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Posted by Ant Jumratsilpa on 21 August 2017

How to improve user conversion by making the user experience your number one priority

Are you having trouble meeting your sales targets or acquiring quality leads online? Are people leaving your website without converting? Chances are that this has something to do with your website design. Because no matter how great your service or product offer, if your website doesn’t offer a great user experience, your visitors are likely to be put off - instantly decreasing your chances of conversion.

A user-centric approach to web design does not only improve your visitors’ online experience, but also helps attract and retain happy, loyal customers, who are more likely to engage with your brand, helping you to achieve your sales targets and grow your business online.

What is UX Design and why is it important?

User Experience (UX) design isn’t just about designing a website that’s easy to use – it's about providing value to your website users by considering their needs and frustrations during each phase of the user journey. Usability testing, qualitative and qualitative user research and website analytics will provide you with vital information to ensure your website will be successful in helping you to achieve your sales targets.

In fact, a recent study by Forrester showed that improving your website’s user experience design can yield conversion rates of up to 400%.

Want to learn more about how UX Design can help you meet your sales targets? In this blog post we share 4 ways in which User Experience Design improves website conversion and retention:

1. It helps create seamless user journeys for your visitors

If you want your visitors to convert it’s important that their website journey is as seamless as possible. Obstacles such as poor navigation, missing information, slow loading pages or confusing forms get in the way of your users performing tasks and can lead to high bounce rates and a drop in conversions.

Imagine the following situation:

You want to buy a pair of blackout curtains for your bedroom. The Google search results for ‘blackout curtains’ point you towards Curtainkings.com, a website that sells curtains against competitive prices. Just what you were looking for! You browse through the website and find a pair that you like. However, in the product details you find no mention of blackout, which makes you unsure about whether the curtains fit your needs. You go back to the homepage and use the search bar to search for blackout curtains. No matches. Frustrated and disappointed you decide to leave the website and try your luck elsewhere.

If Curtainkings.com had conducted user research they might not have lost this customer - knowing that whether a curtain blocks the light or not, is an important purchase requirement, they would’ve included this information in the list of product details and optimised their website’s search tool. Based on their user's feedback they might've also included a live chat option for quick and easy support and have added a size guide for users who don’t know which size curtains to buy – ensuring nothing would get in the way of their customers route to purchase.

Identifying points of friction and hiccups in the user journey can vastly improve your customers' impression of your business - as Bill Gates once said "Your most unhappy customers are your greatest source of learning". If you use user insights to inform your web design, it will be easier for your visitors to navigate your website - increasing the chances that they’ll request a call, subscribe to your newsletter, download your content or buy your product online.

2. It allows you to create content that informs, engages, and delights your (potential) customers

A UX design approach to your web design will make it easier for your target audience to find your site and get the information that they need. It will also help you create messages that resonate with your visitors - increasing the chances that your visitors will continue to engage with your brand.

Insight into what information people are looking for when making a purchase decision is essential if you want to create an effective sales strategy. If your website is successful in answering all purchase questions and convincing your visitors that you understand their needs and requirements, they will be more inclined to purchase your product or service.

Econsultancy put together a list of Ecommerce websites that offer a great User Experience. The list shows how you can use different types of content to increase the chances that your website visitors will make it all the way to checkout. Can you think of any other examples of websites that offer a great user experience? Please share them with us in the comments below.

3. It helps you select the right support channels

Imagine you want to buy a new television, but the website's payment form is confusing. The fields aren't labelled in a way that makes it clear which information you should enter and where. Your new TV fund is burning a hole in your pocket, yet you can't complete your purchase - and the only contact information on the site is an email address that bounces. This isn’t a very pleasant user experience and you'd be left with no choice but to abandon the payment page and shop elsewhere. Your web visit has failed to convert to a sale, thanks to the site's bad UX design.

As a business, you should take your website vistors by the hand and lead them through your sales funnel. And if there is an issue, your contact information or online chat function should be readily available, so prospective customers can quickly get answers to their queries and carry on with their shopping.

Talking to your (potential) customers to find out what kind of support they need during each phase of the user journey can help you identify important barriers and pain points that get into the way of people converting on your website. You can then use this information to ensure all the information they need is readily available on your website and all customer queries are dealt with in an timely and efficient matter.

4. It helps increase customer satisfaction and retention 

According to a study by Equation research, 88% of people won't return to a site where they've encountered a bad user experience. Moreover, half of the respondents stated that they had a less positive perception of the company after running into trouble on their website. It’s not difficult to imagine how these statistics could impact your sales rates…

By offering a superb user experience you can earn your customers trust and loyalty. And if your customers feel valued and understood, they're more likely to come back and choose your brand over a competitor’s – or even recommend it to others!

Is it worth the investment? 

Research shows that spending 10% of your development budget on usability can improve your conversion rate by 83%. Can you really afford to lose those sales because you didn't invest in user research and usability testing?

Investing in User Experience Design means you can avoid spending money fixing usability issues further down the line, when it's often too late or too expensive. Moreover, good UX Design decreases bounce rate and increases sales, lowering overall costs for customer acquisition and increasing customer satisfaction. Helping you to attract and retain happy customers for your business!

Next steps

If you want to learn more about how you can optimise your website and how a user-centric approach can help increase your website’s conversion rates - get in touch or learn more about our Digital Experience Design process by visiting our process page. 

Do you want to stay updated on our UX strategy news and insight? Then please subscribe to our blog and you'll get all future posts delivered straight to your inbox!

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