3 Ways to Improve UX Design for Maximum Conversion Rate

Conversion rate makes or breaks your website. We all know that optimal conversion rate
generates more sales and general revenue, but the question is - how to accomplish a healthy
conversion rate?
Whether you employ a custom web design agency or optimize your website as a lone ranger
know that improving some basic user experience (UX) elements can make wonders and double
your conversions.
Before we start...

What is UX design?
Design and usability are two completely separate things. Website design may look eye-pleasing
but usability converts. Usability is the key factor of successful UX. How do digital marketing
companies define UX?
User experience refers to any interaction an end-user has with a product and/or service. UX
design is the process whose only goal is to design a system that offers a pleasing experience to
its users. It encompasses all aspects of user interaction such as interface design, accessibility,
information architecture and usability.
Whatever your leads “touch” on the page can be considered a UX element. A quality UX design
relates to how easily visitors navigate/interact with your website. Unnecessary friction only
makes them bounce, never to return again.
Here are three proven ways your website’s UX can elevate your conversion rate:

Website Speed
First things first. Website speed or page load time is the most important (and most overlooked)
UX and conversion rate contributor. We can’t stress this enough.
Writing about positive feedback fast loading pages produce is fairly redundant, so we’ll
emphasize the dangers of lagging pages. To be honest, a “glass half empty” approach is an
attention grabber.
Anyhow, to properly tackle website speed you need to think like a user.
If a website is slow, you’re far less likely to continue exploring it, regardless of the beautiful
design and magnificently rendered visual elements. The chances you’ll convert are slimmer
than an average Paris Fashion Week model.
Website loading speed is the key ranking SEO factor; therefore, it is essential conversion rate
optimization (CRO) factor. In fact, more than 70% of online shoppers’ decision to purchase is
affected by page load speed. Furthermore, 90% say that a slow website is the main reason (and
often only) for abandonment.
With the increase of the mobile-first trend, website speed has become even more important.
We, as human beings, generally lack patience. Nowadays, more than ever. Depending on your
website complexity load time may vary, but you don’t need to be a scientist to deduce – If
loading takes more than three seconds, clear your desk.
Optimizing your website speed sounds more appealing now, huh?
Tools such as GTMetrix offer hands-on insights into your website speed and its optimization tips
are invaluable.

CTA Design and Placement

Calls to action (CTAs) are essential customer-orientated incentives, the last step users take
throughout their on-site journey. They can instruct the reader to click/buy to complete a
purchase or simply guide your audience further down the conversion funnel.
To succeed in this mission, your CTAs MUST stand out, both through color contrast in the
design and within the written content that surrounds them. If they are hard to see, read or click,
they WILL reflect negatively on the UX and conversions. They need to convey a clear visual
message to your user: “Click here for value”.
First, we need to define what “standing out” means. Fools often stand out in the crowd, yet
nobody wants to converse with them, so be careful. If you choose an unappealing hue for the
sake of visibility or a color that doesn’t compliment the overall design, your website WILL look
sketchy and unprofessional.
A suit might not make a man, but when it comes to the website, aesthetics play a key role in
brand perception and general trustworthiness.
Where you place your CTAs influences your prospective customers’ UX significantly. There are
two proven methods. The first one takes either trial and error, user testing, heatmaps, or more
to strategically place CTAs where your customers dwell (or click) the most.
The second one is pretty straightforward. Leading digital marketing companies’ CRO experts
agree that putting your CTA above the fold (imaginary line on the website that divides
everything users see without scrolling down) makes them much more visible and accessible.

Optimize Content and Videos on Landing Pages

Writing a fairly long article and saying that you need to reduce content in order not to overwhelm
your visitors feels a little absurd but it’s no less true. Content marketers usually want to overload
pages with content, as more content means more chance to stuff it with valuable information.
Landing pages are usually filled with a lot of text because their goal is to sell you on a unique
value proposition (UVP).
However, every relevant study showcases that more content doesn’t necessarily lead to more
convincing messaging. Quite the contrary. We already mentioned patience reduction, not to
mention the extremely limited attention span.
Too much content is overwhelming, resulting in poor conversion rates. The audience wants bare
necessities (earworm isn’t it). They want answers to specific questions and solutions to their
often unmet needs. That’s it.
Enter Landing pages videos!
A human brain processes visual information four times faster than conventional written
information. Using videos on your landing pages can skyrocket your conversion rate as they are
both appealing, stylish and information-heavy.
Let’s be honest, we are all visual beings. For that reason, the whole internet is becoming more
video-centric.

Conclusion

The list can be expanded for sure, but most websites (even great ones) often slip on these basic
principles. The main takeaway is always the same – try walking in your customers’ shoes.
Ensuring your UX design is great is enough. Conversions will follow without nudging.