Always know something about the user, the
context, and the audience. Use that knowledge to
make good guesses about what the user wants to
do or know, then create shortcuts to that action
Nothing should be arbitrary. Fluff should be eliminated.
If an element is not essential to the goal of the site
- it gets cut.
Every layout, font, color
and graphic is a deliberate,
data based decision
"If everything is important,
then nothing is."
- PATRICK LENCIONI
Establish goals and information heirarchy.
Information hierarchy: How should my site be organized?
Obama Website: Executed about 500 a/b tests, 20 month period,
increased donation conversions by 49% and sign up conversions by 161%.
Obama Website: By changing the photo on the splash page we lifted
conversions by more than 19%.
performed 43.4% better
- 30% better
- 27% better
- 15% better
Writing Decisions: Headline tests on the Highrise signup page
Client trust & approval.
Besides making your website better (!!) it helps your
Your clients will trust that you are making good decisions,
based on data.
typography.com - the best fonts on the interweb.