The Science Behind UX Design | Forbes Agency Council

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People who run a digital agency that specialises in UX design, automatically playing videos are my pet peeve. They simply aren't a good thing if you plan to increase your conversion rates. Humans love to be in control. It's comforting to us. When something unexpected pops up, our primitive intuition senses it as the danger, as that's how we survived the Dark Ages. The moment users sense "danger" on your website, the trust level goes down — and so do your chances of conversion.

For example, how are Facebook videos that play automatically by default so popular, then? The answer to that lies in expectation. The second example would be the push notifications which can be annoying and can seem like an infringement of privacy. The problem can be solved by allowing users to choose how they would like to be notified.

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