Beat These Unexpected UX Challenges With A/B Testing

This is a guest post from Charles Richard at TatvaSoft UK.

When it comes to UX design, doing it well can be complex at best.

As we go along, a wide range of unexpected UX challenges begin to unfold, and unfortunately, that’s the reason why many sites aren’t very user-friendly. In fact, only 55% of companies are currently conducting any user experience testing.

But that’s no way to treat the visitors, leads, and customers that make online work possible.

In tandem with web development, user experience design is of paramount importance, a deciding factor of success or failure for your website. According to one study, every $1 invested in UX led to $100 in return.

Cracking the right UX code has been a mystery for years. The advent of new technology, tools, and techniques is definitely a boon, but even recent developments can have their fair share of problems.

Read on to discover what those UX designing challenges are, as well as how to deal with them through UX A/B testing.

Top UX designing challenges

1. Gathering data

Now, how can gathering data be an issue? Marketing and sales teams these days require tons and tons of customer data to make their strategies and campaigns successful. But collecting data isn’t always easy, especially since people now have more power than ever over how and when their data is collected.

What exactly is GDPR? Get the facts.

While data protection is crucially important, collecting relevant consumer data isn’t all bad. In fact, the right data can go a long way in providing relevant and personalized content for users.

Try using more engaging and subtle data collection methods, like interactive opportunities: quizzes, polls, or surveys.

According to sources, interactive content converts buyers 70% of the time compared to just 36% for passive content. Consider unobtrusive approaches to succeed.

These 6 interactive methods will improve your engagement.

2. Implementing personalization

Is it challenging to offer a personalized experience? At times, yes. Most of the time, personalized experiences can boost sales and customer satisfaction, but website designers are taking personalization a step further by optimizing landing pages for each specific customer, and this can be overwhelming.

Try going for smart personalization and offer things in moderation. How? Test what works and what doesn’t; Iterate when something isn’t successful.

Marketing teams and web designers must have a deep understanding of who their customers are or what it is that they want, so that, the next thing they know, they’re receiving personalized offers or coupons for related items.

Is personalization enough? Find out here.

3. Selling products online

Product showcasing is pretty common these days. One of the biggest drawbacks here is that you never really know what you’re getting until it shows up.

There are hundreds and thousands of sales options available around, and more and more brands are working to create confidence and communicate why their product is the one that customers should go with. Simply relying on product pictures and ratings from past purchases may not be enough, especially as markets become saturated.

Still, a little creativity and technology can go a long way.

With emerging disruptive tech, like augmented reality and virtual reality tools, companies can show their customers 3D models of their products for a virtual “hands-on” shopping experience (e.g. the IKEA app).

This ability to display products online in this way is a big advantage for brick-and-mortar stores.

See how 1,000+ ecommerce owners spend their time.

4. Consumer behavior code

Knowing what motivates customers to make a purchase or complete an action, as well as how to use this information to improve conversion rates has always been a challenge for web developers and designers across the globe.

Make better and more confident UX design choices that are proven to get results. The biggest advantage here is placing CTA buttons or important content along the path that a customer’s eyes will naturally fall to (left to right).

Optimize your CTAs in 10 steps.

5. A/B testing inaccuracies

A/B testing is helpful when trying to determine which ideas or designs might be the most effective with your audience. Unfortunately, many web development professionals tend to choose strategies that are limited.

Known as split testing, A/B testing is done to find out which of two versions performs better—like an ad, digital product, or email subject line. Web designing teams divide users into two groups and show each the different variants. One half sees version A, and the other sees version B. The results of the tests will determine which design was more effective.


To measure the effectiveness, one needs to delve into different criteria such as page views, clicks, or sales leads. However, the choice of criteria for measurement depends on what goals a company or a creative team has established.

A well-constructed A/B test includes:

  • Identifying the project scope
  • Isolating macro and micro metrics
  • Assessing key page elements
  • Randomly showing two different screens to users
  • Carefully evaluating your findings

A/B testing for UX improvement

Mobile app developers need to choose carefully, as well as plan a clear and pleasant interaction and navigation system to enhance user experience. However, what once worked well may not have the same effect after a while, so it’s important to update your findings periodically.

A/B testing assists web designers in making careful changes, so users won’t feel inconvenienced. All the needed data and metrics can be collected while people continue to use an app or website. Certain elements to consider when it comes to A/B testing include:

  • Placement, size, color, or copy of CTA buttons
  • Headings with their subheaders
  • Images (especially on the landing pages)
  • Presentation of clients’ form on websites
  • The entire copy (length, placement, and content)
  • Where the offer is displayed
  • Videos (presence or absence)

These tests can be performed at any time to ensure you’re always giving your users the best experience possible.

Step 1 – Data collection

The main objective of A/B testing is to optimize, irrespective of the reason—be it revenue optimization, user experience improvements, or just a product upgrade as a whole. By gathering lots and lots of data and analyzing it, you’ll know exactly which part of the UX design needs to be optimized the most.

Additional tip: do you have any pages with low conversion rates or CTA buttons with the least amount of clicks? They’re the ones that need to be taken care of first.

Step 2 – Set the objective.

To make things work in the correct order, web developers need to set goals in regard to the result. Do you wish to increase your subscriber list for the recent blog or website you’ve been working on? Check how many clicks on CTA buttons you receive and keep doing relevant changes. Setting small goals changes everything.

Step 3 – Hypothesis

After gathering all the relevant information and setting appropriate goals, it’s time to create some hypothetical situation and analyze whether things will work out or not. How will the current version hit the market, and is there any room for improvement from a client perspective?

Step 4 – Create side A and side B.

Fortunately, we have plenty of free and paid tools around. What’s more, you can also consider reaching out to a web development company featuring a skilled team of techies, designers, and QAs who make sure that everything goes as it should.

Step 5 – Analyze.

When the experiment is complete, designers work on implementing the information based on the results.

Wrap up

As you’re building and designing your site, email, and other marketing efforts, good UX may feel like a challenge. Luckily, it doesn’t have to be. Through UX A/B testing specifically, you can easily see what’s working best.

A/B tests for UX design ultimately lead to:

  • Cost-efficiency
  • Quality instead of quantity
  • User-centered design
  • Fast and easy analysis
  • Reduced scope of risk

By researching and gathering data about your user-base, personalizing their experience, and constantly testing, you can build a positive experience for subscribers, customers, and everyone in-between.


Charles Richard possesses over 10 years of experience in the business analysis profession. He also enjoys mentoring BA professionals, and his well-rounded knowledge base in engineering concepts provides an easy way to make non-technical people understand basic theories. Currently, he works at TatvaSoft UK, a leading iPhone app development company based in London.

The post Beat These Unexpected UX Challenges With A/B Testing appeared first on Campaign Monitor.

How to Use the Newest Graphic Design Trends in Your Email Marketing

This is a guest post from Ryan McCready at Venngage.

Keeping up with the latest graphic design trends in your email marketing can be exhausting, especially if you aren’t a designer and have other tasks that take priority.

But keeping up with new design trends is the easiest way to signal to your audience that you’re a modern, innovative, forward-thinking company. That’s why so many tech companies have great design—users expect to see a level of newness within their product.

And, while you want to keep your brand looking fresh and hip, it’s hard to tell which trends you should follow and which trends are best left on the Pinterest boards (that’s why Venngage pulled together the top 8 graphic design trends of 2020).

Read on to discover easy-to-manage, actionable ways to incorporate the newest graphic design trends in your email marketing and branding (even if you aren’t a designer).

Want some quick ways to update your look? Our design trends can help

With email being such a direct-to-consumer, instantaneous marketing method, your email design can be a great way to show your audience just how modern and innovative you are.

Plus, if a design trend doesn’t resonate with your email audience, you can easily change it in your ESP.

1. Muted color palettes

Muted color palettes are the first trend on our list for 2020, and is also the easiest trend to incorporate into your existing branding.

If your emails are word heavy with very few graphics, this trend might not be for you. But, if you use graphics and photography to help bring your newsletters to life, you can definitely get on board.

Muted colors refer to colors that aren’t vibrant. You can easily create a palette of muted colors to work with by taking your existing brand color palette and adding elements of black or white to create more toned-down shades.

Muted color palettes are one of the newest Graphic Design Trends in Your Email Marketing

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Creating a secondary palette from your main brand colors is doubly beneficial. Along with automatically updating your look to be completely on-trend, it’s not too dissimilar to the brand your audience already knows and loves.

A complete rebrand can be a polarizing experience for consumers, so, wherever possible, you should focus on small, continuous improvements rather than a complete design overhaul.

Goodfood email example

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2. Color gradients

Much like trend number one on our list, color gradients are a great way to refresh your emails without changing too much. In fact, you may have already seen this graphic design trend in your inbox.

Gradients have been back for a while, but, in 2020, expect to see much more muted, toned-down gradients (sensing a theme yet?). Instead of an all-out background gradient, you’ll start to see them used to enhance elements of designs.

Flume email example

Original link: email gallery

With this trend, less is more, so focus on updating one small element of your email with a gradient. You could update your header with a subtle gradient, or use a gradient inside of block text.

If using the gradient trend, try to keep it as simple as possible. Try to use subtle gradients in small areas, rather than automatically using a bright gradient as a color overlay.

3. Abstract and dreamy illustrations

Now, you need to be a certain sort of company to pull off trend number three, but, if you can manage it, you’ll be leaps and bounds ahead of your competitors.

The phrase “abstract and dreamy illustrations” can scare people off, but if you’re already using a hand-drawn or illustrated style in your branding, this is the trend for you. Plus, it’s one of our favorite graphic design trends to use in email marketing.

By “abstract and dreamy,” we mean un-lifelike drawings. Think strange colors, exaggerated proportions, and absurd situations.

Casper mattress illustration examples

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Easily update your email newsletters by replacing stock photography with one of these abstract illustrations, or consider changing up your existing bank of illustrations to be weirder.

The other bonus of creating custom illustrations, alongside them looking great, is they add a special element to your marketing. Anybody can pay for a stock image, but not everybody will go out of their way to commission illustrations unique to their business.

Creating a custom illustration for customers who’ve just completed a sale, or customers who’ve joined your loyalty program can help make people feel special, and like you’re a company who cares about them as a person, rather than just a number.

Illustrations have been popular amongst SaaS companies for a while, but, in 2020, they’ll fully enter the mainstream. Expect to see big-name brands, such as Apple, jump on the trend and use stranger and stranger illustrations.

The one thing to remember with this trend is that you need to make sure the meaning of your illustration is crystal clear.

4. Heavy but simple fonts

One of our other favorite graphic design trends to use in your email marketing? Heavy (but simple) fonts.

In 2020, heavy, simple fonts will be everywhere. With the rest of the design world getting more muted, it’ll be time for the bold fonts to shine.

By “heavy,” we mean fonts that are bold or extra bold, things that don’t look delicate or hand-drawn, which was the trend last year. These heavier fonts create a great contrast with graphics and other text and work particularly well as headers.

This is a great trend to jump on, as it’s so easy to implement. The Drake Hotel does a great job of using heavy fonts in their email newsletters.

The Drake November newsletter

Source

Try this trend out by picking a heavy or bold weight to your font and applying it to header text. Increase the size of your header text and even the color, for a really modern look.

5. Beautiful flowing shapes and lines

Beautiful flowing shapes and lines might seem like an odd choice for a top trend, but, when you start to think about it, it makes perfect sense. Alongside more muted color palettes and softer gradients, the shapes used will become softer too.

Like the abstract illustration trend, this one isn’t for every company. But, if you already use geometric shapes or find yourself with too much white space, flowing lines could be the answer here.

Ellevest uses flowing shapes and lines, one of the Graphic Design Trends in Your Email Marketing you can use

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I searched through my entire email inbox, as well as the Campaign Monitor email gallery, but couldn’t find any companies using flowing shapes to their full potential yet, so jump on this chance to be the first.

Using these flowing blobs as backgrounds for sections in your newsletter, or separating blocks of text with a wiggly line rather than a straight one, has a lot of potential to instantly upgrade your emails to something on brand and modern.

6. Genuine and neutral stock photos

In case you haven’t noticed a pattern yet, we’re toning things down in 2020, and your stock photos are no exception.

In previous years, stock photography has tended to lean towards the bright, bold, and colorful end of the spectrum. But say goodbye to oversaturated colors and unrealistic-looking compositions.

Changing up the stock photography you use is such a quick and easy way to modernize your emails. When choosing stock photography look for images that seem unposed, think about the sort of content your absolute coolest friend posts on Instagram.

These are stock photos, one of the graphic design trends people use in 2020 email marketing

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If you don’t use stock photos but do include product shots, you can get involved in this trend too. Arrange products on interesting backgrounds, in natural settings, within a muted color palette for maximum impact.

This image has a muted color palette, one of our graphic design trends to use in email marketing 2020

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The key to nailing this trend is by embracing authenticity, but changing up the style of photography you use in your newsletters is one of the best design tips you can use in your newsletters.

7. Minimalism

Minimalism is a great design trend for email marketers because it’s simple but effective. Being generous with your use of white space won’t be a new concept for many people, but, in 2020, it’s time to take the trend to the next level.

Minimalist email example - This is one of the graphic design trends in your email marketing for 2020

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In this example from fashion brand, Monki, the images are well spaced out, with plenty of breathing room between the pictures.

The CTA button is also in white, but with a simple black border, adding to the calm look. And, finally, the product shots: all the same color scheme, all shot on a white background.

It’s not a boring email at all, but it is a minimalist one.

Try this out with your own campaigns by picking one feature color to sit alongside a plain white background, and don’t be afraid to create extra space in between your text and images.

And don’t stop there; continue the minimalism through to your landing pages to create a cohesive experience for your audience.

8. Better branded animations

You’ve probably seen animations pop up in emails in the form of GIFs. Reaction GIFs are so ingrained in our visual communication that nobody bats an eye when they become part of your marketing.

But how can you stay ahead of the game when everybody’s using the same imagery? Simple: you create your own animations.

By creating your own GIFs, you can produce animations that are highly relevant to your campaign and completely unique to your company.

Asos promotional email example

It doesn’t have to be a complex animation either. In the example above, ASOS has subtly animated the background—enough to add energy to the email, but not so much that it’s overpowering.

If you do decide to bring animation into your campaigns, make sure that the motion you choose never overpowers the rest of the message.

Wrap up

Keeping on top of trends can be an easy and effective way to update the look and feel of your emails, which is why we highly encourage using these graphic design trends in your email marketing.

Especially in crowded markets, standing out from competitors is important—and having good quality, modern, and on-trend emails can be a great way to show your audience that you’re a modern company.

It’s important to keep your brand in mind when using new graphic design trends, as not every trend outlined above will be suitable for your marketing.

Ryan McCready went to the University of Arkansas and graduated with a degree in economics and international business. Now instead of studying the economy, he writes about graphic design, marketing and more at Venngage.

The post How to Use the Newest Graphic Design Trends in Your Email Marketing appeared first on Campaign Monitor.

Why Website Translation and Localization are Essential to UX and Design

This is a guest post from Erica Sunarjo at TheWordPoint.

With over seven years of website localization experience, I can tell you one thing for sure.

Without localization, your ecommerce website won’t bring you even half of its potential revenue.

Besides, without proper translation, a website just looks sloppy.

If, for instance, you ship products to China and consider the region to be part of your target audience, why not localize the whole website to make navigation simpler?

Otherwise, you may have translations that don’t make sense—which can cost you visitors, conversions, and loyal customers.

Think of it this way: What kind of website would you rather shop with? Preferably, one that has easy-to-read copy in your language, pricing in your currency, and a checkout that makes sense for you.

Virtually everyone feels this way, meaning localization is vital to your process.

See our localization guide here.

Digging deeper into website translation and localization

Let’s get back to the “potential revenue” part we mentioned earlier.

When launching their online retail platforms, ecommerce companies have certain expectations regarding the revenue they’ll receive as a result. They determine when their startups will break even, taking into consideration several factors:

  • target audience outreach
  • expected net income
  • time factor

These are the constituents of ROI, but ROI isn’t always a precise number.

To calculate it, you also need to take into account the factors that can have a negative impact on it.

If you launch an international ecommerce platform, having little to no localization can negatively impact your business.

Let’s look at it from a different perspective.

According to Statista, retail ecommerce sales worldwide are expected to reach $6.5 billion by 2023. This means that the number of people shopping with ecommerce platforms in 2019 will double by 2023:

This Statista bar graph shows how global ecommerce is growing, making website translation and localization important.

The biggest ecommerce retailers understand this, which is why you see powerful players investing in web development, creating or modifying websites that deliver a seamless user experience, and doing it all with localization in mind.

Website translation and localization statistics

Don’t just take our word for it. Read some of the localization statistics below to see how localizing positively impacts businesses worldwide.

Localization is more than translation

Today, localization is no longer just a matter of website translation. Localization is now influencing digital marketing and social media marketing; it impacts target audience demographics. Multi-language marketing is a normal part of how businesses appeal to customers worldwide.

And since localization has such a big influence on web design, web development, and even digital marketing, ecommerce platforms shouldn’t neglect it.

Website translation is (and should continue to be) an important part of UX and design plans. After all, localization doesn’t just impact user experience—it has a tangible influence on the revenue, website traffic, brand exposure, etc.

1. More languages equal more visitors

When Neil Patel, the founder of KissMetrics, decided to translate his website into 82 languages, this decision was influenced by an unusual discovery.

He went over the latest internet use statistics, where he found that China and India have more internet users than the U.S. (one and two billion, as opposed to just 300 million).

He started wondering whether website translation was the solution for full traffic optimization. And it was.

Website translation helped him increase traffic by 47%. Web design and web development of an ecommerce platform should be carried out with website translation in mind from the beginning.

Even a small ecommerce startup launched in a bilingual country should have a website available in at least these two languages.

So, if you open your ecommerce startup in the U.S., consider launching your website in English and Spanish. This goes without saying for big ecommerce retailers.

2. Trust and brand perception

There are plenty of websites that aren’t fully translated, but a partial translation is possible only in a limited number of cases, like the translation of certain definitions or measures. But ecommerce websites don’t fall under this category.

Partial translation of a website undermines the trust of the consumers towards the brand and negatively impacts the perception of the brand.

When shopping online, consumers expect ecommerce retailers to provide:

  • high-quality product information
  • easy access to all pages
  • transparent and clear payment information
  • easy-to-use interface

You can invest virtually endless resources in web development and web design, but a lack of website translation will inevitably have a negative impact on your efforts.

Some consumers may forgive the absence of localized product information, but they won’t forgive a lack of clear payment instructions. If someone can’t easily make a purchase from your site, they will leave unhappy.

3. Website translation is in the UX and design code of ethics

With the high availability of translation apps and localization plugins and services, lack of website translation can no longer be excused.

However, you need to be careful with the services you employ to localize your website, since the localization of a website isn’t about word-to-word translation. It’s about making the text linguistically and culturally appropriate.

During web development and web design, you need to take into account that, with some languages, phrases and sentences will take more space on the page due to different length of words and some syntactic differences.

You can see it on the example of Booking.com in English and Hebrew:

Website translation and localization is important, but only if you do it well. This English translation is very different than the Hebrew translation in the Israel locale. Website translation and localization is important, but only if you do it well. This English translation is very different than the Hebrew translation in the Israel locale.

Website localization shares the unstated motto of UX design “Do no harm,” thus occupying a special place in UX and web design code of ethics.

Indeed, the lack of website translation can harm user experience, and you can bet many of those users won’t return.

4. Website translation is an inalienable part of UX and design

We made it clear.

Since there are so many aspects that website translation and localization impact (including user experience, website traffic, and the success of your digital marketing efforts), investing in website translation is a must.

Wrap up

If your ecommerce venue has already reached the international level, make sure you don’t repeat the partial translation mistake—localize fully.

And, if you’re just about to launch your ecommerce startup, do it with website translation and localization in mind, as it has so much impact on your success.

Erica Sunarjo is a translator with more than six years of work experience. She likes to discuss topics related to translation services, content localization, and digital marketing. Apart from working at TheWordPoint, she enjoys reading books, riding horses, and scuba diving.

The post Why Website Translation and Localization are Essential to UX and Design appeared first on Campaign Monitor.