In order to get good conversion rates and positive user experiences, user interface design is vital. Let’s take a look at some practical ideas to do that.
Single Column Layout
The first consideration in user interface (UI) is the page layout. In our previous web era, we were free to try various options for layout and among them, multi-column approach was common, since we then wanted to use screen space at a maximum level. Now, with mobile web, we are restricted to single column layout since panning on hand held devices is not advisable, along with the scrolling involved. With finger gestures, a visitor feels a natural ease and fun in scrolling the page.
From the conversion optimization point of view, multi-column layout can confuse readers as a call-to-action (CTA) button will not come at the end of the story. Therefore, single column layout is recommended even for big devices like desktops and laptops.
UI Fragmentation
Sometimes web designers will create different sections on a single page by giving different titles of the same functionality. For instance, on our “Contact Us” page we may create another heading of “Our Location” and give a location map with some directional information. However, both titles are serving the same purpose, but we fragment them with duplicate information.
This action puts some strain on our visitors as there are different elements and features targeting the same purpose. It is better to keep a single heading and then divide content into sub-headings, so users can scan the content rapidly and have a positive experience of the page design.
Repeat CTA
As our main target of the page is conversion, then our primary call-to-action element is important in UI. Therefore, we need to place our call-to-action button in appropriate places; and if possible, in more than one place. This is particularly important with our longer pages. The reason is obvious, with longer page reads, we may have occasions where we compel our visitor to take some action after viewing some exciting and intuitive text in a paragraph. We then place a CTA button in between the content, as well as the end of the page. Repeating CTA is therefore a good strategy to get even more conversions.
Factual Evidence Impresses Visitors
Today, almost all web developers and agencies make big claims while citing lots of text in their self praise. Aghast! Modern customers are smarter now and aren’t easily impressed by your own true or false claims. Therefore, try saving your web pages from more self promotional content and simply place the words that your true customers have cited about you and your work, on the testimonial page. I think this alone is not sufficient today in such a fierce competitive environment, so it is better to place a photo and possibly a link to their website, along with their quotations.
Recent trends in UI design favor video testimonials on the web page. Thus, all your web pages should have at least one video testimonial on the side column or in the footer. This might be prove highly useful and convenient for your visitors. Plus with the testimonial, you demonstrate your honesty and capability. If a video testimonial is not available, at least place textual testimonials related to the web page project so you can easily win the trust of the users.
Beware though of placing direct links to your loyal or repeat customers’ website, since your competitors could try to snatch them from you with such easy access. Giving a direct link is inadvisable. However, you could use a simple sentence informing your visitors to contact you to get the contact information for the testimonial providers. This way you segregate the genuine customers from a false entity. Plus, as a bonus, you’ll have a chance to contact that potential customer again, as they will have provided you with their e-mail, phone number or address.
References & More Reading
A Good User Interface
A GREAT UI IS INVISIBLE
10 Usability Heuristics for User Interface Design
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