UX (user experience) is one of the main elements that catch visitors’ attention and keep them engaged in your website. But, do you know the best UX practices to improve your conversion rate?
Having a beautiful webpage or application with a good graphic design isn’t enough. If a website looks great but users don’t find what they are looking for, you´ll have a hard time converting. In the end, your goal is getting leads, subscribers, sales, etc.
Here, we´re going to explain what UX is and how to increase your conversion rates!
What is UX?
UX is the way users perceive, feel or interact with a system or a service. It is about the sensation of users when they are in contact and interacts with a website, an app or a system. Everything that you perceive when buying a product online, browsing a web page or moving through the options of a digital interface is part of UX. But UX is not just about usability, a good image on the screen is useful, but it doesn't necessarily generate a good UX.
Imagine the following example: when accessing your website, a potential customer wants to know how to get in touch with one of your salespeople. He searches for a long time to find a link for the contact page, but the link is broken and it takes him three tries to complete the request for a quote.
Now, what kind of experience do you think this user had? During the search, he's probably already frustrated. The truth is that in such a situation, most users wouldn't even bother trying to log in three times.
To get a better idea of the importance of UX, here you have some statistics:
- 32% of the customers are willing to unfollow a brand they love after a bad experience (PWC).
- 39% of users disengage with content if images don’t load fast (Adobe).
- 88% of users are less likely to return to a website after a bad user experience (Toptal).
- Only 55% of businesses conduct user experience tests (Skyhook).
In other words, UX best practices are critical for your business. Seeing the product from the point of view of users, how they interact with it, how they enjoy it and navigate through it; is a key element to make users spend time on your website and interact with your brand… And a good UX can help generate more leads and close more deals!
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UX and Conversions
Websites live or die depending on their conversion rates. Good conversion rates mean more sales and revenue, while poor conversion rates mean the business has a lackluster future.
Since maintaining a healthy conversion rate is critical to maintaining an online business, you must examine and master one of the most significant factors that impact conversions, the UX of your site. And some of the most important concepts you must consider are the following:
1. Usability
Usability is a key factor for users. It focuses on ease of use and interactivity. This ensures that users don’t get lost on your website. In fact, usability is a quality attribute that assesses how easily users interact with your website (nngroup).
2. Accessibility
It concentrates on how easy it is to access your website and its content. It aims to make the web pages usable by the maximum number of people, regardless of their knowledge and abilities.
3. Interaction
It is the direct relationship between the web and the user, how users perceive the web and the sensations they perceive. This factor is decisive when making decisions for users.
4. User research
User research is key for understanding users. You need to know and understand their wishes and needs to satisfy them in the most optimal way. To do this, you have to obtain information from real users (based on the target audience of your product or brand), collect and analyze data.
There are various systems and techniques for collecting this information:
- Interviews. This is one of the most widespread techniques to collect information from users.
- People. They are your customers or potential customers and you must sincerely care about them. In the world of marketing, you need to collect data from them and their psychological preferences.
- Empathy map. It helps to visualize the in-depth emotional and rational aspects of the user.
- A / B testing. It means designing variants of your pages or images to determine what is the best converting option for your business.
- Usability test. This is a method for measuring the development process, or for possible improvements to a project.
Taking into account all these strategies will take your UX to the next level and you’ll increase conversions faster. However, there are many other strategies to apply for improving the UX.
UX best practices for websites
1. Everything in its place
There are some standards and expectations in web design that you have to consider. For example, users expect the logo in the top left, the menu in the header contact (directly: phone, mail) or social networks in the footer.
For correct usability and experience, you must respect these standards and not alter them too much as it could make users get lost or feel uncomfortable (avoid over-thinking). You have to make it as easy as possible for your users.
2. Intuitive and efficient design
Less is more. A minimalist, simple, clean and clear design will always facilitate usability and users will feel comfortable and find what they are looking for.
Even if we are eager to be creative and innovative, don’t look for new solutions to problems that already have a solution. In short, the world of interaction design is about not reinventing the wheel. Just focus on what works.
There is a very representative phrase of Jacob Nielsen on this subject that says:
Users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know (NNGroup).
Also, remember to eliminate distractions. Too many distractors are overwhelming for most users, and this way, users stop feeling bombarded and tend to relax. They no longer have to process as much information and they can focus on the main objective of the page, that is, buy, subscribe or simply stay on the web.
3. Smart and suggestive search engine
The search bar is an essential item. A search engine that makes suggestions about what you're looking for, facilitates search actions.
As an illustration, if visitors do not know what they are looking for, it is more useful to browse by categories, thus bypassing the search bar. However, as a general rule, consumers know with some accuracy what they want, or at least know the brand or type of product they want to purchase, so they find in the search bar an important tool to reach their goal.
In addition, search bar visibility is fundamental. A recognizable magnifying glass symbol allows easy entry of search terms. The best place for these elements is next to the brand logo at the top of the main page, avoiding customers having to search at the bottom.
4. Large, quality images
Images with large sizes and details are valuable for users when buying a product. Of course, you must optimize images to avoid excessive load time.
The images on your website must be compelling. Use images that appeal to the emotions of your users, with daring frames and vivid colors. Be original, the eye loves what is different. But don’t forget that the colors of your images should keep a harmonious relationship with the color range of your brand.
5. Low load times
Users don’t want to wait. If something takes too long to load, that element is not working well for you, and you may lose potential customers.
That’s why it’s important to consider the performance of all elements of your web page since if the page is slow, it will generate an increase in the bounce rate. Likewise, a pleasant and minimalist design is key if it considers a good balance between image quality and loading time. In any case, you have to evaluate the demographic aspects of your audience as well as their interests to find out what they consider attractive.
6. Constant feedback
Informing your users what the next step is and what is happening, in real-time, is a must. So, constant feedback with loading animation, hover on buttons and links, tips and password security, steps in the purchase process; will increase your conversion rates.
7. Legible typography and correct spelling
Adequate, well-legible typography and careful spelling generate confidence and security. Having a legible font increases readability and user retention on your website. Remember that readability best practices are fundamental for delivering a message. Otherwise, poor readability will lead to premature site abandonment and decrease the likelihood of users coming back to your website.
8. Improved calls to action
Wouldn't it be better to make it easy for users? How do you do that? Very easy.
Where you place your call-to-action (CTAs) buttons influence the UX. If CTAs are difficult to see, read, or click, then it has a negative impact on UX and conversions.
9. Short forms
Usability and experience show that when users need to fill in many fields in a form, they usually leave. The fewer fields, the better. Users have less and less patience nowadays and you must consider this.
When users arrive at your webpage, they can have multiple objectives such as consulting information or buying a product, but filling forms is not one of them. In fact, users hate filling forms. They usually want to buy a product or service, no more, no less; and the easier it is, the better experience they get.
10. Guest mode in payment processes
We know that users don’t like to fill out infinite forms to get something, for example, the purchase of a product, and even less to register on a site. We must give the option to buy without registering, in guest mode using their Facebook or Google accounts. If the client is happy, he will return for sure.
11. Strengthening the brand
Brands that care about the complete experience of customers, succeed. If they have a good experience they will have positive comments about your brand and the quality of your UX is what determines whether users buy from you or not.
With the right UX … it’s a piece of cake!
In the end, nothing is more important than conversions, and for converting, users must have a great experience during the whole buying process. This is what guarantees a good ROI.
Remember that design is a methodology. It is a way to bring the right message to your buyer persona at the right time. So, don’t try to reinvent the wheel and use UX best practices. This generates that feeling in people of an "intuitive product", this creates trust with your brand and gets them one step closer to purchasing.
The best part is that after seeing positive results, it is possible to continue optimizing efforts and reaching even higher goals on a regular basis. If users feel comfortable on your website, they will return, and right now, UX is one of the best ways to differentiate yourself.
By the way, no need to worry if it seems hard. We got your back. Just contact us and we will help you unconditionally until you have the results you are expecting!
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