Eliminate friction in your UX and Improve conversions

3 positive UX trends

1. Prove you are secure

An additional level of assurance can put customers at ease and build their trust. Customers appreciate security badges and accreditations before transacting.

2. Keep menus clear and uncluttered;

Clearly labeled and uncluttered menus keep users interested and help them to navigate the site and find what they were looking for more easily. Stay away from mega menus and bulky multi-level menus. Customers want easier-to-understand categories,and bitesized content delivery.

3. Filter for relevance

Allow for further fltering within categories. When browsing through categories or search results, customers appreciate the ability to filter for relevance this is especially true on mobile just make sure the filters work seamlessly.

3 potential tombstones to avoid

1. Allow annonymity

Customers like to keep contronl of their privacy, forced logins and forced profiles create drop offs. Most customers want the ability to check out as a guest. When the ability for guest checkouts is not allowed customers can get frustrated at being forced to create an account

2. Think about eyesight

Not everyone is on a Retina display with 20/20 eyesight. Text size has a huge effect on usability, especially with mobile. If text is too small or uses elaborate fonts that make it hard to read on the small screen users get annoyed when forced to pinch and zoom, this creates a point of friction and drop offs for transacting.

3. Keep your text relevant

Use images and annotations to describe products and services. There is a fine balance between using detailed text in descriptions. Too much text can be overwhelming, and people won’t read it too little text leaves customers unsure of the product. Survey your customers and ask them what they want to see then keep testing your text descriptions for conversion rate increases.

Bonus Round

KEEP THINKING MOBILE FIRST

It is so important to consider mobile first. Many customers believe that if you dont design for mobile your company does not care. User centered design revolves around being present at the point of need. If your design is not mobile optiised you cut out the majority of peoples research time. Keep relevant to their location and mindset.

Additional bonus

I know the title says 7 but here is number 8:

Think about how you can customeise your design for customers. If you can learn something about a customer by their historical actions try to customeise your site for them the next time they arrive. For example: you could create a tracking coockie that automatically filters your navigation for things they are interested in.