You’ve heard the marketing mantra a bazillion times: people do business with people they know, like, and trust. Nowhere is this truer than on your About Page. When people click on your About Page, they want to get to know you. It’s a golden chance, and possibly your only chance, to impress them. You must strive to woo them so they fall in love with you and your brand. And, once they do, like and trust you enough to do business with you. But that’s easier said than done. The plain truth is most About Pages suck. They’re so bland and…
Landing The Concept: Movie High-Concept Theory And UX Design
Steven Spielberg once famously said, “If a person can tell me the idea in 25 words or less, it’s going to make a pretty good movie.” He was referring to the notion that the best mass-appeal ‘blockbuster’ movies are able to succinctly state their concept or premise in a single short sentence, such as Jaws (“It’s about a shark terrorizing a small town”) and Toy Story (“It’s about some toys that come to life when nobody’s looking”).
What if the same were true for websites? Do sites that explain their ‘concept’ in a simple way have a better shot at mass-appeal with users? If we look at the super simple layout of Google’s homepage, for example, it gives users a single clear message about its concept equally as well as the Jaws movie poster:
Being aware of the importance of ‘high-concept’ allows us — as designers — to really focus on user’s initial impressions. Taking the time to actually define what you want your simple ‘high-concept’ to be before you even begin designing can really help steer you towards the right user experience.
What Does High-Concept Theory Mean For UX Design?
So let’s take this seriously and look at it from a UX Design standpoint. It stands to reason that if you can explain the ‘concept’ or purpose of your site in a simple way you are lowering the cognitive load on new users when they try and understand it and in doing so, you’re drastically increasing your chances of them engaging.
The parallels between ‘High-Concept’ theory and UX Design best practice are clear. Blockbuster audiences prefer simple easy to relate concepts presented in an uncomplicated way. Web users often prefer simpler, easy to digest, UI (User Interface) design, clean layouts, and no clutter.
Regardless of what your message is, presenting it in a simple way is critical to the success of your site’s user experience. But, what about the message itself? Understanding if your message is ‘high-concept’ enough might also be critical to the site’s success.
What Is The Concept Of ‘High-Concept’ In The Online World?
What do we mean when we say ‘high-concept’? For movies it’s simple — it’s what the film is about, the basic storyline that can be easy to put into a single sentence, e.g. Jurassic Park is “about a theme park where dinosaurs are brought back to life.”
When we look at ‘high-concept’ on a website, however, it can really apply to anything: a mission statement, a service offering, or even a new product line. It’s simply the primary message you want to share through your site. If we apply the theory of ‘high-concept’, it tells us that we need to ensure that we convey that message in a simple and succinct style.
What Happens If You Get It Right?
Why is ‘high-concept’ so important? What are the benefits of presenting a ‘high-concept’ UX Design? One of the mistakes we often fall foul of in UX Design is focussing in on the specifics of user tasks and forgetting about the critical importance of initial opinions. In other words, we focus on how users will interact with a site once they’ve chosen to engage with it and miss the decision-making process that comes before everything. Considering ‘high-concept’ allows us to focus on this initial stage.
The basic premise to consider is that we engage better with things we understand and things we feel comfortable with. Ensuring your site presents its message in a simple ‘high-concept’ way will aid initial user engagement. That initial engagement is the critical precursor to all the good stuff that follows: sales, interaction, and a better conversion rate.
How Much Concept Is Too Much Concept?
The real trick is figuring out how much complexity your users can comfortably handle when it comes to positioning your message. You need to focus initially on presenting only high-level information rather than bombarding users with everything upfront. Give users only the level of understanding they need to engage initially with your site and drive them deeper into the journey disclosing more detail as you go.
Netflix does a great job at this. The initial view new users are presented with on the homepage screen is upfront with its super high-concept — ‘we do video content’ once users have engaged with this premise they are taken further into the proposition — more information is disclosed, prices, process, and so on.
When To Land Your High-Concept?
As you decide how to layout the site, another critical factor to consider is when you choose to introduce your initial ‘high-concept’ to your users. It’s key to remember how rare it is that users follow a nice simple linear journey through your site starting at the homepage. The reality is that organic user journeys sometimes start with search results. As a result, the actual interaction with your site begins on the page that’s most relevant to the user’s query. With this in mind, it’s critical to consider how the premise of your site appears to users on key entry pages for your site wherever they appear in the overall hierarchy.
Another key point to consider when introducing the message of your site is that in many scenarios users will be judging whether to engage with you way before they even reach your site. If the first time you present your concept to users is via a Facebook ad or an email campaign, then implementation is drastically different. However, the theory should be the same, i.e. to ensure you present your message in that single sentence ‘high-concept’ style way with potential users.
How To Communicate Your High-Concept
Thus far, we’ve talked about how aiming for ‘high-concept’ messages can increase engagement — but how do we do this? Firstly, let’s focus on the obvious methods such as the wording you use (or don’t use).
Before you even begin designing, sit down and focus in on what you want the premise of your site to be. From there, draw out your straplines or headings to reflect that premise. Make sure you rely on content hierarchy though, use your headings to land the concept, and don’t bury messages that are critical to understanding deep in your body copy.
Here’s a nice example from Spotify. They achieve a ‘high-concept’ way of positioning their service through a simple, uncluttered combination of imagery and wording:
Single Sentence Wording
It’s key to be as succinct as possible: the shorter your message is, the more readable it becomes. The true balancing act comes in deciding where to draw the line between too little to give enough understanding and too much to make it easily readable.
If we take the example of Google Drive — it’s a relatively complex service, but it’s presented in a very basic high-concept way — initially a single sentence that suggests security and simplicity:
Then the next level of site lands just a little more of the concept of the service but still keeping in a simple single sentence under 25 words (Spielberg would be pleased):
It doesn’t just stop with your wording as there is a myriad of other elements on the page that you can leverage to land your concept. The explainer video is used to great effect by Amazon to introduce users to the concept of Amazon Go. In reality, it’s a highly complex technical trial of machine learning, computer visual recognition, and AI (artificial intelligence) to reimagine the shopping experience. As it’s simply framed on the site, it can be explained in a ‘high-concept’ way.
Amazon gives users a single sentence and also, crucially, makes the whole header section a simple explainer video about the service.
The imagery you use can be used to quickly and simply convey powerful messages about your concept without the need to complicate your UI with other elements. Save the Children use imagery to great effect to quickly show the users the critical importance of their work arguably better than they ever could with wording.
Font And Color
It’s key to consider every element of your site as a potential mechanism for helping you communicate your purpose to your users, through the font or the color choices. For example, rather than having to explicitly tell users that your site is aimed at academics or children you can craft your UI to help show that.
Users have existing mental models that you can appeal to. For example, bright colors and childlike fonts suggest the site is aimed at children, serif fonts and limited color use often suggest a much more serious or academic subject matter. Therefore, when it comes to landing the concept of your site, consider these as important allies to communicate with your users without having to complicate your message.
So far, we’ve focused primarily on using messaging to communicate the concept to users. Still, what if the primary goal of your page is just to get users to interact with a specific element? For example, if you offer some kind of tool? If that’s the case, then showing the interface of this tool itself is often the best way to communicate its purpose to users.
This ties in with the concept of ‘Design Affordance’ — the idea that the form of a design should communicate its purpose. It stands to reason that sometimes the best way to tell users about your simple tool with an easy to use interface — is to show them that interface.
If we look at Airbnb, a large part of the Airbnb concept is the online tool that allows the searching and viewing of results; they use this to great effect on this landing page design by showing the data entry view for that search. Showing users how easy it is to search while also presenting them the with simple messaging about the Airbnb concept.
How To Test You’ve Landed It
Now that you’ve designed your site and you’re happy that it pitches its concept almost as well as an 80s blockbuster — but how can you validate that? It would be lovely to check things over with a few rounds of in-depth lab-based user research, but in reality, you’ll seldom have the opportunity, and you’ll find yourself relying on more ‘guerilla’ methods.
One of the simplest and most effective methodologies to check how ‘high-concept’ your site is is the ‘5 second’ or ‘glance’ test. The simple test involves showing someone the site for 5 seconds and then hiding it from view. Then, users can then be asked questions about what they can recall about the site. The idea being that in 5 seconds they only have the opportunity to view what is immediately obvious.
Here are some examples of questions to ask to get a sense of how well the concept of your site comes across:
Can you remember the name of the site you just saw?
What do you think is the purpose of the page you just saw?
Was it obvious what the site you just saw offers?
Do you think you would use the site you just saw?
Using this test with a decent number of people who match your target users should give some really valuable insight into how well your design conveys the purpose of your site and if indeed you’ve managed to achieve ‘high-concept’.
Putting It All Into Practice
Let’s try implementing all this knowledge in the real world? In terms of taking this and turning it into a practical approach, I try and follow these simple steps for every project:
Aim For High-Concept When you’re establishing the purpose of any new site (or page or ad) try and boil it down to a single, simple, overarching ‘High-Concept.’
Write It Down Document what you want that key concept to be in 25 words or less.
Refer Back Constantly refer back to that concept throughout the design process. From picking your fonts and colors to crafting your headline content — ensure that it all supports that High-Concept you wrote down.
Test It Once complete use the 5-second test on your design with a number of users and compare their initial thoughts to your initial High-Concept. If they correlate, then great, if not head back to step 3 and try again.
In this article, we have discussed the simple rule of making blockbuster movies, and we have applied that wisdom to web design. No ‘shock plot twist’ — just some common sense. The first time someone comes into contact with your website, it’s vital to think about what you want the initial message to be. If you want mass market appeal, then craft it into a ‘high-concept’ message that Spielberg himself would be proud of!
Building Mobile Apps Using React Native And WordPress
As web developers, you might have thought that mobile app development calls for a fresh learning curve with another programming language. Perhaps Java and Swift need to be added to your skill set to hit the ground running with both iOS and Android, and that might bog you down.
But this article has you in for a surprise! We will look at building an e-commerce application for iOS and Android using the WooCommerce platform as our backend. This would be an ideal starting point for anyone willing to get into native cross-platform development.
A Brief History Of Cross-Platform Development
It’s 2011, and we see the beginning of hybrid mobile app development. Frameworks like Apache Cordova, PhoneGap, and Ionic Framework slowly emerge. Everything looks good, and web developers are eagerly coding away mobile apps with their existing knowledge.
However, mobile apps still looked like mobile versions of websites. No native designs like Android’s material design or iOS’s flat look. Navigation worked similar to the web and transitions were not buttery smooth. Users were not satisfied with apps built using the hybrid approach and dreamt of the native experience.
Furthermore, changes done to the code during development are loaded onto the testing devices almost instantly! This used to take several minutes when we had native development through other approaches. Developers are able to enjoy the instant feedback they used to love with web development.
React developers are more than happy to be able to use existing patterns they have followed into a new platform altogether. In fact, they are targeting two more platforms with what they already know very well.
This is all good for front-end development. But what choices do we have for back-end technology? Do we still have to learn a new language or framework?
The WordPress REST API
In late 2016, WordPress released the much awaited REST API to its core, and opened the doors for solutions with decoupled backends.
So, if you already have a WordPress and WooCommerce website and wish to retain exactly the same offerings and user profiles across your website and native app, this article is for you!
Assumptions Made In This Article
I will walk you through using your WordPress skill to build a mobile app with a WooCommerce store using React Native. The article assumes:
You are familiar with the different WordPress APIs, at least at a beginner level.
You are familiar with the basics of React.
You have a WordPress development server ready. I use Ubuntu with Apache.
You have an Android or an iOS device to test with Expo.
What We Will Build In This Tutorial
The project we are going to build through this article is a fashion store app. The app will have the following functionalities:
Shop page listing all products,
Single product page with details of the selected item,
‘Add to cart’ feature,
‘Show items in cart’ feature,
‘Remove item from cart’ feature.
This article aims to inspire you to use this project as a starting point to build complex mobile apps using React Native.
We will begin building the app as per the official React Native documentation. Having installed Node on your development environment, open up the command prompt and type in the following command to install the Create React Native App globally.
This will create a new React Native project which we can test with Expo.
Next, we will need to install the Expo app on our mobile device which we want to test. It is available for both iOS and Android.
On having installed the Expo app, we can run npm start on our development machine.
After that, you can scan the QR code through the Expo app or enter the given URL in the app’s search bar. This will run the basic ‘Hello World’ app in the mobile. We can now edit App.js to make instant changes to the app running on the phone.
Alternatively, you can run the app on an emulator. But for brevity and accuracy, we will cover running it on an actual device.
Next, let’s install all the required packages for the app using this command:
Since this article is about creating a React Native app, we will not go into details about creating a WordPress site. Please refer to this article on how to install WordPress on Ubuntu. As WooCommerce REST API requires HTTPS, please make sure it is set up using Let’s Encrypt. Please refer to this article for a how-to guide.
We are not creating a WordPress installation on localhost since we will be running the app on a mobile device, and also since HTTPS is needed.
Once WordPress and HTTPS are successfully set up, we can install the WooCommerce plugin on the site.
After installing and activating the plugin, continue with the WooCommerce store setup by following the wizard. After the wizard is complete, click on ‘Return to dashboard.’
You will be greeted by another prompt.
Click on ‘Let’s go‘ to ‘Add example products’. This will save us the time to create our own products to display in the app.
To load our store’s products from the WooCommerce REST API, we need the relevant keys in place inside our app. For this purpose, we can have a constans.js file.
First create a folder called ‘src’ and create subfolders inside as follows:
Now, let’s generate the keys for WooCommerce. In the WordPress dashboard, navigate to WooCommerce → Settings → API → Keys/Apps and click on ‘Add Key.’
Next create a Read Only key with name React Native. Copy over the Consumer Key and Consumer Secret to the constants.js file as follows:
React Navigation is a community solution to navigating between the different screens and is a standalone library. It allows developers to set up the screens of the React Native app with just a few lines of code.
There are different navigation methods within React Navigation:
For our Application we will use a combination of StackNavigation and DrawerNavigation to navigate between the different screens. StackNavigation is similar to how browser history works on the web. We are using this since it provides an interface for the header and the header navigation icons. It has push and pop similar to stacks in data structures. Push means we add a new screen to the top of the Navigation Stack. Pop removes a screen from the stack.
The code shows that the StackNavigation, in fact, houses the DrawerNavigation within itself. It also takes properties for the header style and header buttons. We are placing the navigation drawer button to the left and the shopping cart button to the right. The drawer button switches the drawer on and off whereas the cart button takes the user to the shopping cart screen.
DrawerNavigation on the other hands provides for the side drawer which will allow us to navigate between Home, Shop, and Cart. The DrawerNavigator lists the different screens that the user can visit, namely Home page, Products page, Product page, and Cart page. It also has a property which will take the Drawer container: the sliding menu which opens up when clicking the hamburger menu.
This page contains details of a selected product. It shows the user the name, price, and description of the product. It also has the ‘Add to cart’ function.
This screen shows the list of items in the cart. The action has the functions getCart, addToCart, and removeFromCart. The reducer handles the actions likewise. Identification of actions is done through actionTypes — constants which describe the action that are stored in a separate file.
As you can see, we are using a FlatList to iterate through the cart items. It takes in an array and creates a list of items to be displayed on the screen.
You can configure information about the app such as name and icon in the app.json file. The app can be published after npm installing exp.
To sum up:
We now have a decent e-commerce application with React Native;
Expo can be used to run the project on a smartphone;
Existing backend technologies such as WordPress can be used;
Redux can be used for managing the state of the entire app;
Web developers, especially React developers can leverage this knowledge to build bigger apps.
For the full application, you can visit my project on Github and clone it. Feel free to fork it and improve it further. As an exercise, you can continue building more features into the project such as:
Storing the cart data in AsyncStorage so that closing the app does not clear the cart.
Full-day workshop • April 19th In this workshop, Mark Boulton will guide you through the practical design techniques that make a difference. From learning how to crop a photograph to guide a viewers eyes, to being able to typeset a data table for optimum scanning by a reader. This is a very practical workshop. You’ll end the day with a design you are proud of and a new toolbox of design techniques to use tomorrow.
It’s dangerous territory to make assumptions, over-generalize, or depend on logic or even so called “best practices” to make decisions about site changes. My team and I launched an e-commerce website a few years ago, and here are four ways we tried to break through common conversion pitfalls in order to ensure we increased our own conversions: Assumption #1 – All Of Your Ideas Are Great Ideas You’ve had these experiences countless times… you had a great idea for the site that was informed and re-enforced by “best practices.” You sold it to the team by explaining how your idea…
It’s happened to the best of us. You return from lunch, pull up your AdWords account, and hover over a keyword only to realize you have a Quality Score of just three (ooof). You scan a few more keywords, and realize some others are sitting at fours, and you’ve even got a few sad twos.
Low Quality Scores like this are a huge red flag because they mean you’re likely paying through the nose for a given keyword without the guarantee of a great ad position. Moreover, you can’t necessarily bid your way into the top spot by increasing your budget.
You ultimately want to see healthy Quality Scores of around seven or above, because a good Quality Score can boost your Ad Rank, your resulting Search Impression Share, and will help your ads get served up more often.
To ensure your ads appear in top positions whenever relevant queries come up, today we’re sharing sage advice from PPC experts Jeff Baum and Diane Anselmo from Hanapin Marketing. During Marketing Optimization Week, they spoke to three things you can do with your landing pages today to increase your Quality Score, improve your Ad Rank, and pay less to advertise overall.
What is Quality Score (and why is it such a big deal?)
Direct from Google, Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher quality ad experiences can lead to lower prices and better ad positions.
You may remember a time when Quality Score didn’t even exist, but it was introduced as a way for you to understand if you were serving up the best experiences possible. Upping your score per keyword (especially your most important ones) is important because it determines your Ad Rank in a major way:
Cost Per Click x Quality Score = Ad Rank
To achieve Quality Scores of seven and above you’ll need to consider three factors. We’re talkin’: relevancy, load time, and ease of navigation, which are consequently the very things Diane and Jeff say to focus on with your landing pages.
Below are the three actions Hanapin’s dynamic duo suggest you take to get the Ad Rank you deserve.
Where can you see AdWords Quality Score regularly?
If you’re not already keeping a close eye on this, simply navigate to Keywords and modify by adding the Quality Score column. Alternatively, you can hover over individual keywords to view case-by-case.
Tip 1) Convey the Exact Same Message From Ad to Landing Page
One of the perks of building custom landing pages fast, is the ability to carry through the exact same details from your ads to your landing pages. A consistent message between the two is key because it helps visitors recognize they’ve landed in the right place, and assures someone they’re on the right path to the outcome they searched for.
Here’s an ad to landing page combo Diane shared with us as an example:
Cool, 500 business cards for $8.50—got it. But when we click through to the landing page (which happens to be the brand’s homepage…)
The phone number from the ad doesn’t match the top of the page where we’ve landed.
The price in the ad headline doesn’t match the website’s headline exactly ($8.50 appears further down on the page, but could cause confusion).
While the ad’s CTA is to “order now”, the page we land on has tons to click on and offers up “Free Sample Kit” vs. an easy “Order Now’ option to match the ad. Someone may bounce quickly because of the amount of options presented.
As Jeff told us, the lesson here is that congruence builds trust. If you do everything to make sure your ads and landing pages are in sync, you’ll really benefit and likely see your Quality Score rise over time.
In a second example, we see strong message match play out really well for Vistaprint, wherein this is the ad:
And all of the ad’s details make it through to the subsequent landing page:
In this case:
The price matches in the prominent sub-headline
The phone number matches the ad
Stocks, shapes and finishes are mentioned prominently on the landing page after they’re seen in the ad
The landing page conveys the steps involved in “getting started” (the CTA that appears most prominently).
Overall, the expectations are set up in the ad and fulfilled in the landing page, which is often a sign this advertiser is ideally paying less in the long run.
Remember: Google doesn’t tell you precisely what to fix.
As Jeff mentioned in Hanapin’s MOW talk, Google gives you a score, but doesn’t tell you exactly what to do to improve it. Luckily, we can help with reco’s around page speed, CTAs and more. Run your landing page through our Landing Page Analyzer to get solid recommendations for improving your landing pages.
Tip 2) Speed up your landing page’s load time
If you’re hit with a slow-loading page, you bounce quickly, and the same goes for prospects clicking through on your ads.
In fact, in an account Jeff was working on at Hanapin over the summer, in just one month they saw performance tank dramatically because of site speed. Noticing that most of the conversion drop off came from mobile, they quickly learned desktop visitors had a higher tolerance for slower load times, but they lost a ton of mobile prospects (from both form and phone) because of the lag.
“we saw our ad click costs were going up, because our Quality Score was dropping due to the deficiency in site speed”.
Your landing page size (impacted by the images on your page) tends to slow load time, and—as we’ve seen with the Unbounce Landing Page Analyzer—82.2% of marketers have at least one image on their landing page that requires compression to speed things up.
As Jeff and Diane shared, you can check your page’s speed via Google’s free tool, Page Speed Insightsand get their tips to improve. Furthermore, if you want to instantly get compressed versions of your images to swap out for a quick speed fix, you can also run your page through the Unbounce Landing Page Analyzer.
Pictured above: the downloadable images you can get via the Analyzer to improve your page speed and performance.
Tip 3) Ensure your landing page is easy to navigate
Using Diane’s analogy, you can think of a visit to your landing page like it’s a brick and mortar store. In other words, it’s the difference between arriving in a Nike store during Black Friday, and the same store any other time of the year. The former is a complete mess, and the latter is super organized.
Similarly, if your landing page experience is cluttered and visitors have to be patient to find what they’re looking for, you’ll see a higher bounce rate, which Google takes as a signal your landing page experience isn’t meeting needs.
Instead, you’ll want a clear information hierarchy. Meaning you cover need-to-know information quickly in a logical order, and your visitor can simply reach out and grab what they need as a next step. The difference is the visitor being able to get in and check out in a matter of minutes with what they wanted.
This seems easy, but as Diane says,
“Sometimes when thinking about designing sites, there’s so much we want people to do that we don’t realize that people need to be given information in steps. Do this first, then do that…”
As Jeff suggested, with landing pages, less can be more. So consider where you may need multiple landing pages for communicating different aspects of your offer or business. For example, if you own a bowling alley that contains a trampoline park and laser tag arena, you may want separate ads and landing pages for communicating the party packages for each versus cramming all the details on one page that doesn’t quite meet the needs of the person looking explicitly for a laser tag birthday party.
The better you signpost a clear path to conversion on your landing pages, the better chance you’ll have at a healthy Quality Score.
The job doesn’t really end
On a whole, Diane and Jeff help their clients at Hanapin achieve terrific Ad Rank by making their ad to landing pages combos as relevant as possible, optimizing load time, and ensuring content and options are well organized.
Quality Score is something you’ll need to monitor over time, and there’s no exact science to it. Google checks frequently, but it may be a few weeks until you see your landing page changes influence scores.
Despite no definitive date range, Diane encourages everyone to stay the course, and you will indeed see your Quality Score increase over time with these landing page fixes.
Europe’s imminent privacy overhaul means that we all have to become more diligent about what data we collect, how we collect it, and what we do with it. In our turbulent times, these privacy obligations are about ethics as well as law.
Web developers have a major role to play here. After all, healthy data protection practice is as much about the development side — code, data, and security — as it is about the business side of process, information, and strategy.
Migrating a standalone WordPress site to a site network (or “multisite”) environment is a tedious and tricky endeavor, the opposite is also true. The WordPress Importer works reasonably well for smaller, simpler sites, but leaves room for improvement. It exports content, but not site configuration data such as Widget and Customizer configurations, plugins, and site settings. The Importer also struggles to handle a large amount of content. In this article, you’ll learn how to streamline this type of migration by using MU-Migration, a WP-CLI plugin.
Many of you are probably familiar with Quora. But not everyone knows that Quora can be turned into a perfect marketing tool that will drive high quality targeted traffic and conversions to your website. I made the most out of Quora and continue to use it as one of my major marketing tools for increasing conversions. How, you ask? I’m one of the most viewed writers on many popular topics including videos, online videos, video production, and explainer videos. My answers gained 1.2 million+ views during the last 10 months. Want to know how to make a go of Quora…
Sketch had brought totally new standards for file sizes. You no longer see 10 GB Photoshop files all over the place. Nevertheless, huge Sketch files exist, and they slow down Sketch. As a result, your productivity slows down as well.
Let’s be honest: It’s not the design files that become bigger by magic. It’s designers who fill their files with unused, unoptimized and hidden elements that take unnecessary space. We have faced this problem in our startup, Flawless App.