Category Archives:UX

  • How A Cognitive Walkthrough Can Improve Website Usability and Conversions

    You already know usability is one of the most important conversion-driving factors on a website. That’s why you’re here. And while there are many strategies out there that can help businesses evaluate their site’s learnability and usability, it can be hard to do accurately without the help of real users from your audience.

    Cognitive walkthroughs are one proven method to overcome this obstacle and limit bias in your website assessment.

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  • Six Steps to Creating The Complete Customer Journey Maps

    When it comes to understanding your customer’s experience, there’s really no easy way. Many turn to customer journey maps. There are positives and negatives that come with customer journey maps, and like any other marketing research and documentation, it comes down to two things:

    Identifying the goal and purpose behind it, Knowing how to actually apply and use it.

    If you go with customer journey maps, we highly recommend you keep the two criteria in mind.

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  • Personas Strategy : What you Need to Know and How to Copy it

    The French proverb ‘le client est roi’ sums up the key to success for all marketing initiatives. “The customer is king,” marketers know it all too well. They are fully aware that their success and failure depends on how much their customers are satisfied. As a matter of fact, most companies are aware of the fact that knowing your customers intimately is the only way to please them. But it’s complicated to “really” know customers. Trying to extract that data in a meaningful way is not so apparent.

    The struggle is real.

    But why do companies struggle so much to

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  • Usability Metrics: A Better Usability Approach

    We were hiring for a UX/UI senior position at Invesp. Of the 20 resumes we liked, we were only to make 10 phone interviews. Of the 10 interviews, only one made it to a face to face.

    The interviewee came in talking about all the great design and apps he had created. But then we started drilling further asking about some specific usability guidelines this individual follows and he started to stumble. Then we asked; how do you measure the usability of a product you created?

    Complete silence.

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  • How to utilize personas for more effective email marketing

    Editor note: This is a guest post by McKenzie Gregory who is a content writer on the marketing team at Emma.

    Consider these two scenarios:

    Scenario #1: You’re grabbing a cup of coffee on the way to work. You order what you want, pay for it, get your coffee, and go on your way.

    Scenario #2: You’re grabbing a cup of coffee on the way to work. The barista smiles and greets you by name – in fact, he started making your regular order as soon as you walked in. You pay for it (adding a nice tip, of course), get

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  • How to Use the Power of Selective Attention Phenomenon for Higher Conversion Rates

    It’s true.

    Visitors who complete purchases, subscribe to plans, or hire your services, do so because they are laser focused on accomplishing a task to fulfill life and business goals.

    This sharp focus makes visitors see and engage with only limited sections of your page, depending on their goals at each visit.

    Related to unintentional blindness, change blindness, and selective disregard, a phenomenon called selective attention is responsible for this behavior.

    Find out more on this human behavior, how it may affect your site conversion rates, and how to address it to increase conversions.

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  • Usability 101: Designing for A Better User Experience

    When designing an interface or creating a website for the first time, most designers should, but unfortunately don’t always have two primary concerns.

    First, to make the design useful for users; which means create an interface that it is easy and fun to use and doesn’t pose complications.

    The second concern is, meeting the user’s expectations by creating an interface that adds something to their lives and makes it easier.

    Throughout the internet age, there are several success stories of websites and apps dominating the marketplace in spite of the fierce competition.

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  • Usability Testing on a Budget

    The worse thing to do when trying to refine a product, despite its nature, is to ignore the need for testing and rely on guess work under the pretense of scarcity of resources, time limitation, lack of knowledge or whatever your excuse might be.

    Regardless that many think of usability testing as hill climbing, instead of seeing it as a solution, because there is much unknown, and they may lack experience.

    The bottom line is that the data you can attain through usability studies is unmatched. Usability testing uncovers issues, alludes to possibilities, and provides a roadmap for immediate necessary

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    Conversion Optimization

    The Art and Science of Converting Prospects to Customers

    By Khalid Saleh and Ayat Shukairy

    Get a Copy