Whichever digital activity your business chooses to focus on, user experience should be at the core of any effective online business strategy.
In the ever-changing world of digital marketing, there is a delicate balance to be struck between flawless design and ease of use design is aimed at doing just that.
By building further upon the principles of Conversion Rate Optimisation (CRO), effective UX design affords customers an easier, more enjoyable online experience that helps to drive future business.
With the ability to maximise your online performance, here’s how you can use UX design to create a page that converts.
The Relationship Between CRO and UX Design
Aimed at increasing the percentage of website visitors who convert, whether it be making a purchase, registering for a newsletter or creating an account, CRO can play a crucial role in increasing your online revenue.
However, the degree to which website visitors take the desired actions is inextricably linked to their overall experience of your website….and this is where UX design steps in.
Helping to guide your customers’ online journey, UX design is able to make or break their decision to make a purchase or interact with your website. Get it wrong, and your website may well scare away valuable customers. Get it right, and you may well see your website’s conversion rates embark on an upwards trajectory.
So how do make sure you get it right every time? Well, according to the experts from web design agency, Champions Digital, here are just some of the ways in which you can use UX design to drive online conversion rates:
- User Flow: Focusing your design around meeting user needs. For example, informing and enticing users with the required information and following it up with a Call to Action (CTA).
- Varying CTAs: Testing out various different types of CTAs can help you to better understand which type is most appealing to your user. This can be done by using CTAs at certain intervals, or by creating a mixture of soft- and hard sell copy.
- Clear Navigation and Signposting: Giving users a clear idea on where they are is crucial to maximising your website’s potential to make conversions. Sidebars and design changes can help to create an increased sense of awareness in this area.
- Engaging Content: The creation of engaging content is crucial to maintaining your audience’s attention. Ideally, content should be followed by a CTA in order to increase the page’s potential for creating a conversion.
- Understanding UX on Different Devices: Elements of your website’s design may display differently depending on the device it is being viewed on. Understanding the ways in which these views might differ between devices is crucial to ensuring you meet user needs effectively.
Grab Users’ Attention In an Intuitive Way
Although this may seem like an obvious point to start with, you’d be surprised how easy it is to lose a customer’s attention. According to the , the average user will spend less than a minute on any given website. With this in mind, enticing your audience to stick around for long enough to create a conversion is most definitely a race against the clock.
One way to grab and maintain their attention is by adding an interactive element to your website design. Many people are curious by nature, meaning that they are likely to remain on a website for longer if its interactive design entices them to engage with it. It is equally important, however, to provide visitors with the information they’re looking for. Users shouldn’t have to put effort into finding the answer to their query. Whilst eye-catching design can make a great impression on your website’s users, it shouldn’t be allowed to negatively impact ease of use.
Steer Clear of Needless Distractions
Almost every Internet user will know how easy it can be to get distracted online. If you’re looking for audiences to spend valuable time on your website, you’ll need to do everything in your power to make sure this doesn’t happen.
In this, it is often advised to keep it <strong>as simple as possible. Avoid overloading your website with flashy design that shifts customer focus away from what’s important, as this will almost certainly have a negative impact on conversion rates.
Make Your CTAs The Star of the Show
Prompting website visitors to take action, effective Call to Actions (CTAs) are able to significantly increase your page’s conversion rate. As such, your CTAs should take up a prominent position on the page. Once a visitor has caught sight of them, the CTAs should clearly explain what’s on offer. If your CTA encourages users to provide their email address, it should make clear what customers will get in return (a monthly newsletter, for example). By making sure that your CTAs are unmissable and engaging, you will have gained another valuable opportunity for conversion.
Keep Loading Speeds in Mind
Although a grand and imposing website design might sound like a real eye-catcher, it is important to keep website loading speeds to an absolute minimum.
Experience teaches that slow loading speeds significantly impact user experience, as the majority of users will lose interest within a short space of time. Using high-quality images with a small file size can help to improve website speed through UX design. Furthermore, there are other clever ways of addressing users’ experience of website speed. One example of this is to incorporate so-called ‘lazy loading’, a process which focuses on deferring the generation of specific elements until they are needed, as opposed to loading elements all at once. By helping to improve user experience in this area, this method may, in turn, help to increase conversion rates.
Combine UX design with your CRO Strategy
In order to ensure a pleasurable user experience and increase conversion rates, it is important to recognise and monitor the relationship between the two. By engaging in trial and error, regular testing will help you to figure out the best course of action with regards to creating more conversions. Utilising your knowledge of both areas will help to improve user experience and increase conversions simultaneously, providing a service that benefits both you and your customer in equal measure.
With a world of information at our fingertips, the ease of online access has radically transformed our expectations of what a website should provide. As a result, this shift has opened up a wealth of opportunities for businesses to set their digital activities apart from the rest.
By employing effective CRO and UX design hand in hand, forward-thinking companies can go a long way in enhancing the profitability of their digital activities.