Let’s start with the logic: obviously, focusing on the user experience of your website design will improve the chances of any conversions. Logic will tell you that a poor user experience will send the visitor’s cursor straight to the ‘x’ at the top corner of their browser tab. Not ideal for any business!
There are statistics that back up our seemingly obvious logic:
- 94% of a website’s first impressions are on design.
- 88% of customers won’t return to a website after a bad experience.
- A well-designed user experience (UX) could increase conversions by 200%, and a better UX design by 400%!
- Every £1 invested in UX results in a return of £100.
Need we say more? Well, we will. Read on to find out how UX design helps conversions.
Thinks About the User Rather Than the Money
The customer is money, yes. But a website user doesn’t become money until there’s a successful conversion.
Thinking only about making money and not the customer, personalisation, and putting some passion into consumer needs is one of the biggest mistakes a brand can make.
Establishing connections in the business and understanding the experience of the user in the process are two integrative objectives of the UX design. Yes, every company does want to generate more revenue, but there is no better way than the logical solution of understanding your website users’ needs and fulfilling them.
Their objectives are to quickly find desired pieces of information, make the necessary purchase(s), or reach support as fast as possible. A successful web design meets these needs.
It Creates Trust
One study found that 48% of website users thought website design was the most essential factor for building brand credibility. 9 in 10 respondents to an Eldeman study said trust was the most essential consideration before buying a service or product from a brand. The most important aspect of any conversion is trust.
When the website is fully functional, aesthetically pleasing, easy to use, and well-organised, these are obvious signs of professionalism. Broken pages, clutter, long webpage loading times are signs of a lack of professionalism.
When it comes to the visuals of the site, earning trust through the design isn’t tricky. Designing with strong call-to-action messaging, unified brand identities, and protection mechanisms for users’ data and payments all fall under successful user design.
Helps Users Reach Their Desired Outcome
Everyone goes to a website with an idea of what they want – they typically intend to have a quick browse to find a product or a service, or contact details etc. Why would you stop them from reaching their desired outcome?
A user-centric website design reduces all the unnecessary difficulties (or it should), which would usually lead to cart abandonment.
UX design can embed user-friendly structures, compelling elements, and accessible technologies. For example, when a buyer wants to purchase an item, it is much easier to increase conversion rates when there are fewer distractions and there is a straightforward flow from looking for the item all the way through to payment.
At the most basic level, a simple site navigation system improves usability – don’t overload your navigation dropdown tabs and menus!
Creates a Flow to Drive Consumers to Shop
A website should flow. Customers need a clear path to their desired outcome (hopefully, for you, it’s to buy something).
If you do nothing else, ensure your UX design is a step-by-step flow toward conversions. In simple words, the appropriate design should always be predictive and push users (gently) towards conversion with the least possible effort.
Good website design shifts the attention of users to buttons, forms, and links where they are needed the most. For example, when the home page has links to its best-selling items that can be bought using the ‘one-click add to cart’ feature, people are more likely to click. That’s just one example of an easy flow. It’s a one-click process where they see what they need and it’s done.
The checkout process definitely is the deal-breaker. Similar to the one-click add-to-cart feature, brands like Amazon have introduced a ‘quick buy’ feature that lets users buy in three clicks or less without needing to go through page after page to get to the shopping cart. A simple UX design idea that creates a flow that makes it easier to shop. Such frictionless experiences tend to increase conversions for the business.
A good UX design will help with getting you more conversions – it’s as simple as that. Nobody wants to use a poorly designed website. Focus on a good, fluid UX design and your conversions will increase.
Want to find out more? Contact us now.
