Tip#25 – Users are typically not mentalists

I’m not sure if I’m just paying more attention lately, but it seems that too often I get some type of error message after filling in and submitting an online registration form. The registration forms are simple enough: Username, e-mail address, password and password verification fields. However, after submitting the required information, I am told that the password is invalid as it must contain at least X characters, and/or a combination of uppercase and lowercase characters and/or a combination of letters and numbers. I kid you not, this has happened to me at least twice already this week and it seems to be an increasingly popular trend. Please, don’t do this to your users. I seriously doubt that you should be telling your users how to create their passwords. In the best of cases, it will make it more difficult for them to remember and in the worst of cases they will simply ignore you and go elsewhere. However, if you do feel that it is your mission to dictate how users must construct their passwords, please let them know beforehand and not after filling in the form. We are not mentalists.

Tip#23 – Creative and interactive 404 error pages

The infamous 404 error message is an HTTP standard status code which basically indicates that the server could not find what was requested. Typos, wrong URLs or links to pages that have been recently removed from the site are typical sources of 404 errors. Since there is no web page to display, the web server sends a standard page that simply says “404 Page not found”. Needless to say, this is rather frustrating for users who, in many cases, take their business elsewhere. Take the opportunity to make these pages original or funny, and build in possibilities for the user to search for a different product, return to the homepage, or contact your support team. If you are looking for some inspiration, take a look at these 35 great examples of customized 404 error pages.

Tip#8 – Prominently display your key value propositions

When you visit the online retailer Zappos.com, two messages immediately jump out at you. They are very hard to miss. First, the company provides free shipping both ways. Second, they have a free 365 day return policy. These are fundamental value propositions for the customer, and as such they are prominently displayed throughout the site. In the home page alone, these two value propositions are displayed not once but twice, both above the fold. Do you have anything especially interesting that consumers would like to know? Make sure that it is accurately and effectively communicated throughout your site.

Tip#6 – About Us. Really.

If a user takes the time to visit your "About Us" section – and by all means your website should have one – it is because they want to know you better. Chances are that you’re not paying much attention to this page, in which case your customers are probably not obtaining the information they require.  And this has negative consequences for business. According to renowned usability expert Jakob Nielsen, an effective "About Us" section should include the following key elements: (1) a tagline (2) a summary (3) a fact sheet elaborating on essential facts about your business and (4) detailed information with greater depth. Do not underestimate the importance of this section. If you want to explore "About Us" best practices in greater detail, I recommend reading this.