Categories
User Experience

“There is a huge photo on the website”

or…

…what is obvious to the business owner does not always transfer to the user.

I was checking out some AMP website tools to create AMP web stories and decided to sign up for one – from my phone.

Turns out – I couldn’t sign up and create a web story from my phone. (maybe I can create one from my phone, but certainly can’t sign up.)

This is how it looks on my phone…

This is the “huge photo on the website.”

Yes, it’s a large, obvious picture.

But do you automatically think,

“Oh, the computer image means I can only sign up and create a web story using my laptop or home/business computer.

I didn’t make that connection. Would you?

Lots of companies use photos of computers…mainly to signify “the internet” or “the web” or “business atmosphere”. But I wouldn’t say it’s used to indicate that the service can only be accessed on it…unless it said so.

A Solution

Adding text like…

  • You can only sign up from a computer or laptop.
  • Ready to promote your business with a web story? Excellent. Just make sure you’re using a computer as signing up is not mobile ready.
  • *Stories can only be created from your laptop or home/business computer.

Or maybe a pop-up that detects you’re using a phone…

“Ooops. Signing up is not possible from a mobile device. Make a reminder to do so from your computer – and tell us when you have your first story up – we’d love to see it!”

Adding this text or something similar would make for a smoother user experience.

Is it really a deal breaker? Probably not. I still plan to sign up and create a web story.

If creating a web story interests you, check out makestories and let me know what you think.

Why create Web Stories?

Web stories are similar to stories you create on Facebook or Instagram. The main benefit to web stories is that they can be found in search results – even on the first page.

This means they’re not limited to being seen only on social sites.

You can create any story and have it linked back to your site, store, service, product.

A few tips from Google Developers

  • Make them 5-20 pages
  • Use 200 characters or less per page
  • Stick with one concept per page
  • If you use video (great for How to’s) shoot for 15 seconds (definitely less than 60)

*Bonus tip – keep SEO in mind to help in your ranking.*

Categories
User Experience

Be Direct, not Better

The REI newsletter was one of five suggested to follow from this LinkedIn article. I like the store and the outdoors, so I signed up for it.

As I was skimming the welcome letter, the headline, “Want better emails?” stuck out.

What are they trying to say? What do they want from me? What action are they offering? What problem are they potentially solving?

“Want better emails?”

What is a better email?

A better email in this case any case is a personal one.

The problem implied is that subscribers are going to receive content which doesn’t interest them. Knowing this, REI is offering new subscribers an opportunity to customize their emails.

So what would be a better headline?

How about…

  • “Personalize your email”
  • “Customize your email content”
  • Stay on your path…personalize your emails” (this is playing with their products, industry, and community – those who hike and are outdoor enthusiasts)
  • “Like exploring the unknown…select our mystery mail” (this could be for something entirely different but still could add a sense of playfulness and choice.)

For the copy following the headline, you could give examples of what the subscriber will see…

  • Local store events
  • REI Adventures
  • REI Outlets

Knowing what some of the choices are gives the new subscriber a clearer understanding of their choices and may spark curiosity.

Speaking of choices…

This membership offer was also in the welcome email.

Looking at this, you wouldn’t know that the text is clickable. There’s nothing indicating that…

  • The value of membership
  • Learn about dividends
  • REI Co-op Mastercard

…are clickable. (They should be indented with bullets or use a different color.)

And the headline practically blends in with it all.

Probably the most alarming – in a good way – is what I found out when I looked into the membership…it’s a LIFETIME membership for only $20 bucks!

That’s what I would lead with…

$20 Lifelong membership includes:

  • 10% ‘give back’ dividend every Spring
  • Member-only offers
  • Invites to in-store garage sales (save 50% or more on returns and gently used items)
  • Member pricing on classes, events, rentals, bike and ski services and more!

(Bullets above taken from the website.)

The example above tells the new subscriber what they get. They can picture themselves at a “garage sale”. People know what those are. Seeing classes, bike, ski, etc. gives the reader something personal to connect with.

I have a bike. I ski. I love taking outdoor classes…

The original text offer takes some effort to get excited about.

  • The subscriber has to guess what the value of membership is.
  • Learn about dividends? Sounds like it will take some time…and an accountant.
  • REI Co-op Mastercard – does the subscriber need another credit card? (besides the fact it isn’t mentioned on the website membership page)
Categories
User Experience

Opt-in CTA Text (What to say first)

This screenshot from the HubSpot blog was taken from my phone. What caught my attention was the pop-up CTA…

“Download Now: Free Marketing Plan Template”

When I saw it, I was reminded of the points of a headline. (I know it’s not a real headline, but, it immediately came to mind.)

Points to a Headline

  • Beginning
  • Middle
  • End

What is meant by point, is the what the reader is getting. For example, the benefit or promise is either at the beginning, middle, or end of your statement.

With the above example CTA, what the reader gets – Free Marketing Plan Template – might be better placed before Download Now.

Reason being – the reader reads what they want – first.

Downloading the plan or report isn’t what they want – getting the marketing plan is.

I know…it’s a minor, minor thing.

But using the Point strategy in the right way in front of the right audience will most likely lead to better than average results.

Categories
User Experience

Heading and Sub-heading Makeover

New Headline Suggestions:

  • “Work on your computer? Learn how to make IT work for YOU.
  • “How to Crack the Wealth Code with these hand selected Training Videos”
  • “How to make money by using what you already are – your computer.”
  • “Get Six Proven Wealth Building Internet Marketing Videos-FREE!”

New Sub-heading Suggestions

“Turn your average “boring” drill working on your computer…”

Not sure what that means? I understand the relationship of drill and boring but the immediate connection is lost. I have to take a few seconds to understand what is being offered and if/how it benefits me.

After thinking about it a few minutes, I can only come up with the target audience as someone who is bored working on their computer…doing the same repetitive “drill” over and over.

That’s probably what they are going for.

Anything, especially in a headline and sub-headline, should be as to the point ASAP.

The “…” after computer are not necessary. The job of the three dots (ellipses) indicate a pause, afterthought or a trailing off.

In this case, there is no reason to pause from the first sentence to the next.

Transform your hours Turn your days “boring” drill working on your computer into a powerful cash generating online business. doing what you love… (U)sing easy to follow implement strategies and techniques packed these proven video tutorial(s) series I have for you. will show you how. And it’s zero stress, enjoyable and fun!

New

How to make money by using what you already have – your computer.

Transform hours working on your computer into cash. By learning how to make your computer work for you instead of you working for it. Using easy to follow steps these FREE video tutorials will guide you every step of the way. The start of your desired financial goals begins now. Get the FREE training by clicking the button below.

Categories
User Experience

Missed Opportunity for Trial Conversion

About a week ago I began taking a test drive of the Accelerated Program for Six-Figure Copywriting from AWAI. (American Writers and Artists Institute)

When I log in to my account, I see this image…

If I scroll down a bit, I can access my program along with any other training or products I purchased. If I go past that, I see this…

There’s a link to access my bonus and a lightbox with the message:

Once your 30-day test drive is complete you’ll gain access to even more great resources!

But what if I’m ready to access them now? Meaning, I don’t want to wait until my 30 days is up – I’m ready to buy now!

When I get to the bottom of the page – after scrolling past the more great resources – I see this information…

Lots of links. But none that will allow me to Buy Now.

I could call the number or perhaps contact them by clicking the More Ways link.

Having a buy button or link would be ideal:

  • I’m already logged in.
  • I’m already a paying customer making me more likely to buy again.
  • Why make me wait 30 days until I make my decision?
  • It’s less work for me.
  • It’s less work for the business – not wasting time to contact if I don’t need to.

What do you think? Is it a missed opportunity?

Categories
User Experience

3 Effective Landing Page Headline Approaches

This article is inspired from a post from Conversion Rate Experts about increasing sales conversions.

The article includes a slideshow that goes over the high converting factors for a landing page. In this post I’m going to share how you can develop better headlines.

The Headline

As they put it, A headline that makes them want to read more.

But how do you do that? What does that mean to make them – the reader – want to read more? There are 3 ways to help you shape your headline message:

  1. Ask yourself Is the headline about me/my business or is it about the reader/buyer? This you can do after you’ve written it down and are looking it over to get a feel for it. Ideally, the headline should be about your reader and what they’ll get from your business or service.
  2. Start with the benefits first. This is an approach copywriter Lee Rowley uses. By starting with the benefits – 3 bullet points for example – it helps you focus on a statement that leads to them. It’s like working backwards.
  3. How aware of your solution is the reader? The state or stage of awareness is taught by Talia Wolf. Knowing how aware your reader is helps narrow your target audience which helps determine what you say to them.

Categories
User Experience

Matching Instruction Text with Button Text

I recently signed up at IntelliZoom to give user experience feedback to participating businesses.

During the initial sign-up, I had to submit an on-boarding test which will be reviewed by their staff. The test went over examples of tasks I would be asked to do as a member and included speaking my thoughts out-loud.

In the screenshot below from the test example, the bottom instructional content reads:

Click I’m done when you found the price or click I’m stuck if you can’t find it.

IntelliZoom test example. Note the bottom instructions content does not match the options given.

The Problem

The problem is that the I’m Done and I’m Stuck texts are not there for me to click – as instructed.

Instead, they have buttons with text reading: Success and Abandon. As the user, my thoughts are I’m on the wrong page/they must be some place else or I’m Done = Success and I’m Stuck = Abandon – which is what I concluded.

The Solution

The solution is to make the action text in the instructions (click I’m Done/I’m Stuck) the same as the button text. With this simple fix, the users uncertainty would be eliminated.

This is a frequent area (updates/re-visions) where minor user experience issues creep in. But when they begin to compound is when user trust begins to diminish.

This is not a make or break problem. I wasn’t deterred from completing the task itself or from ultimately becoming an active user with IntelliZoom.

Welcome to IntelliZoom!

As I mentioned above, my sample on-boarding video was being reviewed by staff. I knew this because the chat-bot on the site informed me it was being reviewed when I logged in and I received the email below stating:

“Thanks for taking the practice study! We will review your participation asap and send you an email with the results. If your participation is approved you will start receiving invitations to Think Out Loud and Card Sort studies.”

This morning I received an email to participate in a new study. But, I didn’t receive any results as stated in the email. They simply sent me an invitation to do a study…which means I was approved…I guess?

I know these aren’t huge issues. It’s a free service (on my part) and I get a chance to earn a few dollars.

The Good

The things that they did well

  • keeping consistent with their style and colors.
  • content and design are spaced well, easy to read and understand.
  • the on-boarding process was really quick and easy.

So overall, no really major user experience issues.

We’ll see if I ever get to do and actual study – by the time I clicked the link, it was too late. I guess it’s fist come first serve?

Categories
User Experience

Make Sure You Tell Readers How to Take Action

Imagine you just read this post on LinkedIn from a business providing local SEO services:

They have no reviews, their listing is empty, and yet they’re still outanking you in local search 🤔. Do you have a competitor like this? Find out why and what you can do about it!

Okay, great. I’d love to learn why and what I could do about it.

But there wasn’t a link to an article. No call to action. No answers within the post or where I could get them. The post just ended with the statement telling me (the reader) to find the answer without telling me how?

The other thing is the typo (outanking) I didn’t notice until I pasted in this post. Actually, out-tanking may be on to something? Are competitors out-tanking you…leaving you buried pages deep in search results?

This is just a simple reminder that businesses need to keep in mind when offering a solution to your readers or followers – make sure to tell them where they can get it.

Categories
User Experience

Instapage User Experience Sign-up Error

The above screenshot is from after I signed up to receive Instapage emails. The problem was that I was not able to “X” out because the other message bars at the top blocked it. I couldn’t read the initial article I went there to read.

I tried scrolling down and up and clicking outside the box – sometimes that will close it on other business site sign-ups. But not this time.

In order to solve the problem, I had to refresh the page.

It’s a user experience issue that would have been easily avoided if the developers went through the user steps.

Now, my laptop is an 11 inch screen and this probably plays a role. But ultimately is an example of how little errors like this can easily happen. User experience problems and solutions is a continuous evolving process – no matter how big or small your business is.

Mistakes and poor design happen to us all. Thankfully we can always learn and improve.