The Surprising Truth About UX Design, Local Search, and Case Studies
Sometimes, making a seemingly brilliant design change can have unintended consequences. You might add a stunning new feature or eye-catching design element to your website, only to find that user engagement drops. Frustrating, isn’t it?
Fortunately, research sheds light on why this happens and how to avoid such pitfalls.
Hidden vs. Visible Navigation: What Works Better?
A study highlighted in the article “15 Epic UX Tips For Your Homepage Design” explored the impact of visible navigation (clearly displayed menus or icons) versus hidden navigation (menus users must click to reveal).
Here’s what the data revealed:
On Desktop
- Visible or combo navigation (a combination of visible and hidden elements) was used in 73% of cases, nearly twice as often as hidden menus.
- When navigation was hidden, users moved through the site 39% more slowly.
On Mobile
- Hidden navigation was used in 57% of cases, but users were 15% slower when interacting with it.
- Combo navigation was far more effective, used in 86% of cases and improving user efficiency.
Conclusion
Hidden navigation frustrates users, slows them down, and reduces engagement. Whether on desktop or mobile, visible or combo navigation outperforms hidden menus by a significant margin.
The Power of Local Searches: Google’s Findings
Google conducted two fascinating studies to understand what drives purchases—local vs. non-local searches. Here’s what they discovered:
- Local searches generate 2.57 times more purchases than non-local searches.
- Users looking for nearby results are much closer to making a buying decision, making local optimization critical for businesses.
Key Takeaway
If you want to boost conversions, prioritize local SEO. Optimizing for local search terms helps capture high-intent users who are more likely to make a purchase.
Turning Case Studies Into Captivating Stories That Sell
Case studies can be powerful tools for building trust and driving sales—if they’re done right. Too often, though, case studies fall flat because they are dry, self-serving, and fail to engage the audience.
The difference between a boring case study and a compelling success story lies in storytelling.
The Hero’s Journey Framework for Case Studies
- Hero faces a serious challenge: Introduce the customer and the problem they needed to solve.
- Hero tries conventional methods and fails: Highlight why traditional solutions didn’t work for them.
- Hero embarks on a journey and discovers a new approach: This is where your product or service enters the story.
- Hero overcomes obstacles to achieve success: Showcase the process and how your offering helped solve their problem.
- Hero returns victorious: End with measurable results that demonstrate the impact of your solution.
Most ineffective case studies start at step 5, focusing solely on the results without the story. This approach fails to connect with the audience and often comes across as self-promotional.
Key Takeaway
Make your audience the hero of the story. Structure your case studies as a journey, with challenges, discoveries, and ultimate triumphs. This approach engages readers emotionally, building trust and driving conversions.
Final Thoughts
- For UX Design: Focus on visible or combo navigation to improve user experience and engagement.
- For Local SEO: Optimize for local searches to capture high-intent users and boost sales.
- For Case Studies: Use storytelling to turn dry facts into captivating narratives that convert readers into customers.
By implementing these strategies, you can create better user experiences, improve search visibility, and use case studies to build deeper connections with your audience.
Source: www.buyingprocess.com