28Jul 2016

8 Tips to Improve UX design aspect for increased conversion rate

What do you do when you visit a website that has a poor choice of colors, bad content, bad design and a site navigation that is poor?

We immediately leave the site marking it in mind to never return even by mistake.

Now, I would suggest you to imagine your visitors leaving your website to never come back again.

We don’t want that to happen to our website.

We want people to visit our website and stay there and always keep coming back and also, refer others to us.

So, how do you think you can make it possible with a website that has nothing much to offer?

User Experience is the key to your customer’s heart.

If your website has a great user experience design, then it will have unbelievably amazing conversion rates too.

Let me first define User Experience for you:

It is as simple as this- user experience is the increasing awesomeness that your visitor experiences as they continue interacting with your website. The level of user experience enhances as your website manages to please your users.

Also Read: Animation: Enhancing User Experience (UX) with the basic principles

So, now you know the secret to improvising the conversion rate on your website.

Before we examine the elements that are the most important part of an UX design, first things first, you need to understand the basic differences between UX and UI design.

UX design as you know deals with the user experience design and UI design as you know is the User Interface design.

User Interface design is nothing but the front end of your website. The elements of your website that is visible to the user such as the navigation, layout, design and pages etc. which is different from the user experience design.

User experience includes things such as loading time, usability etc.

I know you are wondering why we are discussing user interaction when our topic is related to user experience.

It is because both the factors are closely related and inter-dependent. You are fulfilling the first and foremost requirement at offering a great user experience by optimizing your user interface to meet the customer needs.

Let me make it simple: the feel and experience that your website’s UI manages to generate during a visitor/ customer interaction is user experience.

Also read: The Difference Between UX And UI Design

Adding value:

User experience focuses on the concept of providing value to your customers when they come to you in search of a solution to their concern.

There are 6 principle factors that make user experience awesome:

  • Usable
  • Useful
  • Desirable
  • Findable
  • Credible
  • Accessible

So, let us find out what each of them means:

Usable: You need to design a site that is easy to access and simple to use.

Useful: Content that users are searching for and should be useful too.

Desirable: The world of marketing is focused on making things desirable. So, let’s make the image and other similar elements desirable.

Findable: Provide the customers with an ease to find content that is navigable.

Accessible: Users with disabilities should be able to access your content

Credible: Credibility is one of the most important factors that actually matters. Provide your people with information that is trustworthy and genuine.

Design v/s user experience design:

Design relates to the product, images, words, pictures, and even the spaces. User experience design is associated with how you take each of these elements and combine them together and present it to your users in a way that is beneficial to them.

Here, we are sharing some of the simple tips that will help to increase the customer conversion through your website:

#1. Are there any broken links?

When your users encounter 404 error pages which is caused by broken links, it annoys them.

They are on your website because they found it to be impressive and wish to do something, when it led them to a dead end.

The action is never complete and they leave to move on with your competitor’s site.

You can try the following to tackle broken links:

  • Use tools: A lot of tools are available these days to deal with the broken links on a website. For instance, if you are working on WordPress you could select from a number of plug-ins that are available such as the All 404 Redirect which takes the user to the Home page or some other page on the website.
  • Let us make the errors a conversion factor: When users reach the error page on your website make it easier for them to continue on your website.
  • Search option: When they reach a dead end provide search tool so that they can enter a set of desired keywords which will fetch suggestions.
  • Let them reach you: This is one of the best ways you can improve the conversion by providing a great user experience. Provide your contact details such as a contact form or a live chat so that they can contact you.

#2. Humanizing:

Humanizing is more about creating an emotional attachment with your users.

Of course, content plays an important role in creating humanization. You can use storytelling to create this impact.

But, when it comes to design you can do a lot more than this.

Prove it to your customers how others are attached to your product and how much they are enjoying the same.

You can add some images that include happy and smiling faces of people.

Even, videos can play a great role in creating an emotional bond with people.

You can use videos to demonstrate your product or any of the following that will represent your brand well:

  • Product review
  • Educate your people on how to use your product
  • Team events
  • Behind the screen scenes

#3. Simplify the process:

Rather than keeping the people wait on your website you can simplify the process to improve the user experience design and here is what you can do to achieve it:

#4. How easy it is for users to locate what they are searching for?

One of the most important things that you need to consider when working on improvising the user experience on your website is how easy is it for users to find whatever they are searching for.

Simple navigation is the key.

Before designing, think of all the things that your customers will search for when they reach your website.

Make it easier for customers to locate these things on your site.

Also Read: The Key Components of a User-Friendly Website Navigation

#5. Eliminate all errors:

Are there any grammatical or spelling errors or missing PDF’s on your website?

If so, then, take these down.

Error messages mainly appear amongst website content.

So, it is important that you proofread and eliminate these to offer a great user experience to the people who visit your website.

#6. Contact information could take you a long way in generating conversion:

You can put up your contact information on your website so that it gives them an idea of how legitimate or genuine you are. Putting up your physical address is one of the best ways to reach out to your customers.

They might not only visit your website but you need to put up your phone, and Email Id’s too.

Also, try not to include those captcha codes that are too frustrating. It is easier to fill up a form that is free of captcha codes.

#7. Let’s build trust:

Regardless of whether you are selling something or not, it is important that you generate or build trust.

And, how do you generate trust?

Assure them that your company is reliable.

Also, your product performs all promised actions.

You have added genuine information on your website.

Here, is how you can get it done:

Add social proof: It is important that you provide social proof. Include images of people in your customer testimonials as it creates the impression of legitimacy.

Add real images of your product. People want to see what your product is capable of doing.

Security: When you are asking people for some information, they will provide it only when they know that their information is safe with you. Add security badges while creating your design.

Endorsement: When you can gather endorsements from popular people or brands, it could help.

#8. Eliminating the unnecessary elements:

Here, is a list of things that your website does not need:

  • Service offerings list that is endless
  • Links to any of your websites or blogs that are inactive
  • Pages that are blank or under construction
  • Customer testimonials/ reviews that are irrelevant
  • Unnecessary ads

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Here, is a quick summary of all that we have discussed:

An aesthetic and user-friendly website with appropriate call-to-action will always improve the conversion through the website. Even though the important aspect to increase conversion is to monitor website traffic and their behavioral pattern and optimize the site continuously, there are many minor and major things that can bring in a big difference to conversion rates. Some of these are listed below:

Design &UX Aspects – There are many minor UX stuffs which could add a big impact on the web conversions. Even though all of these couldn’t be listed here, as they have to be synced with the design and need to be taken care during the design/development phase, some are listed below:

  • Make your site easy to use — and useful. Research shows that sites win credibility points by being both easy to use and useful. Some site operators forget about users when they cater to their own company’s ego or try to show the dazzling things they can do with web technology.
  • Create a compelling and clear value proposition – It’s the primary reason a prospect should use your service
  • Show Your Signup Form/button on the Homepage first fold
  • Use whitespace effectively in your design so that it draws the eye in toward the call to action.
  • Double-check our form fields and give examples of what needs to be written in every field

Increase trust

  • Make it easy to verify the accuracy of the information on your site. You can build web site credibility by providing third-party support (citations, testimonials, articles in well-known publications, source material) for information you present, especially if you link to this evidence. Even if people don’t follow these links, you’ve shown confidence in your material.
  • Show that there’s a real organization behind your site. The easiest way to do this is by listing a physical address.
  • Highlight the expertise in your organization and in the content and services you provide.
  • Make it easy to contact you. A simple way to boost your site’s credibility is by making your contact information clear: phone number, email address etc
  • Update your site’s content often. People assign more credibility to sites that show they have been recently updated or reviewed. If you have a blog or a news section, make sure they’re updated regularly. Nothing says “out of business” like an abandoned blog.
  • Avoid errors of all types, no matter how small they seem. Spelling errors and broken links hurt a site’s credibility more than most people imagine. It’s also important to keep your site fast, up and running.

Offer proofs/Credentials

  • Customer testimonials
  • Case studies
  • Third-party reviews
  • Certifications, Awards, Accolades
  • Social proof

 Blend these points into your UX design and you will experience a high conversion rate like never before.

How good is your site at converting customers?

Share your thoughts, feedback and suggestions with us.

Acodez IT Solutions is a web design company in India offering all kinds of web design and development services in India and abroad. We also offer mobile application development services. We are also a SEO agency in India offering inbound marketing services to help our clients take their business to the next level.

For more details, contact us today.

Rajeesh PK

Rajeesh P.K. is the senior web designer at Acodez IT Solutions. Being a passionate UI designer and as someone who has 6+ years of experience in User Interface Design, HTML5, CSS3 and jQuery, today, he is a multimedia specialist possessing extraordinary skills and expertise at designing websites and apps that blend in the excellence of User Experience and User Interface, which is the ultimate objective of websites. He has a flair for researching and writing articles on the latest trends in web design and development.

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3 Comments

  1. revlift

    hi,this post gives a ideas about how to develop a best UX design using various new trend tool ,this is usefull to develop my website more interactively thanks for sharing your ideas to me i am also using various new trend tool to develop my site if you want get more ideas refer my site

  2. Web designer

    Thanks for the guide I had been facing a similar kind of problem for one of my site. Because the design is not that good I mean mainly outdated and there are lots of broken links too. So now my target is to clear all the broken links and then to get rid of the old design. Hopefully I am going in the right direction with my site

  3. Darwin Crew

    The best user interfaces are the ones that get out of the way and provide the user with simple, easy to understand tools.

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