Check out the latest roundup up my personal favourite posts this week on the subjects of conversion rate optimisation, usability, calls to action, and content marketing:
Website Testing Wins: What’s a Picture Worth in On-Site Search Results
A great article by Peter Borden on the Monetate blog.
Ecommerce A/B testing: Large Product Images Increase Sales by 9%
An interesting case study on the Visual Website optimizer blog.
The Grammar of Interactivity
This post on UX Booth really struck a chord with me. It’s all about calls to action and how they should always follow the WYLTIWLT rule. Well worth a read.
If Landing Pages Were People – 3 Nasty Habits That Drive Prospects Away
Nice post over on the KISSmetrics blog about the similarities between landing pages and people!
Creating Engaging Content: 3 Calls to Action that Get Conversions
Another post on calls to action (something of a theme here!) by Megan Brown on the Content Marketing Institute site.
5 Practical Tips to Improve Email Abandonment Campaigns
A guest post by Red Eye’s Commercial Director on the ever-informative Smart Insights site.
If you’d like your post linked to next week then make sure I see it! Drop me a line in the comments field below or tweet me at either @MartyHayes or @CROtools
When paying for a council service online recently, I was amazed at how poor the user experience was; unnecessary form fields, endless forms, no labeling… but worst of all, the most unclear call to action I’ve seen in a while.
As you can see from the screenshot above, the primary call to action of ‘Continue’ is lost adjacent to ‘Back to Payments’, perilously close to ‘Cancel Payment’, and sitting near to an awkwardly positioned, and somewhat redundant, ‘Back to Top’.
I would love to know the percentage of users who come to this page who end up mistakenly cancelling their payment or end up hitting ‘Back to Top’. When people have their cards out and they’re ready to pay, the last thing you want them to do is to have to stop and think about what they need to do next, as Steve Krug said; Don’t Make Me Think!
Do feel free to share any of your call to action fails that you’ve spotted via the comments below.
I came across a great Tumblr site this week; Small Nudges, which highlights subtle user centered design elements and conversion principles at work across many different sites and sectors. It’s definitely worth a scroll through for some inspiration.
I received the following email from Tesco.com the other day, which is a great example of how a retailer can take their online user experience and transfer it to their offline customer touch-points:
If you have seen any recent examples of online UX informing offline (or vice-versa) do get in touch via the comments.
Not a day goes by that I don’t read and share a blog post, article or infographic on the topics of conversion rate optimisation or UX, so I thought I’d start to document the best that I’ve read or shared throughout that week.
The below links are to those posts that I’ve found most valuable this week:
Gucci’s new mobile site is a case of style over user experience
The shocking truth about how web graphics affect conversions
Conversion rate optimization maturity model
Hacking the brain
Are you a UX statistic
Conversion rate optimization the right way: tying in qualitative data
UX myths that hurt SEO – Whiteboard friday
Post-coversion strategies for lead gen landing pages
Shut that wallet: 9 tricks shops use to get you to spend more
The 12-step landing page rehab program (infographic)
What marketing can teach us about UX
This is likely to become a regular Friday post if other people find it a valuable resource, so please do let me know your thoughts in the comments, and if you’d like your post featured then get in touch with me on here, via the email address crotools [at] gmail [dot] com or on Twitter.
Welcome to the first ever post on CRO Tools; the ultimate conversion rate optimisation resource, born out of a desire to catalogue all of the amazing tools and software out there to help improve the pursuit of an improved user experience.