When hearing conversion rate optimization, many think of the application of psychological principles such as social proof or scarcity. But before employing those, e-commerce businesses first have to get their fundamentals down—which many don't. In this article, I present five foolproof (and proven) ways to optimize your conversion rate: optimizing your checkout, getting rid of shipping costs (as much as possible), focusing on usability, getting rid of dark patterns, and gaining a deep understanding of your customers.
This article presents 9 guidelines for building and leading UX teams. They are based on what I learned from the people who led me as well as my own experience: recruit diverse talent; set up a process (and iterate); involve other teams from the start; be fair; have regular ceremonies; pass on knowledge; have a vision; ask questions (a lot); and make UX visible.
The theory of Jobs To Be Done explains that too much focus on socio-demographic data and correlations hurts companies. Rather, you have to gain a deeper understanding of your customers, who "hire" your product to help them do certain jobs under certain circumstances. For instance, you don't buy a video game console because you're male and over 30. You hire it to, e.g., do the job "connect with friends".
Two research papers I co-authored have been recently accepted to prestigious international conferences: ACM CHI and ICWE. The first one even won a Best Paper Award. 🎉
Usability is related to customer satisfaction and loyalty and therefore has a direct impact on profit. The Conversion/Usability Framework introduces usability as an additional lever on top of "traditional" means to increase profits, which can and should also be applied beyond E-commerce.
VI. A good product doesn't need dark patterns.
1) Data analytics is a lot like UX design. 2) Define the questions to be answered beforehand. 3) Data is meaningless without interpretation. Extensively collaborate with other departments.
Before you receive feedback from users, the user experience and usability of your website are both 'good' and 'bad' at the same time.* Through a good design process you can only raise the chances of user experience and usability manifesting as 'good'** once the feedback arrives. * That is, the factors $latex x$ and $latex… Continue reading Schrödinger’s Website
Usability testing is often perceived as cumbersome and time-consuming and therefore not thoroughly applied. This was one of the key observations leading to the topic of my PhD thesis. Particularly conducting tests with actual users is often omitted, which results in the release of suboptimal products and websites. In my thesis, I tackle this problem through more… Continue reading The U Score: Redesigning Usability Testing
When I started working on HoloBuilder.com over a year ago, there was no support. Of course, we would've immediately helped anyone who sent us a question via e-mail or Twitter, but those options weren't communicated anywhere. Users accessing HoloBuilder ended up directly in our augmented/virtual reality creator, the only way for communication with us being a… Continue reading Lean Support: The Case of HoloBuilder