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Purposeful Information for an Effective User Experience
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No More FAQs: Create Purposeful Information for a More Effective User Experience
This is a fantastic read by A List Apart. It takes a common website practice, such as an FAQ page, and critically evaluates it. An FAQ page is the go-to solution to display general purpose information, but it's not a one-size-fits-all solution, and it should not replace information architecture that is based on your customers' needs. But if you use it, do it right.
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Rethinking Transactional Emails
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Rethinking Transactional Emails – How to Ace Them, and Why You Should Do It
This article by Sadhana Balajo is pure gold. She explains that transactional emails have double the open rate than promotional emails, which makes them a perfect tool to increase customer engagement. And it works - an order confirmation email I received from NEXT Direct containing a tracking number and a link to the relevant tracking site (with my tracking number embedded in the URL!), made me a NEXT brand ambassador. It's literally the first thing that comes to my mind when asked about examples for a great customer experience.
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Don't Force Users to Register Before They Can Buy
Once upon a time one of the biggest E-commerce conversion killers was having to sign-up the moment you proceed to check out. Since then it became more common to see optional registration on E-commerce sites, but the flow-breaking registration requirement is still among us. This great article from the Nielsen Norman Group talks about why it's such a bad practice, and how to do optional registration right.
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