How to make useless UI useful
Today we decided to push off the thematic material of Rett Norton, the head of Disruptive Advertising and a former Adobe consultant, and share our own experience in optimizing user interaction with our services.
A couple of other materials on this topic from our blog on Habré:
/ photo by Markus Spiske CC
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In his story, Norton talks about the experience of working with one company, in which everyone was confident that one of the team members was indispensable, and they did not take his colleague seriously. As a result, when the first quit, things went uphill, and the departure of the second was the beginning of problems.
The point here is an incorrect assessment of the value, which applies to sites. If you delete or change something, it will clearly show what value this or that element had before.
That is how he proposes to study the influence of certain elements on the conversion. This approach will allow you to find what seemed indispensable, and see the invisible elements that actually give a tangible effect.
Experience in optimizing user interaction with the services of our IaaS-provider showed that the audience had a need for understanding what was happening “under the hood”. To this end, we began to prepare manuals and share them in a special section on the website - this move reduced the number of customer support calls by almost a third, with a constant increase in the customer base.
Norton, emphasizes the importance of experiments with the "landing" pages. They help to quickly assess the level of conversion when using a particular arrangement of elements.
Norton gives an example of working with the main page. After a series of tests for one of the clients, it turned out that turning off the promo slider in the page header increased the revenue per visitor by 25%. When the navigation block on the left side of the page was turned off, revenue increased by 19%. These two actions increased revenue by $ 2 million per year.
He cites the example of the company SurvivalLife.com, whose site was initially quite minimalistic. However, testing has shown that the more loaded site sells much better . As a result, this discovery led to an increase in sales to $ 1 million per month.
We tried this approach in the same way - on the main page of our site, where we placed the minimalist calculator. It allows you to assess the level of financial costs for the rental of a particular equipment. To use it, you do not need to be an IT specialist.
This decision allowed us to increase the conversion rate by more than 10% - website visitors received a tool that helps to immediately decide whether these services are suitable or not. You do not need to call our office or contact support.
PS A couple of materials about the work of our virtual infrastructure provider:
A couple of other materials on this topic from our blog on Habré:
- Cloud Pricing Philosophy
- How to save on IT infrastructure
- How we developed our DNS manager
- Pre-installation of the control panel and on-the-fly license ordering
/ photo by Markus Spiske CC
')
In his story, Norton talks about the experience of working with one company, in which everyone was confident that one of the team members was indispensable, and they did not take his colleague seriously. As a result, when the first quit, things went uphill, and the departure of the second was the beginning of problems.
The point here is an incorrect assessment of the value, which applies to sites. If you delete or change something, it will clearly show what value this or that element had before.
That is how he proposes to study the influence of certain elements on the conversion. This approach will allow you to find what seemed indispensable, and see the invisible elements that actually give a tangible effect.
Experience in optimizing user interaction with the services of our IaaS-provider showed that the audience had a need for understanding what was happening “under the hood”. To this end, we began to prepare manuals and share them in a special section on the website - this move reduced the number of customer support calls by almost a third, with a constant increase in the customer base.
Norton, emphasizes the importance of experiments with the "landing" pages. They help to quickly assess the level of conversion when using a particular arrangement of elements.
Norton gives an example of working with the main page. After a series of tests for one of the clients, it turned out that turning off the promo slider in the page header increased the revenue per visitor by 25%. When the navigation block on the left side of the page was turned off, revenue increased by 19%. These two actions increased revenue by $ 2 million per year.
He cites the example of the company SurvivalLife.com, whose site was initially quite minimalistic. However, testing has shown that the more loaded site sells much better . As a result, this discovery led to an increase in sales to $ 1 million per month.
We tried this approach in the same way - on the main page of our site, where we placed the minimalist calculator. It allows you to assess the level of financial costs for the rental of a particular equipment. To use it, you do not need to be an IT specialist.
This decision allowed us to increase the conversion rate by more than 10% - website visitors received a tool that helps to immediately decide whether these services are suitable or not. You do not need to call our office or contact support.
PS A couple of materials about the work of our virtual infrastructure provider:
Source: https://habr.com/ru/post/294028/
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