Enhancing User Experience on Websites

🔎 How To Redesign Complex Navigation: How We Restructured Intercom’s IA (https://lnkd.in/ezbHUYyU), a practical case study on how the Intercom team fixed the maze of features, settings, workflows and navigation labels. Neatly put together by Pranava Tandra. 🚫 Customers can’t use features they can’t discover. ✅ Simplifying is about bringing order to complexity. ✅ First, map out the flow of customers and their needs. ✅ Study how people navigate and where they get stuck. ✅ Spot recurring friction points that resonate across tasks. 🚫 Don’t group features based on how they are built. ✅ Group features based on how users think and work. ✅ Bring similar things together (e.g. Help, Knowledge). ✅ Establish dedicated hubs for key parts of the product. ✅ Relocate low-priority features to workflows/settings. 🤔 People don’t use products in predictable ways. 🤔 Users often struggle with cryptic icons and labels. ✅ Show labels in a collapsible nav drawer, not on hover. ✅ Use content testing to track if users understand icons. ✅ Allow users to pin/unpin items in their navigation drawer. One of the helpful ways to prioritize sections in navigation is by layering customer journeys on top of each other to identify most frequent areas of use. The busy “hubs” of user interactions typically require faster and easier access across the product. Instead of using AI or designer’s mental model to reorganize navigation, invite users and run a card sorting session with them. People are usually not very good at naming things, but very good at grouping and organizing them. And once you have a new navigation, test and refine it with tree testing. As Pranava writes, real people don’t use products in perfectly predictable ways. They come in with an infinite variety of needs, assumptions, and goals. Our job is to address friction points for their realities — by reducing confusion and maximizing clarity. Good IA work and UX research can do just that. [Useful resources in the comments ↓] #ux #IA

7 out of 10 of my projects start with fixing what most people ignore. This includes: - making copy easier to read - making images informational - making product name impactful Simple, but yet forgotten. In this post, using URturms example, I'll be sharing 11 underestimated changes that can increase your website sales. 1. Adding breadcrumbs. Important if you drive ad traffic to the PDP directly. They take shopper to the parent category page. Reducing bounce rate. 2. Adding a badge. Like "Bestseller", "Most Loved", "Few Left". This reassures the shopper that they're making the right decision. 3. Making images easier to swipe. Add a sneak peek of the next image along with navigation dots that show the count. Cap them at 8. 4. Making the product name impactful. Add key USPs. Show your current product name to 10 people. Do they understand what it is? 5. Add a short description below product name. Keep it in 1 line. Highlight it's most important feature here. 6. Consider adding an offer close to price. This motivates the shopper as they see some potential savings or benefit. 7. Highlight key product strengths in bullets or with icons. Avoid sentences. Keep this before the add to cart CTA. 8. Keep your add to cart CTA full width. Don't combine it with quantity or another CTA next to it. Make sure it's readable and prominent. 9. Highlighting shipping time or return policy below the CTA. This solves for common questions - when will I get it? can I return it? 10. Cross-selling complementary products. Like bottoms with tops. Earrings with necklace. Do this close to the add to cart CTA. 11. Adding 'Benefits' to your accordion. This gets a higher click through rate, while helping shoppers understand why they should buy this. Other UX/UI changes I did: - Removed quantity button - Made the information bar non-moving - Removed log-in, moving search next to cart - Changed the font for product name and CTA - Increased font size in places for better readability Found this useful? Let me know in the comments! P.S. If you want to maximize your PDP’s potential, start by understanding your visitor's behavior and the gaps. Get heat maps for your site (Microsoft Clarity is free). Observe what they like to (and don't like to) interact with.

An ecommerce company recently approached my team to do an email audit as they were facing challenges with low open and click-through rates. After analyzing their email account, here are our main recommendations to revive their email marketing channel: 1. Strategic Email Segmentation: Currently, your emails lack personal relevance due to a one-size-fits-all approach. This is a crucial area to address. Action Plan: Implement segmentation based on purchase history, engagement levels, browsing behavior, and demographic information. 2. Personalized Content Creation: Generic content won't cut it. Your audience needs to feel that each email is crafted for them. Action Plan: Develop emails specifically tailored to the different segments. This includes curated product recommendations, personalized offers, and content that aligns with their interests. 3. Subject Line A/B Testing: Your current subject lines aren't doing their job. You need to be implementing ongoing A/B subject line tests, as this is low-hanging fruit to improve your open rates. Action Plan: Regularly test different subject line styles and formats to identify what resonates best with each segment. Keep track of the metrics to inform future campaigns. 4. Mobile Optimization: A significant portion of your audience reads emails on mobile devices. Neglecting this is causing a decrease in your email engagement rates. Action Plan: Ensure all emails are responsive and visually appealing on various screen sizes. Test your emails on multiple devices before sending them out. Additional Campaign Strategies We Recommend: - Launch a Monthly Newsletter: This should include new arrivals, style guides, and user-generated content. It’s an excellent way to keep your brand in the minds of your customers. - Seasonal Campaign Integration: Tailor your campaigns to align with holidays and seasons. This approach can significantly boost engagement and sales during key periods. - Re-Engagement Campaigns: Specifically target subscribers who haven't interacted with your brand recently. Offer them unique incentives to rekindle their interest. Next steps: 1. If you found this helpful, please leave a comment and let me know. 2. If you own/run/work at an Ecommerce company doing at least $1 million in annual revenue, message me so my team can audit your email channel to see if there's a good fit for working together.

Most people have the wrong idea about sales. The pushy SDR. The smooth-talking closer. The reality: good sales is simply the art of removing friction. Here's what sales actually looks like: Early Airbnb hosts hesitated to list their homes. The stated problem was "no bookings," but the hidden objection was trust. Brian Chesky (CEO) went door-to-door in New York in 2009 and watched where confidence fell apart - poor photos and thin profiles. He didn't add more explainers about trust and safety. He removed the psychological barrier. Pro photography. Identity verification. Conversion lifted. Sales wasn't persuasion. It was friction removal. Founders do the opposite because they're uncertain. So they overexplain and try to overqualify every lead. They add more copy, more form fields, more steps. Each one asks users to trust you before they have proof. Here's where that shows up: Landing pages: You wrote three paragraphs explaining your product. Healthy landing page conversion (visitor to signup) is 3-6% (OpenView). Below 2%? Your message isn't landing. Cut it to one line: "For [who], we [outcome]." Signup forms: You ask for company name, role, team size. Each extra field causes 10-40% drop-off. Start with email and password. Get them to value first. Pricing pages: You buried pricing three clicks deep. If users work to find your price, you lost them. Make it visible. "Cancel anytime.” Things you can try this week: 1. Watch 3 users try your product. Track where they stop: landing, signup, first action, first value. That's your barrier. 2. Remove the biggest friction point(s). Low landing conversion? Test if a stranger can explain what you do in 5 seconds. Low activation? Cut steps between signup and first value. 3. Measure. A 10% lift on 2% landing conversion means 2.2%. On 10K monthly visitors, that's 20 more signups. Good sales is listening for where users stop and removing what's stopping them. Build the product and remove everything between them and proof.

They didn't forget; they objected. Instead of "activation" or "abandonment" emails, try this... People don't abandon checkouts and free trials because they 𝘧𝘰𝘳𝘨𝘦𝘵, they abandon because they 𝘰𝘣𝘫𝘦𝘤𝘵. Instead of sending “reminders,” figure out 𝘸𝘩𝘺 𝘵𝘩𝘦𝘺 𝘣𝘢𝘪𝘭𝘦𝘥 and address the 𝘳𝘦𝘢𝘭 𝘰𝘣𝘫𝘦𝘤𝘵𝘪𝘰𝘯 – Not just in your emails, but at the root cause, before they abandon. 𝗛𝗼𝘄 𝘁𝗼 𝗳𝗶𝗻𝗱 𝘁𝗵𝗲 𝗿𝗲𝗮𝗹 𝗼𝗯𝗷𝗲𝗰𝘁𝗶𝗼𝗻𝘀 If you ask ChatGPT, it'll tell you to offer free shipping and enable guest checkout – but you know it’s not that simple. Fixing “process friction” will only get you so far – most abandonment is caused by 𝘱𝘴𝘺𝘤𝘩𝘰𝘭𝘰𝘨𝘪𝘤𝘢𝘭 𝘧𝘳𝘪𝘤𝘵𝘪𝘰𝘯, like an unanswered question or a nagging doubt. 𝟲 𝗠𝗮𝗶𝗻 𝗦𝗼𝘂𝗿𝗰𝗲𝘀 𝗼𝗳 𝗣𝘀𝘆𝗰𝗵𝗼𝗹𝗼𝗴𝗶𝗰𝗮𝗹 𝗙𝗿𝗶𝗰𝘁𝗶𝗼𝗻 (𝗔𝗻𝗱 𝗵𝗼𝘄 𝘁𝗼 𝗳𝗶𝘅 𝘁𝗵𝗲𝗺) 1. 𝗠𝗶𝘀𝘀𝗶𝗻𝗴 𝗶𝗻𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻 – Is it compatible with…? Does it do X thing?     𝗙𝗶𝘅: Live chat & detailed Q&A     2. 𝗪𝗶𝗹𝗹 𝗶𝘁 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗵𝗲𝗹𝗽 𝗺𝗲 𝘁𝗼 [𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿’𝘀 𝗴𝗼𝗮𝗹]?     𝗙𝗶𝘅: Show the main use cases, testimonials with specific results     3. 𝗪𝗶𝗹𝗹 𝗜 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝘂𝘀𝗲 𝗶𝘁? Or forget it but keep getting billed?    𝗙𝗶𝘅: Generous cancellation / return policies     4. 𝗦𝗼𝗰𝗶𝗮𝗹 𝗙𝗿𝗶𝗰𝘁𝗶𝗼𝗻 – What will my boss / team / spouse think?     𝗙𝗶𝘅: Give them a story to justify the purchase to themselves (e.g. “it's cheaper in the long-run” or “you only live once.”)     5. 𝗜𝘀 𝘁𝗵𝗶𝘀 𝗳𝗼𝗿 𝗽𝗲𝗼𝗽𝗹𝗲 𝗹𝗶𝗸𝗲 𝗺𝗲? (e.g. Coders, non-native speakers, gen Z women?)    𝗙𝗶𝘅: Say & show who it’s for     6. 𝗢𝗻𝗰𝗲 𝗯𝗶𝘁𝘁𝗲𝗻 – They are switching from their last product for a reason, so they need to believe your product won't have that flaw.    𝗙𝗶𝘅: Position against your competitor’s flaw (e.g. “99.999% availability,” or “24/7 live support.”) 𝗛𝗼𝘄 𝘁𝗼 𝘂𝗻𝗰𝗼𝘃𝗲𝗿 𝙮𝙤𝙪𝙧 𝗽𝘀𝘆𝗰𝗵𝗼𝗹𝗼𝗴𝗶𝗰𝗮𝗹 𝗳𝗿𝗶𝗰𝘁𝗶𝗼𝗻: Don't speculate. Ask your 𝘴𝘢𝘭𝘦𝘴𝘱𝘦𝘰𝘱𝘭𝘦 𝘰𝘳 𝘺𝘰𝘶𝘳 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳𝘴:  1. 𝗦𝗮𝗹𝗲𝘀𝗽𝗲𝗼𝗽𝗹𝗲 – “What are the main objections you hear from prospects?” 2. 𝗡𝗲𝘄 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 – “What made you almost not buy?” Prospects who abandoned probably had 𝘵𝘩𝘦 𝘴𝘢𝘮𝘦 𝘤𝘰𝘯𝘤𝘦𝘳𝘯𝘴 as the ones who bought. 𝗢𝗻𝗲 𝗳𝗮𝗸𝗲 𝗿𝗲𝗮𝘀𝗼𝗻 𝘆𝗼𝘂 𝗰𝗮𝗻 𝗶𝗴𝗻𝗼𝗿𝗲 Many people will say they’ve “been too busy.” That’s bullsh*t. Reality: either they don’t understand how it helps, your product or site confused them, or they don’t actually need it. Helpful? Re-post to help others in your network.

A client came to us frustrated. They had thousands of website visitors per day, yet their sales were flat. No matter how much they spent on ads or SEO, the revenue just wasn’t growing. The problem? Traffic isn’t the goal - conversions are. After diving into their analytics, we found several hidden conversion killers: A complicated checkout process – Too many steps and unnecessary fields were causing visitors to abandon their carts. Lack of trust signals – Customer reviews missing on cart page, unclear shipping and return policies, and missing security badges made potential buyers hesitate. Slow site speeds – A few-second delay was enough to make mobile users bounce before even seeing a product page. Weak calls to action – Generic "Buy Now" buttons weren’t compelling enough to drive action. Instead of just driving more traffic, we optimized their Conversion Rate Optimization (CRO) strategy: ✔ Simplified the checkout process - fewer clicks, faster transactions. ✔ Improved customer testimonials and trust badges for credibility. ✔ Improved page load speeds, cutting bounce rates by 30%. ✔ Revamped CTAs with urgency and clear value propositions. The result? A 28% increase in sales - without spending a dollar more on traffic. More visitors don’t mean more revenue. Better user experience and conversion-focused strategies do. Does your ecommerce site have a traffic problem - or a conversion problem? #EcommerceGrowth #CRO #DigitalMarketing #ConversionOptimization #WebsiteOptimization #AbsoluteWeb

If your site is slow, you’re leaving traffic and revenue on the table. Core Web Vitals are no longer optional. Google has made them a ranking factor, meaning publishers that ignore them risk losing visibility, traffic, and user trust. For those of us working in SEO and digital publishing, the message is clear: speed, stability, and responsiveness directly affect performance. Core Web Vitals focus on three measurable aspects of user experience: → Largest Contentful Paint (LCP): How quickly the main content loads. Target: under 2.5 seconds. → First Input Delay (FID) / Interaction to Next Paint (INP): How quickly the page responds when a user interacts. Target: under 200 milliseconds. → Cumulative Layout Shift (CLS): How visually stable a page is. Target: less than 0.1. These metrics are designed to capture the “real” experience of a visitor, not just what a developer or SEO sees on their end. Why publishers can't ignore CWV in 2025 1. SEO & Trust: Only ~47% of sites pass CWV assessments, presenting a competitive edge for publishers who optimize now. 2. Page performance pays off: A 1-second improvement can boost conversions by ~7% and reduce bounce rates—benefits seen across industries 3. User expectations have tightened: In 2025, anything slower than 3 seconds feels “slow” to most users—under 1 s is becoming the new gold standard, especially on mobile devices. 4. Real-world wins: a. Economic Times cut LCP by 80%, CLS by 250%, and slashed bounce rates by 43%. b. Agrofy improved LCP by 70%, and load abandonment fell from 3.8% to 0.9%. c. Yahoo! JAPAN saw session durations rise 13% and bounce rates drop after CLS fixes. Practical steps for improvement • Measure regularly: Use lab and field data to monitor Core Web Vitals across templates and devices. • Prioritize technical quick wins: Image compression, proper caching, and removing render-blocking scripts can deliver immediate improvements. • Stabilize layouts: Define media dimensions and manage ad slots to reduce layout shifts. • Invest in long-term fixes: Optimizing server response times and modernizing templates can help sustain improvements. Here are the key takeaways ✅ Core Web Vitals are measurable, actionable, and tied directly to SEO performance. ✅ Faster, more stable sites not only rank better but also improve engagement, ad revenue, and subscriptions. ✅ Publishers that treat Core Web Vitals as ongoing maintenance, not one-time fixes will see compounding benefits over time. Have you optimized your site for Core Web Vitals? Share your results and tips in the comments, your insights may help other publishers make meaningful improvements. #SEO #DigitalPublishing #CoreWebVitals #PageSpeed #UserExperience #SearchRanking

👉 Unlock the secrets of consumer psychology to enhance your email marketing effectiveness 📧 In the crowded space of email marketing, understanding and applying behavioral economics can significantly improve the effectiveness of your campaigns. By tapping into how consumers think and make decisions, you can craft emails that not only get opened but also convert. ▪️ The Scarcity Principle ⏰ : Utilize the Scarcity Principle in your email campaigns to create urgency. Informing recipients that a deal is limited-time only or that only a few items are left can significantly increase the likelihood of immediate action. For example, "Only 3 hours left to claim your offer!" or "Just 5 items remaining at this price!" ▪️ The Paradox of Choice ✅ : Simplify consumer decision-making by limiting the number of options. The Paradox of Choice teaches us that too many options can overwhelm and deter decision-making. Optimize your emails by providing one clear call to action or focusing on a single product or service rather than multiple. ▪️ Personalization and the Liking Bias 🙋♂️ : Leverage the Liking Bias by personalizing your emails. People are more likely to engage with content that appears tailored to them. Use data to address recipients by name, reference past purchases, or suggest items based on browsing history. This not only captures attention but also enhances the feeling of intimacy and relevance. ▪️ Loss Aversion 🔚 : Capitalize on Loss Aversion by highlighting what your customers stand to lose if they don’t take action. Phrasing like, "Don’t miss out on this opportunity!" can be more effective than simply presenting the benefits of an offer. 𝐏𝐫𝐚𝐜𝐭𝐢𝐜𝐚𝐥 𝐓𝐚𝐤𝐞𝐚𝐰𝐚𝐲: Review your current email marketing strategies. How can you implement these behavioral insights to increase open rates and conversions? Test different approaches in your campaigns to see what works best with your audience. #BehavioralEconomics #EmailMarketing #DigitalMarketing #ConsumerPsychology #ServingMarketing #SirviendoMarketing

A client came to us with an eCommerce site stuck at 384 monthly sessions. They had a good product but their content game was weak. 8 months later, they hit 1,136 sessions with 149% more engagement. All without a single new backlink. Here's the exact blueprint we used: (copy this for your site today) Step 1: Content Gap Analysis We ran a full site audit to identify every missing page that could explain their offering, expertise, and approach for different audiences. We prioritized content that answers the questions your audience is asking before they're ready to buy: - Top-of-funnel informational topics they weren't covering. - Educational content explaining the problem space, terminology, and decisions users face. This is where trust gets built. This is where Google starts seeing you as an authority. Step 2: Homepage + Core Page Restructuring Your homepage has 3 seconds to communicate value. Key information gets highlighted. Supporting content explains how they help. Everything is scannable. For core pages (products, services, programs), we moved essential information above the fold. People bounce when you make them work too hard. Reduce cognitive load. Make the value obvious fast. Added credibility signals throughout. Testimonials. Case studies. Data points. Third-party validation. Trust isn't assumed. You have to build it on every page. Step 3: Define One Primary CTA Per Page Multiple CTAs competing for attention kills conversions. We've tested this repeatedly. Each page got one primary action. Sign up. Get in touch. Start a trial. Whatever matters most for that specific page. Design the entire page around that single conversion goal. Secondary CTAs exist but they're less prominent. The user's path needs to be clear, not cluttered. Step 4: Build Topical Authority Through Content Clusters This is where most sites fail. They publish random blog posts with no strategic connection. We identified priority themes that align with their expertise and mission. Each theme got multiple interconnected pages. Foundational concepts. Common questions. Emerging topics. Step 5: Strengthen Internal Linking Structure Connected core pages to relevant supporting content, use cases, documentation, and insights. No orphan pages. Every piece of content links contextually to related topics. Internal linking creates a cohesive, easily navigable experience for users and makes your site architecture crystal clear to search engines. Step 6: Ongoing Performance Reviews We regularly reviewed performance and engagement signals to refine content depth, freshness, structure, and internal linking. User needs and search behavior change. Your content strategy needs to adapt. Pages that aren't performing get updated or pruned. High performers get more internal link equity and supporting content. The result? May 2025 → Jan 2026 (8 months): - Organic sessions: 384 → 1,136 (196% increase) - Engaged sessions: 253 → 630 (149% increase)