when it comes to quick conversions, there is an intricate science behind it. Stated overly simply, the theory is that you prevent a perceived friction on the front page by making the process look like it only takes one easy step. When the user makes it to the second page, they’ve already made a micro-commitment. It’s an investment, even if it’s not a big one, and even if not every single user feels it, it helps pull users into completing that form. We’ve all felt that feeling before — you’ve already started something, you might as well finish it. Fullscreen contextual videos video Todoist’s creative contextual imageryVideos have been big for a long time, but now we’ve hit the era of the auto-play video. You’re scrolling down Facebook and all of a sudden, a Youtube or Vine video starts playing right in your face. You didn’t even hit play. The special leads same thing is happening on landing pages. Arriving on a page delivers you to full-screen, contextual, and mood-setting video imagery. To make the effect more soft and subtle, it’s often filmed to be a bit fuzzy, or shown with a lowered opacity or gradient layer. And whether or not the subject is using the product in the video, the friendly images passing across the screen build trust in a brand. Floating navigation bar Navigation Curt’s Special Recipe uses floating navigation bartending pages that are getting longer and longer, incorporating all sorts of information below the fold. Often we scroll down-down-down only to find that we need to take action at the navigation bar at the top of the site. So we have to scroll up-up-up to get there. To combat this frustrating UX, sites are bringing that navigation with you, the relevant information spread out over a thin horizontal line at the very top of your page, subtle enough to fit in with the design of the rest of the site, but static to contrast with the movement of your mouse down the page. Easy access to this information for the user means that they’re going to much more easily take the steps that a company wants them to on that first page they land on.