User experience (UX) is arguably the most important aspect of any product. But bad UX design can damage your overall brand. This article from Econsultancy discusses the following five UX design principles which are key for user engagement:
Keep choices simple. Each decision a user has to consider delays the time to action. The goal of your website is to get the user in, decided and converted as swiftly as possible, for both you and their own benefit.
Make important actions easy to reach. Users today have very short attention spans, and even less patience. The slightest whiff of challenge could cause solid lead to give up. Be sure to remove any and all resistance leading up to the pivotal conversion action.
Prioritize positioning. Users skim. They remember the first and the last items in a list. And they’re not likely to memorize more three steps in a process. Make sure you keep the important things emphasized and in prominent positions.
Be wary of selective disregard. Users ignore what isn’t helping them reach their end-goal or solve a problem. Do away with superfluous copy, images, and designs to keep the user focused on the conversion action you want them to take.
Finally, don’t be evil. Trickery is the fastest way to lose a sale. If you con your users into taking the actions you want them to take, you’ll be the ultimate loser. Honest, simple marketing is the answer every time.
Read the full article for a more in-depth dive into each principle and tips on how to avoid falling into common UX/UI traps.