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GoodUI
ideas
and
tested
patterns
for
higher
conversion
rates
growth
Repeat
What
Worked
And
Avoid
Failed
With
Patterns
Learn
From
Leading
Companies
Test
SELECT
SCREEN
TO
IMPROVE
WITH
PATTERNS
NEWEST
CONTRIBUTED
TESTS
Stanley
Zuo
Tested
Pattern
13
Centered
Forms
amp
Buttons
In
353
LEAKED
TEST
Airbnb
Tests
Rejects
Natural
Language
Form
PATTERN
View
123
Single
Or
Double
Column
Fields
VIEW
BY
METRIC
Try
One
Layout
instead
of
multicolumns
Giving
Gift
closing
sale
right
away
Merging
Similar
Functions
fragmenting
the
UI
Social
Proof
talking
about
yourself
Repetition
showing
it
just
once
Distinct
Clickable
Selected
Styles
blurring
them
Recommending
equal
choices
Undos
prompting
confirmation
Telling
Who
It's
For
targeting
everyone
10
Being
Direct
indecisive
11
More
Contrast
similarity
12
Personality
being
generic
Fewer
asking
too
many
14
Exposing
Options
hiding
15
Suggesting
Continuity
false
bottoms
16
Keeping
Focus
drowning
with
links
17
Showing
State
state
agnostic
18
Benefit
task
based
ones
19
Manipulation
contextless
menus
20
creating
extra
pages
21
Transitions
changes
instantly
22
Gradual
Engagement
hasty
sign
up
23
Borders
wasting
attention
24
Selling
Benefits
features
25
Designing
Zero
Data
data
heavy
cases
26
Opt-Out
opt-in
27
Consistency
making
people
relearn
28
Smart
Defaults
to
do
work
29
Conventions
reinventing
wheel
30
Loss
Aversion
emphasizing
gains
31
Visual
Hierarchy
dullness
32
Grouping
Related
Items
disordering
33
Inline
Validation
delaying
errors
34
Forgiving
Inputs
strict
35
Urgency
timelessness
36
Scarcity
abundance
37
Recognition
recall
38
Bigger
Click
Areas
tiny
39
Faster
Load
Times
wait
40
Keyboard
Shortcuts
buttons
only
42
Upfront
Progress
starting
blank
43
Progressive
Disclosure
overwhelming
44
Smaller
Commitments
one
big
45
Softer
Prompts
modal
windows
46
Multifunctional
Controls
more
parts
47
Icon
Labels
opening
interpretation
48
dry
text
49
Curiosity
reserved
50
Reassurances
assuming
all
is
fine
51
Price
Illusions
plain
prices
52
Thanking
simply
confirming
completion
53
Useful
Calculations
math
54
Reaffirming
Freedom
implying
55
Variable
Rewards
predictability
56
Attention
Grabs
neglect
57
Friendly
Comparisons
confusion
58
Set
Collections
independent
items
59
Expectation
Setting
ignorant
60
Humor
so
serious
61
Providing
Feedback
silence
62
Anticipating
Intent
shortsightedness
63
Extra
Padding
overcrowding
elements
64
Storytelling
listing
facts
65
Authenticity
faking
66
Reduction
static
67
Putting
Others
First
self-centeredness
68
Explaining
obvious
69
Concise
Copy
using
unnecessary
words
70
Responsive
Layouts
71
Clarity
ambiguity
72
Enabling
Corrections
rigidness
73
solitude
74
Retries
Redos
single
chances
75
Less
Choice
giving
options