Try friendly comparisons in your website designWritten by The Marketing Team
User interfaces sometimes require us to make comparisons of product characteristic which directly affects ease of use. There are a number of ways in which such comparisons can be made more understandable and therefore help users make a smoother decision. First of all, limiting the number of things or properties to compare at any given time is one simple way of alleviating confusion. Secondly, spacing out properties should help comparison making, instead of mixing various properties into a single column. Thirdly, asking the user to make a single decision (instead of threaded or multiple ones at the same time) should remove additional cognitive friction. Overall, the purpose of a table should be to show the difference of the most relevant attributes and help make a single decision.
Try Variable Rewards instead of predictability
Variable rewards are great way to get users hooked. When we (or mice at least) press levers that spit out pellets unpredictably (as in sometimes not spitting out anything), then such a schedule of reinforcement has the highest rate of response in the shortest amount of time. If eating pellets isn't your thing however, then please consider how addictive email checking can be as we never really know when those "rewarding ones" really do appear (assuming you receive more than just the same old email from Joe everyday).
Try Attention Grabs instead of neglect
It's worth channelling additional attention towards the most important actions. This can be achieved in numerous ways starting with the more obvious size increase or higher contrast of an element. Other ways for directing attention also include: using irregular shapes, field auto focusing, section highlights, sticky element interactions (floating), as well as directional arrows. Surely you cannot have everything scream on a page, but emphasizing the primary calls to action is worth the effort.