommon for the websites and apps we build to be a part of a wider, design-focused ecosystem — and that’s where UX strategy comes in.

Over the last few years, we have seen designers move up the chain of command and, thankfully, we are starting to see designers occupy senior roles within organizations. The emergence of designers as part of the C-Suite in companies is a welcome development and, with it, we are seeing the emergence of CDOs, Chief Design Officers.

As James Pallister put it in “The Secrets of the Chief Design Officer,” an article exploring the CDO phenomenon written for the UK’s Design Council:

“As Apple’s valuation shot higher and higher in recent years, a flurry of major corporations — Philips, PepsiCo, Hyundai &mdahs; announced the appointments of Chief Design Officers to their boards.

This was no mere coincidence. Seeking to emulate the stellar success of design-led businesses like Apple, global companies are pouring investment into design.”

This investment in, and appreciation of, design has been long overdue and is beginning to impact upon our day-to-day role as designers.

Forward-thinking companies are elevating the role of designers within their hierarchies and, equally importantly, stressing the importance of design thinking as a core, strategic business driver. As a result, we are seeing design driving company-wide business innovation, creating better products and more engaged relationships with customers.

As this trend continues, giving designers a seat at the top table, it’s important to widen our scope and consider UX strategy in a holistic manner. In this article, the eighth in my ongoing series exploring user experience design, I’ll open the aperture a little to consider how design impacts beyond the world of screens as part of a wider strategy.

Considering Customer Journeys

Before users come into contact with a website or an app, they will likely have been in contact with a brand in other ways — often off-screen. When considering design in the widest sense, it’s important to focus on the entirety of the customer journey, designing every point of contact between a user and a brand.

Forrester, the market research company, defines the customer journey as follows:

“The customer journey spans a variety of touchpoints by which the customer moves from awareness to engagement and purchase. Successful brands focus on developing a seamless experience that ensures each touchpoint interconnects and contributes to the overall journey.”

This idea — of a seamless and well-designed experience and a journey through a brand — should lie at the heart of a considered UX strategy. To design truly memorable experiences, we need to focus not just on websites or apps, but on all of the touchpoints a user might come into contact with.

Consider the Apple Store and its role acting as a beacon for Apple and all of its products. The Apple Store is, of course, an offline destination, but that doesn’t mean that the user experience of the store hasn’t been designed down to the last detail. The store is just one part of Apple’s wider engagement strategy, driving awareness of the business.

The Apple Store is an entry point into Apple’s ecosystem and, as such, it’s important that it’s considered in a holistic manner: Every aspect of it is designed.

Jesse James Garrett, the founder of Adaptive Path which is an end-to-end experience design company, considers this all-embracing approach in an excellent article, “Six Design Lessons From the Apple Store,” identifying a series of lessons we can learn from and apply to our designs. As Garrett notes:

“Apple wants to sell products, but their first priority is to make you want the products. And that desire has to begin with your experience of the products in the store.”

Seen through this lens, it becomes clear that the products we design are often just one aspect of a larger system, every aspect of which needs to be designed. As our industry has matured, we’ve started to draw lessons from other disciplines, including service design, considering every point as part of a broader service journey, helping us to situate our products within a wider context.

If service design is new to you, Nielsen Norman Group (helpful as ever), have an excellent primer on the discipline named “Service Design 101” which is well worth reading to gain an understanding of how a focus on service design can map over to other disciplines.

When designing a website or an app, it’s important to consider the totality of the customer journey and focus on all of the touchpoints a user will come into contact with. Do so, and we can deliver better and more memorable user experiences.

Designing Touchpoints

As our industry has evolved, we’ve begun to see our products less as standalone experiences, but as part of a wider network of experiences comprised of ‘touchpoints’ — all of which need to be designed.

Touchpoints are all the points at which a user comes into contact with a brand. As designers, our role is expanding to encompass a consideration of these touchpoints, as a part of a broader, connected UX strategy.

With the emergence of smartphones, tablets, wearables and connected products our scope has expanded, widening out to consider multiple points at which users come into contact with the brands we are designing.

When considering a UX strategy, it helps to spend some time listing all of the points at which a user will come into contact with the brand. These include:

  • Websites,
  • Apps and mobile experiences,
  • Email,
  • Support services,
  • Social media.

In addition to these digital points of contact, it’s important to consider >non-digital points of contact, too. These off-screen points of contact include everything, from how someone answers the phone to the packaging of physical products.

To aid with this, it helps to develop a ‘touchpoints matrix’ — a visual framework that allows a designer to join the dots of the overall user experience. This matrix helps you to visually map out all of the different devices and contexts in which a user will come into contact with your brand.

The idea of a touchpoints matrix was conceived by Gianluca Brugnoli — a teacher at Politecnico di Milano and designer at Frog Design — as a tool that fuses customer journey mapping with system mapping, which can be used as the basis for considering how different user personas come into contact with and move through a brand.

Roberta Tassi, as part of her excellent website Service Design Tools — “an open collection of communication tools used in design processes that deal with complex systems” — provides an excellent primer on how a touchpoints matrix can be used as part of a holistic design strategy. Tassi provides a helpful overview, and I’d recommend bookmarking and exploring the website — it’s a comprehensive resource.

As she summarises:

“The matrix brings a deeper comprehension of interactions and facilitates further development of the opportunities given by the system — of the possible entry points and paths — shifting the focus of the design activities to connections.”

This shift — from stand-alone to connected experiences — is critically important in the development of a ‘joined up’ UX strategy.

When you embark upon developing and mapping a broader UX strategy, a touchpoints matrix helps you to see how the different nodes of a design join up to become part of an integrated and connected experience or an ‘ecosystem.’

Building Ecosystems

When we holistically consider our role as designers, we can start to explore the design of the whole experience: from initial contact with a brand offline, through engaging with that brand digitally. Collectively, these amount to designing a brand ecosystem.

Ecosystems aren’t just for big brands — like Facebook, Instagram or Twitter — they are increasingly for everything we design. In a world that is ever more connected, what we design doesn’t stand in isolation. As such, we need to consider both context and scope as part of an integrated strategy.

In addition to considering the design of products, we also need to consider the wider ecosystem that these products sit within. For example, when considering the design of applications — whether web-based or native — we also need to consider: the user’s first point of contact and how we drive discovery; the experience while using the application itself; and addressing wider issues (such as offering users support).

All of the aspects of an ecosystem need to be designed so that we deliver great user experiences at every point in the process. This includes:

  • The process of discovery, through social and other channels;
  • The design of a company or application’s website, so that the story that’s told is consistent and engaging;
  • The content of email campaigns to ensure they’re equally considered, especially if there are multiple email campaigns targeted at different audiences;
  • The packaging, when we’re designing physical, connected products; and
  • The support we offer, ensuring that customers are looked after at every point of the journey, especially when issues arise.

This list is just the tip of the proverbial iceberg, but it clearly shows that there are multiple points on a customer’s journey that need to be designed. A considered UX strategy helps us to deliver on all of these aspects of an ecosystem and become increasingly important as the ecosystems we design become richer and more complex.

In Closing

The opportunities ahead are fantastic for designers working in this industry. The landscape we are designing for is evolving rapidly and, if we’re to stay ahead of the game, it’s important that we turn our attention towards the design of systems in addition to products. This involves an understanding of UX strategy in the broadest sense.

When embarking upon the design of a new website or product, or undertaking a redesign, it’s important to widen the frame of reference. Taking a step back and considering the entirety of the user experience leads to better and more memorable experiences.

By considering the entirety of the customer journey and all the touchpoints along the way we can create more robust, connected experiences. By focusing on the design of holistic experiences, we can delight users, ensuring they’re happy with the entire experience we have crafted.

This article is part of the UX design series sponsored by Adobe. Adobe XD is made for a fast and fluid UX design process, as it lets you go from idea to prototype faster. Design, prototype, and share — all in one app. You can check out more inspiring projects created with Adobe XD on Behance, and also sign up for the Adobe experience design newsletter to stay updated and informed on the latest trends and insights for UX/UI design.

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Creating A UX Strategy

How to Increase Your Ranking by Mixing “Hidden” Keywords in Your Content

Comprehensive content, a tone of voice, storytelling, punchy texts, surplus value, social signals… While all these big words swallow up the digital marketing world today, one tiny detail sobs in the corner of your marketing strategy. Keywords. In 2018, search engines are smart and more concentrated on behavioral factors, so we sometimes belittle the role of keywords. SEO specialists know that anchors matter, but – afraid of keyword stuffing penalties – they struggle to broaden SEO far beyond this core instrument. They reshape market- and customer-defining descriptors for better rankings, so today we have tons of keyword types to include…

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Stop Making These Common Mistakes with Your Website Popups (Includes Examples and Quick Fixes)

Depending on who you talk to, website popups are either a godsend for list building and subsequent revenue creation, or they’re a nuclear bomb for the user experience.

Some can’t stand popups and completely disregard sites that use them (or that’s what they say, at least). And there are even entire websites dedicated to hating on especially bad popups.

However, many marketers are fully charmed to their capabilities for revenue generation, lead collection, and driving attention and conversions in general.

It doesn’t have to be an either/or situation, though.

You can create website popups that aren’t detrimental to the user experience; In fact, if you do it really well, you can even improve the user experience with the right offer and presentation.

We all want to be companies that care a lot about our visitors and make the best popups possible, so it goes without saying, we care about timing, targeting, and triggering (i.e. who we send offers to, when we send them, and what those offers are). After all, the main reasons visitors get annoyed by popups are 1) when they disrupt the user experience and 2) when they offer no value or help:

Fortunately, you can easily solve for these things. In this article I’ll outline common website popup mistakes with real examples, and I’ll cover a few ways to remedy these mistakes.

Mistake 1: Poor timing

One of the biggest mistakes marketers make with website popups is with timing. It’s almost always the case that we trigger popups too soon (i.e. right away, no matter the context of the page or visitor).

On an Inbound.org discussion, Dustin J. Verburg had this to say:

“The most hilarious popups are the ones that say ‘LOVE THIS CONTENT? SUBSCRIBE FOR MORE’ because they assault my eyes before I even read two words of the article.

Now I guess I’ll never know if I love the content, because I close the tab immediately and never come back.”

Similar to Dustin, imagine you’re taking break from work to check out GrowthHackers. You find an article on the front page that looks interesting. You open it and immediately get this:

Woah, what’s this full screen takeover? I know this is common today, but most people are jarred by this experience.

Now you may not even remember what the article was, so you’re likely to click away and go back to actual work.

One possible way to remedy this – just spitballing here – could be to add some copy explaining that the visitor needs to click to continue on to the article. Forbes does this (though Forbes could never claim a good user experience without a good laugh):

At least you know where you’re at (the logo is prominent) and what to do (continue to site). But, it goes without saying, Forbes’ experience is not ideal so don’t copy it.

So how do you fix poor timing?

The best possible solution for user experience is to trigger a popup at a time that actually benefits a visitor. On a long-form blog article, this is usually at some point of strong user engagement, either measured by time on site or, better, by scroll-depth and content engagement.

You can do this with an on-scroll popup created in Unbounce.

Once you’re happy with your design, simply set your trigger for when someone scrolls through a certain percentage of the page, or even after a delay you specify:

Click above for a larger, clearer image.

Overall, poor timing is a common problem, and it’s almost never intentional. We simply act hastily when setting up popups, or we spend all of our time crafting the offer and forget that when the offer is shown matters too.

I want to point out, however, that it’s not always a bad decision to throw a popup at visitors on arrival. It’s all about context.

For example, if you’re shopping for clothes, there are a million options available. Therefore, it’s imperative for ecommerce shops to grab your attention as quickly as possible with an attractive offer. This is why you see so many website popups with discounts on arrival on ecommerce sites, like this one from Candle Delirium:

As well as this one from BustedTees:

It’s a very common tactic. We’ll go over it specifically in regard to ecommerce later in section three.

In general, it’s important to analyze a visitor’s behavior and trigger the popup at the exact moment (or as close to it as possible) that someone would want to subscribe/download your offer/etc. It’s a lot of work to tease out when this may be, but the analysis is worth it as you’ll annoy fewer visitors and convert more subscribers or leads.

Fix annoying timing: Consider the user experience. Does it warrant an on-arrival popup? If not, what’s the absolute ideal timing for a popup, based on user intent, behavior, and offer?

Mistake 2: Poor targeting

Poor targeting is a broad problem that’s usually made up of a mismatch between who you’re targeting and what offer you’re sending (though, you could also add in when you’re targeting them as a variable as well).

For instance, if you’re targeting a first time organic visitor to a blog post with a popup that announces a new product feature, you may spur some confusion. Rather, you should try to target based on appropriate user attributes, as well as within the context of where they are in the user journey. A better offer for a first time blog visitor might be an ebook or email course on a topic related to the blog post.

An example of poor targeting is LawnStarter’s guide on their post about where new residents of Birmingham are moving from. It’s a cool infographic-based guide they’re offering up, but the popup is really irrelevant to the content of the post someone’s currently reading in this case:

In another, better example, Mailshake has a massive guide on cold emailing, which would be a daunting read in a single session. It’s probably appropriate, then, that they offer the book up for download via a sticky bar at the bottom of a related article:

There are ways they could improve copy, design, or the offer itself, but the core point is that their targeting is spot on (i.e. after someone’s reading something about cold emailing, and offered up as added, downloadable value).

Now, if I already visited this page and downloaded the playbook, and they still hit me with this offer, then we’d have a targeting problem. They could use the fact that I’m a repeat visitor, as well as a subscriber already, to target me with a warmer offer, such as a deeper email course, a webinar, or possibly even a consultation/demo depending on their sales cycle and buyer’s journey.

The fix for poor targeting

Remember with targeting, you’re simply trying to align your offer with your visitor and where they are in their awareness and interest of your company and product.

This is where the value of progressive profiling comes in. But if you’re not doing that, at the very least you should be aligning the offers on your page with the intent of the traffic on that page.

You can also target offers based on URLs, location, referral source, and cookies. Really think about who is receiving your offer and at what point in the customer journey before you set a popup live.

With popups created in Unbounce, for example, you can use referral source as a way to target appropriate offers to someone who’s come from social traffic, vs. someone who’s arrived via AdWords traffic:

Simply create your popup, and in advanced targeting, select which referral sources you’d like to have access to the offer:

Fix targeting the wrong people at the wrong time with the wrong offer Analyze your customer journey and intent levels on content. Craft offers according to customer journey status as well as on-site user behavior.

Mistake 3: Offers with no obvious value

How many times have you been on a blog that simply wants you to sign up for a mailing list, no value promised or given? Like this:

If you’re an active reader of the blog, maybe this works. After all, you already know the value of the content and simply want to sign up for updates. Makes sense. But I’d wager this type of active reader is a small percentage of traffic, and these people will sign up however they can. Thereby the popup isn’t useful for everyone else.

As we covered before, a much better way to capture attention is with a discount, like Allen Edmonds offers here as soon as I land on the site (on another note, this is a great use of an immediate triggering. It’s not an annoying popup when it delivers me a discount).

This is a super common ecommerce tactic.

It’s a competitive world out there, and giving an immediate hit in the form of a discount is a good way to capture some of that oh so valuable attention. It’s especially common when used on first time visitors to the homepage, as a homepage visitor’s experience is generally more variable and less intent-based (if they land on a product page from a search ad, it’s a bit of a different story).

Here’s an example from Levi’s:

The fact that most ecommerce sites have similar messages nowadays is indicative of a creativity problem, one that presents itself to marketers in any industry. We look to competitors and to the consensus and think that we can’t fall behind, so we replicate tactics.

However, I’m more interested in sites, like Four Sigmatic, that push beyond and implement a creative offer, like their lottery style subscription featured below. (This is one of the only popups I’ve signed up for in months, by the way):

Offering up poor or no value is really the least forgivable mistake if you’re a marketer. Crafting offers that align to your buyer persona is your job. Also, it’s fun. If you have a bland offer, this could easily be the biggest opportunity for lifting conversions, as well as improving the user experience (no one is complaining about awesome offers).

Foot Cardigan does a really good job of offering value and conveying it in a fun way too:

Triggering popups with zero value? Think about ways you can give massive value to your site visitors, so much that they really want to give you their email, and create an offer for this.

Mistake 4: Poor design

If you use Unbounce Popups, it’s almost hard to create an ugly one. Still though, the internet is filled with eye-sore examples:

Design matters. A poorly designed website element can throw off your whole brand perception, which is important in creating trust, value, and in easing friction.

As Ott Niggulis put it in a ConversionXL article:

“Success in business online is all down to trust. You either see something that makes you trust a vendor or you don’t. Trust is also directly linked to conversions – if people leave your website because it’s so badly designed that it makes you seem untrustworthy then you’re missing out on lost prospects, customers, sales, and profits.

Good design = trust = more conversions = more money in your pocket. It’s as easy as that.”

That same article cites a study where 15 participants were directed to Google health information that was relevant to them, then they were asked about their first impressions of the sites.

Out of all the factors mentioned for distrusting a website, 94% were design related. Crazy!

So don’t just put up a poorly designed popup thinking the message will be the focus. Put some effort into it.

Of course, you don’t always need to look like a luxury brand. If cheap spartan is your schtick, then it can work for you. After all, Paul Graham’s site isn’t pretty but it’s so, so valuable:

Image of Paul Graham’s site.

As Aurora Bedford from NN/g explains it, it’s more about matching design to your brand values and objectives:

“The most important thing to remember is that the initial perception of the site must actually match the business — not every website needs to strive to create a perception of luxury and sophistication, as what is valuable to one user may be at complete odds with another.”

No matter what your brand positioning may be, however, make sure you clean up obvious design mistakes before hitting publish.

Fix up bad design: Spend a few hours longer designing your popup, hire a designer, or use a tool like Unbounce with a template.

Mistake 5: Poor Copy

Presenting your offers with clear copy is huge. Most copywriting, not just on popups but online in general, is:

  • Boring
  • Vague
  • Confusing
  • Cringe-inducing

…in that order, I’d wager. Not often do you find crisp, clear, and compelling copy (unless it was whipped up by a professional, of course).

As with the example below, you’re more likely to find copy that’s vague (how many ebooks, which ones, etc.) and cringe-inducing (Rocking with a capital R is pretty goofy):

The copy you write for your popup may be the most effective mechanism you have for converting visitors (outside of the targeting rules). Here’s how Talia Wolf, founder of GetUplift, put it in an Inbound.org comment:

“Many people are trying to capture your customer’s attention too so you need to give them a good reason for subscribing/not leaving.

It’s not enough to talk about yourself, you need to address the customer’s needs: one way is by highlighting the value your customer gains. The other, highlighting what they might lose. (Example: “Join thousands of happy customers” vs. “Don’t lose this unique content we’re giving our subscribers only”

Her website has a solid example of a popup with great copywriting, by the way:

Sometimes, all you need to do is pull your message to the top and make it prominent. Often we try to write clever copy instead of clear copy, but clear always beats clever.

For example, if the following popup led with the money offered for the account, it’d probably be more compelling than their current vague headline:

Mistake 6: Overload

Sometimes websites can get pretty aggressive. Here’s an experience I ran into on Brooks Brothers’ website:

One (pretty value-less) popup that I click out of, only to be followed by another one:

Now, there’s just a lot of clutter going on here. Different colors, different offers, different banners. As a first time visitor, I’m not sure what’s going on. Plus, they have animated snowfall, which adds to the clutter.

This is quite extreme, but it’s not uncommon for marketers to see some results with a popup and go overboard, triggering two, three, even four in a single session. When all of this occurs within 10 seconds of being on the site, things get annoying quickly.

Take down too many popups: Simplify and strategically target any popups on your site. They shouldn’t appear everywhere for everyone, your targeting is key.

The lesson

Popups don’t need to be annoying. Rather, they can actually add to the user experience if you put a little time and effort into analysis and creative targeting and triggering.

If you avoid the mistakes here, not only will your popups be less likely to feel intrusive, but they’ll convert better and they’ll convert the types of subscribers and leads you actually want.

Run a popup experiment of your own See Unbounce templates you can get up and running today.

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Stop Making These Common Mistakes with Your Website Popups (Includes Examples and Quick Fixes)

7 Reasons to Lay a Bet on Instagram Micro-Influencers in 2018

If you believe that launching an advertising campaign is enough to beat your competitors, we have bad news for you then: those days are far behind us. And truth to be told: most customers opt for skipping an ad as they are fed up with the overly polished professional pictures that seem too good to be true. As Forbes has revealed, customers crave authenticity. Thus, marketers are seeking out ways to deliver the genuine messages that align with their brand principles. For this reason, the collaboration with influencers has been booming over the past few years. The numbers speak for…

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7 Reasons to Lay a Bet on Instagram Micro-Influencers in 2018

Your Author Bio Is a Conversion Goldmine

gold mine

Are you treating your author bio as an afterthought? If you’re like most online marketers, the answer is probably yes. Don’t believe me? Just Google ‘author bio optimization’ and see what your search turns up. Not much. Just one or two dated guides. Clearly, digital marketing experts are not seeing the business potential of an optimized author bio. Well, I’ve got news for you. By ignoring your bio, you’re missing out on a lot of business. Your author bio has a lot of marketing potential. It’s an untapped goldmine that can do so much for your business. Would you like…

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Your Author Bio Is a Conversion Goldmine

Universal Principles Of User Experience Design

(This is a sponsored article.) As designers working in an ever-changing field, it’s important that we develop an understanding of the timeless design principles that underpin everything we do. In the second article in my series for Adobe XD, I’ll explore the foundations that enable us to establish some universal principles of UX.
These principles, which should sit at the heart of everything we design and build, are critical and will stand the test of time:

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Universal Principles Of User Experience Design

10 Mistakes That Will Kill Your Relationships With Influencers

Influencers can be your long-term advocate and brand ambassadors. Spending even $1000 on influencers can yield amazing returns. You don’t want to kill your influencer relationships because of some overlooked or careless mistake. You can build invaluable relationships with your influencers that can be mutually beneficial. Truth be told: Relationships are fragile. When it comes to business, you have to maintain relationships with your partners, customers, and employees. Influencers are interesting people because they are your partners, customers, as well as employees. With your stringent timelines and busy schedule, you might lose track of your relationships with influencers. In an…

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10 Mistakes That Will Kill Your Relationships With Influencers

Lessons From 5 of the Most Viewed Product Awareness Videos on YouTube

If you feel like you’ve been seeing a whole lot more video content online over the past couple of years, it’s not your imagination. Video content has proliferated in recent months and the expectation is that it will continue to grow at a rapid pace in the coming years. Just consider the following statistics and data points (as curated by WordStream): Nearly 1 in 2 people watch more than an hour of Facebook or YouTube video per week. More video content is uploaded to the internet every month than all major U.S. TV networks have created in the last three…

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Lessons From 5 of the Most Viewed Product Awareness Videos on YouTube

Are You Losing Money Due to Poor UX? Fix These Nine Mistakes and Profit

What are the features that define user-friendly navigation, efficient checkouts and streamlined product filters? How can we make e-commerce websites more effective by using user experience (UX) design to increase conversions? Here are the key e-commerce elements that can benefit from better UX design: Responsiveness The most important – and obvious – thing in user experience design is to remember that you are always designing for the user, not yourself. The user journey through your e-commerce website starts with your website visitors using a device to get there. It is essential to understand what devices your users will be using…

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Are You Losing Money Due to Poor UX? Fix These Nine Mistakes and Profit