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And before we discovered the power of experiments, this project began with 75 ideas based on intuition alone:
在我们发现实验的力量之前,这个项目最初仅凭直觉就提出了 75 个想法:

Idea  想法 1

1. Try A One Column Layout instead of multicolumns.

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.

View 1 Pattern with One Column Layout
查看 1 带单栏布局的图案

Conversion Idea Sketch

Idea  想法 2

2. Try Giving a Gift instead of closing a sale right away.

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.

View 1 Pattern with Giving a Gift
查看 1 个带有 "赠送礼物 "的图案

Conversion Idea Sketch

Idea  想法 3

3. Try Merging Similar Functions instead of fragmenting the UI.

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.

Conversion Idea Sketch

Idea  想法 4

4. Try Social Proof instead of talking about yourself.
尝试用 "社会证明 "代替 "自说自话"。

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.

View 8 Patterns with Social Proof
查看 8 种社交证明模式

Conversion Idea Sketch

Idea  想法 5

5. Try Repetition instead of showing it just once.

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。

View 4 Patterns with Repetition
查看 4 种重复模式

Conversion Idea Sketch

Idea  想法 6

6. Try Distinct Clickable/Selected Styles instead of blurring them.

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.

Conversion Idea Sketch

Idea  想法 7

7. Try Recommending instead of showing equal choices.

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.

View 5 Patterns with Recommending
查看 5 种推荐模式

Conversion Idea Sketch

Idea  想法 8

8. Try Undos instead of prompting for confirmation.

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.

View 1 Pattern with Undos
查看 1 个带撤消的图案

Conversion Idea Sketch

Idea  想法 9

9. Try Telling Who It's For instead of targeting everyone.

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. 

(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)。

Conversion Idea Sketch

Idea  想法 10

10. Try Being Direct instead of indecisive.
尝试 "直接 "而不是 "优柔寡断"。

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。

Conversion Idea Sketch

Idea  想法 11

11. Try More Contrast instead of similarity.

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.

View 4 Patterns with Contrast
查看 4 种具有对比效果的图案

Conversion Idea Sketch

Idea  想法 12

12. Try Personality instead of being generic.

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.

Conversion Idea Sketch

Idea  想法 13

13. Try Fewer Form Fields instead of asking for too many.

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.

View 3 Patterns with Fewer Form Fields
查看 3 种减少表单字段的模式

Conversion Idea Sketch

Idea  想法 14

14. Try Exposing Options instead of hiding them.

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. 

View 3 Patterns with Exposing Options
查看 3 种带有暴露选项的模式

Conversion Idea Sketch

Idea  想法 15

15. Try Suggesting Continuity instead of false bottoms.

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).

Conversion Idea Sketch

Idea  想法 16

16. Try Keeping Focus instead of drowning with links.

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。

View 1 Pattern with Keeping Focus
查看 1 保持专注的图案

Conversion Idea Sketch

Idea  想法 17

17. Try Showing State instead of being state agnostic.
尝试 "展示国家",而不是 "国家不可知论"。

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.

Conversion Idea Sketch

Idea  想法 18

18. Try Benefit Buttons instead of just task based ones.

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。

Conversion Idea Sketch

Idea  想法 19

19. Try Direct Manipulation instead of contextless menus.

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.

Conversion Idea Sketch

Idea  想法 20

20. Try Exposing Fields instead of creating extra pages.

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).

Conversion Idea Sketch

Idea  想法 21

21. Try Transitions instead of showing changes instantly.

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。

Conversion Idea Sketch

Idea  想法 22

22. Try Gradual Engagement instead of a hasty sign up.

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.

Conversion Idea Sketch

Idea  想法 23

23. Try Fewer Borders instead of wasting attention.
试试 "更少边界",不要浪费注意力。

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.

View 1 Pattern with Fewer Borders
查看 1 种边框较少的图案

Conversion Idea Sketch

Idea  想法 24

24. Try Selling Benefits instead of features.

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。

View 9 Patterns with Benefits
查看 9 种有好处的模式

Conversion Idea Sketch

Idea  想法 25

25. Try Designing For Zero Data instead of just data heavy cases.
尝试 "零数据设计",而不仅仅是 "重数据案例"。

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。

Conversion Idea Sketch

Idea  想法 26

26. Try Opt-Out instead of opt-in.
尝试 "选择退出",而不是 "选择进入"。

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。

Conversion Idea Sketch

Idea  想法 27

27. Try Consistency instead of making people relearn.

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。

View 1 Pattern with Consistency
查看 1 一致的模式

Conversion Idea Sketch

Idea  想法 28

28. Try Smart Defaults instead of asking to do extra work.

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.

View 4 Patterns with Smart Defaults
查看 4 种智能默认设置模式

Conversion Idea Sketch

Idea  想法 29

29. Try Conventions instead of reinventing the wheel.

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.

Conversion Idea Sketch

Idea  想法 30

30. Try Loss Aversion instead of emphasizing gains.

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?

View 1 Pattern with Loss Aversion
查看 1 种厌恶损失的模式

Conversion Idea Sketch

Idea  想法 31

31. Try Visual Hierarchy instead of dullness.

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.

Conversion Idea Sketch

Idea  想法 32

32. Try Grouping Related Items instead of disordering.

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.

Conversion Idea Sketch

Idea  想法 33

33. Try Inline Validation instead of delaying errors.

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.

Conversion Idea Sketch

Idea  想法 34

34. Try Forgiving Inputs instead of being strict with data.

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.

Conversion Idea Sketch

Idea  想法 35

35. Try Urgency instead of timelessness.
尝试用 "紧迫性 "代替 "永恒性"。

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.

View 2 Patterns with Urgency
查看 2 紧急模式

Conversion Idea Sketch

Idea  想法 36

36. Try Scarcity instead of abundance.
尝试用 "匮乏 "代替 "富足"。

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.

Conversion Idea Sketch

Idea  想法 37

37. Try Recognition instead of recall.
尝试用 "识别 "代替 "回忆"。

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.

View 10 Patterns with Recognition
查看 10 种识别模式

Conversion Idea Sketch

Idea  想法 38

38. Try Bigger Click Areas instead of tiny ones.

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.

View 1 Pattern with Bigger Click Areas
查看 1 个点击区域更大的图案

Conversion Idea Sketch

Idea  想法 39

39. Try Faster Load Times instead of making people wait.

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).

View 1 Pattern with Load Time
查看 1 种模式的加载时间

Conversion Idea Sketch

Idea  想法 40

40. Try Keyboard Shortcuts instead of buttons only.

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。

Conversion Idea Sketch

Idea  想法 42

42. Try Upfront Progress instead of starting with a blank.
试试 Upfront Progress,而不是从空白开始。

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。

Conversion Idea Sketch

Idea  想法 43

43. Try Progressive Disclosure instead of overwhelming.
尝试 "渐进式披露",而不是 "压倒性披露"。

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.

Conversion Idea Sketch

Idea  想法 44

44. Try Smaller Commitments instead of one big one.

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。

View 10 Patterns with Smaller Commitments
查看 10 种投入较少的模式

Conversion Idea Sketch

Idea  想法 45

45. Try Softer Prompts instead of modal windows.

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?

Conversion Idea Sketch

Idea  想法 46

46. Try Multifunctional Controls instead of more parts.

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.

Conversion Idea Sketch

Idea  想法 47

47. Try Icon Labels instead of opening for interpretation.

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)。

Conversion Idea Sketch

Idea  想法 48

48. Try Natural Language instead of dry text.

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)。

Conversion Idea Sketch

Idea  想法 49

49. Try Curiosity instead of being reserved.

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。)

View 3 Patterns with Curiosity
查看 3 种充满好奇心的模式

Conversion Idea Sketch

Idea  想法 50

50. Try Reassurances instead of assuming all is fine.

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.

View 10 Patterns with Reassurances
查看 10 种带有保证的模式

Conversion Idea Sketch

Idea  想法 51

51. Try Price Illusions instead of just plain prices.

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。

View 1 Pattern with Price Illusions
查看 1 个带有价格错觉的图案

Conversion Idea Sketch

Idea  想法 52

52. Try Thanking instead of simply confirming completion.

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. :)

Conversion Idea Sketch

Idea  想法 53

53. Try Useful Calculations instead of asking to do math.

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。

Conversion Idea Sketch

Idea  想法 54

54. Try Reaffirming Freedom instead of implying it.

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。

Conversion Idea Sketch

Idea  想法 55

55. Try Variable Rewards instead of predictability.

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)。

Conversion Idea Sketch

Idea  想法 56

56. Try Attention Grabs instead of neglect.
尝试 "吸引注意力 "而不是 "忽视"。

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.

View 6 Patterns with Attention Grabs
查看 6 种吸引注意力的图案

Conversion Idea Sketch

Idea  想法 57

57. Try Friendly Comparisons instead of confusion.

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.

View 1 Pattern with Friendly Comparisons
查看 1 个带有友好对比的图案

Conversion Idea Sketch

Idea  想法 58

58. Try Set Collections instead of independent items.
尝试用 "集合 "代替独立项目。

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).

Conversion Idea Sketch

Idea  想法 59

59. Try Expectation Setting instead of being ignorant.

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。

View 1 Pattern with Expectation Setting
查看 1 带有期望值设置的模式

Conversion Idea Sketch

Idea  想法 60

60. Try Humor instead of being so serious.

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.

Conversion Idea Sketch

Idea  想法 61

61. Try Providing Feedback instead of silence.

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.

Conversion Idea Sketch

Idea  想法 62

62. Try Anticipating Intent instead of shortsightedness.

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。

View 1 Pattern with Anticipating Intent
查看 1 个具有预期意图的模式

Conversion Idea Sketch

Idea  想法 63

63. Try Extra Padding instead of overcrowding elements.
尝试使用 "额外填充",而不是让元素过于拥挤。

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.

Conversion Idea Sketch

Idea  想法 64

64. Try Storytelling instead of listing just the facts.

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.

Conversion Idea Sketch

Idea  想法 65

65. Try Authenticity instead of faking it.

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.

View 2 Patterns with Authenticity
查看 2 个具有真实性的图案

Conversion Idea Sketch

Idea  想法 66

66. Try Progressive Reduction instead of being static.

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。

Conversion Idea Sketch

Idea  想法 67

67. Try Putting Others First instead of self-centeredness.

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。

Conversion Idea Sketch

Idea  想法 68

68. Try Explaining instead of assuming the obvious.

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。

View 11 Patterns with Explaining
查看 11 种带有解释功能的模式

Conversion Idea Sketch

Idea  想法 69

69. Try Concise Copy instead of using unnecessary words.

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。

Conversion Idea Sketch

Idea  想法 70

70. Try Responsive Layouts instead of static ones.

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.

Conversion Idea Sketch

Idea  想法 71

71. Try Visual Clarity instead of ambiguity.

"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.

Conversion Idea Sketch

Idea  想法 72

72. Try Enabling Corrections instead of rigidness.

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。

Conversion Idea Sketch

Idea  想法 73

73. Try Social Commitments instead of solitude.

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.

Conversion Idea Sketch

Idea  想法 74

74. Try Retries And Redos instead of single chances.

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.

Conversion Idea Sketch

Idea  想法 75

75. Try Less Choice instead of giving too many options.

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。

View 12 Patterns with Choice
查看 12 种有选择的图案

Conversion Idea Sketch