The 5 Laws of UI UX User Experience
User experience is an area that touches all disciplines of digital marketing. Whether you’re launching campaigns in Google Ads, implementing SEO recommendations, or changing the source code of your website, the end-user needs to be satisfied so they can take action. Providing a product or service that fulfills a user’s need should always be the priority, but even the best products that meet a real need fail if creators don’t consider user satisfaction.
Well, let’s be honest, there are also many futile products that, for one reason or another, resonate strongly with users. Ultimately, the variables related to success and failure are vast and almost impossible to quantify in this context. What we can do is present you with some rules related to the user experience that can tip the scales in your favor (whether through logic or marketing tricks).
5 Laws of UI UX user experience to make the UI/UX of your website and app lucrative:
Fitts’ Law of UI UX User Experience
Fitts’ law says that the time it takes to move to a specific target is defined by the ratio of the distance of the target to the width of the target. This means that it takes more time and effort to interact with a distant and small element. What you have to learn from this law in terms of web design is that the items you want people to interact with must be “close” and “large”. What do I mean by loved ones and grown-ups?
If the “Add to cart” button (the element where the company wants users to click), is close to the product, it is large enough to be easily clickable by a mouse. This compels users to make purchases fast. This is an almost perfect example of Fitts’ law.
Hick’s Law of UI UX User Experience
Hick’s law describes how long it takes a person to make a decision because of the choices available to them. Basically, the more choices available, the longer it will take you to make a decision. This law applies directly to how landing pages are designed. We often see landing pages that have a lot of hyperlinks and too much text. All this content distracts the user, complicates his decision-making process, and causes the prospect to perform another action than the one desired by the company. According to our friends at Unbounce, there is a direct correlation between the number of links and the conversion rate:
… and between word count and conversion rate.
What to learn from this law: keep your landing pages simple.
Jakob’s law of UI UX User Experience
Web design is not time, it’s climate. What do I mean by that? Typically, users own a universal template for an eCommerce website, banking app, or email inbox. Familiar design is the central subject of Jakob’s law. Therefore, when designing a web page, you need to take into consideration the fact that people expect certain elements based on what they have already seen on the web. Going into uncharted territory and offering an experience that doesn’t meet users’ expectations is quite risky.
A common application of this law is the “F-view”. Studies indicate that people from countries where reading is done from left to right pay more attention to the top left side and center of a website.
Miller’s law derives from one of the most cited articles in the field of psychology, “The Magical Number Seven, Plus or Minus Two: Some Limits on Our Capacity for Processing Information.” This law states that most people can only remember between five and nine elements in their short-term memory. The implications in this regard are vast, but they apply very well to the field of e-commerce and usability. A great example of this is the great debate between infinite scrolling, paging, and “see more or read more” buttons. If one were to make UX-related decisions using this law, it would be clear that pagination or a “View More/Read More” button are the most appropriate (I recommend always doing tests, that said.). Indeed, infinite scrolling overwhelms users with information and overexposes them to the different products available. As a result, they are more likely to neglect new products because they have too many options.
Parkinson’s Law and the Zeigarnik Effect
If you have heard the old adage (the myth) that the size of a goldfish is proportional to the size of its tank, then you already have a good knowledge of Parkinson’s law. Parkinson’s law states that “the workload extends in such a way as to occupy the time available for its completion.” The most convenient and common application of this rule is to embed timers on landing pages. Similarly, the Zeigarnik effect is another law that uses a similar method to coerce users. The Zeigarnik effect claims that people remember unfinished or interrupted tasks better than completed tasks. Just like a timer, creative marketing can use progress bars to get users down the conversion funnel.
Applying the Laws of User Experience: Conclusion
User experience is one of the fundamental principles of conversion rate optimization. By ensuring a positive user experience, you create a mutual benefit between you and your potential customers. Users feel rewarded when they interact with your products and you, the service provider, operate proudly knowing that not only does your product resonate with the end-user, but it works to its full potential.