Lloyds TSB have a cool ‘log on’ button to use their internet banking.

Hover over the log on button and some CSS wizardry transitions to the setup illustrated below:

Many websites dedicate a whole landing page or above the fold to ask a simple question such as ‘personal or business customer’.

Responsive web pages, in this instance responsive to user’s intention rather than device or browser dimensions, are incredibly rewarding. A simple tweak which removes the discomfort of having to click-through to a needless additional landing page (1 click instead of 2). Win!

Simplicity should be universally applied.

Reducing web elements to concentrate focus

Relax – knowing you’re getting — our best purchase credit card — offer.

Two lines instead of three. Same principle as the button. Why make user’s scan back to left to interpret the full message?

Some might say that it leads to a more natural eye movement from ‘offer’ to the next line. Two lines provides a more relaxed and coherent reading style, allowing for a pause between sentences. Making each sentence more digestible.

Relax – knowing you’re getting our — best purchase credit card offer.

The Platinum Purchase Credit Card.

Simplifying web pages by using colour

Colour could incorporated to further distinguish the sentences:

Contrast for readability is poor in this example as the image is small.

Then again would Lloyds want to disassociate the benefit from the product – probably not.

Cop out disclaimer – as with most user experience it’s heavily dependent on individual’s preferences. A/B or multivariate testing is a good idea.

I frequently use Firebug and Web Developer add-ons to dive into the source code and mess about with websites, recommended.