5 Steps to Setting Better Expectations
Posted by Timothy Smith, UX Designer, Conversion Optimization
The key to designing a successful conversion path begins with defining the expectations that you hope to fulfill. Don’t just be aware of the expectations you are setting pre-click; be decisive and blatant about the promises you make and have a plan in place to follow through.
Typically, the most powerful expectation setters are text (ad/link copy) and imagery (thumbnails, banner ads, icons) but many visual pieces like navigation, background color, font size and other global elements can play a large role in keeping the user confident and comfortable. A drastic change in the next page’s design is just as jarring as misaligned headline copy.
5 ways to insure you are setting user expectations correctly:
More often than not, expectations will be set in the user’s subconscious, with abandonment and conversion commitment living only milliseconds apart. The conversion experience must be smooth and linear so it comes across natural and obvious as the user clicks through the path. Don’t forget that these 5 expectation-setting guidelines aren’t just for the landing page; these are general usability tips that should be implemented along the entire conversion path.