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Another example - this the form that users see when they click the CTA on the landing page. I never ask them to sign up first. There's just 4 required fields, one of which is their email so I can just send them link to manage their Thankbox. Then I get out of their way. 5/7pic.twitter.com/F1reIrKCAz
Contextual explanation example - again from the payment/send form. I had issues with users sending a farewell card to a colleague's work email address, which often gets immediately deactivated when they leave the company. This sentence reduced that happening by over 60%. 6/7pic.twitter.com/OW9dqvdKzx
I was drowning in customer support in December when Thankbox started rapidly scaling. But it taught me to look deeply into each customer support email and then try to update the product so it addreses it before the user ever asks. I get less than 1 support email a day now. 7/7
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1/7
Reduce user options - make it just work nicely by default
Explain your product contextually
Some examples below
2/7