Conversion rate is the ultimate metric that decides the success of a website. A good conversion rate indicates higher sales and generates greater revenue. On the other hand, poor conversion rates indicate that your website is not able to convert the desired number of visitors into customers.
If you are not able to sell your story and create a connection with your visitors then you are losing business. In such a scenario, you seriously need to sit down, brainstorm, and fix this issue as early as possible because investing money in drawing traffic with low returns is of no use.
Higher conversion rates are thus important for B2B success. And one factor that unarguably impacts conversion rates more than anything else is ‘User Experience (UX)’. This blog will tell you all things you need to consider while making UX design to boost website conversion.
What is UX? How does it impact conversion?
UX stands for user experience. It encompasses all aspects of the end user’s interaction with a company’s digital footprints. It includes websites and applications. Comprehensively, UX involves branding, design, usability, and functionality to help visitors get what they want digitally with great ease and comfort.
Yes. UX plays a direct role in boosting conversion. How? Let’s understand this. A web page is built to make people aware of your services or collect their data or pitch for purchase/demo/consultation. In all such scenarios, until your web page is able to communicate its message properly with the end-users in a hassle-free manner, the chances of winning their trust and meeting business goals drop sharply.
You can encourage a customer to take certain actions when you are able to present them with a soothing and easy browsing experience. Good user experience increases browsing time, creates stronger brand appeal, and helps visitors know about your services in a hassle-free manner. These things play an important role in conversion. A good UX can help turn your website into a lead generation machine. How? Let’s explore things in greater detail.
Top Ways to Improve User Experience (UX)
1. Speedup Loading Time
According to one highly popular Google report, it is found that 53% of mobile users jump from a website that takes more than 3 seconds to load a single web page. Yes, you read it right. Just three seconds. No matter how good your content, how effective your SEO, or how alluring your graphical illustrations are. If your pages take too much time to load then you are unfortunately creating a bad user experience.
Slow loading pages mean visitors will browse fewer pages, might not get fully aware of your unique offerings, and finally turn off from your website without making a purchase decision.
Some of the popular techniques to improve user experience (Loading Time)
- Use compressed and optimized images.
- Limit your redirects as it initiates HTTP requests and response processes.
- Cache your web pages.
- Eliminate unnecessary plugins.
- Clean up your media library.
- Don’t use auto-loading videos filled with very high-end animations.
Good user experience websites always have a loading time of fewer than 3 seconds. Therefore, you should optimize your site keeping this loading stat in mind. You can use PageSpeed Insights by Google to check the speed of your web pages.
2. Design Smarter CTAs
Call-to-action (CTA) buttons play a vital role in deciding the user experience of a website. These buttons are curated to encourage users to take some actions like Newsletter Subscription, Webinar Registration, App Download, Booking a Demo Schedule, etc. All such things are crucial in boosting website conversions. Therefore, you need to take extra care while making UX design and try to make your CTAs as smart and efficient as possible.
User experience tips for good CTAs
- Content should be clear, precise, easy to understand, encouraging, relevant to the action that you want the visitor to take.
- Content voice should not be passive.
- Content length should not be more than 5 words.
- Your CTAs should be available everywhere. Ideally, it should be available on every important web page. You never know when a visitor might decide to make a purchase decision.
- Position your CTAs at a place where they can get highlighted. Placing them under an already cluttered graphics and loads of content deteriorates their visibility.
- Use contrasting colors for CTAs that match with the web page theme.
Remember that clear, visible, and attractive CTAs are imperative for a great user experience.
3. Use HD Unique Visuals
One of the best conversion optimization tips is to consider using a variety of alluring visual materials while making UX design. Not all people like to consume information in the form of text. Many like to understand about a product/service/company by seeing appealing images, illustrations, videos, infographics, charts, graphs, and whatnot?
High-quality unique visuals attract visitors better and help boost engagement. They are easier to understand and take less time to grasp the message. Moreover, they create a positive impression, and make the user experience more learned and memorable. These are the reasons why more than 49% of marketers prefer to use high-quality unique visuals in their UX design.
While working with visuals, remember not to use stock photos too much as they degrade the user experience. Overused free images that visitors might have seen too many times somewhere else can dent your brand value significantly. They might look professional but don’t appeal to users. Instead, original images draw better attention and connect with them positively.
4. Tackle 404 Errors Better
What one may feel when searching for something but ends up seeing the ‘404 error’ page? Annoying. Right? But has this issue just stopped at creating annoyance in the visitor’s web journey? Or it costs something more. Research suggests that the ‘404 error’ disturbs a visitor and becomes a prime cause for them to leave your website. This directly affects conversions.
Developers are anxious to know ‘How to improve UX design to solve this page-not-found problem?’ Well technically, you cannot 100% ensure the elimination of this issue but there are few things that can help you reduce its impact.
- Find which searches are landing you on such issues then try to fix or remove or redirect such references to other links.
- Use entertaining and amusing images along with a good copy mixed with personalized messages to relax their anger. Trust us. A good 404 creative page design really helps.
5. Reduce Friction
Don’t get confused with this term. It has a very simple meaning. Correct all such miscellaneous things that might come in the way of a visitor to get what they are looking for in a website. For example:
- Unnecessary pop-ups
- Not-so-required forms
- Confusing site navigation
- Difficult-to-read and irrelevant text
- Unattractive and old-fashioned graphics
- Asking for compulsory information that the user may not want to provide
- Picking too many stylistic fonts that are not-so-appealing while reading a text
A website visitor finds these things annoying. Therefore, keep note of these things while making UX Design to improve the performance of your website.
6. Mobile Optimization is Necessary
There was a time when desktop browsing was at its peak. But now mobile browsing is the trend. According to one latest report, there are more than 5.32 billion people who use mobile devices worldwide. Interestingly, more than 52% of all website traffic is generated through mobile devices. These stats reveal that there has been a significant shift in the way people surf.
A good UX design considers various factors for mobile optimization. A few good tips are:
- Make website mobile responsive
- Optimize mobile-first indexing
- Speed up the mobile browsing experience
- Optimize elements sizes (text, images, buttons)
- Make navigation mobile friendly
- Optimize CTAs for mobile
- Avoid using flash elements
- Optimize touch elements
- Use compressed images and structured data
- Use Accelerated Mobile Pages
7. Create Better and Simpler Web Forms
Web forms are seen as a great medium to collect data and effective implementation of them can make your website a lead generation machine. However, UX designers often make common mistakes and ignore some basic user experience traits that degrade the performance of a website.
Let’s have a look at things that a UX designer must follow while designing web forms.
- Keep the form shorter in length. Avoid asking for information that is not necessary. For example, if you are asking for a pin code then asking them to fill in redundant information like city, state, and the district is not at all required. Such things not just make forms lengthy but irritate visitors oftenly.
- Clearly mention which fields are mandatory and which are optional. Try to ask for as minimum mandatory information as possible that is needed to meet your business objectives. More than 4 mandatory fields are not recommended by experts.
- Error messages should appear in erroneous fields immediately rather than at the bottom of the page after form submission.
- Make sure that your form submission title looks like a call to action. Easy-to-read but effective. Leverage the power of emotions and create urgency in the title.
- Keep in mind to not overload too many CTAs on the form submission page.
8. A/B Testing
Implementing something without testing on different options is not an ideal thing to do. It confines you within a boundary and limits growth possibilities. Especially, in today’s business world where enterprises invest heavily in their research to identify what things can attract users better. A small change in font size, color, layout, the position of text, etc., can boost the performance of your website significantly.
Therefore, UX designers should always give special emphasis on A/B testing. It enables them to compare two or more pages on different parameters to check which one is drawing better results. Based on such inputs, you can embed the best-performing webpage onto your website.
A few tips
- First, identify a goal. What exactly do you want to optimize? For example, more visits to a specific page.
- Second, do research, understand users’ pain points and behavior. Check competitors’ pages and do good benchmarking.
- Third, analyze your research results and make a plan. For example, if hypothesis says that by using fewer form fields on the checkout page, you can increase the number of purchases then try it. Find which fields you can ignore. How your page will look like. How many variations you are gonna test. Draw it completely.
- At last. Test, test, and test different versions and check what works best for you. And finally implement.
How to measure the user experience of a website?
There is no fixed formula to gauge user experience. However, experts say that various vital parameters need to be checked individually and optimized to boost the performance of a website. These parameters are:
- Page Views
- Dwell Time
- Time on Page
- Bounce Rate
- Conversion Rate
- Average Session Time
- Web Traffic
- Page Loading Time
- Abandonment Rate etc.
A great user experience is not just about providing relevant information through your website. In fact, it is about promoting your marketing message in an engaging and easier manner to your targeted audience. The more precise and subtle your user experience is, the more it will help your visitors to connect with your brands and help them convert easily. Therefore, investing time and efforts in creating an advanced UX design is always a good idea. It surely helps to generate more traffic and boost website conversions.
VSynergize is a trusted name in the field of lead generation. If you are facing issues in getting enough business leads or want to improve your lead conversion ratio then contact us. Our lead generation experts can help you grow your business impressively. Contact us at firstname.lastname@example.org to know more.