Ease of use and improvement of conversion rate

1. Try a single column layout

A single column layout allows you to better control the content narrative. The top down approach can guide them in a way that is more in line with the reader's expectations, and multiple-column layouts are likely to interfere with the main objectives of the page. Try to guide the user through the story and place the most important call to Action at the bottom.

2. Giving gifts instead of rushing to deal

Giving gifts to users is not only a friendly expression, but also a persuasive strategy based on the principle of reciprocity. Reciprocity, as the name suggests, if you are friendly by giving symbolic benefits, you will be given feedback in the future.

3. Consolidate similar functions to simplify the UI

We will inadvertently create multiple functions similar or identical elements, not surprisingly, this is the basic principle of entropy-things are always in the direction of chaos. Pay attention to elements with different names but repetitive functions, which increases the user's cognitive load and causes them to feel fatigued. In general, the higher the complexity of the UI, the steeper the user's learning curve. Consider an unscheduled evaluation of the product UI to integrate those elements that are functionally similar.

4. Show social identity, not brag

Social identity is another kind of persuasion strategy which can directly promote the conversion rate. Other people's talk and approval of your product will make the call to action more appealing to the user. It is a good social identity to try to use a certificate from a reputable agency or media or to display relevant data.

5. Show call to Action multiple times

This is especially appropriate for a long page with a single column layout, or you can have the call to action appear more than once in multiple pages. You naturally don't want to show 10 of the same call to Action on one page at a time, but today's long pages are becoming more and more common, and the principle of keeping everything on the line is getting worse. You can try placing a less powerful call to action in the first screen and then placing the call to action, which acts the same but visually more prominently, at the bottom of the content. When people look at everything, they stop and think about what to do next--here, complete the conversion or close the deal.

6. Use more visible, more contrasting visual styles for interactive elements

Visual style elements such as color matching, levels, and contrast can help people better understand and use your product interface, letting them know where they are and where they can go next. In order to render this information clearly, clickable elements (links, buttons) and selectable items (options), plain text content must have a significant difference in their visual style and maintain style consistency across the globe. In the following sketch example, I use blue to represent clickable elements, and black text indicates the title of the selected or current location. If you can use the visual style correctly, users will be better able to navigate through these visual cues. Never let these types of visual elements appear in a vague way, otherwise you are making trouble for users.

7. Recommend, not list options

When presenting multiple product options, try to focus on one of these, because many users just need a little push. I believe there are related psychological studies that show that the more options you have, the more difficult it is for people to make choices, and the lower the probability that an option will be selected. It is useful to recommend one of several products, highlighting its relevant information so that its weight is higher than several other options.

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8. Provide revocation function instead of pop-up confirmation

Imagine that you just clicked on a button or link. The Undo function respects the basic human intent and allows the first to be smoothed to produce the corresponding behavior. On the other hand, pop-up confirmation will challenge the user's intentions, causing the user to have doubts about what they want to do. I am willing to assume that, most of the time, the user's behavior is consistent with their own intentions, and Misoperation is only a few cases. When users need to perform a certain behavior repeatedly, inefficient, ugly pop-up confirmation will be over and over again, very impersonal. Try to use the Undo function to let the user feel that they are in full control of the situation and try not to ask questions by confirmation.

9. Declaring the target user type

Is your product for everyone or is it accurate to lock a group of people? The target user type of the product and service, which is one of the effective ways to improve the conversion rate. By describing the user's credentials, you can more accurately relate to your target users and bring an "exclusive" emotional hint. Of course, this strategy also has a certain risk, you may limit the scope of potential users too small. But we have to believe that transparency can bring trust.

10. Be straightforward, don't beat around the bush

You can pass the message with trembling voice, and you can speak it confidently. If you like to end the message with a question mark, and use the "maybe", "may", "interested", "Do you want XXXX?" Such rhetoric, then you can consider to enhance their confidence and authority. To improve the conversion rate, you have a lot of room for straightforward elaboration of the content, telling people what to do.

11. Contrast, not specious

Make your call to action more prominent and recognizable than the surrounding elements. You can use a series of methods to easily increase the contrast: by toning, you can create a contrast between the elements, and through the depth, you can build a hierarchy between the specific elements and the rest (for example, using shadows and gradients). In addition, you can select complementary colors from the color plate and use them in different elements. Using these methods in a comprehensive way, a sharp contrast can be established between the call to action and the other content.

12. Display source of origin

Showing you, your product, or service is where you come from, which can make your communication with your users a step toward your personal level. National, state, city information, these are like people doing self-introduction, so that products give people feel more friendly. Usually, indicating the origin of the product can also make people more or less feel the quality of the grade.

13. Less forms, easy for users

Humans are inherently resistant to labor-intensive tasks, and filling out forms is one such task. Every time you provide a form field to the user, the risk of the user giving up and turning away is a little higher. Each person's typing speed is different, and at the moment typing on a mobile device is still a pretty nasty thing to do. Ask yourself if each form field is really necessary? If you do have a lot of fields that you don't need to fill out, you can also consider moving them to a separate page or task state. It is easy to make the form big, but it is not conducive to improving the conversion rate.

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14. Let the options at a glance

Each use of a drop-down menu, you will hide some behavioral options, users will need to pay more effort to find them. If the hidden options are to be placed on the main path of the user browsing the content and completing the decision, you might want to consider presenting them at a glance. For those that can be expected, no learning costs, such as the choice of date and time, or geographical settings, you can still maintain the form of a drop-down menu. Sometimes, a drop-down menu can also be applied to interfaces that require users to perform the same actions over and over again, but if some operations are the main call-action to ensure a conversion rate increase, be careful when considering the Pull-down menu.

15. Keep content coherent and orderly to avoid the illusion of "end"

The illusion of "end of content" is the killer of conversion rates. Especially in long pages where the paragraphs are separated, be careful not to let the user feel that the content is over. Try to determine a visual pattern and rhythm, so that users can get a clear guide to continue reading content. For white space or content spacing that may appear in the "Discount" location, make sure that they are not too large.

16. Stay focused, don't let the user be submerged by the link

We often create pages that are linked from left to right, from top to bottom, and want to meet the needs of most users. However, if you are creating a narrative page and placing an important call to Action at the bottom of the content, it is recommended that you consider a more concise form of the page. Keep in mind that any link above the main call to action poses a risk, possibly taking users away from what you most want them to do. Pay attention to the number of links on the page; Find a delicate balance between the discovery page (more links, more content entry) and the Piping page (less link, target concentration, high conversion rate), and increase the chances of the user reaching the main call action.

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