Anyone with an online business knows how important a good website is for winning sales, but as the online world becomes increasingly competitive, turning your site visitors into customers is no easy feat. A website with great visuals, content and products isn’t always enough – the best performing websites have UX (user experience) at their heart.
UX can seem complicated, but in this blog post, we’ll look at some ideas that will help increase your conversions.
UX is the key to clever design
UX relates to everything your users experience when they visit your website.
From how long it takes a page to load to how easy it is to find the information they need; every little interaction creates an impression of your brand in your visitor’s mind. It’s not about aesthetics and it’s not even about good usability – it’s about creating a more satisfying and engaging experience.
Good UX has the power to guide your users to take the actions you want them to take – whether that means sales, downloads or sign-ups.
Some tips to increase your conversions
Design with your users’ needs first
While it’s tempting to design with your business goals at the forefront of your mind, the best approach is to think about your customers’ needs and deliver them first.
The best way to do this is to understand what problems they might have and work out how you can solve them. What information are they searching for? What visual aesthetics do they like? How comfortable are they with technology?
These answers will uncover a lot about what your users expect from your site and help you plan everything from graphics to information architecture.
Have a clear call to action
This tip is often quoted, and for good reason! Websites with a clear call to action buttons have higher conversion rates, so make sure that you make them obvious on every single page.
Try styling them with different colours, shapes and placements to see what works best, but make sure the overall look still correlates with the look of your branding!
This tip doesn’t just apply to your ‘click here’ or ‘buy now’ buttons. The best websites use visual cues to guide visitors to different types of information through the use of arrows and other symbols.
Improve your site speed
Page speed is crucial. You’ve only got around 2 seconds to grab your visitor’s attention, so if your website is slow to load, you risk those visitors going elsewhere.
Not only is page speed essential for keeping your visitors on your site, but it’s also a variable in determining where Google places your site in search rankings. We’ve written a blog post full of tips for improving it here.
Remember, page speed is important on both the desktop and mobile versions of your site! You can use websites like this one to test your site speed and read our blog for tips to improve it.
Less is often more
More isn’t always better when it comes to page design – too much content can be overwhelming and hard to absorb. Remember that people have short attention spans, so you need to make sure that it’s the most important information that grabs their attention first.
This tip also applies to graphics and images – avoid clutter. But there’s a balance between an interface that looks engaging and one that is a bit too minimal. A good web designer will be able to apply UX principles and create something that’s on-brand for your business.
Make use of video, animations and graphics to engage people
While less is more, a visually appealing website will keep your visitors engaged for longer. By creating original content, you will add authenticity and interest to your brand. Video and augmented reality are fast becoming some of the most effective ways to showcase your products, helping give people a real feel for what they’re like and build trust with potential customers.
Don’t make people think! Have a clear visual hierarchy
Displaying your site information in the right way will direct users to where you want them to go and make it even easier for them to take the actions you want them to take. This can be done by strategically using different graphics, colour, spacing, alignment, white space and other design elements.
This one is quite simple – if users can’t access your page, they can’t complete their desired goals. To reach a broader audience and make your website usable for everyone, you need to consider different types of user ability, experience, and the device people are using.
For example, users with visual impairments often use screen readers. You can help them by ensuring all text is accessible by using things like header tags and alt text on images to help them navigate and browse effectively. We have a whole blog post on improving your website accessibility here.
Measure and test continuously
Get familiar with your website analytics and check them regularly. Good UX is key to making sure that people stay on your site (reducing your bounce rate) and make a purchase (increasing those conversion rates!).
You can even collect data on how users are interacting with your web pages by doing user testing and creating heat maps to show where users are pointing their mouse. Discovering the pitfalls of your interface and improving upon them will make completing your users’ goals easier.
Having a great product or service is only one part of a successful business, if it is not able to catch the users attention, it is not enough. You need a website that works for you, catching your users interest and getting you the results you need. If you’d like to learn a bit more about how UX could be applied to your website, get in touch!