UX design is the basis of every Web site and is the process of increasing users’ pleasure by improving a Web site’s usability, efficiency, and accessibility. Furthermore, a Web site’s conversion rates derive directly from its UX design.
A Web site’s users require more time and patience to figure out a complicated design. As a result, UX design is an important consideration when you’re creating a Web site for which a key goal is delivering higher conversion rates. Let’s consider some data that demonstrates the importance of a Web site’s UX design, as follows:
According to studies, making a first impression on someone takes only 0.1 second, but it takes much less time for the visitors of a Web site to form an opinion about a Web site—just 0.05 seconds.
Regardless of whether users decide to utilize a Web site, they’ll rely primarily on the opinion they form about a Web site in the first 50 milliseconds.
According to Chartbeat statistics, users spend 66% of their time below the fold. ClickTale reported similar findings and discovered that users used the scroll bars on 76% of all Web pages.
Enhancing a Web site’s user experience can increase leads and purchases and create brand evangelists.
In this article, I’ll discuss six design tips for improving a Web site’s user experience to increase its conversion rates through better UX design.
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UX Design
UX design refers to methods whose focus is primarily on providing a positive user experience rather than focusing on a product’s utility. Whether a product is physical or digital, the main goal of UX design is to give customers what they need.
Many aspects of UX design can impact Web-site conversion rates. To conduct a review of a Web site’s design, you should understand the following:
the site’s business objectives (KPIs)
voice, tone, and branding guidelines
high-impact pages—using engagement metrics and heatmaps to determine what pages get the most visits or conversion assists
users’ objectives throughout the buyer’s journey
user personas
common circumstances such as the user’s environment and the channel through which users visit a site
the most common platform on which users use a site—desktop or mobile
competitors and the experience they deliver
6 Design Tips for Increasing Conversions
Now, let’s consider some UX design tips that can increase a Web site’s conversion rates.
1. Create a Simple Page Layout
In every part of your Web site, you want visitors to glance at the most important content first. One method of achieving this is to design a page layout with human behavior in mind. Even though there are thousands of Web sites on the Internet, most Web-site visitors are accustomed to specific layouts that are common across many sites, so don’t attempt to reinvent the wheel.
One of the most effective strategies is to give your visitors plenty of breathing space. Your visitors must be able to examine your Web site while at the same time beginning to comprehend your business. When designing and developing a Web-site layout, you need not be a graphic designer to produce something appealing. Many resources are available on the Web to assist you.
2. Create Clear Calls to Action
Calls to action (CTAs) are typically buttons that lead people toward some type of Web-site conversion—for example, to begin a trial, sign up for updates or newsletters, download an app, book a consultation, make a purchase, and many other types of conversions. Designing and implementing a clear, appealing call-to-action button enhances the user experience of any site. You should include a call-to-action element on every Web page, and it is critical that you place the call to action above the fold to ensure that it is immediately accessible to visitors.
Let’s consider a few design guidelines for call-to-action buttons:
A CTA’s color is significant. Color can help a CTA button to stand out and gain prominence. Employ colors for CTAs that contrast well with the color of the overall page design.
The wording of a CTA should be action oriented. Avoid using passive verbs in their labels or content. Instead, use active voice to prompt the user to take the desired action.
The word count for a call to action’s text should at most comprise five words.
3. Improve the Content’s Readability
There is no question that content strongly influences the online experience, and the composition of your content affects how your audience sees your brand.
Use brief words, divide complex information into sections, and use bullet points to make your content easier to comprehend. Be sure that the typeface you use is legible on all displays.
As I mentioned previously, most visitors only skim your pages. Therefore, make sure that your headlines and paragraphs are easy to read.
4. Detect 404 Errors
Users often anticipate going to the specific page they were looking for when they searched. If visitors encounter an issue, most likely a 404 error, they’ll go to another site for speedier service.
Thus, 404 errors have the potential to drive consumers away from a Web site. But I recognize that 404 errors are not entirely preventable. So, how can you approach solving this issue?
The first step is to determine which queries result in 404 errors and correct these failures as soon as is feasible.
Rather than redirecting to the typical page with the message 404 error: page cannot be displayed, customize the error pages so users find them friendly and helpful.
Add useful, engaging, attractive pictures on error pages to lessen the users’ frustration.
Make it apparent to users that the site provides a pleasant, easy-to-use browsing experience. To accomplish this, alter the wording of these error messages by personalizing them.
5. Provide Full Contact Information
When visitors land on a Web site for the very first time, they might need help trusting its owner. Therefore, you must provide reliable, highly visible contact information so users can reach you at any time.
Your contact information should include your business name, email address, office address, and phone number. Once prospective clients have seen all this contact information, they’ll more likely see your firm as legitimate. This builds trust, and your Web site’s conversion rates will grow.
6. Ensure Faster Page-Loading Times
Users will leave a Web page if it takes too long to load. If a Web page takes more than two seconds to load, users will give up and go to another Web site. Users also determine whether to revisit a Web site or go to a different site depending on the site’s page-loading speeds.
Therefore, if your Web site has a sluggish landing page, users will likely abandon it. Remember, in addition to simply improving the Web site’s page-loading speeds for desktop use, it is critical that you optimize page’s for mobile users as well. With Google promoting a mobile-first strategy, optimizing and developing your Web page’s for mobile consumers is essential.
Conclusion
Creating a great user experience involves more than just presenting relevant information to users. It entails delivering valuable data in a fascinating or at least a pleasant way. If your site cannot capture users’ attention, the excellence of your product or service makes no difference.
Mahnoor is a results and data-driven Certified Digital Marketer and SEO expert. She has more than two years of experience in search-engine marketing (SEM), search-engine optimization (SEO), social-media marketing (SMM), Google Ads, marketing evergreen content, and increasing overall Web-site rankings. She has worked professionally as a digital strategist with Google Analytics, Search Console, AdWords, and Social Media Ads. Read More
