Tag Archives: usability

Productivity Tips And Tricks: The Community Shares Its Piece Of Advice

Productivity tips always make for a popular topic for an article, as everyone is looking for the silver bullet, that one weird trick that turns you into a productivity machine. However, the tips that work well for one person may not work so well for another.
We asked the community on Twitter and Facebook to share their best productivity tips, and in this article I’m going to round these up alongside some things I’ve learned that work well for me.

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Productivity Tips And Tricks: The Community Shares Its Piece Of Advice

Mobile Interface Myths You Should Throw Out The Window

If anything’s clear in 2017, it’s that lying is back in fashion (if it ever left us at all). From the heated fake news debate to the false data provided by Facebook, lying is all the rage these days. A white lie here and there is no big deal. We’re all guilty of it. The problem arises when lies turn into full-grown myths, then become accepted as truths.
In an era of digital chaos, we understandably gravitate to our trusted sources of information.

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Mobile Interface Myths You Should Throw Out The Window

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…

The post Are You Losing Money Due to Poor UX? Fix These Nine Mistakes and Profit appeared first on The Daily Egg.

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

Web Development Reading List #181: Mass Deployments, Prepack, And Accessible Smart Cities

In a world between building accessible interfaces, optimizing the experiences for users, and big businesses profiting from this, we need to find a way to use our knowledge meaningfully. When we read that even the engineers who built it don’t know how their autonomous car algorithm works or that the biggest library of books that mankind ever saw is in the hand of one single company and not accessible to anyone, we might lose our faith in what we do as developers.

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Web Development Reading List #181: Mass Deployments, Prepack, And Accessible Smart Cities

Not An Imposter: Fighting Front-End Fatigue

I recently spoke with a back-end developer friend about how many hours I spend coding or learning about code outside of work. He showed me a passage from an Uncle Bob book, “Clean Code”, which compares the hours musicians spend with their instruments in preparation for a concert to developers rehearsing code to perform at work.
I like the analogy but I’m not sure I fully subscribe to it; it’s that type of thinking that can cause burnout in the first place.

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Not An Imposter: Fighting Front-End Fatigue

Web Development Reading List #158: Form Usability, Vue.js, And Unfolding Critical CSS

These days, I’ve been pondering what purpose we as developers have in our world. I’m not able to provide you with an answer here, but instead want to encourage you to think about it, too. Do you have an opinion on this? Are we just pleasing other people’s demands? Or are we in charge of advising the people who demand solutions from us if we think they’re wrong? A challenging question, and the answer will be different for everyone here.

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Web Development Reading List #158: Form Usability, Vue.js, And Unfolding Critical CSS

Icons As Part Of A Great User Experience

Icons are an essential part of many user interfaces, visually expressing objects, actions and ideas. When done correctly, they communicate the core idea and intent of a product or action, and they bring a lot of nice benefits to user interfaces, such as saving screen real estate and enhancing aesthetic appeal. Last but not least, most apps and websites have icons. It’s a design pattern that is familiar to users.

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Icons As Part Of A Great User Experience

Win More Conversions from Impulse Buyers | 4 Ways for eCommerce Enterprises

In-store is a clear winner compared to online when it comes to impulse buying, as established by a 2016 Creditcard.com survey. Does that mean that there is a dead end to encashing impulse buys online?  No.

Recent tests conducted at User Interface Engineering show that impulse purchases represent almost 40% of all the money spent on e-commerce sites. For eCommerce enterprises, it is rather the right time to innovate and evolve to ramp up sales from impulse buying. The first step, however, is to understand the user who is to be targeted for impulse buying.

Whether you are an established eCommerce enterprise or an aspiring one, the following practices can help you convert more impulse buyers:

Leverage Social Commerce

Social media promises a positive outlook for e-commerce enterprises when it comes to impulse buying. Major social media platforms such as Instagram have rolled out nifty new buttons that let users buy what they like, as soon as they see it online.

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James Quarles, Instagram’s global head of business and brand development, analogizes an eCommerce website to something of a digital store window, a place to potentially win a sale when customers are in “discovery phase of finding something and not probably even deliberately looking for it.” Therefore, social commerce is, in a way, the answer to instantly gratify the consumer as soon as he realizes the want to buy something, regardless of the buying phase.

Pinterest launched buyable pins for the iOS and Android devices. Major retailers such as Macy’s and Nordstorm are early adopters of this move.

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eMarketer, in its talks with Michael Yamartino (head of eCommerce, Pinterest) found out that since buyable pins are a mobile product, people might just make impulse purchases while browsing social sites on mobile.

Another interesting aspect of social media driving sales has been highlighted by Yotpo. According to its study, reviews as a social proof lead to higher conversion rates on Facebook, Twitter, and LinkedIn. Such reviews and recommendations are likely to push suggestive impulse.

Social reviews and Suggestive Impulse

In context to the impact of user-generated content on impulse purchases, Instagram has played a major role. Nordstorm is again one brand that has taken to Instagram for leveraging its impact on sales.

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Cognize Human Psychology

The Wall Street Journal lists reasons shared by professor Kit Yarrow at Golden Gate University, about who makes impulse buys:

  • People who are emotionally tapped-out because of family or work demands.
  • Inexperienced shoppers who tend to be swayed more by the stimulation overload they experience when they’re shopping. This makes them vulnerable to sales messaging and special offers.
  • People who are unable to express their anger. They typically have high standards of niceness or they’re simply overlooked by others. Impulse purchasing is often fueled by the anger that needs an outlet and the craving for relief.

All three reasons listed above reflect human psychology, and this is where the opportunity for eCommerce enterprises lies. The rule of persuasion is one such psychological trait that can be leveraged. 

To validate the rule of persuasion and increasing ‘clicks’, Dr. B J Fogg, psychologist at the Stanford Persuasive Technology Lab says that three things must be present: motivation, ability and an effective trigger.

Fear of missing out or the scarcity principle establishes the motivation for purchase. Creating scarcity is one tactic that eCommerce enterprises have been using to their advantage to get improve as well as quicken purchases. A post on Marketing Profs lists four ways that the scarcity principle can be used to push impulse purchases. Take a look at the following points talked about in their post:

  1. Create “open” and “closed” periods for ongoing offers.
  2. Create limited production runs.
  3. Provide benefits to early adopters.
  4. Don’t record webinars (this point is for SaaS).

Thom O’Leary, President, Fixer Group Consulting says, “Use countdown timers (on site or in emails) for increasing impulse buys.  Timing is everything, and no one wants to miss an opportunity. Customers have an easier time making a quick decision when they see time ticking away.  As email services and technology improves, it’s simple to add dynamic countdown timers to emails and on-site content, increasing urgency and making the decision to buy on impulse rather than making a well-considered decision.”

Seasonal sales, a technique that Ann Taylor and a number of other eCommerce players use, also create a sense of urgency in customers.  Promotional schemes such as ‘Thanksgiving Sale’ fetch more sales from impulse seasonal shopping.

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You can also apply the persuasion principle by providing users with free shipping when they have made just enough purchases online to win it. Coupling this with product recommendations can help them buy a little over and above the free shipping threshold.

Explore Newer, Smarter Technology

If you are thinking about going mobile, and there is every reason that you must, it would be reassuring to know that mobile commerce is a major contributor to impulse shopping. Consumers are spending more of their time browsing apps on phones. The on-the-go use that mobile phones offer make it one of the most obvious technologies to engage users:

Push Notifications

Not all your consumers would be aware about the discount running on your website. And, even if they do, they might not remember. Sending them a can provide the nudge that they need. The eBay app sends out push notifications to its users, informing  them about the start or end of any auction. That is how ebay combines technology with the persuasion principle to get more people to buy without much preparation.

 ebay push notification
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Internet of Things

Adding to the scope of conversions from impulse buys is the emergence of Internet of Things (IoT). The Amazon dash button has taken IoT to a higher level. This button allows its users to order from Amazon whenever their inventory/items need to be restocked, without signing in.

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Focus on Ease of Use and  Online Experiences

Earlier, we have already discussed how mobile commerce is tapping into the impulse of consumers. If you combine the ease of use of mobile technology with trustworthy payment solutions, you can delight your customers with frictionless online shopping experiences. Mobile technology optimization can further increase conversions for your business, as it did for Your Tea. They used VWO’s IDEACT services for a full redesign of the product pages. Structured Conversion Optimization got YourTea a 28% boost in revenue.

For the sake of simplicity though, let’s split ease of navigation and online experiences into two points.

Website navigation, should also be designed with ‘ease of use’ in mind. For a quick read, check these 22 Principles Of Good Website Navigation and Usability.

Although designing is the first step, how do you know that this design in fact is effective? This is when A/B testing comes into play. Set up two different variations of a navigation menu to find out which one scores better. You can also read this VWO post about 8 Ways to Refine eCommerce Site Search and Navigation for quick product finds. For making it easy for users to find products on discounts, eCommerce enterprises can also use approaches such as allocating sections such as ‘Deals on Discount’ or ‘New in Store’ to their home page.

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Conclusion

With an increase in touchpoints, the opportunities for converting impulse buys from online shoppers are growing each day. What eCommerce enterprises can do best is to leverage on each opportunity area that we have listed in this post, and innovate.

Have anything else to add? Drop in a line in the comments section.

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The post Win More Conversions from Impulse Buyers | 4 Ways for eCommerce Enterprises appeared first on VWO Blog.

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Win More Conversions from Impulse Buyers | 4 Ways for eCommerce Enterprises

Reducing Cognitive Overload For A Better User Experience

The best user experience is the one the user doesn’t notice. It appears smooth and simple on the surface, but hundreds of crucial design decisions have been made to guide, entertain and prevent trouble.
If the user experience design does what it’s supposed to do, the user won’t notice any of the work that went into it. The less users have to think about the interface or design, the more they can focus on accomplishing their goal on your website.

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Reducing Cognitive Overload For A Better User Experience

Web Development Reading List #149: CSS Dynamic Colors, Refactoring CSS, And CSP Hashing

Even though we think everything happens in real-time nowadays, we need patience. While technology has been capable of real-time for long now, the “bottleneck” are human beings. Whether it’s a pull request that’s waiting for review since days or weeks or an email response, we need to keep in mind that delays might happen for a good reason.
Different people have different priorities, they might be focusing on something else at the moment, or they just take a break.

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Web Development Reading List #149: CSS Dynamic Colors, Refactoring CSS, And CSP Hashing