16 UI Tips for improving web conversion rates

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Excellent user interface allows users to use the same, thereby increasing the conversion rate (conversion rate), in other words, good UI in the use and sales level to form a winning. This article has collated 16 points to optimize the user interface method, hoped to be helpful to everybody.

1, single column type better than multiple columns

One-column style gives you more control over your content, from the top to the bottom of the lure, with the story to guide the reader, and ultimately to their "take action" (call to Action, hereinafter called CTA, meaning the purpose of downloading or consumption), and multiple columns may cause readers to distraction.

2. Do NOT sell products

"Slightly Hui" to the user, the intent of the sale do not design too clearly. Small discount or gift, will bring great help to the future sale.

3, unified similar functions, to avoid fragmented UI

Browsing the site, we often see a variety of elements or features, but their functions identical, and similar options too much, only to improve the user at a loss. If you find yourself in a different type of site that repeats the same functionality, consider redesigning the UI to incorporate similar functionality. For example, the "customer service (customer service)", "contact us (Contact us)" is actually the same meaning, should keep an option.

4, user witness or put forward sales evidence

"Social identity" (social proof) is a very good strategy to stimulate the conversion rate, how much they have to brag after all, please use the witness or digital evidence is effective.

5. Main purpose Please repeat, don't mention it once.

Want the user to click on the link or button (such as purchase or download), do not only appear once, you can consider the top and bottom of a single column of pages, or on multiple pages rendered.

6. Distinguish three functional (clickable, clicked, plain text) elements clearly

Clickable elements (links, buttons), clicked elements, text-only three should be clearly separated from each other by color, depth, or contrast, allowing users to browse the site unimpeded. For example, the left picture, the blue font is the link, the black font is the user clicks the option, or is the user is browsing the page.

7, highlighting the recommended program

If the service has a variety of options, please highlight the most recommended scenarios, such as the left image of the "product x special Amplification, Y, Z narrowing.

8. Goodwill Reminder vs. abrupt confirmation

If the user changes an option, a line of text to remind them to "recover", without the hassle of designing the "Reconfirm" pop-up window. Because most of the time the user's movements are conscious, the latter is too abrupt and may cause the user to feel corrected and be offended.

9, clearly explain the target customer group

Describe a customer group that is suitable to use your service or product to connect to more people with similar qualities and to make them feel unique.

10, affirmation, avoid indecision

The tone should be direct and affirmative, indecision is taboo, if the message appears "perhaps ...", "interesting", "want to?" There may be room for improvement in showing confidence and emphasizing authority.

11, the use of strong contrast

CTA should be different. The CTA is separated from other page elements by using tones, depth, and complementary colors.

12. The birth place of the product

Explain where you, your products or services come from, as in the Self-introduction general, giving humanity a cordial feeling, and stressed that the origin may also bring quality assurance effect.

13. The simpler the form problem the better

Registration form is too miscellaneous, users tend to be impatient and give up halfway, the problem as little as possible and streamlined.

14. Don't hide the options.

The Pull-down menu does not occupy space, but it makes the options more difficult to detect. The problem with the Pull-down menu is predictability or the time that everyone is familiar with (such as date of birth) or geographic location, and important issues related to the product or service, preferably tied to the obvious location of the page.

15, consistent and smooth page

Don't let the user produce the illusion that "the page has been rolled up" without actually seeing the bottom. Create a visual style or rhythm, so that users can successfully browse through the entire page, will not waste hard work.

16, do not disperse the focus

If the sole purpose of your Web page is to trigger "action" when the user rolls to the bottom, any links in the middle can cause them to be distracted or even take them away from your site, so you must carefully arrange the number and location of the links.

The author of this article: Canadian UI designer Jakub Linowski,