How do we get this wisdom? Among other things, by examining the results of the A/B tests that leading companies such as Netflix, Google and Booking share.

But what exactly do we mean by ‘user-friendliness’? So what improvements are we talking about? We’ll share some tips below.

1. Inline Validation

When dealing with forms and error messages, it is often better to try to detect if something is not right and show this directly to your visitor. The famous interaction pattern highlighted here is, of course, inline validation. By showing an error message as it occurs, such as to the right, below or even in the input field. Ideal for correcting directly in the field as it appears in context. If you display error messages afterwards, for example after using the send button, people are forced to do extra work by trying to remember what they were doing a few steps back.

Each form needs its own approach, but in general an inline validation on your forms is a big improvement in usability … and ultimately the conversion.

2. One column instead of multiple columns

It is best to have a one column layout instead of multiple columns. A single column layout gives the visitor more control over the story. It should be able to lead the visitor from top to bottom in a more predictable way. While a multi-column layout presents an additional problem by distracting the visitor from the core purpose of the page.

Guide your visitors with a story and a striking call to action at the bottom of the page instead of filling your layout with multiple calls to actions. Provided, of course, that a page is too long, you can have it reappear on the layout here and there. A nice example of what we have achieved can be seen here on the blog page of Yieldt..

3. Customer experiences

Instead of talking about yourself, there’s no better way than for customers to share their experiences online about your business. For example, use Google reviews, Kiyoh or Trustpilot as an independent program. Google offers this service for free and also immediately improves findability in the local search results.

Customer reviews also increase your conversion. Seeing your customers/users support you and talk about your business can be a great way to amplify a call to action. View an example of Studio Ubique here.

4. Fewer form fields

A frequently heard wish from our customers is to add as many form fields as possible in their forms. After all, they want to know as much as possible from their future customer. However … visitors are naturally not eager to do a lot of work, especially if they’re looking for ‘quick’ contact. There is a high risk that your visitors will give up and click away.

Ask yourself if each field is really necessary and remove as many fields as possible. If you really have a lot of optional fields, consider providing them in multiple steps (in tabs). It’s so easy to blow up your forms, but fewer fields will convert better. Finally, you can always have the applicant complete the missing information with a telephone number and an e-mail. An example of what we mean is the website of The Grit Movement..

5. Primary and Secondary Action Buttons

Another important one in UX design! Primary and secondary action buttons. Also a frequently heard question from the customer who, after seeing the design proposal, asks whether the buttons can not all be the same in terms of style, because that is nicer. We would be happy to write a complete blog about this, but for now we will keep it short.

The primary action button, called button, is an action that allows the user to achieve the most important goal. Secondary actions are actions that are less important. A button with the action to order something, to contact us or to request a quote, for example, are more important than a button with the function to cancel something, a ‘read more’ or a ‘delete’ button. After all, you want your visitor to take action, so this button must be more clearly visible and we call it the primary action button.

This is the direct answer to the question why we design a maximum of two types of buttons in a website or webshop and not just one. By paying attention to the design of these buttons, each user’s workflow is streamlined and users are given more certainty before they click.

Still have questions or do you have feedback for us? Let us know!


We’re Studio Ubique, an international design and development hub you can trust, backed by a wealth of experience and a bunch of great client experiences to prove it.