A one column layout will give you more control over your narrative. It should be able to guide your readers in a more predictable way from top to bottom. Whereas a multi column approach runs some additional risk of being distracting to the core purpose of a page. Guide people with a story and a prominent call to action at the end.
一栏式布局可以让你更好地控制叙事。它应能以更可预测的方式从上到下引导读者。而多栏方式则有可能分散注意力，影响页面的核心目的。用故事引导读者，并在结尾处突出行动号召。

A friendly gesture such as providing a customer with a gift can be just that. Deeper underneath however, gifting is also an effective persuasion tactic that is based on the rule of reciprocity. As obvious as it sounds, being nice to someone by offering a small token of appreciation can come back in your favour down the road.
向顾客赠送礼品等友好的举动可能就是这样。然而，在更深层次上，送礼也是一种基于互惠法则的有效说服策略。虽然听起来很明显，但对别人好一点，表示一点谢意，就会在以后的道路上对你有利。

Over the course of time, it's easy to unintentionally create multiple sections, elements and features which all perform the same function. It's basic entropy - things start falling apart over time. Keep an eye out for duplicate functionality labelled in various ways, as it puts a strain on your customers. Often, the more UI fragmentation there is, the higher the learning curve which your customers will have to deal with. Consider refactoring your UI once in a while by merging similar functions together.
随着时间的推移，很容易在无意中创建多个部分、元素和功能，而这些部分、元素和功能都具有相同的功能。这就是基本的熵--随着时间的推移，事物开始分崩离析。请留意以各种方式标注的重复功能，因为这会给客户带来压力。通常，用户界面越分散，客户需要处理的学习曲线就越高。考虑偶尔重构用户界面，将类似的功能合并在一起。

Social proof is another great persuasion tactic directly applicable to increasing conversion rates. Seeing that others are endorsing you and talking about your offering, can be a great way to reinforce a call to action. Try a testimonial or showing data which proves that others are present.
社会证明是直接适用于提高转换率的另一种伟大的说服策略。看到他人认可您并谈论您的产品，是加强行动号召的好方法。试着用推荐信或数据来证明他人的存在。

Repeating your call to action is a strategy that is more applicable to longer pages, or repeating across numerous pages. Surely you don't want to have your offer displayed 10 times all on the same screen and frustrate people. However, long pages are becoming the norm and the idea of squeezing everything "above the fold" is fading. It doesn't hurt to have one soft actionable item at the top, and another prominent one at the bottom. When people reach the bottom, they pause and think what to do next - a potential solid place to make an offer or close a deal.
重复您的行动号召是一种更适用于较长的页面或在多个页面中重复的策略。你肯定不想让你的提议在同一屏幕上显示 10 次，让人感到沮丧。然而，长页面正在成为一种常态，把所有东西都挤在 "折页上方 "的想法正在消失。将一个软性的可操作项目放在顶部，另一个突出的项目放在底部，也不会有什么坏处。当人们到达底部时，他们会停下来思考下一步该怎么做--这可能是提出报价或达成交易的坚实基础。

Visual styling such as color, depth, and contrast may be used as a reliable cue to help people understand the fundamental language of navigating your interface: where am I, and where can I go. In order to communicate this clearly to your users, the styles of your clickable actions (links, buttons), selected elements (chosen items), and plain text should be clearly distinct from one another and then applied consistently across an interface. In the visual example, I've chosen a blue color to suggest anything that can be clicked on, and black as anything that has been selected or indicates where someone is. When applied properly, people will more easily learn and use these cues to navigate your interface. Don't make it harder for people by blurring these three functional styles.
色彩、深度和对比度等视觉样式可以作为一种可靠的提示，帮助人们理解导航界面的基本语言：我在哪里，我可以去哪里。为了向用户清楚地传达这一点，可点击操作（链接、按钮）、选定元素（所选项目）和纯文本的样式应明确区分开来，并在整个界面中一致应用。在可视化示例中，我选择了蓝色来表示任何可以点击的内容，而黑色则表示任何被选中的内容或表示某人所在的位置。如果使用得当，人们会更容易学会并使用这些提示来浏览你的界面。不要混淆这三种功能风格，给人们带来困难。

When showing multiple offers, then an emphasized product suggestion might be a good idea as some people need a little nudge. I believe there are some psychology studies out there which suggest that the more choice there is, then the lower the chances of a decision actually being made and acted upon. In order to combat such analysis paralysis, try emphasizing and highlighting certain options above others.
在展示多个优惠时，强调产品建议可能是个好主意，因为有些人需要一点提示。我相信有一些心理学研究表明，选择越多，做出决定并付诸行动的几率就越低。为了消除这种分析瘫痪，可以尝试强调和突出某些选项，使其优先于其他选项。

Imagine that you just pressed an action button or link. Undos respect the initial human intent by allowing the action to happen smoothly first and foremost. Prompts on the other hand suggest to the user that he or she does not know what they are doing by questioning their intent at all times. I would assume that most of the time human actions are intended and only in small situations are they accidental. The inefficiency and ugliness of prompts is visible when users have to perform actions repeatedly and are prompted numerously over and over - a dehumanizing experience. Consider making your users feel more in control by enabling the ability to undo actions and not asking for confirmation where possible.
想象一下，你刚刚按下了一个操作按钮或链接。撤消操作首先会让操作顺利进行，从而尊重人的初始意图。另一方面，提示则会一直质疑用户的意图，暗示用户不知道自己在做什么。我认为，人类的大部分行为都是有意为之的，只有在少数情况下才会出现意外。当用户不得不重复执行操作并被反复多次提示时，提示的低效和丑陋就显而易见了--这是一种非人化的体验。考虑让用户感觉更有控制感，方法是启用撤销操作的功能，并尽可能不要求用户确认。

Are you targeting everyone or are you precise with your audience? This is a conversion idea where you could be explicit about who exactly your product or service is intended for. By communicating the qualifying criteria of your customers, you might be able to actually connect more with them while at the same time hinting at a feeling of exclusivity. The risk with this strategy of course is that you might be cutting yourself short and restricting potential customers. Then again, transparency builds trust. 
您的目标是所有人，还是精准的受众？这是一个转换思路，你可以明确说明你的产品或服务到底是为谁准备的。通过传达客户的资格标准，您或许能与他们建立更多联系，同时暗示一种独一无二的感觉。当然，这种策略的风险在于，你可能会缩短自己的距离，限制潜在客户。话又说回来，透明才能建立信任。
(Side note: Enjoying the little characters style? Please be sure to check out MicroPersonas.)
(题外话：喜欢小人物风格吗？请务必查看 MicroPersonas）。

You can send your message with uncertainty trembling in your voice, or you can say it with confidence. If you're ending your messaging with question marks, using terms such as "perhaps", "maybe", "interested?" and "want to?", then most likely you have some opportunity to be a bit more authoritative. Who knows, maybe there is a bit more room for telling people what to do next in the world of conversion optimization.
你可以用颤抖的声音发出不确定的信息，也可以充满自信地说出来。如果你在发送信息时用问号结尾，使用 "或许"、"也许"、"感兴趣吗？"和 "想要吗？"等词语，那么你很可能还有机会变得更权威一些。谁知道呢，也许在转化优化的世界里，告诉人们下一步该怎么做的空间更大一些。

Making your calls to action be a bit more prominent and distinguishable in relation to the elements surrounding them, will make your UI stronger. You can easily increase the contrast of your primary calls to action in a number of ways. Using tone, you can make certain elements appear darker vs. lighter. With depth, you can make an item appear closer while the rest of the content looks like it's further (talking drop shadows and gradients here). Finally, you can also pick complementary colors from the color wheel (ex: yellow and violet) to raise contrast even further. Taken together, a higher contrast between your call to action and the rest of the page should be considered.
让你的行动号召相对于周围的元素更加突出和明显，会让你的用户界面更加强大。你可以通过多种方法轻松提高主要行动号召的对比度。使用色调，你可以让某些元素看起来更暗或更亮。利用深度，你可以让某个项目看起来更近，而其他内容看起来更远（这里说的是阴影和渐变）。最后，你还可以从色轮中挑选互补色（如黄色和紫色），进一步提高对比度。总之，应考虑提高行动呼吁与页面其他内容之间的对比度。

Introducing yourself or your product with a name, picture or place of origin is one way to make your communication more personal. Mentioning the country, state or city of origin is surely a very human like beginning. Even if you do so virtually then you just might be perceived as a bit more friendly. Often, stating where your product is being made at also has a pretty good chance of making it feel of slightly higher quality. It's a win win.
用名字、图片或原产地来介绍自己或自己的产品，是使交流更加个性化的一种方式。提及原产地的国家、州或城市无疑是一个非常人性化的开端。即使你是在虚拟的情况下这样做，也会让人觉得你更友好一些。通常情况下，说明产品的生产地也很有可能让人感觉产品的质量更高一些。这是一举两得的好事。

Human beings are inherently resistant to labor intensive tasks and this same idea also applies to filling out form fields. Each field you ask for runs the risk of making your visitors turn around and give up. Not everyone types at the same speed, while typing on mobile devices is still a chore in general. Question if each field is really necessary and remove as many fields as possible. If you really have numerous optional fields, then also consider moving them after form submission on a separate page or state. It's so easy to bloat up your forms, yet fewer fields will convert better.
人类天生就对劳动密集型任务有抵触情绪，这种想法同样适用于填写表格字段。你要求填写的每一个字段都有可能让你的访客转身放弃。并不是每个人的打字速度都一样，而在移动设备上打字一般还是一件麻烦事。质疑每个字段是否真的有必要，并尽可能多地删除字段。如果你真的有很多可选字段，那么也可以考虑在提交表单后将它们移到单独的页面或状态下。表单很容易变得臃肿，但字段越少转化率越高。

Each pull down menu that you use, hides a set of actions within which require effort to be discovered. If those hidden options are central along the path to getting things done by your visitors, then you might wish to consider surfacing them a bit more up front. Try to reserve pull down menus for options that are predictable and don’t require new learning as in sets of date and time references (ex: calendars) or geographic sets. Occasionally pull down menu items can also work for those interfaces that are highly recurring in terms of use - actions that a person will use repeatedly over time (ex: action menus). Be careful of using drop downs for primary items that are on your path to conversion. 
您所使用的每个下拉菜单都隐藏着一系列操作，这些操作需要努力才能发现。如果这些隐藏的选项是访客完成任务的关键，那么你可以考虑将它们放在前面。尽量将下拉菜单留给那些可预测的、不需要重新学习的选项，如日期和时间参考集（如日历）或地理集。偶尔，下拉菜单项目也可以用于那些重复使用频率较高的界面--用户会在一段时间内重复使用的操作（例如：操作菜单）。在使用下拉菜单时要注意，不要将其用于转换路径中的主要项目。

A false bottom is a conversion killer. Yes, scrolling long pages are great, but be careful of giving your visitors a sense that the page has come to an end somewhere in between sections where it really hasn't. If your pages will scroll, try to establish a visual pattern or rhythm that the user can learn and rely on to read further down. Secondarily, be careful of big gaps in around the areas of where the fold can appear (of course I’m referring to a area range here with so many device sizes out there).
虚假底部是转化的杀手。是的，滚动式的长页面很不错，但要注意不要让访问者感觉页面在某些部分之间已经结束，而实际上并没有。如果你的页面需要滚动，请尝试建立一种视觉模式或节奏，让用户学会并依赖这种模式或节奏继续往下阅读。其次，要注意折叠区域的周围不要出现大的空隙（当然，我这里指的是一个区域范围，因为有这么多的设备尺寸）。

It’s easy to create a page with lots of links going left and right in the hope of meeting as many customer needs as possible. If however you’re creating a narrative page which is building on towards a specific call to action at the bottom, then think twice. Be aware that any link above the primary CTA runs the risk of taking your customers away from what you’ve been hoping them to do. Keep an eye out on the number of links on your pages and possibly balance discovery style pages (a bit heavier on the links) with tunnel style pages (with fewer links and higher conversions). Removing extraneous links can be a sure way to increase someone’s chances of reaching that important button.
创建一个页面，在页面左右两侧设置大量链接，希望尽可能多地满足客户需求，这样做很容易。然而，如果您创建的是一个叙事性页面，在页面底部有一个特定的行动呼吁，那么请三思而后行。请注意，主 CTA 以上的任何链接都有可能将客户从您希望他们做的事情上引开。留意页面上的链接数量，在发现式页面（链接较多）和隧道式页面（链接较少，转化率较高）之间取得平衡。删除无关链接是增加用户点击重要按钮机会的可靠方法。

In any user interface we quite often show elements which can have different states. Emails can be read or unread, invoices can be paid or not, etc. Informing users about the particular state in which an item is in, is a good way of providing feedback. Interface states can help people understand whether or not their past actions have been successfully carried out, as well as whether an action should be taken.
在任何用户界面中，我们经常会显示一些可以有不同状态的元素。电子邮件可以是已读或未读，发票可以是已付或未付，等等。告知用户某个项目所处的特定状态，是一种很好的反馈方式。界面状态可以帮助用户了解他们过去的操作是否已成功执行，以及是否应采取某项行动。

Imagine two simple buttons displayed on a page. One button tells you that it will “Save You Money”, while the other one asks you to “Sign Up”. I’d place my bets that the first one might have a higher chance of being acted on, as a sign up on it’s own has no inherent value. Instead, a sign up process takes effort and is often associated with lengthy forms of some sort. The hypothesis set here is that buttons which reinforce a benefit might lead to higher conversions. Alternatively, the benefit can also be placed closely to where the action button is in order to remind people why they are about to take that action. Surely, there is still room for task based actions buttons, but those can be reserved for interface areas that require less convincing and are more recurring in use.
想象一下页面上显示的两个简单按钮。一个按钮告诉你它将 "为你省钱"，而另一个按钮则要求你 "注册"。我敢打赌，第一个按钮被点击的几率会更高，因为注册本身没有任何内在价值。相反，注册过程需要花费精力，而且往往与某种冗长的表格有关。这里提出的假设是，强化优点的按钮可能会带来更高的转化率。另外，也可以将好处放在行动按钮的附近，以提醒人们为什么要采取这一行动。当然，基于任务的操作按钮仍有存在的空间，但这些按钮可以保留在不太需要说服且经常使用的界面区域。

Occasionally it makes sense to allow certain UI elements to be acted upon directly as opposed to listing unassociated generic actions. When displaying lists of data for example, we typically want to allow the user to do something with the items in the list. Clicking on, or hovering over an item in this list can be used to express that a particular item is to be manipulated (deleted, renamed, etc.). Another example of common direct manipulation would be clicking on a data item (say a text based address) which then turns into an editable field. Enabling such interactions cuts through the number of required steps, compared to if the same task was started more generally without the context of the item - since selection is already taken care of. Do keep in mind of course that for generic item-agnostic actions, there is nothing wrong with contextless menus.
在某些情况下，允许直接对某些用户界面元素进行操作而不是列出无关联的通用操作是很有意义的。例如，在显示数据列表时，我们通常希望允许用户对列表中的项目进行操作。点击或悬停在列表中的某个项目上，可以表示要对某个项目进行操作（删除、重命名等）。另一个常见的直接操作示例是点击数据项（例如基于文本的地址），然后将其转化为可编辑字段。与在没有项目上下文的情况下启动相同任务相比，启用这种交互方式可以减少所需步骤的数量，因为选择已经得到了处理。当然，请记住，对于与项目无关的通用操作，无上下文菜单也没有任何问题。

When creating landing pages that convey value, it can be beneficial to show the actual form fields on the conversion page itself. Merging the sign up form with the landing page comes with a number of benefits in comparison to creating separate multi-page sign ups. First, we are cutting out extra steps from the flow in general and the task at hand takes less time. Secondly, by showing the number of form fields right there, we are also providing the customer with a sense of how long the sign up actually is. This of course is a little easier when our forms are shorter in the first place (which of course they should be if possible).
在创建传递价值的着陆页时，在转换页面上显示实际的表单字段会很有益处。与创建单独的多页面注册相比，将注册表单与着陆页面合并有很多好处。首先，我们减少了流程中的额外步骤，手头工作所需的时间也更少。其次，通过在页面上显示表单字段的数量，我们还能让客户了解注册的实际时间。当然，如果我们的表单本来就比较短（当然，如果可能的话，表单也应该比较短），这一点就会更容易一些。

Interface elements often appear, hide, move, shift, and resize as users do their thing. As elements respond to our interactions, it sometimes is a little easier to comprehend what just happened when we sprinkle in the element of time. A built in intentional delay in the form of an animation or transition, respects cognition and gives people the required time to understand a change in size or position. Keep in mind of course that as we start increasing the duration of such transitions beyond 0.5 seconds, there will be situations where people might start feeling the pain. For those who just wish to get things done quickly, too long of a delay of course can be a burden.
界面元素经常会随着用户的操作而出现、隐藏、移动、移动和调整大小。当元素对我们的交互做出反应时，如果我们加入时间元素，有时会更容易理解刚刚发生了什么。以动画或过渡的形式内置有意延迟，可以尊重人们的认知，让他们有足够的时间理解尺寸或位置的变化。当然，请记住，当我们开始将这种过渡的持续时间增加到 0.5 秒以上时，人们可能会开始感觉到痛苦。对于那些只想快速完成工作的人来说，过长的延迟当然会成为一种负担。

Instead of asking visitors to sign up immediately, why not ask them to first perform a task through which something of value is demonstrated. During such initial interactions the product can both show off its benefits, as well as can lend itself to personalization. Once users begin to see your product’s value and see how they can make it their own, they will then be more open to sharing with you additional information. Gradual engagement is really a way to postpone the sign up process as much as possible and still allow users to use and customize your application or product.
与其要求访客立即注册，为什么不要求他们先执行一项任务，从而展示一些有价值的东西呢？在最初的互动中，产品既能展示其优势，又能实现个性化。一旦用户开始认识到产品的价值，并了解如何将其变成自己的产品，他们就会更愿意与你分享更多信息。渐进式参与实际上是一种尽可能推迟注册过程的方法，同时还能让用户使用和定制你的应用程序或产品。

Borders compete for attention with real content. Attention of course is a precious resource since we can only grasp so much at any given time. Surely borders can be used to define a space very clearly and precisely, but they also do cost us cognitive energy as they are perceived as explicit lines. In order to define relationships between screen elements which use less attention, elements can also be just grouped together through proximity, be aligned, have distinct backgrounds, or even just share a similar typographic style. When working in abstract UI tools, it’s easy to drop a bunch of boxes everywhere. Boxes however come with a false sense of being immune from the order and unity which governs the rest of the screen. Hence pages with lots of boxes sometimes may tend to look noisy or misaligned. Sometimes it is helpful to throw in a line here and there, but do consider alternative ways of defining visual relationships that are less taxing to attention and your content will come through.
边界与真正的内容争夺注意力。注意力当然是一种宝贵的资源，因为我们在任何时候都只能掌握这么多东西。当然，边框可以用来非常清晰和准确地定义空间，但也会耗费我们的认知能量，因为它们被视为明确的线条。为了定义屏幕元素之间的关系，也可以通过邻近度、对齐、不同的背景，甚至只是共享类似的排版风格，来减少注意力的消耗。在使用抽象的用户界面工具时，很容易把一堆方框丢得到处都是。然而，方框会让人产生一种错觉，以为它们不受屏幕其他部分的秩序和统一性的影响。因此，带有大量方框的页面有时会显得嘈杂或错位。有时，在这里或那里添加一条线是有帮助的，但一定要考虑用其他方法来定义视觉关系，这样对注意力的影响较小，而且内容也会很清晰。

I think this is Marketing 101. People tend to care less about features than they do about benefits. Benefits carry with them more clearly defined value. Chris Guillebeau in "The $100 Startup" writes that people really care about having more of: Love, Money, Acceptance and Free Time, while at the same time wishing for less Stress, Conflict, Hassle and Uncertainty. When showing features, and I do believe that there is still room for them occasionally, be sure to tie them back to benefits where possible.
我认为这是营销 101。人们对功能的关注往往少于对优势的关注。利益具有更明确的价值。Chris Guillebeau 在《100 美元创业公司》一书中写道，人们真正关心的是拥有更多的东西：爱、金钱、认可和自由时间，同时希望减少压力、冲突、麻烦和不确定性。在展示功能时，我相信偶尔还是有空间的，但一定要尽可能将它们与好处联系起来。

There are cases when you will have 0, 1, 10, 100, or 10,000+ data results which might need to be displayed somehow in various ways. The most common of these scenarios is probably the transition from first time use with zero data towards future use with a lot more data. We often forget to design for this initial case when there is still nothing to display whatsoever, and by doing so we run the risk of neglecting users. A zero data world is a cold place. When first time users look at your app and all it does is show a blank slate without any guidance then you’re probably missing out on an opportunity. Zero data states are perfect candidates for getting users across the initial hurdle of learning by showing them what to do next. Good things scale and user interfaces are no exception.
在某些情况下，您可能需要以各种方式显示 0、1、10、100 或 10,000+ 个数据结果。这些情况中最常见的可能是从首次使用时的零数据向未来使用时的更多数据过渡。我们经常会忘记为这种初始情况进行设计，因为在这种情况下还没有任何东西需要显示，而这样做就有可能忽视用户。零数据的世界是冰冷的。当用户第一次看到你的应用程序时，它只会显示一片空白，没有任何指引，那么你很可能会错失良机。零数据状态是通过向用户展示下一步该做什么来帮助他们跨越最初学习障碍的最佳选择。好的东西都是会扩展的，用户界面也不例外。

An opt-out strategy implies that users or customers are defaulted to take part in something without having to take any action. Alternatively, there is also the more traditional opt-in strategy that requires people to first take an action in order to take part in or receive something. There are two good reasons why opt-out works better than opt-in. First it alleviates resistance on the path of action, as the user does not have to do anything. Secondly, it’s also a form of recommendation which implies some kind of a norm - “since everyone else takes this as it is, I might also do the same”. Of course the opt-out strategy is often perceived as controversial as there are those sleazy marketers which will abuse it. One such evil is to diminish the readability of the opt-out text, while another is to use confusing text, such as double negatives. Both examples will result in users being less aware of actually signing up for something. Hence to keep the ethics in check, if you do decide to go with an opt-out approach, do make it very clear and understandable to your customers what they are being defaulted into. After all, this tactic has also been used in Europe to save lives.
选择退出策略意味着用户或客户无需采取任何行动，就会被默认参与某项活动。另外，还有一种更传统的选择进入策略，要求人们首先采取行动，才能参与或接收某些信息。选择退出比选择进入更有效的原因有两个。首先，它减轻了行动路径上的阻力，因为用户无需做任何事情。其次，它也是一种推荐形式，意味着某种规范--"既然其他人都这样做，我也可以这样做"。当然，"退出 "策略常常被认为是有争议的，因为有些卑鄙的营销者会滥用这种策略。其中一种恶行是降低 "退出 "文本的可读性，另一种恶行是使用令人困惑的文本，如双重否定。这两个例子都会导致用户不知道自己是否真的注册了。因此，为了保持道德规范，如果你决定采用选择退出的方式，一定要让客户非常清楚和明白他们被默认的是什么。毕竟，这种策略在欧洲也被用来拯救生命。

Striving for consistency in user interface design is probably one of the most well known principles since Donald Norman’s awesome books. Having a more consistent UI or interaction is simply a great way to decrease the amount of learning someone has to go through as they use an interface or product. As we press buttons and shift sliders, we learn to expect these interaction elements to look, behave and be found in the same way repeatedly. Consistency solidifies the way we learn to interact and as soon as it is taken away, we are then forced back into learning mode all over again. Consistent interfaces can be achieved through a wide possible range of things such as: colors, directions, behaviors, positioning, size, shape, labelling and language. Before we make everything consistent however, please let’s bear in mind that keeping things inconsistent still has value. Inconsistent elements or behaviors come out into attention from the depths of our habitual subconscious - which can be a good thing when you want to have things get noticed. Try it, but know when to break it.
追求用户界面设计的一致性可能是自唐纳德-诺曼（Donald Norman）那本书以来最广为人知的原则之一。拥有更加一致的用户界面或交互方式是减少用户在使用界面或产品时的学习量的好方法。当我们按下按钮、移动滑块时，我们就学会了期待这些交互元素以同样的方式重复出现、表现和被发现。一致性巩固了我们学习交互的方式，一旦失去一致性，我们就会被迫重新进入学习模式。一致的界面可以通过多种方式实现，例如：颜色、方向、行为、定位、大小、形状、标签和语言。不过，在我们让所有东西都保持一致之前，请记住，保持不一致仍然是有价值的。不一致的元素或行为会从我们习惯性的潜意识深处引起注意--当你想让事物引起注意时，这可能是件好事。试一试，但要知道什么时候该打破它。

Using smart defaults or pre-filling form fields with educated guesses removes the amount of work users have to do. This is a common technique for helping users move through forms faster by being respectful of their limited time. One of the worst things from an experience and conversion stand point is to ask people for data that they have already provided in the past, repeatedly over and over again. Try to display fields that are preloaded with values to be validated as opposed to asking for values to be retyped each time. The less work, the better.
使用智能默认设置或通过有根据的猜测预填表单字段，可以减少用户的工作量。这是一种尊重用户有限时间，帮助他们更快完成表单的常用技术。从体验和转换的角度来看，最糟糕的事情之一就是反复要求用户提供他们过去已经提供过的数据。尽量显示预加载了验证值的字段，而不是每次都要求重新输入值。工作量越少越好。

Convention is the big brother of consistency. If we keep things similar across an interface, people won’t have to obviously struggle as hard. If on the other hand, we all keep things as similar as possible across multiple interfaces, that decreases the learning curve even further. With the help of established UI conventions we learn to close screen windows in the upper right hand corner (more often than not), or expect a certain look from our settings icons. Of course there will be times when a convention no longer serves purpose and gives way to a newer pattern. When breaking away, do make sure it’s purposefully thought out and with good intention.
惯例是一致性的大哥大。如果我们能在一个界面上保持相似，人们显然就不用那么费劲了。另一方面，如果我们在多个界面中都尽可能保持相似，那么学习曲线就会进一步降低。在既定用户界面惯例的帮助下，我们学会了在右上角关闭屏幕窗口（更多时候是这样），或者对设置图标的外观有了一定的预期。当然，有时约定俗成的习惯已不再适用，而会让位于更新的模式。在打破常规时，请务必经过深思熟虑，并怀有良好的愿望。

We like to win, but we hate to lose. According to the rules of persuasive psychology, we are more likely to prefer avoiding losses than to acquiring gains. This can be applied to how product offerings are framed and communicated. By underlying that a product is protective of a customer’s existing well-being, wealth or social status, such strategy might be more effective than trying to provide a customer with something additional which they don’t already have. Do insurance companies sell the payout that can be gained after the accident or the protection of the things we hold dear to us?
我们喜欢赢，但讨厌输。根据说服心理学的规则，我们更倾向于避免损失，而不是获取收益。这也适用于产品的框架和传播方式。通过暗示产品是对客户现有福祉、财富或社会地位的保护，这种策略可能比试图为客户提供他们尚未拥有的额外东西更有效。保险公司销售的是事故发生后的赔付，还是对我们珍视的东西的保护？

A good visual hierarchy can be used to separate out your important elements from the less important ones. A visual hierarchy results from varying such things as alignment, proximity, colour, tone, indentation, font size, element size, padding, spacing, etc. When these visual language elements are applied correctly, they can work together to direct and pause people’s attention within a page - improving general readability. A visual hierarchy can be said to generate friction and slows us down from skimming through the full page top to bottom - for the better that is. With a good visual hierarchy, although we might spend a bit more time on the page, the end result should be that we register more items and characteristics. Think of it as as road trip. You can take the highway and get to your destination quicker (bottom of page), or you can take the scenic route and remember more interesting things along the way. Give the eye a place to stop.
良好的视觉层次结构可用于将重要元素与次要元素区分开来。对齐方式、远近、颜色、色调、缩进、字体大小、元素大小、衬垫、间距等的不同都会产生视觉层次。如果这些视觉语言元素运用得当，它们就能在页面中共同引导和暂停人们的注意力，从而提高整体的可读性。可以说，视觉层次结构会产生摩擦力，减缓我们从上到下浏览整个页面的速度--这样会更好。有了良好的视觉层次结构，虽然我们可能会在页面上花费更多的时间，但最终的结果应该是我们记住了更多的项目和特征。就像公路旅行一样。你可以走高速公路，更快到达目的地（页面底部），也可以走风景路线，沿途记住更多有趣的东西。给眼睛一个停留的地方。

Grouping related items together is a basic way of increasing fundamental usability. Most of us tend to know that a knife and a fork, or open and save functions can typically be found more or less together. Related items are just meant to be placed in proximity of each other in order to respect a degree of logic and lower overall cognitive friction. Wasting time looking for stuff usually isn't fun for people.
将相关项目分组是提高基本可用性的基本方法。我们大多数人都知道，刀子和叉子、打开和保存功能通常或多或少会放在一起。相关项目就是要放在一起，以尊重一定程度的逻辑性，降低整体认知摩擦。浪费时间找东西通常不会给人带来乐趣。

When dealing with forms and errors, it’s usually better to try to detect if something isn’t correct and show it sooner rather than later. The famous interaction pattern highlighted here of course is inline validation. By showing an error message as it happens (say to the right of the input field), it can be corrected right then and there as it appears in context. On the other hand, when error messages are displayed later on (say after a submit), it forces people to do some additional cognitive work of having to recall what they were doing from a few steps back.
在处理表单和错误时，通常最好能检测到不正确的地方，并尽早显示出来。这里强调的著名交互模式当然是内联验证。通过在发生错误时显示错误信息（例如在输入字段的右侧），可以在上下文中出现错误时立即更正。另一方面，如果错误信息在稍后才显示（例如在提交之后），就会迫使用户进行额外的认知工作，即必须回忆起他们在几步之前所做的事情。

Being more forgiving in terms of user entered data, computers can move one step closer towards becoming a bit more humane. Forgiving inputs anticipates and understands a variety of data formats and thereby makes your UI more friendly. A perfect example of this is when we ask people for a phone number which can be entered in so many different ways - with brackets, extensions, dashes, area codes, and on. Have your code work a bit harder so that your users won’t have to.
如果能对用户输入的数据更加宽容，计算机就能朝着更加人性化的方向更进一步。宽容的输入可以预见并理解各种数据格式，从而使用户界面更加友好。一个很好的例子是，当我们要求人们输入电话号码时，可以有多种不同的输入方式--括号、分机号、破折号、区号等等。让你的代码工作得更努力一些，这样你的用户就不必再费力了。

Urgency is a persuasion tactic which can be applied in order to make people act now rather than later (or possibly never). It works because it often implies some degree of scarcity, as the thing which is available now might not be available tomorrow. It also works because it touches upon loss aversion in the same way - as we don’t like losing out on opportunities. Urgency might also be one of those strategies that some look down upon as a pushy and dirty way of getting people to act. Nevertheless it’s available as a strategy to use and as long as it’s honest it’s valid. Be careful of creating a false sense of urgency, since when your audience calls you on it, it will backfire.
紧迫性是一种说服策略，可以用来促使人们现在就采取行动，而不是以后（或者可能永远不会）。它之所以有效，是因为它通常意味着某种程度的稀缺性，因为现在能买到的东西明天可能就买不到了。它之所以有效，还因为它以同样的方式触及了损失厌恶--因为我们不喜欢失去机会。紧迫性可能也是被一些人看不起的策略之一，认为它是一种催促人们行动的卑劣手段。尽管如此，它仍然是一种可以使用的策略，只要它是诚实的，就是有效的。要小心制造虚假的紧迫感，因为当你的受众要求你这样做时，就会适得其反。

When there is less of anything, we tend to value it more. Scarcity suggests there was once more of something, today there is less of it, and tomorrow it might shrink yet even further. Think of a wholesale store vs. a boutique one and then look at how their pricing often compares. Then think back to the wholesaler and notice one scarcity strategy that they apply nevertheless, in light of having a wider product offering. Some wholesalers or mega retailers will actually do limited products that are only available until they are bought out, without replenishing the supply. In software, we often forget about scarcity because more often than not, bits and bytes can be so easily duplicated and there is so much abundance with the help of copy-paste. Nevertheless, in the world of UI, scarcity can still be used to show limits or bottlenecks that relate to the real world. Think of the limits behind the number of tickets you can sell to a webinar, the number of clients you can service in a month, or the number physical products you might have before the next batch is produced. All these things can be shown to the user to evoke action while being more informed. Think supply and demand. Think less is more.
当任何事物减少时，我们往往会更加珍视它。稀缺性表明，以前有更多的东西，今天少了，明天可能还会更少。想想批发店和精品店，再看看它们的定价通常是如何比较的。然后再回过头来想想批发商，注意他们在提供更多产品的情况下仍然采用的一种稀缺性策略。有些批发商或大型零售商实际上会限量供应产品，直到产品被抢购一空，而不补充货源。在软件领域，我们经常会忘记稀缺性，因为比特和字节往往可以很容易地复制，而且在复制粘贴的帮助下，我们可以获得很多东西。然而，在用户界面的世界里，稀缺性仍然可以用来显示与现实世界相关的限制或瓶颈。想想你能卖出的网络研讨会门票数量、一个月内能服务的客户数量，或者在下一批产品生产之前你可能拥有的实物产品数量背后的限制。所有这些都可以展示给用户，让他们在了解更多信息的同时唤起行动。考虑供求关系。少即是多。

This is a classic principle of design tied strongly to psychology which suggests that it is easier to recognize something existing, as opposed to having to recall it purely from one’s own memory. Recognition relies on some kind of cues or hints which help us by touching our past experience. Recall requires us to probe the depths of our memory all on our own. This might be the reason why sometimes multiple choice questions on exams can be faster to complete than open ended ones. Consider giving users the ability to recognize items which they have been exposed to before, instead of expecting them to remember everything on their own.
这是一条与心理学密切相关的经典设计原则，它表明，与纯粹从自己的记忆中回忆相比，我们更容易辨认出已有的事物。识别依赖于某种线索或提示，它们通过触动我们过去的经验来帮助我们。而回忆则需要我们自己去探究记忆的深处。这也许就是为什么有时考试中的选择题比开放题更快完成的原因。考虑让用户有能力识别他们以前接触过的项目，而不是指望他们自己记住所有东西。

Links, forms and buttons can all be made easier to click on if their size is increased. According to Fitt’s Law, we need more time to click on something with a pointing device, the further away it is and/or smaller it is. For this very reason, do consider increasing your form fields, calls to action, and links. Alternatively, it's also possible to keep the visual element looking as is, but instead only increasing its hotspot or clickable area. A popular example of this are text links on mobile devices or within navigation menus, that are stretched with padding.
如果加大链接、表单和按钮的尺寸，它们就会更容易被点击。根据菲特定律，使用指向设备点击距离越远和/或越小的东西，我们需要更多的时间。因此，请考虑增加表单字段、行动号召和链接的大小。另外，也可以保持视觉元素的原貌，只是增加其热点或可点击区域。移动设备上或导航菜单中的文本链接就是一个很好的例子，这些链接通过填充进行了拉伸。

Speed matters. Be it how quickly a screen loads initially, or how fast it responds to a user action can both affect whether people will wait or not. It has been identified that time affects conversion rates. Hence one tactic is to decrease the load times of our screens technically by optimizing code and images. Another tactic is to decrease the perception of load times by applying some psychology. Two tricks can be applied in order to make people feel like they aren't waiting for so long. Showing progress bars which set expectations is one. Keeping users occupied while something is loading, is another (think walking to the conveyor belt a bit longer instead of standing beside it and tapping your foot).
速度很重要。无论是最初加载屏幕的速度，还是响应用户操作的速度，都会影响人们是否愿意等待。人们已经发现，时间会影响转化率。因此，一种策略是通过优化代码和图像，从技术上缩短屏幕加载时间。另一种策略是通过心理学来减少人们对加载时间的感知。有两种方法可以让人们感觉没有等太久。一是显示进度条，设定期望值。另一种方法是在加载过程中让用户有事可做（想想在传送带旁多走一会儿，而不是站在传送带旁敲打你的脚）。

When you have a high use product, it’s always good to consider those advanced users who keep coming back and spend much time with your application. People will often seek ways which allow them to perform repetitive task quicker and keyboard shortcuts are one such way of providing this. Hot keys, once remembered, can speed up task performance over point and click graphical user interfaces dramatically. One example of this is the use of the J and K hot keys for next and previous which have been popularize by applications such as Gmail, Google Reader (now history), Twitter and Tumblr. Buttons aren’t bad, but they can be complemented with shortcuts for those fast fingers.
当你拥有一款高使用率的产品时，最好能考虑到那些经常使用你的应用程序并花费大量时间的高级用户。人们通常会寻求能让他们更快完成重复任务的方法，而键盘快捷键就是提供这种方法的一种。热键一旦被记住，就能比点击式图形用户界面更快地完成任务。这方面的一个例子是，Gmail、Google Reader（现在已成为历史）、Twitter 和 Tumblr 等应用软件都流行使用 J 和 K 热键表示下一步和上一步。按钮并非不好，但可以为那些手指灵活的用户提供快捷键作为补充。

There is more motivation for getting things done the closer we are to completion. For this reason, some companies give away prestamped coffee cards. Or in the virtual world, others reward the signup process as a completed item on the list of things to do. Stephen Anderson labeled this similar pattern as Set Completion in his Mental Notes, while more formally, it can be also referred to as the Goal Gradient Effect. Either way, do make people progress or feel like they are progressing sooner rather than later.
越是临近完成，就越有动力把事情做好。因此，一些公司会赠送印有预印记的咖啡卡。或者在虚拟世界中，有些公司会将注册过程作为待办事项清单上的一个已完成项目给予奖励。斯蒂芬-安德森（Stephen Anderson）在他的《心理笔记》中将这种类似的模式称为 "设定完成"（Set Completion），而更正式的说法是 "目标梯度效应"（Goal Gradient Effect）。无论哪种方式，都要让人们尽早取得进步或感觉自己正在取得进步。

Progressive Disclosure protects the user from too much irrelevant information. It's a pattern which only shows information gradually if it makes sense to do so - often in the context of forms. Typically, progressive disclosure's gradual unveiling is also accompanied by some form of inline expansion or slide out animation. If too many fields increase effort and scare people away, then this is another tactic of avoiding having to enter unnecessary fields. Only show/ask for what is relevant to the situation at hand.
渐进式披露可以保护用户免受过多无关信息的影响。只有在合理的情况下，这种模式才会逐步显示信息--通常是在表单的背景下。通常情况下，渐进式披露的逐步揭示还伴随着某种形式的内联扩展或滑出动画。如果过多的字段会增加工作量并吓跑用户，那么这也是避免输入不必要字段的另一种策略。只显示/询问与当前情况相关的内容。

Ask people to start off with a smaller upfront commitment followed by some larger ones down the road. Big commitments can scare people off. Borrowing from Robert Cialdini’s work, using commitment is a powerful persuasion strategy which taps into people’s desire to be seen as having a consistent self image. That quest for consistency suggests that generally people can climb a series of smaller and connected actions more easily than one larger one. An application stemming from this is known as the foot in the door technique which works by “getting a small 'yes' and then getting an even bigger 'yes.'”. One example of this would be a dating site that is asking people to just look around, followed by an introduction task, followed by a couple ideas for a date, etc. This is opposite of course to asking the same users to lock into a marriage right away (nothing wrong with getting married). :) In the context of pricing, another example can be seen when we ask customers to pay a series of monthly fees instead of an annual one. A related tactic of lowering upfront commitment might also show a “no contract” messaging in order to make customers feel that they can leave anytime which further decreases the barrier to entry.
要求人们先做出较小的前期承诺，然后再做出一些较大的承诺。大的承诺会吓跑人们。借用罗伯特-西亚迪尼的著作，承诺是一种强大的说服策略，它利用了人们希望被视为具有一致的自我形象的愿望。对一致性的追求表明，一般情况下，人们更容易攀登一系列小而关联的行动，而不是一个大的行动。由此产生的一种应用被称为 "门前脚步技巧"，其原理是 "先得到一个小的'是'，然后得到一个更大的'是'"。其中一个例子是，交友网站要求人们只是随便看看，然后是介绍任务，接着是约会的几个想法等。当然，这与要求同样的用户立即锁定婚姻是相反的（结婚没有错）。在定价方面，另一个例子是我们要求客户按月支付一系列费用，而不是按年支付。与此相关的一种降低前期承诺的策略也可能是 "无合同 "信息，让客户觉得他们可以随时离开，从而进一步降低进入门槛。

The modal window or dialog box is an attention hog, like it or not. Grabbing someone’s attention can be a good thing, but modal windows often come with some nasty problems. First of all, modal windows can block users from performing other functions or referencing information from behind the modal. They can also be difficult to get out of for some users. Dialog boxes are also at fault for often halting the computer from completing given work which can be irritating if the user is away. Finally, modals may frustrate with interruption if someone is deep in their task and not ready to take other actions. Why not consider more subtle inline or slide out methods which might be less obtrusive and can equally capture people’s attention?
不管你喜不喜欢，模式窗口或对话框都会吸引人的注意力。吸引别人的注意力可能是件好事，但模式窗口往往会带来一些令人讨厌的问题。首先，模式窗口会阻碍用户执行其他功能或从模式窗口后面获取信息。对于某些用户来说，模式窗口也很难摆脱。对话框还经常导致计算机无法完成给定的工作，如果用户不在，就会很恼火。最后，如果用户正专注于自己的工作，还没准备好采取其他行动，模式框可能会因中断而令人沮丧。为什么不考虑采用更微妙的内嵌或滑出方式，这样可能不那么碍眼，而且同样能吸引人们的注意力呢？

Simplicity is often valued in design as it somewhat correlates with ease of use. Too much clutter may burn through our limited attention pools and the more parts there are, the more room for usability issues to creep up. One way for the user interface to achieve the same with less is to make UI controls more multifunctional. That is, you take one control and you squeeze two or more functions into it. As one example, we can combine a search input field with a filtering mechanism that affects a list below right as you type. This removes the need for additional filters. We can also combine a ranking display with a rating onhover function to further avoid additional parts. Multifunctionalism isn’t all that golden though. Although it simplifies, it does so at the cost of discoverability. Functions which are less visible up front run the risk of not being found. It’s therefore probably better to reserve the multifunctional approach for repeat visitors which can deal with a slightly higher learning curve. Also, use it wisely and don’t over do it.
在设计中，简洁性往往受到重视，因为它在某种程度上与易用性相关。过多的杂乱无章可能会消耗我们有限的注意力，而且部分越多，可用性问题就越容易出现。用户界面要想达到事半功倍的效果，方法之一就是让用户界面控件更加多功能化。也就是说，在一个控件中加入两个或更多的功能。举例来说，我们可以将搜索输入框与过滤机制结合起来，在输入的同时影响下方的列表。这样就不需要额外的过滤器了。我们还可以将排名显示与评级上移功能结合起来，从而进一步避免额外的部分。不过，多功能主义也不是万能的。虽然它简化了功能，但却以降低可发现性为代价。前期不太显眼的功能有可能无法被发现。因此，最好还是将多功能方法留给那些可以应付稍高学习曲线的回头客。此外，要明智使用，不要过度使用。

Icons can be wide open to interpretation and combining them with words can remove some of the ambiguity. Take a down arrow icon for example. Does it mean to move something down, lower its priority, or download? Or does an “x” icon mean to delete, disable, or close? The problem becomes larger for light use interfaces where there isn’t much time for the person to learn the meaning of the icons. To make the icons more understandable, they can be augmented with textual labels. If space is truly an issue, some user interfaces compromise by showing all of their icon labels on a single hover (less painful than having to hover on each individual icon).
图标可以有多种解释，将它们与文字结合起来可以消除一些歧义。以向下箭头图标为例。它是指向下移动、降低优先级还是下载？还是 "x "图标表示删除、禁用或关闭？对于没有太多时间让用户了解图标含义的轻度使用界面来说，问题就变得更大了。为了让图标更容易理解，可以用文字标签来补充。如果空间确实是个问题，有些用户界面会在一次悬停中显示所有图标标签（比在每个图标上悬停省事）。

Natural language is a more informal and conversational interaction style than just short, strict and formal words. This style is often associated with computers being able to understand (or seem like they understand) humans better, forgive where necessary, and vice versa. The expectation is two fold. First, a person types in a phrase which the computer would ideally comprehend the full meaning of. Second, the responses by the computer are also more conversational and friendly in return. Although we might not be fully there yet with the first part, there are some basic and promising examples such as: searching for “toronto weather” in Google, Ubiquity for Firefox and Siri commands. As for interfaces which display their messages as conversations there are some hints that they might convert just a bit better (some more testing required).
与简短、严格和正式的词语相比，自然语言是一种更加非正式和对话式的交互风格。这种风格通常与计算机能够更好地理解（或看起来更理解）人类有关，在必要时给予原谅，反之亦然。这种期望有两个方面。首先，人输入一个短语，计算机最好能理解其全部含义。其次，计算机的回应也会更加会话和友好。虽然我们可能还没有完全做到第一点，但已经有了一些基本而有前景的例子，例如：在谷歌中搜索 "多伦多天气"、火狐浏览器的 Ubiquity 和 Siri 命令。至于以对话形式显示信息的界面，有迹象表明它们的转换效果可能会更好一些（需要进行更多测试）。

Stirring curiosity is a conversion tactic which tries to drive up desire for something by providing a bit of teasing information. It could be a sample chapter, a demo, a trial, or some free genuine content which leads up to a call to action sounding like “in order to see the rest, do XYZ”. Teasing your users, customers and/or leads with samples and hooks is a good way for people to want to continue on the path of action. As obvious as it sounds, another sure shot way to fail at stirring curiosity (aside of not having it at all in the first place) is of course by providing the complete range of information or offering upfront. Perhaps giving people a full trial, or all of X out of Y before they are customers, isn’t the best way to motivate them. Keep them hungry for more - at least for a bit. :)
激起好奇心是一种转换策略，它试图通过提供一些挑逗性的信息来激发人们对某些事物的欲望。它可以是一个样本章节、一个演示、一个试用版，或者是一些免费的真实内容，从而引出一个行动号召，比如 "为了看到其他内容，请做 XYZ"。用样本和钩子挑逗用户、客户和/或潜在客户，是让他们愿意继续采取行动的好方法。虽然听起来很明显，但另一个激起好奇心的必败方法（除了一开始就没有好奇心之外）当然是预先提供完整的信息或产品。也许，在人们成为客户之前，就给他们一个完整的试用版，或提供 Y 中的所有 X，并不是激发他们的最佳方式。至少在一段时间内，让他们保持对更多信息的渴望。）

When you’re closing a sale, drop some reassurances. Throw in a guarantee, tell your customers that they will be satisfied, tell them that the payment is secure, that yes shipping is free, and yes that they can pull out at anytime without any risk. All is good and all will be fine. Don't worry, be happy. Putting a positive spin on a close is definitely worth a try as a conversion tactic.
当你完成一笔交易时，要给客户一些保证。抛出一个保证，告诉客户他们会满意，告诉他们付款是安全的，运输是免费的，他们可以随时撤出而没有任何风险。一切都很好，一切都会很顺利。别担心，高兴点。作为一种转换策略，给成交添加积极的色彩绝对值得一试。

You can let people judge the value of your product completely on their own, or you can help to do it for them. If you decide to make use of human irrationality, you can show the price in a way so that your offering becomes perceived as more valuable. In the simplest way you can start off with framing words such as "only", "affordable", or "small fee of" alongside of the price. The price then can also be broken down into a per unit price (ex: 30¢ per page rather than $30 for a book, or $1 per day instead of $30 per month for a membership). Further, the infamous prices ending in a "9" instead of having a round number can also be used. Finally, prices can be shown with fewer digits ($30, instead of $30.00) for an additional effect of illusion.
你可以让人们完全自行判断产品的价值，也可以帮助他们判断。如果你决定利用人类的非理性，你可以通过显示价格的方式让人们觉得你的产品更有价值。最简单的方法是在价格旁边加上 "仅售"、"实惠 "或 "少量 "等字眼。然后，还可以将价格细分为单位价格（例如：每页 30 美分，而不是一本书 30 美元；或每天 1 美元，而不是每月 30 美元的会员费）。此外，还可以使用以 "9 "结尾的臭名昭著的价格，而不是整数。最后，还可以用更少的数字来显示价格（30 美元，而不是 30.00 美元），以增加错觉效果。

Thanking people can make you, your business, product or UI feel more human as it shows you're appreciative and you care. Thanking of course happens during some sort of task completion and is bigger than just plain feedback. More so, making your UI thankful can be used as a way to induce further dialogue or action. So naturally, thank you screens are a perfect spot to suggest the next optional action for the customer or user to take. Thanks for reading this paragraph. :)
感谢别人可以让你、你的企业、产品或用户界面更有人情味，因为这表明你很感激别人，你很在乎别人。当然，感谢是在某种任务完成的过程中进行的，比单纯的反馈更重要。更重要的是，让您的用户界面充满感激之情可以作为一种诱导进一步对话或行动的方式。因此，感谢界面自然是建议客户或用户采取下一个可选行动的绝佳位置。感谢您阅读本段。）

A user interface can do mathematical calculations, large or small, for users and thus remove unnecessary friction. As one example, let's say that some application shows used up credits out of an available pool. It might be more meaningful to calculate for users how many remaining days that actually is before their application stops functioning. Or yet an even simpler and more popular example when we try to understand how recent or old multiple rows of data really are. In this case a relative time stamp of "3 min ago" has more meaning and requires less effort to comprehend than say an absolute one of "4:37pm, Sept 2". Take out the pain of having to do the math.
用户界面可以为用户进行或大或小的数学计算，从而消除不必要的摩擦。举例来说，如果某个应用程序显示可用积分已用完。如果能为用户计算出在他们的应用程序停止运行之前还剩多少天，可能会更有意义。还有一个更简单、更常见的例子，就是当我们试图了解多行数据的最近或最久时间时。在这种情况下，相对时间戳 "3 分钟前 "比绝对时间戳 "9 月 2 日下午 4:37 "更有意义，也更容易理解。省去了计算的麻烦。

People may be persuaded to act more often when their choice or free will is explicitly reaffirmed. There have been some studies done on the "But You Are Free" technique with cases where the effect to act sometimes even doubled. The idea is to call out an action or decision, followed by a simple statement suggesting that "it's your choice", or "you are free to refuse", etc. The persuasive power of this technique seemed the strongest when the request was made face-to-face and/or the request to act and reaffirmation were closer together.
当人们的选择或自由意志得到明确重申时，他们可能会被说服更频繁地采取行动。有一些关于 "但你是自由的 "技巧的研究表明，行动的效果有时甚至会加倍。这个技巧的思路是，先指出一个行动或决定，然后用一句简单的话暗示 "这是你的选择 "或 "你有拒绝的自由 "等。当请求是面对面提出和/或请求采取行动和重申的时间比较接近时，这种技巧的说服力似乎最强。

Variable rewards are great way to get users hooked. When we (or mice at least) press levers that spit out pellets unpredictably (as in sometimes not spitting out anything), then such a schedule of reinforcement has the highest rate of response in the shortest amount of time. If eating pellets isn't your thing however, then please consider how addictive email checking can be as we never really know when those "rewarding ones" really do appear (assuming you receive more than just the same old email from Joe everyday).
可变奖励是让用户上瘾的好方法。当我们（或者至少是老鼠）按下杠杆时，会不可预知地吐出颗粒（比如有时什么都不吐），那么这样的强化计划就能在最短的时间内获得最高的反应率。不过，如果你不喜欢吃颗粒，那么请考虑一下检查电子邮件会让你上瘾，因为我们永远不知道 "奖励 "什么时候真的会出现（假设你每天收到的不仅仅是来自乔的邮件）。

It's worth channelling additional attention towards the most important actions. This can be achieved in numerous ways starting with the more obvious size increase or higher contrast of an element. Other ways for directing attention also include: using irregular shapes, field auto focusing, section highlights, sticky element interactions (floating), as well as directional arrows. Surely you cannot have everything scream on a page, but emphasizing the primary calls to action is worth the effort.
值得将更多的注意力引向最重要的操作。这可以通过多种方式实现，首先是增加元素的尺寸或提高对比度。其他引导注意力的方法还包括：使用不规则形状、字段自动聚焦、部分突出显示、粘性元素互动（浮动）以及方向箭头。当然，你不可能让页面上的所有东西都令人尖叫，但强调主要的行动号召是值得努力的。

User interfaces sometimes require us to make comparisons of product characteristic which directly affects ease of use. There are a number of ways in which such comparisons can be made more understandable and therefore help users make a smoother decision. First of all, limiting the number of things or properties to compare at any given time is one simple way of alleviating confusion. Secondly, spacing out properties should help comparison making, instead of mixing various properties into a single column. Thirdly, asking the user to make a single decision (instead of threaded or multiple ones at the same time) should remove additional cognitive friction. Overall, the purpose of a table should be to show the difference of the most relevant attributes and help make a single decision.
用户界面有时要求我们对产品特性进行比较，这直接影响到产品的易用性。有许多方法可以使这种比较更容易理解，从而帮助用户更顺利地做出决定。首先，限制在任何特定时间进行比较的事物或属性的数量是缓解混乱的一个简单方法。其次，将属性间隔开来有助于进行比较，而不是将各种属性混在一栏中。第三，要求用户只做一个决定（而不是同时做多个决定）应能消除额外的认知摩擦。总之，表格的目的应该是显示最相关属性的差异，帮助用户做出单一决定。

People are motivated to collect things. Whether physical or virtual, seeing a closed set of things to collect from establishes a goal to strive for. Often obtaining the complete set can motivate even further by carrying added benefits of synergistic qualities (a cake is bigger and better than its individual ingredients). Perhaps, showing items which have been already collected, also reinforces behavior by showing past actions as achievement. Finally, the motivation to collect a complete set might be stronger if the number of items is known to be finite (overlaying scarcity).
人们有收集物品的动机。无论是实体的还是虚拟的，看到一套封闭的东西可以收集，就会确立一个奋斗目标。通常情况下，获得一整套物品会带来协同增效的额外好处（蛋糕比单个配料更大更好），从而进一步激发人们的积极性。也许，展示已经收集到的物品还能通过展示过去的行为成就来强化行为。最后，如果物品的数量已知是有限的（叠加稀缺性），收集全套物品的动机可能会更强。

It's nice when people set expectations for each other. It doesn't take much effort for a person or interface to inform someone when the next task will be completed. You are on step 1 of X. Your choice will result in Y. You will receive something before Z. All those little promises not only inform but also build trust. Unhelpful interfaces on the other hand can come off a little cold as the user is kept in the dark.
人与人之间互相设定期望值是件好事。一个人或一个界面无需花费太多精力就能告知对方下一个任务何时完成。您正在进行 X 的第 1 步，您的选择将导致 Y 的结果，您将在 Z 之前收到一些东西。所有这些小承诺不仅能提供信息，还能建立信任。另一方面，没有帮助的界面会让用户觉得有点冷漠，因为用户被蒙在鼓里。

Why should everything always have to be so serious all the time? It doesn't. You can always lighten up by throwing in a joke or something playful here and there. Adding humor to your UI might or might not work. When it does work however, humor can build up a stronger human relationship between you and your users/customers. Having an amount of such chuckles and smiles built up and stored away for the future is probably a nice to have. When the times get tough, people who have a stronger and more personal relationship with you may be more prone to forgiveness during erroneous situations.
为什么每件事都要一直这么严肃呢？其实不然。你总是可以在这里或那里加入一个笑话或一些俏皮的东西，让气氛变得轻松起来。在用户界面中加入幽默可能会奏效，也可能不会。但是，当它奏效时，幽默可以在你和用户/客户之间建立起更牢固的人际关系。为未来积累和储存大量的笑声和微笑可能是一种不错的选择。在困难的时候，与你建立了更牢固、更亲密关系的人可能更容易在错误的情况下得到宽恕。

When we perform an action or task, we want to know that it has been successfully completed. Feedback provides this closure to any action. It can be as subtle as the drying of ink on a piece of paper, or as blunt as a dialogue message confirming that one of your emails has been delivered. Silence on the other hand breeds uncertainty. Did it really work? Did I hear a click? Was the button really pressed? Should I try again? Feedback answers all these questions. It is a very valuable and essential element for any successful interaction.
当我们执行一项操作或任务时，我们希望知道它已经成功完成。反馈为任何行动都提供了这样的结局。反馈可以是微妙的，比如一张纸上墨水的干涸，也可以是直白的，比如一条确认你的邮件已经送达的对话信息。另一方面，沉默会带来不确定性。它真的起作用了吗？我听到点击声了吗？按钮真的按下了吗？我是否应该再试一次？反馈回答了所有这些问题。对于任何成功的互动来说，反馈都是非常有价值的基本要素。

Feelings of “yes this is exactly what I was looking for” may be brought on by some form of intent anticipation by the user interace. Having a UI which correctly guesses what the user is after, should in turn bring in more smiles and dollars (or at least less frowns). As one example, Amazon.com has achieved this at the micro interaction level with their mega drop down menu. The menu essentially detects intent of the correct sub-menu to display using some interesting geometry and front-end engineering. It saves the user the pain of moving the cursor across a diagonal line towards a desired sub-menu, only to discover that the sub-menu changed to something else or disappeared altogether. Detecting the user’s intent however is a balancing act that may be easier with simpler and scripted interactions. The playing field is still wide open for more advanced intent detection which might require stronger artificial intelligence.
"是的，这正是我要找的东西 "的感觉可能是由用户界面的某种形式的意图预测带来的。如果用户界面能够正确猜测用户的意图，就会带来更多的笑容和金钱（或至少减少皱眉）。举个例子，亚马逊网站通过其超大下拉菜单在微交互层面实现了这一点。该菜单利用一些有趣的几何图形和前端工程技术，从根本上检测出要显示的正确子菜单的意图。这样，用户就不必在将光标穿过对角线移向所需的子菜单时，却发现子菜单变成了其他东西或完全消失了。不过，检测用户的意图是一个平衡的过程，如果采用更简单和脚本化的交互方式，可能会更容易。要实现更先进的意图检测，可能需要更强大的人工智能，而这一领域的前景依然广阔。

White space can definitely make content and/or data more readable. When elements are slightly separated away from each, they begin to be allowed to be perceived individually. This can be good for lists, tables, paragraphs or any sets of elements on a screen. One common way of applying white space is with extra padding all around an item. Without adequate padding on the other hand, elements begin to blur together into indistinguishable wholes. So when readability is concerned, padding may help.
留白无疑能让内容和/或数据更易于阅读。当元素之间稍有间隔时，它们就可以被单独感知。这对列表、表格、段落或屏幕上的任何元素集都有好处。应用留白的一种常见方法是在项目周围添加额外的衬垫。另一方面，如果没有足够的衬垫，元素就会开始变得模糊不清。因此，在考虑可读性时，填充可能会有所帮助。

Storytelling is the oldest form of communication which could be used on landing pages, applications and various UI interactions. Instead of listing out the information in bullet point form, why not give narrative a try? A basic story will have a few simple elements such as a setting, a character with intentions, and some problematic situation just around the corner. Stories elicit a more emotional response by making it feel as if the written experience was actually encountered. As a result of this, stories may also become more memorable. Long form sales letters have directly applied storytelling, which could be the reason why they are still effective to this day.
讲故事是最古老的交流形式，可用于登陆页面、应用程序和各种用户界面交互。与其以要点形式罗列信息，为什么不试试叙事呢？一个基本的故事会有几个简单的元素，如背景、有意图的人物和一些即将发生的问题。故事能让人感觉到所写的经历是真实发生的，从而引起更多的情感反应。因此，故事也更容易让人记住。长篇销售信直接应用了讲故事的方法，这可能是它们至今仍然有效的原因。

Most people can sniff out a liar a mile away. Aiming to be authentic may be just the cure in helping your product or screen in becoming more trustworthy. Stock images including happy people smiling just about no good reasons, may be suspect number one in undermining trust. There are a few tests out there which have hinted at this here and there. Another area which may often be a source of skepticism are product reviews. Having a mix of good and bad reviews as opposed to just the shiny ones, may also help. Finally, having precise non-rounded numbers may also be perceived as more believable as well.
大多数人在一英里之外就能嗅出骗子的行踪。力求真实可能正是帮助你的产品或屏幕变得更值得信赖的良方。图片库中的图片，包括快乐的人们毫无理由地微笑，可能是破坏信任的头号嫌疑犯。有一些测试就暗示了这一点。另一个经常引起怀疑的领域是产品评论。将好的和坏的评论混合在一起，而不只是光鲜亮丽的评论，可能也会有所帮助。最后，精确的非整数也可能被认为更可信。

Progressive Reduction has been discussed by LayerVault. It's a rather simple idea that as users learn to use your interface or application, the functions which where more important in the beginning, become easier or less important over time. For example, certain onboarding related calls to actions may be moved further away as room is made for other content. Or, icon labels may become hidden as the meaning of icons becomes understood. People learn to use an interface and the progressive reduction pattern respects that.
LayerVault 已经讨论过渐进式缩减。这是一个相当简单的想法，即随着用户学习使用界面或应用程序，一开始比较重要的功能会随着时间的推移变得简单或不那么重要。例如，某些与入职相关的操作调用可能会被移到更远的地方，因为要为其他内容腾出空间。或者，随着人们对图标含义的理解，图标标签可能会被隐藏起来。人们会学习如何使用界面，而渐进式缩减模式正是尊重了这一点。

Putting others’ interests ahead of yours, while building social influence as a result, isn’t a new idea at all. Reframing conversations from “I” to “You”, listening well, and being genuinely interested in others, have all been central in Dale Carnegie’s How to Win Friends and Influence People, almost a century ago. Our level of being audience, customer or user centric expresses itself in the language and interactions we (or our products) make use of or enable. More so, apparently arguing against one’s own self-interest may be a strong source of additional credibility, as has been observed in a social experiment. Sometimes, seeing and telling things from other people's perspective (even if it does not immediately benefit) may in fact result in a constructive action that ends benefiting everyone.
将他人的利益置于自己的利益之上，并由此建立社会影响力，这并不是什么新想法。近一个世纪前，戴尔-卡耐基（Dale Carnegie）在《如何赢得朋友和影响他人》（How to Win Friends and Influence People）一书中提出了将对话从 "我 "转换为 "你"、善于倾听以及真正关心他人等核心理念。我们以受众、客户或用户为中心的程度体现在我们（或我们的产品）使用或促成的语言和互动中。此外，正如在一项社会实验中观察到的那样，明显违背自身利益的争论可能是增加可信度的有力来源。有时，站在他人的角度看问题、讲道理（即使不能立即获益），实际上可能会产生一种建设性的行动，最终使每个人都受益。

Some things which may seem obvious to us, might be less so to others. Form fields are probably the classic example of this with their open ended nature. That’s where explanations, descriptions, and hints come in. Using contextual explanations uncertainties may be removed in numerous ways by communicating: the reason for asking for information, an example of acceptable input, a requirement, or where to find the information being asked for. One thing to keep in mind when using such contextual descriptions however, is not to use them as placeholder text within the form field itself - as Jakob Nielson has warned.
有些事情对我们来说可能显而易见，但对其他人来说可能就不那么明显了。表单字段就是一个典型的例子，因为它具有开放性。这就需要解释、说明和提示。使用上下文解释可以通过多种方式消除不确定性，包括：要求提供信息的原因、可接受输入的示例、要求或在哪里可以找到所要求的信息。不过，在使用这类上下文说明时，有一点需要注意，那就是不要将它们用作表单字段本身的占位符文本--正如 Jakob Nielson 所警告的那样。

Get to the point by writing shorter sentences, using simpler and fewer words. After writing the first draft, see if you can condense it. Showing the core message will convey what you intended without losing someone’s attention. Here are 5 simple tips on tighter writing while avoiding the passive voice and meaningless words.
写短句，使用更简单、更少的单词，直奔主题。写完初稿后，看看能否将其浓缩。展示核心信息既能传达你的意图，又不会失去别人的注意力。这里有 5 个简单的写作技巧，可以让您的文章更紧凑，同时避免被动语态和无意义的词语。

There is nothing worse in the world than double scroll-bars. Seriously, it’s as cognitively taxing as looking at a map through a keyhole. Some of these weird situations might be caused unintentionally due to static layouts when looking at UIs on smaller devices. One way around this problem, of course, is with responsive layouts that adjust automatically for various screen shapes and sizes.
世界上最糟糕的事情莫过于双滚动条。说真的，这就像从钥匙孔里看地图一样令人头疼。在较小的设备上查看用户界面时，由于采用静态布局，可能会无意中造成一些奇怪的情况。当然，解决这个问题的方法之一是使用响应式布局，它可以根据不同的屏幕形状和尺寸自动调整。

"All meaning exists in the context of polarities" writes Dondis in A Primer of Visual Literacy. We come to understand darkness in the context of light, belonging in the context of isolation, order in the context of disorder, large in the context of small. Picking a stance within such polarities and expressing them clearly through visual language, helps people understand the intent. The biggest disruptor of meaning is ambiguity. When things are somewhat different, yet not really, it creates confusion as our minds try to make sense of the visual. This is why it's better to be purposeful about grouping things (or spacing them farther apart), using more diverse font sizes (or making them exactly the same), and using more diverse tones (or making them exactly the same). Trying to figure out if a visual style was by mistake or by design is stressful and taxing on the mind.
"邓迪斯在《视觉素养入门》一书中写道："所有意义都存在于两极之中。我们在光明的背景下理解黑暗，在孤立的背景下理解归属，在无序的背景下理解秩序，在渺小的背景下理解庞大。在这样的两极中选择一种立场，并通过视觉语言清晰地表达出来，有助于人们理解其意图。意义的最大破坏者是模糊性。当事物有些不同，但又不尽相同时，我们的大脑就会在试图理解视觉效果时产生混乱。这就是为什么最好有目的性地将事物分组（或拉开间距）、使用更多样的字体大小（或使它们完全相同）、使用更多样的色调（或使它们完全相同）。要弄清一种视觉风格是错误的还是设计出来的，会给人一种压力，也会给人的头脑带来负担。

It’s inevitable that people, the interface, or your business will make mistakes. Allowing correction to happen in such situations will ease the pain of having to start all over again. Perhaps a user has logged in with his friend’s account (for better or for worse), and would like to re-authenticate. Perhaps the user changes his mind about not wishing to order 8, but 7 oranges instead? Perhaps the user’s shipping address has changed last month and a change is needed. The UI should allow users to make such subtle corrections - it’s only natural.
人、界面或您的企业难免会犯错。允许在这种情况下进行纠正，可以减轻重新开始的痛苦。也许用户使用了朋友的账户登录（无论好坏），并希望重新认证。也许用户改变了主意，不想订购 8 个橙子，而是 7 个？也许用户的送货地址在上个月发生了变化，需要进行更改。用户界面应该允许用户进行这种微妙的修改--这是很自然的。

Social commitments may be a form of self inflicted motivation, so to say. We tend to have a preference for a consistent self-image. In this regard, making a public or social promise of some sort, begins to hold us accountable. This has even been shown to be effective in the context of weight loss. Therefore, when we tell people that we'll do something (or take publicly visible actions), there is a higher chance that we'll actually follow through with consistent actions in the future.
可以说，社会承诺是一种自我激励。我们往往偏爱一致的自我形象。在这方面，做出某种公开或社会承诺，开始让我们对自己负责。在减肥方面，这甚至被证明是有效的。因此，当我们告诉别人我们会做某件事情（或采取公开可见的行动）时，我们将来真正采取一致行动的几率就会更高。

Sometimes things will just not work out as intended during the process and users might wish to simply try again. Perhaps a file upload fails, or perhaps we’d like to reprint another version of a document without making any changes or corrections. The UI could make such redos and retries super easy or difficult. When the outcome of an action is not satisfactory and there is no way to try again, stress (and lost conversions) will surely follow.
有时，在处理过程中会出现一些不尽如人意的情况，用户可能希望再试一次。也许是文件上传失败，也许是我们想在不做任何修改或更正的情况下重新打印另一版本的文档。用户界面可以让这种重做和重试变得超级简单或困难。如果操作结果不令人满意，又没有办法重试，那么压力（和转换损失）肯定会随之而来。

The amount of choice should be questioned and possibly limited, as first hinted in idea #7 and recently rediscovered in an awesome write up (by ConversionXL). Apparently the more choices there are, the harder decision making may become. What's even more interesting is that with more choice our satisfaction is also at risk of diminishing as expectations, regret and self-blame tend to increase. However, not all choice is all that bad as it may also reaffirm freedom. As the famous jam study (with less choice leading to higher decisions) is still struggling to be replicated, we prefer to take somewhat of a middle ground approach and test this further. 
应该对选择的数量提出质疑，并在可能的情况下加以限制，这在第 7 个想法中首次提出，最近又在一篇很棒的文章（由 ConversionXL 撰写）中被重新发现。显然，选择越多，决策就越难做出。更有趣的是，选择越多，我们的满意度也就越低，因为期望、遗憾和自责往往会增加。然而，并非所有的选择都是坏事，因为它也可能重申自由。由于著名的果酱研究（选择越少，决定越多）仍在努力进行复制，我们更倾向于采取中间路线，进一步测试这一点。