Enhancing User Experience By Streamlining Content

Imagine walking into a store and getting hit with 9 questions before you see anything… That’s what most ecommerce sites feel like today... You land on a homepage and immediately get: - A popup  - A cookies notice  - A sale banner  - A floating chat with us! bubble  - A take our quiz prompt  - A get 10% off squeeze All before you’ve even scrolled. That’s like a retail employee hitting you with 9 questions before you walk 3 feet. 𝗜𝘁'𝘀 𝗲𝘅𝗵𝗮𝘂𝘀𝘁𝗶𝗻𝗴. We don’t talk enough about how 𝗨𝗫 𝗳𝗮𝘁𝗶𝗴𝘂𝗲 𝗶𝘀 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗳𝗿𝗶𝗰𝘁𝗶𝗼𝗻. When a customer’s already had a long day, their brain isn’t craving more decisions... it’s craving clarity. So simplify your landing experience: → Kill the popups (or delay them) → Show one clear CTA → Limit top nav to 3-5 items → Don’t stack 3 promos at once → Start with ONE hero action and build from there Fewer choices = faster action.

Digital Experience Optimization isn't just about tweaking your website. It's about transforming how users interact with your entire digital ecosystem. Helium 10, a software company for Amazon entrepreneurs, faced a common challenge: their platform offered powerful tools, but prospective users struggled to grasp the core benefits. Through a comprehensive audit and optimization program, The Good uncovered that those prospective users found the homepage too cluttered, tool names unclear, and a pricing structure that left them confused. But identifying problems is only half the battle. The real value comes from strategic solutions. We redesigned the homepage to showcase platform benefits rather than individual features. This simple shift increased free account signups by 4.75% and paid conversions by 5.51%. On the registration page, we added social proof, like quotes from current customers. This seemingly small change boosted paid conversions by 12%. Throughout the site, we improved navigation, clarified tool categorization, and refined pricing communication. Each adjustment was driven by user data and validated through rigorous A/B testing. The results speak for themselves. Helium 10 saw reduced bounce rates, increased registrations, and higher paid conversion rates across the board. Want to uncover insights that drive more signups for your software? By focusing on the user journey and aligning it with business goals, companies can unlock significant growth potential. The key is to approach optimization as an ongoing process, not a one-time project.

We just wrapped up the wireframes for a project, and I’d argue that it’s the most crucial step of designing a website. It isn’t just about sketches, it defines what each page says, how we structure it for high conversions and how to prioritize user experience with, clarity, and content placement. Here are a few practices that always work for us when we wireframe: 1. Aligning your goals upfront for every single page. Is it lead generation or education or trust-building? For example, a product page design should always push users toward a purchase, but an about page gives you the sneak peak of your journey and why an investor or future team member should join you. 2. Simplifying navigation for clear paths to conversion. Map out which user journey to Educate → Build Trust → Convert. Leave out information to guide the user based on the kind of information they’re looking for. Nobody needs to see technical details of your hardware product, when they’re still trying to figure out what the offering is. When they are convinced about the solution, then they’ll looks for technical details during decision making. 3. Clear visual hierarchy to emphasize key elements using size, contrast, and placement. Something I like to do often is to squint my eyes and see what’s standing out? This is how our brain works to process information, we scan first then read. We craft clear headlines and sub-headlines to make sure that the key information is understood , even when people scan. 4. Test multiple variations of the same sections Everything is negotiable in wireframing, we’re moving sections around, CTAs, playing with headlines. This helps us focus on identifying content and structure that works, rather than get distracted by visuals. 5. And finally my favorite step : Chop off excess content from 100 words to <25 words. A landing page for a green ammonia startup might have a paragraph like: Before Wireframing: "Our on-site green ammonia production solution utilizes renewable energy to produce ammonia from nitrogen and water, without emitting harmful CO2. This process is essential for decarbonizing the fertilizer and energy sectors, helping industries transition to a cleaner, more sustainable future. We’re contributing to global efforts to combat climate change and secure a sustainable food and energy supply." After Wireframing: Headline: "Scale profitably with green ammonia" Subheading: "We reduce shipping costs and create a reliable source of ammonia production while decarbonizing your supply chain " Make it quicker for users to understand the startup’s impact on sustainability, without unnecessary details. Wireframing is probably the easiest way to align on content, clarity and functionality for each section and a great jumping off point to brainstorm visuals. — I'm Akhila, the founder of What if Design. Here to elevate climate organizations with crisp messaging and visuals on websites, pitches and brands. Reach out to see if we can help!