Conversion

When designing a website, it is easily mistaken for a general mistake and assumes their needs and behaviour on behalf of the user. But what happens when users collectively violate planned behavior by doing things differently than was intended? A perfectly fast page with everything needed does not bring conversions if you forget the human side.

“Legislation” and principles have been created for user interface design to help prevent major stumbling blocks on the website and thereby improve conversion.

Usability principles in the user interface

We are constantly facing websites that have these usability laws more or less.

The size and location of the item will have a significant impact on the time when the target is “reached”. A destination can mean a button, contact, or even a click on the desired page. This effect is called Fitt’s Law .

The duration of the selection increases, the more options are available and how complex they are. Hick’s Law is based on the familiar abundance of alternatives. The length of the selection process increases (or prevents), the more options available and the more complex they are presented.

The general user interface element is the call-to-action (CTA) button. For example, the Simplified Frontpage Phone Number button on the Towing Center is clearly the most important element on the page that the user’s attention is required to take. Fitts and Hick’s laws can be matched to call-to-action by directing the user towards conversion. Conversion Optimization tests can find the best call-to-action ingredients: Which color is most appealing, which text delivers to the user, or whether it is better to place the button on the right or left, or even in the middle as in the case above.

Simple usability is also created by getting used to certain things. In practice, this means that, over time, users have learned to use the most popular websites, and wish or expect consistency from other sites. Jakob’s Law is one of the most essential principles of usability. When we are accustomed to certain things acting and behaving in a certain way, it is difficult to present a new way of replacing the old with the will of the subconscious.

Online shopping has the same pattern for a long time: the shopping cart and login information are located at the top right, and the same categories of women, men, kids, etc. can be found in the store’s navigation.

Innovative and peculiar ideas are a good way to act and important features of design, but you should not reinvent everything. Confused users will leave the site with frustration if they don’t know how to use the site. Fighting subconsciously in the name of artistic freedoms is usually a bad idea!

Curse of the presumption

A great pitfall in user interface design is to assume on behalf of the user what they want from the website and how to achieve this. It is difficult to objectively evaluate a website that is constantly being dealt with. In this case, you should cut the razor blade into the stack and choose the most realistic and proven option.

Occam’s Razor is the principle of usability, according to which hypotheses are chosen with the least assumptions. On the way to the conversion principle, “Well, that’s how it all works,” you get a lot of bends, and quite right. We cannot define perfection, but we can define the requirements of simplicity.

Research

By doing quantitative and qualitative research, you can find the weaknesses found in the user path – or confirm the choices. When we create hypotheses with certain assumptions, it is also important to confirm the outcome. “The user finds a link to a contact page from the drop-down menu” and “The user finds a link to a contact page at the bottom of the page” has two different hypotheses that can be tested and tested well. By testing, we are able to make factual decisions and make changes to the interface without any assumptions.

Neuropsychology is also essential for the pursuit of completeness. It has been studied that on average we are able to deal with seven (+/- 2) things in our work memory. Work Memory is a short-term active memory that captures all of what we have just experienced. This is also reflected in practice in what we react to and can react at the same time.

Too much is not worthwhile!

The usual website has abundance of material, and it may be difficult to cut out the highlighted elements. However, offering abundance is not worthwhile, because the brain simply does not want to deal with too many options. What’s important is that everything you need to find on the site is available, but in providing them to a user who doesn’t feel the site perfectly, you should be careful, as new studies have already indicated that five things would be closer to the magic number.

Google may already search for a more simplified webpage. Conversion Optimisation starts with optimising for web pages. For example, e-commerce can hardly be created with just as simple starting points as Google can do. In this case, research and testing is done to ensure that the page is able to provide everything essential, and that the user path supports conversion in a good way.

Other principles of usability include, for example

• Von Restorff Effect
• Pareto Principle
• Parkinson’s Law
• Serial Position Effect
• Tesler’s Law
• Zeigarnik Effect

Originally born in Germany, the trend in psychology, Gestalt translates from German into Finnish as ‘character’ or ‘form’. In the field of psychology, the most prominent representatives of the Gestalt School were Max Wertheimer, Kurt Koffka and Wolfgang Köhler. The principles of the Gestalt, or figurines, are concerned with how our brains recognise the whole. Whether it was grouping, sketching an unfinished pattern, or a different pattern of small patterns.

Gestalt can be utilised in user interface design as an excellent emphasis on attention, or merely as a function of the subconscious.

Law of Good Shape

Gestalt of the basic principle of even the character itself describes the Law of good shape Law ( Law of prägnanz ) or law of simplicity, refer to the human effort to understand the patterns as regular as possible. We are able to automatically identify a dog from the above image, even if it consists of points of different sizes.

Some of the law is self-evident, with less attention being paid to it. For example, the similarity law ( law of similarity ) serves as the cornerstone of the interpretation site, where the shapes, sizes or colors of similar patterns seen as belonging together. A similar law is again based on the layout of patterns and their grouping. Its proximity to the law ( Law of proximity ) are perceptually the most obvious, but the webpage designing a small space merge practicality search a very important piece of legislation.

Finago’s front page breakdowns work, for example, on this principle, and similar on many other sites. A limit on the number of regions with different colored boxes came used the advantage of regional new law ( law of the common region ), wherein the patterns may be grouped to each other delimited by the edges or color.

Two opposites can create the same results

The mass of shapes can be difficult to identify with each other. At its simplest, at other times, loose characters can be bundled together, even by dragging a line between them. Thus these characters may be interpreted in the same group connectedness Law ( Law of uniform connectedness ), although these would not be any other connecting element.

The lines of Don Rosan Ankan’s family tree, as usually in the family tree, are combined with patterns, in this case with tree branches. We see straight away the lines that are related to each other.

On the contrary, there is no need to combine patterns to understand the end result. Sulkeutuvuuden Law ( Law of closure ) to fill the gaps into a single entity.

Few attention is drawn to the inadequacy of the classic WWF Panda, namely the black and white creature is not drawn. However, few have difficulty distinguishing a clear animal from this picture.

Other common Gestalt character laws include:

• Law of Simplicity
• Law of Symmetry
• Law of Continuity
• Law of Common Fate
• Law of Figure Ground

As it has already become clear at this stage, many principles are purely simple things that happen automatically, which take place subconsciously or consciously. Codes and principles can be called crosses under the names of others, and more ways can be cultivated at the same target type.

Gestalt’s laws are particularly related to human subconsciousness and psychology, by virtue of their ability to perceive and behave. Usability laws are more diverse, more directly related to user interface design, which need to be more consciously focused on.

Each principle or law emphasises each other, and the best user interface is utilised to the fullest extent possible. There are no fully prepared solutions. Conversion Optimisation can affect the development of the user interface by the purpose of the page. The brand of the pages should fit aside, and by blindly observing the principles of usability, you should definitely stay with the brand.

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