This document discusses various usability principles for user interfaces and websites. It provides tips to improve conversion rates such as using compelling images and clear calls to action. It also discusses design principles like ensuring easy navigation and speed of a website. The document recommends testing design variations through A/B and multivariate testing to determine optimal configurations. It emphasizes the importance of usability and understandability for users who typically scan pages rather than read thoroughly.

1. Usability & User Interface

3. “A brand is no longer what we tell the
consumer it is – it is what consumers tell
each other it is.”
– Scott Cook, Founder of Intuit

4. Usability

5. If they can’t use it..….people will leave.

6. Increase the number of people who buy, call, fill
out contact form, subscribe, follow, share, return
visit, recommend, or whatever your goal is.
Number of Completions
Number of Visitors
= Conversion

8. Bounce Rate
If your bounce rate is high, then your landing page is likely irrelevant to your
visitors and as a result, conversions are likely to be lower.

9. Overall Design
People do judge a book by its cover and it’s no different for a website.

10. Overall Design

11. Navigation
You shouldn’t have to tell your viewers where to click for more information.

12. Confirmation Message
Improved conversion rate from 25.3% to 47.8%

13. Clear Actions

14. Speed

15. Banner Blindness

16. Comprehension

17. Nielson’s Usability Study Shows that 79%
of web users scan rather than read

18. Promotional writing (control condition)
using the "marketese" found on many commercial
websites
Nebraska is filled with internationally recognized attractions that
draw large crowds of people every year, without fail. In 1996,
some of the most popular places were Fort Robinson State Park
(355,000 visitors), Scotts Bluff National Monument (132,166),
Arbor Lodge State Historical Park & Museum (100,000),
Carhenge (86,598), Stuhr Museum of the Prairie Pioneer
(60,002), and Buffalo Bill Ranch State Historical Park (28,446).
Control

19. Concise text
with about half the word count as the control condition
In 1996, six of the best-attended attractions in Nebraska were
Fort Robinson State Park, Scotts Bluff National Monument, Arbor
Lodge State Historical Park & Museum, Carhenge, Stuhr Museum
of the Prairie Pioneer, and Buffalo Bill Ranch State Historical Park.
Usability Improvement: 58%

20. Scannable layout
using the same text as the control condition in a layout
that facilitated scanning
Nebraska is filled with internationally recognized attractions that draw large crowds of
people every year, without fail. In 1996, some of the most popular places were: Fort
Robinson State Park (355,000 visitors)
• Scotts Bluff National Monument (132,166)
• Arbor Lodge State Historical Park & Museum (100,000)
• Carhenge (86,598)
• Stuhr Museum of the Prairie Pioneer (60,002)
• Buffalo Bill Ranch State Historical Park (28,446).
Usability Improvement: 47%

21. Objective language
using neutral rather than subjective, boastful, or
exaggerated language (otherwise the same as the
control condition)
Nebraska has several attractions. In 1996, some of the most-
visited places were Fort Robinson State Park (355,000 visitors),
Scotts Bluff National Monument (132,166), Arbor Lodge State
Historical Park & Museum (100,000), Carhenge (86,598), Stuhr
Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch
State Historical Park (28,446).
Usability Improvement: 27%

22. Combined version
using all three improvements in writing style together:
concise, scannable, and objective
In 1996, six of the most-visited places in Nebraska were: Fort Robinson State
Park
• Scotts Bluff National Monument
• Arbor Lodge State Historical Park & Museum
• Carhenge
• Stuhr Museum of the Prairie Pioneer
• Buffalo Bill Ranch State Historical Park
Usability Improvement: 124%

23. Stock vs. Authentic
A 34% increase in memory retention

24. Related Images

25. Eye-tracking heat map of a baby looking directly at us.

26. Eye-tracking heat map of a baby looking at the text.

31. INCREASING CONVERSION

32. IMAGES
48% more conversions as compared to
generic icon.

33. HEADLINES
30% more sign-ups than the original
“Start a Highrise Account.”

34. ACTION TEXT
173% Increase in Conversions

35. BUTTONS
28% more conversion with “It’s Free”
34% simply by changing the color

36. NUMBER OF STEPS
22% Higher Conversion on
Single Page Checkout

37. FORM LAYOUTS
Lots of factors can increase conversion.

38. WRONG INDICATORS
400% Conversion Increase without Secure Icon.

39. RIGHT INDICATORS
At The Right Time

40. LIMITING ACTIONS
Lots of factors can increase conversion.

41. FINDABILITY
First Rule In E-Commerce.

42. A/B + MULTIVARIET TESTING

43. TEST GROUPS
What’s The Right Number of Users

44. TIMING
Limited time offer.
LAYOUT
Placement, Spacing, etc.
MESSAGING
Make it more valuable.
ACTIONS
Text, layout, look.
TESTS
What To Test
NAVIGATION
Text, layout, look, features.
DESIGN
Overall look, colors, etc.
IMAGES
Type, location, size.
EVERYTHING
Your site is unique.

45. TOOLS
Where To Start
USEIT.COM
Great articles.
ABTESTS.COM
Tons of examples.
OPTIMIZLY.COM
Online SAAS.
GOOGLE CONTENT
EXPERIEMENTS
Analytics integrated.
FIVESECONDTEST.COM
Simple tool.
INSIVIA
Hey, had to add us.

46. Usability Beyond the Web

47. Stay Connected: Upcoming Seminar:
Social Media
August 29th, 2013
QA