[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"learn-index-list":3},[4,13,22,31,40,48,57,65,74,82,90,98,106,114,122,130,138,146,154,162,170,178,186,194,202,210,218,226,234,243,251,259,267,275,283,291,299,307,316,324,332,340,348,356,364,372,380,388,396,404,413,421,429,437,445,454,462,470,478,486,494,502],{"_id":5,"content":6,"title":7,"slug":8,"postDate":9,"image":10,"categories":11},"5ee89a75ea6c545339fa88d4","\u003Cp>Recently I listened to a \u003Ca href=\"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=otbnC2zE2rw&list=PLwcQbu9cKWclSZ5X1D2BFr3t4jBzpiSoi&index=2&t=1s\" rel=\"noopener noreferrer nofollow\">talk by Jason Cohen\u003C\u002Fa>, founder of WP Engine, about starting a self-funded business. One of his tips was to clearly show how much money customers would save by choosing their annual plan.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Jason added this trick to WP Engine and since then never removed it again (which probably means it’s working!)\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>To increase your annual sales, add the following copy to your price page.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cul>\u003Cli>\u003Cp>\u003Cstrong>Annual discount applied!\u003C\u002Fstrong>\u003C\u002Fp>\u003C\u002Fli>\u003Cli>\u003Cp>\u003Cstrong>Billed at $X $Y\u002Fyr.\u003C\u002Fstrong>\u003C\u002Fp>\u003C\u002Fli>\u003Cli>\u003Cp>\u003Cstrong>You're saving $X by getting Y months free with annual prepay.\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003C\u002Fli>\u003C\u002Ful>\u003Cp>And, if you’re not offering annual pricing yet, what are you waiting for? Annual pricing is a great way to get some extra cash in the bank. Some companies also prefer to pay annually, because it gives them one invoice instead of twelve per year.\u003C\u002Fp>","Show how much money customers are saving by choosing for an annual plan","show-how-much-money-customers-are-saving-by-choosing-for-an-annual-plan","2020-06-16T10:09:30.038Z","components\u002F1592302185889_anualpricepng",[12],"pricing",{"_id":14,"content":15,"title":16,"slug":17,"postDate":18,"image":19,"categories":20},"5edf1d37fe14d7298a1f9ffb","\u003Cp>You've probably seen this image around on the internet. But, I want to make sure you remember it again. This tactic is one of the most important optimizations you can do for your landing page. Why?\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>People don't care what your features are. Think about the last time you bought a product for your business. I'm 99% sure you bought it to solve a problem. Not because of its amazing features.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Most business owners make a big mistake here. They show off all their amazing features on their landing page. That's all good and great, you're probably really excited about these. But, as a customer, I don't care. I want to know how your product makes my life better.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Look at the image above. What these businesses do is explaining their fire-giving flower. \"Our product enables you to shoot fire!\" OK nice, but what can I do with these fire shooting abilities? How is it making my life any better?\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>A good company focusses its copy and design on the last image. The image where Mario has fire shooting abilities. They'll word their product as: \"Destroy Goombas 10 times quicker\" or \"Reduce the chance of going game over by eliminating enemies from a distance\".\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Notice the difference? \"Shooting fire\" focusses on what the product is. \"Reduce the chance of going game over\" focusses on solving a painful problem. I wouldn't care less if this flower gave me the ability to shoot stars, water, or puppies. As long as I can reach the finish without failing.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Next time, don't write down what your product can do. \u003Cstrong>Write down what superpowers your product can give to your customers.\u003C\u002Fstrong>\u003C\u002Fp>","Focus on benefits, not features","focus-on-benefits-not-features","2020-06-09T05:24:14.756Z","components\u002F1591680612648_mariofeaturepng",[21],"features",{"_id":23,"content":24,"title":25,"slug":26,"postDate":27,"image":28,"categories":29},"5eafc68cd25dca12aa1bb48f","\u003Cp>The hero should make it clear exactly what your product is. Everything should help reach that goal. That includes the visuals.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Most heroes make use of some form of visuals. These usually are illustrations, photos, or simply screenshots or pictures of your product. Make sure the visuals illustrate what the product does. If they don’t, they won’t accomplish anything except confusing the visitor.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>In the case of an illustration, the thing you’re illustrating should also be easy to see and understand. To make sure it is, try showing the illustration to some people who don’t know your product and ask them what they think it means.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>","Make sure your visuals are relevant, and represent your product","make-sure-your-visuals-are-relevant-and-represent-your-product","2020-06-01T00:00:00.000Z","components\u002F1588577927934_visualpng",[30],"hero",{"_id":32,"content":33,"title":34,"slug":35,"postDate":36,"image":37,"categories":38},"5eafc85fd25dca12aa1bb492","\u003Cp>Generic CTA’s like “Buy now”, “Download” or “Sign Up” are usually not the most effective way to write a CTA. Sometimes there’s no way around it, but if you can, it’s usually a good idea to be more specific and direct in your wording. Specifically, it helps to highlight the main benefit the reader will get by clicking on the button.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Take signing up for a newsletter for example. Many people have mixed experiences with newsletters, so a simple “Sign Up” may not do the trick. Instead, highlight the benefit by writing something like “Receive Weekly Design Inspiration”. Now people are focused on the benefit and thus are more tempted to click.\u003C\u002Fp>","Be clear and specific in your CTA","be-clear-and-specific-in-your-cta","2020-05-25T00:00:00.000Z","components\u002F1588578393335_clearctacopypng",[39],"lead-generation",{"_id":41,"content":42,"title":43,"slug":44,"postDate":45,"image":46,"categories":47},"5eafd5f0d25dca12aa1bb49d","\u003Cp>You most likely have multiple prices. One of those prices is probably the best option. The one that offers the most value, the best features for the best price. Usually, this is the middle option, but it doesn’t hurt to bring a bit more attention to this.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Highlight the best deal using your design. Make it a bit bigger than the other options, give it a different color, add a sign that says “Best value” or “Most popular”. Use your design to steer users in a particular direction, and they are bound to follow.\u003C\u002Fp>","Highlight the best option","highlight-the-best-option","2020-05-17T06:15:52.123Z","components\u002F1588581866948_highlightoptionpng",[12],{"_id":49,"content":50,"title":51,"slug":52,"postDate":53,"image":54,"categories":55},"5eafd948d25dca12aa1bb4a2","\u003Cp>There are many ways to protect your website from malicious activity. Many sites use forms of network checking to ensure there’s not any dangerous activity coming their way. Another common form of control is Captchas, with Google’s ReCaptcha being particularly popular.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Especially if you run a larger site, it’s understandable you’d want protection. But make sure you only use methods that don’t hinder the user experience. I’ve had protectors block me out of websites for no reason (presumably they didn’t like my VPN), or Captchas that simply wouldn’t be accepted. You want to avoid this, as it leads to frustrated users and loss of traffic.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>From personal experience. I switched from EmailOctopus, because every single time they showed their Cloudflare Captcha, making me select random cars and bicycles all the time. I've got better things to do!\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Only use trusted and established methods of protection, and try them out to make sure they work as intended.\u003C\u002Fp>","Use non-obstructive forms of protection and authentication","use-non-obstructive-forms-of-protection-and-authentication","2020-05-11T00:00:00.000Z","components\u002F1588582716455_captchapng",[56],"sign-in",{"_id":58,"content":59,"title":60,"slug":61,"postDate":62,"image":63,"categories":64},"5eafc22dd25dca12aa1bb48b","\u003Cp>Adding logos to your website has a very positive influence on your conversions. If someone visits your website and sees that you’re liked by another business, that makes you seem more trustworthy.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>This effect is especially strong if the logo is from a large and trusted brand or a brand the visitor knows, but any logo is helpful. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Add some logos of sites that featured you or people you’ve worked with to your page, along with a description like “As seen on:” or “Trusted by:”. If Large Respected Site #7 likes you, certainly fans of Large Respected Site #7 will like you too!\u003C\u002Fp>","Add logos of the biggest names you can get","add-logos-of-the-biggest-names-you-can-get","2020-05-08T00:00:00.000Z","components\u002F1588576810289_trustedbypng",[30],{"_id":66,"content":67,"title":68,"slug":69,"postDate":70,"image":71,"categories":72},"5eafe04fd25dca12aa1bb4ab","\u003Cp>Case studies are usually not a requirement in many sectors, and many businesses don’t feature them on their site. But that’s exactly why they can help you stand out from the crowd. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Displaying the good work you did and the great results you’ve achieved with it not only gives you an extra source of social proof but also allows you to give tangible proof of what you can do. This could be exactly the thing that pulls someone over the edge. “Oh wow, they can really do what they say they can!”\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>If you’ve got a case study, put it on your site, and provide a CTA to it somewhere relevant on your landing page.\u003C\u002Fp>","If you’ve got case studies, provide a CTA to them","if-you-ve-got-case-studies-provide-a-cta-to-them","2020-05-04T09:28:27.239Z","components\u002F1588584523616_casestudypng",[73],"testimonial",{"_id":75,"content":76,"title":77,"slug":78,"postDate":79,"image":80,"categories":81},"5eafdfeed25dca12aa1bb4aa","\u003Cp>Testimonials have the goal of establishing you as trustworthy in a quick and effective way. In order to do this, they have to be unique and specific, without dragging on.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>It’s important your testimonial is of the right length. Too long, and people won’t bother reading it. Too short, and the lack of detail makes it seem insignificant. A few sentences is usually about right. Try to stick to that formula; details and specifics, but also specific and concise.\u003C\u002Fp>","Make sure your testimonials are of just the right length","make-sure-your-testimonials-are-of-just-the-right-length","2020-05-04T09:26:53.522Z","components\u002F1588584426803_lengthpng",[73],{"_id":83,"content":84,"title":85,"slug":86,"postDate":87,"image":88,"categories":89},"5eafdf1ed25dca12aa1bb4a9","\u003Cp>You don’t have to gather brand new testimonials from scratch to have useful material for your page. If you have an active social media presence, there’s a good chance you may already have some glowing reviews there.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Why not embed those on your page? Those are real, effective reviews practically laid out for you. Simply find a couple of really good ones, place them, and boom! Instant social proof.\u003C\u002Fp>","Make use of social media comments","make-use-of-social-media-comments","2020-05-04T09:23:24.735Z","components\u002F1588584319796_twitterpng",[73],{"_id":91,"content":92,"title":93,"slug":94,"postDate":95,"image":96,"categories":97},"5eafde2ad25dca12aa1bb4a8","\u003Cp>If you have testimonials, they may be from people from large companies. Some websites add a link to those testimonials that leads to the sites of said companies. Don’t do that. All you’ll accomplish with that is that your visitors will leave your site. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>A logo is more enough to bestow trust upon your readers, and if they really want to know more about that company they can look them up themselves. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Your site is about you. Make sure that the testimonials always remain a marketing tool for you, and not for another company. \u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>","Do not link to the posters of the testimonial, unless it’s relevant for you","do-not-link-to-the-posters-of-the-testimonial-unless-it-s-relevant-for-you","2020-05-04T09:19:21.672Z","components\u002F1588583974827_nolinkpng",[73],{"_id":99,"content":100,"title":101,"slug":102,"postDate":103,"image":104,"categories":105},"5eafdda2d25dca12aa1bb4a7","\u003Cp>Testimonials are one of the strongest forms of social proof there are. However, for a testimonial to work, it’s important the reader knows who the person behind it is. One of the best ways to do that is with a photo.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>A photo immediately allows the reader to make a personal connection and see who they’re dealing with. It also verifies that the testimonial is real. Faces in general make your page feel more trustworthy and genuine if they’re used well, and if there’s ever a good place to use them, it’s at your testimonials.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Obviously, do make sure it’s a real photo and not a cheesy stock photo. Those never, ever, \u003Cem>ever\u003C\u002Fem> work.\u003C\u002Fp>","Always be sure to add a photo to your testimonial","always-be-sure-to-add-a-photo-to-your-testimonial","2020-05-04T09:17:05.296Z","components\u002F1588583839062_addphotopng",[73],{"_id":107,"content":108,"title":109,"slug":110,"postDate":111,"image":112,"categories":113},"5eafdd20d25dca12aa1bb4a6","\u003Cp>If you have testimonials on your site, you obviously need the name of the person who wrote it there too. But the more information you add, the more real your testimonial seems.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>A testimonial from “Lisa Wiseau, CEO at DummyCo.” or “Bob Roberts, 30 year old single father” is much stronger than a testimonial from “Lisa” or “Bob”. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Not only do they add further verification and status to the name, but they also allow the reader to identify with the person better. ‘Oh wow, I’m a single dad too!’\u003C\u002Fp>","Tell as much about the writer of the testimonial as possible","tell-as-much-about-the-writer-of-the-testimonial-as-possible","2020-05-04T09:14:48.433Z","components\u002F1588583707343_tellallpng",[73],{"_id":115,"content":116,"title":117,"slug":118,"postDate":119,"image":120,"categories":121},"5eafdbfad25dca12aa1bb4a4","\u003Cp>This is becoming more and more of a standard across the internet; a little button next to the password field that makes it visible. This could be a good way to prevent frustration from people with complicated passwords, or people who may type a bit slowly. It allows people who want to, to see what they’re typing, which may just be the little bit of help some users need. \u003C\u002Fp>","Add a little button to make the password visible","add-a-little-button-to-make-the-password-visible","2020-05-04T09:10:01.048Z","components\u002F1588583414475_showpasswordpng",[56],{"_id":123,"content":124,"title":125,"slug":126,"postDate":127,"image":128,"categories":129},"5eafdb73d25dca12aa1bb4a3","\u003Cp>Most sites put more emphasis on registration than on the option to log in. This is understandable; you want signing up to be as easy as possible, and most users with an account are already logged in anyway. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Make sure there’s no confusion between the two, and make the login screen easy to find. Existing users shouldn’t have to struggle trying to get onto your site. Ideally, your page should have two simple links: “Sign up” and “Sign in”. \u003C\u002Fp>","Make sure the login screen is easy to find","make-sure-the-login-screen-is-easy-to-find","2020-05-04T09:07:36.099Z","components\u002F1588583276001_loginobviouspng",[56],{"_id":131,"content":132,"title":133,"slug":134,"postDate":135,"image":136,"categories":137},"5eafd71ed25dca12aa1bb4a0","\u003Cp>If there’s a problem when a user tries to log in, be as specific as you can about what that problem is. Wrong email address? “We don’t have an account with this email address registered”. Wrong password? “That password is incorrect. Please check your spelling and try again”. You may feel a bit limited in what you can do to help here, but it’s much better than just saying “Login failed. Try again.”\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Bonus tip: This applies to sign up as well, particularly when it comes to passwords. If there are requirements for the password, immediately state those very clearly, and explain what went wrong if the password doesn’t match the requirements.\u003C\u002Fp>","If the user does something wrong, be very specific about what they did wrong","if-the-user-does-something-wrong-be-very-specific-about-what-they-did-wrong","2020-05-04T08:49:10.557Z","components\u002F1588582170692_errorpng",[56],{"_id":139,"content":140,"title":141,"slug":142,"postDate":143,"image":144,"categories":145},"5eafd6b5d25dca12aa1bb49f","\u003Cp>Logging in can sometimes take a little while. That’s OK, as long as you make it clear that something is happening.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>If the user doesn’t realize the page is loading, they may start clicking the sign-in button over and over again, or possibly even leave the page. That’s why it’s important to visualize the fact that the page is working on it. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>As soon as a user clicks the sign-in button, make a small pop-up appear with a spinning circle and the text “Signing in…”. That will make it clear to the reader that they just have to wait a few seconds, and thus they will. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>","Visualize that something is happening","visualize-that-something-is-happening","2020-05-04T08:47:28.460Z","components\u002F1588582064984_loadingpng",[56],{"_id":147,"content":148,"title":149,"slug":150,"postDate":151,"image":152,"categories":153},"5eafcd45d25dca12aa1bb49a","\u003Cp>The pricing page is the page where visitors are bound to feel the most resistance. This is money we’re talking about after all. That’s why it’s important that you remind them of why they want this product. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>List your core benefits again on the pricing page, in a similar fashion to how you did on your homepage. We need positive benefits to block out those negative costs. Whatever happens, your customer must never forget why they want to spend that money, and it doesn’t hurt to help them remember.\u003C\u002Fp>","Make sure you bring back your USPs on the pricing page","make-sure-you-bring-back-your-usps-on-the-pricing-page","2020-05-04T08:07:14.811Z","components\u002F1588579647722_featurespng",[12],{"_id":155,"content":156,"title":157,"slug":158,"postDate":159,"image":160,"categories":161},"5eafcc52d25dca12aa1bb499","\u003Cp>Imagine being in the store, about to buy a packet of noodles, but hesitating because you have no clue what’ll happen once you pay. Sounds odd, but for many people that’s how buying things online works.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Put them at ease by explaining what they can expect. Just a simple sentence can be enough. “After you finish your purchase, we will email you a link to download your software from.” There, easy as that! Now I know for sure how I’ll get my noodles!\u003C\u002Fp>","Explain to users what will happen after they make a purchase","explain-to-users-what-will-happen-after-they-make-a-purchase","2020-05-04T08:03:13.771Z","components\u002F1588579406486_explinhappenspng",[12],{"_id":163,"content":164,"title":165,"slug":166,"postDate":167,"image":168,"categories":169},"5eafcbd2d25dca12aa1bb498","\u003Cp>I’ve seen websites that offer 6, 7, 10 or even more pricing options on one pricing page. It probably goes without saying that that’s pretty ridiculous. Sometimes they were all for the same product, sometimes they were for different products, but the fact remains that such a large amount of prices and options is overwhelming and confusing. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>The last thing you want to do is confuse (and thus frustrate) your customers. Because of that, it’s best to stick to two or three pricing options maximum, maybe with an external “Customized plan” option for large businesses without a set price. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>If you do insist on having more price plans, hide some of them behind sliders. For example, make a button that says “I’m looking for a personal\u002Fbusiness license”, which then causes the appropriate prices to show up.\u003C\u002Fp>","Don’t offer too many options","don-t-offer-too-many-options","2020-05-04T08:00:59.627Z","components\u002F1588579271784_manypricespng",[12],{"_id":171,"content":172,"title":173,"slug":174,"postDate":175,"image":176,"categories":177},"5eafcb3ad25dca12aa1bb497","\u003Cp>Ever noticed how most software and services offer you multiple plans? That’s for a reason. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>One of those is usually the preferred option, and the other prices help that one look good. A piece of software for $99 may seem expensive at first, but when there’s a Premium plan next to it for $179, suddenly that $99 seems a lot more affordable. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>In addition to that, you can also add a cheaper plan for $49 that lacks some of your most valuable features. That will gravitate users to your main plan even more. Heck, maybe some people will end up going for the cheaper plan, and then you can try to upsell them!\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Of course, you do have to be able to actually deliver all these plans. Even if they are meant to highlight the best deal, the other plans should still be valid options available for purchase. But you’ll be surprised to see what some options can do to a buyer.\u003C\u002Fp>","Offer two or three different price plans","offer-two-or-three-different-price-plans","2020-05-04T07:58:31.393Z","components\u002F1588579127177_threepricespng",[12],{"_id":179,"content":180,"title":181,"slug":182,"postDate":183,"image":184,"categories":185},"5eafca8ed25dca12aa1bb495","\u003Cp>People won’t give you their email address for no reason. You need to entice them a little. A very good way to do this is simply by offering them a concrete, clear item in exchange for their email address. Ebooks or free templates are some examples of items that have proven to be very effective. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Just think about it; typing in your email address in exchange for a free, helpful gift. I’m sure you’ve done it yourself at some point. Simply email them a download link after signing up to back up the email requirement, and voila! Another lead in the pocket!\u003C\u002Fp>","Provide a little gift for signing up","provide-a-little-gift-for-signing-up","2020-05-04T07:55:36.584Z","components\u002F1588578951466_leadmagnetpng",[39],{"_id":187,"content":188,"title":189,"slug":190,"postDate":191,"image":192,"categories":193},"5eafc9c8d25dca12aa1bb494","\u003Cp>Sometimes users may be hesitant to click a button because they aren’t sure what the consequences will be. Especially with “larger” choices like signing up for an account or buying something, it’s important that users know what to expect.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Sometimes, simply explaining this can help put users more at ease. Just put a sentence or two under the button explaining what will happen. Do you have a CTA to sign up for a trial for a piece of software? Put some small text under it saying \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>\u003Cem>“After you click “Submit”, you will receive an email with an activation link. Your trial will start when you click this link. We will not send you any spam.”\u003C\u002Fem>\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>There, that already feels better, doesn’t it?\u003C\u002Fp>","Explain to users what will happen after they click the button","explain-to-users-what-will-happen-after-they-click-the-button","2020-05-04T07:52:24.047Z","components\u002F1588578756438_whathappensnextpng",[39],{"_id":195,"content":196,"title":197,"slug":198,"postDate":199,"image":200,"categories":201},"5eafc918d25dca12aa1bb493","\u003Cp>The CTA is the most important part of your page. This is what you want all the attention to go to, and ultimately what you want the visitors to click on. In order to reach this goal, it’s important your visitors are always drawn to it whenever it’s on-screen. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>So often I’ve seen transparent buttons or blue buttons on blue pages. That doesn’t help your button stand out; it blurs into the background.\u003C\u002Fp>\u003Cp> \u003C\u002Fp>\u003Cp>Make your button a color that contrasts with the rest of the page. Is your page blue? Why not make the button orange! That way, everyone will always see it. Try it, it really does make a large difference.\u003C\u002Fp>","Use contrasting colors to make your CTA stand out","use-contrasting-colors-to-make-your-cta-stand-out","2020-05-04T07:49:27.059Z","components\u002F1588578580129_contrastcolorpng",[39],{"_id":203,"content":204,"title":205,"slug":206,"postDate":207,"image":208,"categories":209},"5eafc794d25dca12aa1bb491","\u003Cp>Did you know that there are certain words that are proven to have a positive influence on your conversion rate? It’s true! There are some words that trigger positive feelings in the reader, which will cause them to convert faster. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>These are often words that either make the product feel special, that add a sense of urgency, or that make the product personal. Next time you write a CTA, try mixing in one or more of these words (if applicable):\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cul>\u003Cli>\u003Cp>Free\u003C\u002Fp>\u003C\u002Fli>\u003Cli>\u003Cp>New\u003C\u002Fp>\u003C\u002Fli>\u003Cli>\u003Cp>You\u003C\u002Fp>\u003C\u002Fli>\u003Cli>\u003Cp>Start\u003C\u002Fp>\u003C\u002Fli>\u003Cli>\u003Cp>Now\u003C\u002Fp>\u003C\u002Fli>\u003C\u002Ful>\u003Cp>\u003C\u002Fp>\u003Cp>Don’t be afraid to mix up your wording a little either. As long as you’re clear about what the button is for, unique wording can often be beneficial. Which would you click faster? “Buy now” or “Start Increasing Your Conversions Now!”?\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>","Make use of action words to motivate your visitors to click","make-use-of-action-words-to-motivate-your-visitors-to-click","2020-05-04T07:42:57.316Z","components\u002F1588578193074_actionwordspng",[39],{"_id":211,"content":212,"title":213,"slug":214,"postDate":215,"image":216,"categories":217},"5eafc54cd25dca12aa1bb48e","\u003Cp>Let’s talk about the copy on your page. When it comes to what you write, be it headlines or your general copy, it’s beneficial to write from the perspective of your reader. In the end, all the reader cares about is their own problems, and how your service can benefit them. Capitalize on that in your copy. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>For example, rather than writing “We will double your conversion rate”, write “Double your conversion rate!”. This shifts the focus from you to the reader, which makes it seem more relevant and personal.\u003C\u002Fp>","Write from the perspective of your reader","write-from-the-perspective-of-your-reader","2020-05-04T07:33:13.100Z","components\u002F1588577609133_weyoupng",[30],{"_id":219,"content":220,"title":221,"slug":222,"postDate":223,"image":224,"categories":225},"5eafc485d25dca12aa1bb48d","\u003Cp>It’s not unlikely that your page may have multiple call-to-action buttons. However, if that’s the case, there’s almost certainly one button that’s more important than the others. Use your design to emphasize this.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Imagine you have two CTA’s on your page: One is for selling your product (the primary CTA), and one is for signing up for your newsletter (the secondary CTA). The page’s design is predominantly blue. To attract people towards the most important CTA, make it orange so it contrasts with the page and jumps out. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>The secondary CTA, while important, isn’t as important as the primary one. Therefore, you can make that one a distinct shade of blue. That way it’s still noticeable as a button, but it’s immediately clear which button you’re supposed to click.\u003C\u002Fp>","Create a hierarchy in your CTA’s","create-a-hierarchy-in-your-cta-s","2020-05-04T07:29:47.800Z","components\u002F1588577400710_standoutctapng",[30],{"_id":227,"content":228,"title":229,"slug":230,"postDate":231,"image":232,"categories":233},"5eafc398d25dca12aa1bb48c","\u003Cp>When someone lands on your page, they should be naturally guided through it. The page’s structure and design should help the visitor see where to look first, second, third, etc. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>This may be best explained with some examples. First, let’s visit \u003Ca href=\"http:\u002F\u002Fwww.convertwell.io\" rel=\"noopener noreferrer nofollow\">\u003Cu>www.convertwell.io\u003C\u002Fu>\u003C\u002Fa>. Notice how there’s a natural structure? Your attention first goes to the headline, then the logos below it, and then the products below that. Sure, the page structure is a bit simple, but you know where to look.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Now, try visiting \u003Ca href=\"http:\u002F\u002Fwww.lingscars.com\" rel=\"noopener noreferrer nofollow\">\u003Cu>www.lingscars.com\u003C\u002Fu>\u003C\u002Fa>. It’s a classic example of bad design, but it is for a reason. I don’t know where to look! My eyes are bleeding! Obviously it’s an extreme example, but the point holds true: Use your design to naturally guide your visitors through your page.\u003C\u002Fp>","Make sure your page has a solid visual hierarchy","make-sure-your-page-has-a-solid-visual-hierarchy","2020-05-04T07:25:59.359Z","components\u002F1588577172953_hierarchypng",[30],{"_id":235,"content":236,"title":237,"slug":238,"postDate":239,"image":240,"categories":241},"5eafc149d25dca12aa1bb489","\u003Cp>If you have a navigation bar with many options, it’s likely that it has a pop-out structure. Basically, you hover the mouse over one main element, and this opens a submenu with more options. This submenu overlays the main page. However, this can make it a bit hard to see what’s the menu and what’s part of the main page. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>To solve this, you can darken the page when the menu is open. This way, you have a clear contrast between the menu and the page, while everything is still visible. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>","Darken the page when your menu is open","darken-the-page-when-your-menu-is-open","2020-05-04T07:16:06.603Z","components\u002F1588576581223_overlaypng",[242],"header",{"_id":244,"content":245,"title":246,"slug":247,"postDate":248,"image":249,"categories":250},"5eafc0bdd25dca12aa1bb488","\u003Cp>If your site is on the larger site or it has similar pages, it’s possible your visitors may have some trouble remembering where exactly they are. For that reason, it could be useful to highlight the page the user is on, on the navigation bar. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>You can do this in pretty subtle ways. Simply make the page you’re on a lighter shade of grey, or make the text bold. Think of it as the “You are here!” marker on maps. It’s subtle, but it’d be a lot harder to get around without it.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>","Highlight the page your visitor is currently on","highlight-the-page-your-visitor-is-currently-on","2020-05-04T07:13:48.341Z","components\u002F1588576442251_highlightcurrentpagepng",[242],{"_id":252,"content":253,"title":254,"slug":255,"postDate":256,"image":257,"categories":258},"5eafbff1d25dca12aa1bb487","\u003Cp>I should say right away that this doesn’t apply to every type of website. In fact, I think that for the majority of websites, this isn’t something that’s really relevant. However, there are certain types of websites where you may have an option in your navigation you’d consider the ‘most important one’, and in those cases, they may be worth highlighting.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Let’s take an eCommerce store for example. They may have an option “Sale” on their navigation. That’s always a huge seller, so it may be worth giving that option a distinct color from the rest of the options to draw more attention to it. It’s a specific case, but in these specific kinds of cases, it can make a noticeable difference.\u003C\u002Fp>","Try highlighting the most important option in your navigation","try-highlighting-the-most-important-option-in-your-navigation","2020-05-04T07:10:22.620Z","components\u002F1588576236128_highlightimportantpng",[242],{"_id":260,"content":261,"title":262,"slug":263,"postDate":264,"image":265,"categories":266},"5eafbf79d25dca12aa1bb486","\u003Cp>When it comes to header design, I’ve often seen sites where the header is just a page-wide element stuck to the top of the page. This can work, but if you’re going for this strategy, make sure the header still feels like a part of the page. If it has a different style from the page below it, it can unintentionally distance itself from the page. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>If this happens, people will end up not seeing it; they block it out, like the browser’s URL bar above it. To avoid this, make sure the colors don’t stick out too much from the rest of the page, and that there’s a sense of transition from the header to the hero.\u003C\u002Fp>","Make sure your header still feels like a part of your site","make-sure-your-header-still-feels-like-a-part-of-your-site","2020-05-04T07:08:34.825Z","components\u002F1588576111183_mergeinpng",[242],{"_id":268,"content":269,"title":270,"slug":271,"postDate":272,"image":273,"categories":274},"5eafbe4ed25dca12aa1bb485","\u003Cp>There are a lot of things that you can stuff into your header. The menu, the search feature, the login, it can be a lot to all squeeze together. That’s why a pop-up style can be a smart design choice. This allows you to keep your header concise and manageable, while also including everything you want. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Click ‘Menu’, and the menu opens on the right. Click ‘Search’, and the search bar unfolds. This way, you can fit many elements into your header without clogging it up.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>","Have elements that can pop out when clicked","have-elements-that-can-pop-out-when-clicked","2020-05-04T07:03:25.610Z","components\u002F1588575819622_hidestuffpng",[242],{"_id":276,"content":277,"title":278,"slug":279,"postDate":280,"image":281,"categories":282},"5eafbcabd25dca12aa1bb484","\u003Cp>I’ve seen sites with headers that can take up a third or even half of the screen. Obviously, this is way too large. It pushes the rest of the site down and makes the whole page feel crowded. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Headers are nearly page-wide, but not very tall. Make sure you keep this in mind when designing your page. A common guideline is to not make your header more than 200-300 pixels tall. Your header serves as exactly that, the head of your page. Make sure it does that, but not more than that. \u003C\u002Fp>","Make sure your header is not too big","make-sure-your-header-is-not-too-big","2020-05-04T06:56:41.068Z","components\u002F1588575433235_bigheaderpng",[242],{"_id":284,"content":285,"title":286,"slug":287,"postDate":288,"image":289,"categories":290},"5eafb7a9d25dca12aa1bb483","\u003Cp>Certain businesses may rely heavily on their phone numbers for contact with customers. If your phone number is very important in your business too, it may be worth adding your phone number to your header. That way, it’s visible the second your customer lands on your page. The header is also a very easy thing to find back; just scroll to the top.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Again, I only recommend this if your phone number is an important part of your business and your contact with your customers, but if it is, doing this may be worth a shot.\u003C\u002Fp>","Add your phone number to your header","add-your-phone-number-to-your-header","2020-05-04T06:35:04.993Z","components\u002F1588574117846_phonepng",[242],{"_id":292,"content":293,"title":294,"slug":295,"postDate":296,"image":297,"categories":298},"5eafb1a2d25dca12aa1bb482","\u003Cp>You most likely have a primary CTA on your page. That one button you want everyone to click. A good way to do this could be by adding it to your header. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>If you have your primary CTA in your header, users can always easily find it back, and you’re sure they’ll see it as soon as they land on the page. This works particularly well if your header is sticky, which means it’ll literally always be visible. Don’t mess up your design to do this, but if you can, give it a shot.\u003C\u002Fp>","Add your primary CTA to your header","add-your-primary-cta-to-your-header","2020-05-04T06:09:17.737Z","components\u002F1588572573739_ctaheaderpng",[242],{"_id":300,"content":301,"title":302,"slug":303,"postDate":304,"image":305,"categories":306},"5eafae96d25dca12aa1bb481","\u003Cp>The header contains important information and links. It has your logo, a link to the user’s account, maybe contact info or a CTA, but also the navigation. Bottom line, it’s important, so why not keep it on the page?\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Try making your header stick to the top of the window so it’s always visible, even when the user scrolls down. That way, users are always exposed to this important information, which makes it easy to find and more tempting to click on.\u003C\u002Fp>","Try making your header sticky","try-making-your-header-sticky","2020-05-04T05:56:28.685Z","components\u002F1588571785279_stickyheaderpng",[242],{"_id":308,"content":309,"title":310,"slug":311,"postDate":312,"image":313,"categories":314},"5eafad64d25dca12aa1bb47f","\u003Cp>It’s very possible there’s a lot you want to add to your footer, that you can’t all fit in. Navigation links, contact information, a lead generation form, legal notices, it’s a lot. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>It’s possible to split up your footer into two parts; basically giving your footer a footer. This is something that’s more popular than you think and is very possible to do. Don’t overdo it; it shouldn’t take up the whole screen, but it can allow you to more clearly show off everything you want to display.\u003C\u002Fp>","Consider a sub-footer if you have too much to show","consider-a-sub-footer-if-you-have-too-much-to-show","2020-05-04T05:51:25.414Z","components\u002F1588571478568_subfooterpng",[315],"footer",{"_id":317,"content":318,"title":319,"slug":320,"postDate":321,"image":322,"categories":323},"5eafac1ed25dca12aa1bb47e","\u003Cp>Don’t overdo the design. It’s the footer; it’s meant to close out the page. Your visitors just went through the bulk of important content, the footer doesn’t need to wow them. Just keep it simple, concise, and to-the-point.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>The footer needs to easily give the user access to the content it has, but that’s all it needs to do. The footer is often the least visually interesting part of a page, but that’s for a reason.\u003C\u002Fp>","Keep the footer design simple","keep-the-footer-design-simple","2020-05-04T05:46:04.547Z","components\u002F1588571197045_simplepng",[315],{"_id":325,"content":326,"title":327,"slug":328,"postDate":329,"image":330,"categories":331},"5eafab30d25dca12aa1bb47d","\u003Cp>If users have reached your footer, they just went through your entire website. Clearly they are interested in what you’re talking about. The bottom of the page means there’s nothing else to read here; that’s your chance to grab a lead. Why not offer them a little more to read?\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Try adding a single field for an email address to sign up for your newsletter. That way, people interested in what you’re doing can sign up to receive more. Keep it simple and clear, that’s all it needs to be. It may just net you a good amount of extra leads from very invested people.\u003C\u002Fp>","Include a CTA for lead generation","include-a-cta-for-lead-generation","2020-05-04T05:42:01.756Z","components\u002F1588570917022_ctapng",[315],{"_id":333,"content":334,"title":335,"slug":336,"postDate":337,"image":338,"categories":339},"5eafaa7ad25dca12aa1bb47c","\u003Cp>Your navigation is usually at the top of the page. But imagine someone has scrolled all the way to the bottom. Wouldn’t it be easier if they could easily browse to another page from there? If you put your navigation in the footer, you can!\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>This obviously won’t be a full navigation bar. It’ll just be a simple list of links to all the main pages. Maybe you could even add some extra links to specific pages here that don’t fit in the main banner. If you only have a few links, do keep it compact. But if you already have a larger site (like an eCommerce store or something), it’s OK if it takes up some space.\u003C\u002Fp>","Repeat your navigation","repeat-your-navigation","2020-05-04T05:38:42.020Z","components\u002F1588570734056_navigationpng",[315],{"_id":341,"content":342,"title":343,"slug":344,"postDate":345,"image":346,"categories":347},"5eafaa38d25dca12aa1bb47b","\u003Cp>Every website that directly or indirectly provides any kind of service should have a Terms of Service and a Privacy Policy. These should be viewable from any page on the site. Even if nobody will ever read them, they should still be there.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>The best and easiest place to put them is the footer. This is where they usually go, if you have a constant page template it’ll automatically be on every page, and here they won’t obstruct anything else. This may sound obvious, but just don’t forget about it ;)\u003C\u002Fp>","Don’t forget your ToS and Privacy Policy!","don-t-forget-your-tos-and-privacy-policy","2020-05-04T05:37:56.589Z","components\u002F1588570673530_tospng",[315],{"_id":349,"content":350,"title":351,"slug":352,"postDate":353,"image":354,"categories":355},"5eafa9d7d25dca12aa1bb47a","\u003Cp>The footer is where information goes that is relevant across the whole website. Your social media is one of these things. Your social media is something you want people to easily find, without it distracting from your main site.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Putting it on a contact page means people may not see it if they weren’t thinking about contacting you. In the footer though, everyone who scrolls far enough will see it, regardless of the page they’re on. And that may just be enough to get them to take a look. Just put a neat row of icons there, and you may just hit your next follower milestone soon.\u003C\u002Fp>","Put links to your social media in your footer","put-links-to-your-social-media-here","2020-05-04T05:36:22.194Z","components\u002F1588570560591_socialspng",[315],{"_id":357,"content":358,"title":359,"slug":360,"postDate":361,"image":362,"categories":363},"5eafa8c0d25dca12aa1bb479","\u003Cp>Trust is important for any business, so you need to generate that as much as possible. The footer is an easy place to do this a little more. Save some space in the footer to put your business information. Things like your office address, your phone number, your email address, etc.\u003C\u002Fp>\u003Cp> \u003C\u002Fp>\u003Cp>Information like this helps you verify yourself, while also allowing easy access to your contact information on the side for those who need it. Especially for sites where the visitor’s money is involved and firms where a very high level of trust is required, having the company’s information visible on any page can be very beneficial.\u003C\u002Fp>","Repeat your contact and business info","repeat-your-contact-and-business-info","2020-05-04T05:31:24.377Z","components\u002F1588570301089_contactinfopng",[315],{"_id":365,"content":366,"title":367,"slug":368,"postDate":369,"image":370,"categories":371},"5eaf99b959d7c1060ca53f4d","\u003Cp>People like interactivity. It makes your content more engaging and makes what you’re showing seem more interesting and impressive.\u003C\u002Fp>\u003Cp>There are some benefits and features you can emphasize by adding an interactive element to it. Got a piece of software you’re promoting? \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Add a bite-sized demo on your page where people can try it with one or two clicks. Doing something with numbers? Add a slider to allow people to see the difference.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>People like to play around, why not allow them to on your site? If them doing that allows them to remember your product’s unique features, then that’s a nice bonus ;)\u003C\u002Fp>","Make use of interactive elements to emphasize certain benefits","make-use-of-interactive-elements-to-emphasize-certain-benefits","2020-05-04T04:27:33.059Z","components\u002F1588566449392_playaroundpng",[21],{"_id":373,"content":374,"title":375,"slug":376,"postDate":377,"image":378,"categories":379},"5eaf98c959d7c1060ca53f4c","\u003Cp>Your features are what set you apart from the competition. Therefore, it’s important that they are unique. Emphasize what makes you different, that’s what pulls people over the line. Make sure you check your competition’s website too, to make sure you’re really being unique.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>“Dedicated chatrooms for different subjects”. Who cares? All chat apps can do that. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>“Dedicated chatrooms optimized for your specific job description and current project.”. Woah! I haven’t seen that before!\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Normal is boring, be unique!\u003C\u002Fp>","Make sure your features are unique","make-sure-your-features-are-unique","2020-05-04T04:23:20.362Z","components\u002F1588566212705_uniquefeaturespng",[21],{"_id":381,"content":382,"title":383,"slug":384,"postDate":385,"image":386,"categories":387},"5eaf968559d7c1060ca53f4b","\u003Cp>If you have an important feature as a selling point, make sure you explain it as easily and quickly as you can. If you need a whole paragraph to explain what you’re talking about, you will lose your customer’s attention. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Try to explain it in two sentences tops. If you need more, a concise way to do that is by putting down a couple of bullet points and explaining it that way. Still need more room? Maybe it’s best to make a separate page about it and just link to that (though make sure you do still have a sentence explaining the very basics).\u003C\u002Fp>","Don’t get too wordy with your explanations","don-t-get-too-wordy-with-your-explanations","2020-05-04T04:13:39.287Z","components\u002F1588565631598_dontgettoowordypng",[21],{"_id":389,"content":390,"title":391,"slug":392,"postDate":393,"image":394,"categories":395},"5eaf95b859d7c1060ca53f4a","\u003Cp>People like to have a tangible sense of what you can provide them. “We can raise your conversion rate!” That’s great, but by how much? \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>People like large numbers. They are tangible, they are impressive, and they prove what you can do. Maybe you have some impressive numbers laying around. And you know what they say: If you got it, flaunt it! \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Rather than just writing \u003Cem>“We have maximized conversions for many businesses”, \u003C\u002Fem>write something like \u003Cem>“We have achieved conversion increases of up to 400%! Trusted by over 20 businesses, including:...”\u003C\u002Fem>.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Your achievements are something to be proud of. Don’t get too cocky, but also don’t be afraid to show off a little. You earned it ;)\u003C\u002Fp>","Make things tangible: Show off your numbers!","make-things-tangible-show-off-your-numbers","2020-05-04T04:10:06.319Z","components\u002F1588565427986_showoffnumberspng",[21],{"_id":397,"content":398,"title":399,"slug":400,"postDate":401,"image":402,"categories":403},"5eaf93be59d7c1060ca53f49","\u003Cp>People are selfish beings. At the end of the day, especially in marketing, the only thing they care about is how something can benefit then. Thankfully, you can use this to your advantage.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>When writing about your features, try to write from the perspective of the reader, and focus on the benefits they will gain from the feature you’re talking about. For example, say you're talking about a site with over 1000 site templates. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Don’t write “\u003Cem>We’ve got over 1000 templates available!\u003C\u002Fem>”, but instead write “\u003Cem>Over 1000 templates for you to use!\u003C\u002Fem>”\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>In the end, you’re offering your product to your customers. They want to know what’s in it for them. Tell them about it! (It’s OK to be a bit on the nose 😉)\u003C\u002Fp>","Make sure you’re talking about your customer, not you or your product","make-sure-you-re-talking-about-your-customer-not-you-or-your-product","2020-05-04T04:02:02.386Z","components\u002F1588564918319_talkaboutthempng",[21],{"_id":405,"content":406,"title":407,"slug":408,"postDate":409,"image":410,"categories":411},"5eaf903159d7c1060ca53f47","\u003Cp>There may be some questions that are rather large and expansive, which would require paragraphs of text to properly answer. “What is your product?”. Just imagine how long that answer could be.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>To avoid long-winded answers nobody wants to read, try splitting up larger questions into multiple smaller ones. Rather than asking “What is your product?”, you can ask “What does feature 1 do?” and “What do I get with a subscription?”. That way, the answers are much shorter and thus much more easily digestible.\u003C\u002Fp>","Divide larger questions up into multiple smaller ones","divide-larger-questions-up-into-multiple-smaller-ones","2020-05-04T03:46:33.203Z","components\u002F1588564008989_cutquestionspng",[412],"faq",{"_id":414,"content":415,"title":416,"slug":417,"postDate":418,"image":419,"categories":420},"5eaf8f7f59d7c1060ca53f46","\u003Cp>No, the Curse of Knowledge isn’t some ancient hex cast by librarians. The Curse of Knowledge is the idea that when you communicate with others, you assume they know something because you know. In the case of your website, you may put something on there that seems obvious to you, but your readers have no idea about. This is because the Curse of Knowledge clouds your vision.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Don’t worry, this is normal and everyone has it in some form. But be wary of it when making your website. It may be helpful to add some very basic questions to your FAQ, just to explain some things that your customers may not know about. Always ask yourself: I understand athis, but do my customers? If not, why not explain it in your FAQ, just in case?\u003C\u002Fp>","Be wary of the ‘Curse of Knowledge’","be-wary-of-the-curse-of-knowledge","2020-05-04T03:43:57.767Z","components\u002F1588563833567_curseknowledgepng",[412],{"_id":422,"content":423,"title":424,"slug":425,"postDate":426,"image":427,"categories":428},"5eaf8f1459d7c1060ca53f45","\u003Cp>Putting all the questions and all the answers on the screen can take up a lot of space and can make the page hard to scan. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>To solve this, you can hide the answers to the question behind a drop-down feature. Simply list all the questions below each other. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>When a user clicks a question, the answer will then pop out below it. Do make sure you add a little arrow downwards next to the question to make it clear it’s clickable. Trust me, you’ll be amazed how much tidier this can look.\u003C\u002Fp>","Hide the answers behind a drop-down feature","hide-the-answers-behind-a-drop-down-feature","2020-05-04T03:41:52.672Z","components\u002F1588563727215_behinddropdownpng",[412],{"_id":430,"content":431,"title":432,"slug":433,"postDate":434,"image":435,"categories":436},"5eaf8e0f59d7c1060ca53f44","\u003Cp>OK, this tip may seem like an open door, but I see this go wrong often enough for me to mention it here. An FAQ is meant for questions your customers may have. Be critical of your questions, and make sure they’re actually relevant to your customers.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>For example, recently I was checking out a site for some image organization software, and I wanted to know whether it worked on Windows. The FAQ, however, had questions like “How can your product be so cheap?” or “What makes your product so awesome?”. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Questions that are too broad to mean anything, are nothing but marketing speech, or both. Be careful not to fall into this trap. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Provide actual questions, with actual answers. That’s what your customers are looking for.\u003C\u002Fp>","Actually answer questions your customers may have","actually-answer-questions-your-customers-may-have","2020-05-04T03:37:33.908Z","components\u002F1588563467510_answerrightquestionspng",[412],{"_id":438,"content":439,"title":440,"slug":441,"postDate":442,"image":443,"categories":444},"5eaf8d6e59d7c1060ca53f43","\u003Cp>Your customers have a certain question in their head. Said question is worded in a certain way, and there’s often a trend across multiple users in this wording. It’s beneficial to use similar wording in your FAQ. This way, the questions (and thus the answers) feel more relevant for your users, which makes them more engaged with your page. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>A good way to discover this wording is simply by going through your emails. Read emails with questions people have sent you, and check out how what they ask and how they ask it. Then, write your FAQ in a similar style.\u003C\u002Fp>","Use similar language and wording to what your customers use","use-similar-language-and-wording-to-what-your-customers-use","2020-05-04T03:35:09.014Z","components\u002F1588563305130_Wordingpng",[412],{"_id":446,"content":447,"title":448,"slug":449,"postDate":450,"image":451,"categories":452},"5eaf8b7459d7c1060ca53f40","\u003Cp>This is a rather simple tip, but an important one. Occasionally I still encounter form fields with a maximum number of characters. Usually, it’s some nonsense like “Max 1.000 characters” or something like that. I particularly see this with larger coörporations. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>I get it, you probably get thousands of messages a day, and you don’t want your staff to waste time reading a novel someone sends in. However, it’s not user friendly. Some problems simply take some time to explain, or some people are just wordy by default. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>You should adjust to them, not the other way around. Let your customers write to you how they want to, don’t stop them from trying to find help. Trust me, they’ll appreciate it.\u003C\u002Fp>","Don’t add a character limit","don-t-add-a-character-limit","2020-05-04T03:26:23.282Z","components\u002F1588562801370_characterlimitpng",[453],"form",{"_id":455,"content":456,"title":457,"slug":458,"postDate":459,"image":460,"categories":461},"5eaf8a4e59d7c1060ca53f3e","\u003Cp>Many sites add two fields for some information. This is done for verification, usually to catch typos. If the user somehow mistyped their email address, this second form will catch that and allow the user to fix it.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>However, this usually isn’t really necessary. You can put an automatic verification system on the form that checks whether the information filled in is a valid email address. Use one of those instead. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>With that there’s still a chance the user may mistype the first part of the email address, but realistically that only happens rarely. It’s usually a best practice to have as little form fields as possible, and experience teaches us that omitting that “Again” field is usually better for your conversion rate.\u003C\u002Fp>","Leave out those “Again” fields","leave-out-those-again-fields","2020-05-04T03:21:46.656Z","components\u002F1588562503393_fieldrepeatpng",[453],{"_id":463,"content":464,"title":465,"slug":466,"postDate":467,"image":468,"categories":469},"5eaf891f59d7c1060ca53f3d","\u003Cp>If you have fields asking for specific information, it’s likely you have form verification on those fields. This can help users find errors they’ve made, and prevent further difficulties down the line. However, if a user does something wrong, make it clear what they did wrong.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Don’t just put some red text on the screen saying “Please fill out the form correctly”. Instead, highlight the field where there’s a problem, and explain what the user should do. Wrong phone number? “Please put in a correct, 10-digit phone number”. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>This holds true for other types of forms as well, \u003Cem>especially\u003C\u002Fem> fields for creating a password. Clearly and specifically state the requirements, and save the user the frustration of having to figure it out on their own.\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>","If something goes wrong, help the sender fix it","if-something-goes-wrong-help-the-sender-fix-it","2020-05-04T03:16:20.764Z","components\u002F1588562245933_tellwhatswrongpng",[453],{"_id":471,"content":472,"title":473,"slug":474,"postDate":475,"image":476,"categories":477},"5eae86b459d7c1060ca53f3c","\u003Cp>Depending on the business or even the form, you may be asking for certain information that always has a specific formatting. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Phone numbers are ten numbers long, email addresses have the structure ‘xx@xx.xx’, etc. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>It’s helpful if the form checks whether this is correct once it’s filled out. If not, then it can give an error message so the user knows to correct something. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>This can prevent painful mistakes like a phone number consisting of nine characters. Trust me, I’ve made the mistake before, and an extra pair of eyes to double-check things can’t hurt.\u003C\u002Fp>","Add form verification to the fields where that could be helpful","add-form-verification-to-the-fields-where-that-could-be-helpful","2020-05-03T08:54:10.651Z","components\u002F1588496045066_formvalidationpng",[453],{"_id":479,"content":480,"title":481,"slug":482,"postDate":483,"image":484,"categories":485},"5eae7a9b59d7c1060ca53f3b","\u003Cp>People don’t like giving away information, because who knows what’ll happen with it. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>That’s why it’s important that you substantiate every bit of information you ask for. Say why you need it, and perhaps more importantly, what you \u003Cem>won’t\u003C\u002Fem> do with it. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Need an email address? “We will not give your email address to anyone and will not use it to send you marketing emails.” Need the sender’s country? “We ask for your country so we can offer you specialized support for your region.” \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>The rule of asking for as little as possible still applies, but whatever you do ask for, explain why you’re asking for it. \u003C\u002Fp>\u003Cp>\u003C\u002Fp>","Disclose what you will do with the sender’s personal information","disclose-what-you-will-do-with-the-sender-s-personal-information","2020-05-03T08:02:14.145Z","components\u002F1588492951759_personalinformationpng",[453],{"_id":487,"content":488,"title":489,"slug":490,"postDate":491,"image":492,"categories":493},"5eae7a3759d7c1060ca53f3a","\u003Cp>If there’s one thing that people don’t like, it’s waiting. That and wasps, but mostly waiting. It helps a lot though if people know how long they’ll have to wait. That’s why it’s very important to let the sender know how long they’ll have to wait for a reply.\u003C\u002Fp>\u003Cp> \u003C\u002Fp>\u003Cp>Put a sentence there saying “We’ll get back to you within 24 hours”, or “Replies in 2-3 business days”. Everyone has had that horrible experience with a customer service that takes months to respond. Assure your visitors that you’re not like that.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>","Tell the sender how long a response will take","tell-the-sender-how-long-a-response-will-take","2020-05-03T08:00:54.110Z","components\u002F1588492849264_replyquickpng",[453],{"_id":495,"content":496,"title":497,"slug":498,"postDate":499,"image":500,"categories":501},"5eae736c7a907102d64e8a73","\u003Cp>People don’t like giving away information about themselves, no matter how minute it may seem to you. Therefore, it’s important you ask for as little as possible. I’ve seen contact forms where you have to fill in your full name, business name, email address, phone number, country, and the list goes on. I don’t want to share all that!\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>Only ask for what you absolutely need to know to help. Keep in mind here: creating a customer profile is not a good reason to ask for more. What’s most important is that your customers feel like they can easily and safely reach you. For most websites, two fields should be enough: one for an email address, and one for the actual message.\u003C\u002Fp>","Ask for as little information as possible","ask-for-as-little-information-as-possible","2020-05-03T07:31:30.937Z","components\u002F1588491111056_littleinformationpng",[453],{"_id":503,"content":504,"title":505,"slug":506,"postDate":507,"image":508,"categories":509},"5eafd798d25dca12aa1bb4a1","\u003Cp>This is one of those features I would put in the list “Such an obvious thing that most people don’t think about it”, which is why I think it’s good to remind you of it here. If a user signs in, give them a little checkbox that allows them to remain signed in. It’s such a small thing, but it does a LOT for usability and user experience. Think about it, how many websites do you still sign into every time you browse to them?\u003C\u002Fp>","Make sure you have an option to remember the login","make-sure-you-have-an-option-to-remember-the-login","2020-05-01T00:00:00.000Z","components\u002F1588582292410_rememberpng",[56]]