Conversion rate makes or breaks your website. We all know that an optimal conversion rate can drive more sales, but the question is – how to achieve a healthy conversion rate?
Whether you hire a custom web design agency or optimize your website as a lone ranger, know that improving some basic user experience (UX) elements can do wonders and double your conversions.
What is UX design?
Design and usability are two separate things. Website design may look pleasing to the eyes, 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 craft a system that offers a seamless experience to its users. It encompasses user interaction such as interface design, accessibility, information architecture, and usability.
Whatever your leads “touch” on the page can be considered a UX element. Keep in mind that quality UX design relates to how easily visitors navigate and interact with your website. Unnecessary friction only makes them bounce, never to return, which can hurt your website’s overall performance.
Here are three proven ways your website’s UX can elevate your conversion rate:
1. Website Speed
Website speed (or page load time) is the most important and often overlooked UX and conversion rate contributor. We can’t stress this enough.
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. In this case, the chances you’ll convert are low.
Additionally, website loading speed is a crucial ranking SEO factor; therefore, it is an essential conversion rate optimization (CRO) factor. In fact, more than 70% of online shoppers’ decisions to purchase are affected by page load speed. Furthermore, 90% say that a slow website is the main reason (and often the only one) for abandonment.
With the increase of the mobile-first trend, website speed has become even more critical. We, as human beings, generally lack patience. Nowadays, more than ever. Depending on your website complexity, load time may vary. However, if loading typically takes more than three seconds, you may want to consider optimizing your website speed.
Tools such as GTMetrix are invaluable; they offer hands-on insights into your website speed and optimization tips.
2. CTA Design and Placement
A Call to action (CTAs) is an invitation to your visitors to take the action you want them to. It’s an essential last step you want to nudge your site visitors into doing. A CTA can be whatever you want. It can instruct the reader to download your ebook, buy and complete a purchase, or simply guide your audience down the conversion funnel.
An effective call to action stands out through design and the written content surrounding them. If your CTAs are hard to see, read or click, that will negatively reflect on the UX and conversions. Your CTAs need to convey a clear visual message to your user: “Click here for <value>.”
Choose contrasting colors that complement the overall design of your website and align with your branding. You want to be careful with the design as aesthetics plays a key role in brand perception and general trustworthiness.
Another essential thing to note is placement. Where you place your CTAs influences user experience significantly. There are two proven methods:
- Trial and error. Do an A/B test and see which placement users are responding to better. You can also utilize a heatmap and use the data to strategically place CTAs where your customers dwell (or click) the most.
- Above the fold. Leading digital marketing companies’ CRO experts agree that putting your CTA above the fold (the imaginary line on the website that divides everything users see without scrolling down) makes them much more visible and accessible.
3. Optimize Content and Videos on Landing Pages
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.
More notably, video marketers report 66% more qualified leads per year. The demand for video also continues to rise, with 54% of consumers wanting more video content.
Consider inserting videos on your next blog post to engage your visitors and increase your chances of converting. Among others, a conversion optimization strategy you can try would be to embed a Lead Capture Form in your video. Admittedly, producing video content may take more resources than an average blog post, but 88% of marketers believe the ROI is well worth it.
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. Ensure your UX strategies are user-centric and conversions will follow.