Improved ease of use and conversion: 32 tips for creating a good UI

Today's topic, from goodui.org, is about improving the usability and conversion rate of pages. The recommendations and ideas presented in this article are more suitable for landing pages for Web services and mobile applications. We can see more and more such pages, some quite brilliant, there are a lot of relevant design display summary articles. But this article from the design principle and the practice angle brings some thought weapon for us to study the reference.

The full text has 32 main points, the longer, today first half, next week completion. then enter the translation.

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.