Imagine stumbling upon a new website or any service provider. What makes you revisit that particular website time and time again? It’s not the benefits only that hook you up with a service; it’s the overall experience that makes the difference!
Otherwise more or less similar benefits can be found elsewhere as well. But the moment you enter a website and by the time you leave it, it’s the experience that’ll determine whether you buy it or not!
This is the basic connection between a website and its conversion. The user experience here bridges the intermediate gap!
The Different Types of User Funnel And Their Relationship With UX
To explain it technically, user experience covers a set of behavior that customers display while visiting the store or buying a product. Now, even if you own a brick-and-mortar store, you need to think about certain aspects like end cap displays, signage, aisle navigation, and sales support. These are still relevant to your online store or website as well. The more positive vibe you can create through your website, the higher the chances you create for conversion.
If you look at the different user funnels like acquisition, conversion, activation or adoption, you’ll see the clear presence of user experience playing a significant role.
Instead of your store premises, here your website and its related aspects play an important role. It is dependent on the website design, functionality, and technical superiority/shortcomings and so on.
So how do you manage all that and promote better conversion?
Improving your user experience factors, of course!
Wondering how to get started? Well, below I am listing 11 actionable tips that will help you manage all this and get a better conversion rate. Sounds interesting? Then let get started!
1. A Compelling Homepage
Your homepage reflects the message you want to deliver to your customers. Hence, this should be your prime focus and accordingly compelling enough to hook your customer instantly.
However, that doesn’t mean you need to put “Everything” on the homepage. Most customers detest reading blocks of text so make it brief and to the point.
This is the first page that your customers will view hence if it’s too cluttered they might pick a bad vibe and leave! Without evoking the customer’s interest, increasing your conversion rate is next to impossible.
Here are some tips to keep in mind:
- Maintain KISS: Keep it short and simple!
- The most important things must be above the fold.
- Make sure to link all the pages with your homepage.
- The logo should also be linked to your homepage.
2. Reduce Page Loading Time
Most visitors are impatient and they expect the website to load within three to four seconds. If your website is exceeding that then it’s a bad patch for your user experience. Needless to say, most customers will leave your website as early as possible.
It’s much like the long queue feeling before entering a shopping mall. For your website, things can be even more difficult. One speck of bad experience can make the user never want to visit your site again.
Hence if you want to keep the steady flow of traffic to your website make sure it is loaded within 3 seconds.
3. Keep Substantial Breathing Space
If you want your visitors to seamlessly find out the most important aspects in any page of your website, to keep some breathing space is perhaps the most effective way to achieve it.
It not only highlights the important aspects of your website but also makes it easier to understand. This also makes your website look much sleeker. According to recent studies, if you have enough breathing space around the text, it can promote user attention by 20%.
This also makes your website feel open and fresh. Without this, your audience may just miss out on some valuable information. Now if that purpose is defeated then suffice it to say, your conversion rate is also not going anywhere.
4. Make It Accessible Across All Devices
Page responsiveness is a very important aspect when it comes to your website. You must make it accessible across all devices. To achieve that, you can alter the layouts according to the screen resolution of various devices. Be it on a desktop, tablet or smartphone, it must work seamlessly on any device.
This advancement will make your website look just perfect on every device, making the audience much more attracted towards it. It will allow them to browse through your website even while working, traveling, or in their living room.
Make sure your website doesn’t appear broken or fragmented on any device other than a computer. Being non-responsive can cost you some customers. Hence, make it easily accessible across all devices so that they can browse and buy on the go.
5. Use Effective Call to Action (CTA)
CTA or call-to-actions are very important if you aim at a great conversion rate for your website. Basically, it tells the visitors exactly what to do on your website.
You might often come across websites that do not have any clear call-of-actions and they also leave the visitors dumb-founded about what to do on the website. That’s why your set of CTAs should be clear and precise so as to guide the visitors in the right direction.
To achieve that you need to consider a few things before you design your CTAs:
- First, determine a color for your CTAs and make sure they are different from the background color of your website. This will make it easier to find them and perform.
- Also don’t just randomly choose colors, you need to keep in mind the psychology behind them. As you might know, each color can evoke different feelings. Hence, choose the colors after considering the message you wish to convey.
- Think about the text you are going to use for your CTAs. It’s better not to use text links like next, submit, or continue. Instead, use something that can give them a hint about what they are going to get after clicking this.
- Lastly, you must put the CTA button above the fold area of your website so people can see that as soon as they view the landing page.
6. Add Images And Video
There can be no doubt that videos and images grab attention more than anything else. Hence, you must use this aspect and add images and videos strategically.
This also adds a human touch to your site and people usually trust things which look more human and less robotic.
According to a recent survey, a company called Highrises has managed to increase its conversion rate by 102.5% just by adding images of their happy clients.
Also, the videos you include can easily boost engagement. Plus they also make it easier to put all your features and function conveniently and explain them to the customers. Instead of writing long texts, just add a video and voila! Your job is done.
7. Include Search Field
Often customers tend to look for something on your website. If they can’t do it easily then might get frustrated and leave! They usually don’t have the time to look around and might just prefer to visit a different website, positively your competitor
Make their lives easier by adding a search field!
This will immediately turn bad user experience into a good one!
If you have a small website with relatively less content only then the search field might not be of much use. Other than that it’s a great promoter for better customer experience.
8. Provide Complete Contact Information
Always provide your full and authentic contact information:
It’s absolutely possible that your customers may have a query that they wish to discuss with you. With the complete contact information, they can reach out to you easily, making it a great gesture of good customer experience.
Make sure to include the following information on the contact page:
- Full company name
- Contact address
- Phone number
- Email address
Apart from that, the complete contact information promotes a sense of trust. With this list, they will perceive you to be a legit business. This will build trust which is very important for an improved rate of conversion.
9. Identify And Fix Broken Links
Broken links are perhaps one of the worst technical errors your website could possibly have. Plus, they make visitors very frustrated. If they click on a link which fails to take them to the desired page then it creates a bad impression.
They might even feel that their valuable time is being wasted and creates a bad customer experience. This will only hinder your conversion rate. If your visitor is reaching the 404 pages they are helpless and compelled to leave the website. To avoid this scenario you need to identify them and fix them ASAP.
How to do it?
- First check with Google’s webmaster tools to spot the broken links
- Then you need to redirect the old and remove the 404 error pages. You can try to redirect them to similar topics if possible.
- You should also remove the old URLs from search engine listings.
10. Improve the Readability Of Your Website
It might seem odd but the readability of your website does improve user experience. The way your content is structured, it creates an impression on your visitors and the way they might respond.
You can follow these points to improve your website’s readability:
- Write short and easy-to-read sentences.
- Don’t make too long texts.
- Use bullets
- Always break the paragraphs into small ones.
- Never underline non-linked words.
- Use black texts over white background.
11. Eliminate Everything That’s Unnecessary
The cleaner your website looks the better it is. Hence, you should remove everything that’s unnecessary to your website. This is very important for good customer experience.
Nobody likes to see useless items on a website, let alone your customers. Below I am listing a few things that you should usually avoid putting on your website:
- Useless and unnecessary ads
- Stupid blinking banners
- Completely irrelevant images
- Bad or un-maintained social media accounts
- Absolutely irrelevant testimonial/review
Any of these items can immediately ruin the trust of your visitors which will only result in bad user experience.
In a Nutshell
So there you have it; 11 actionable ideas to improve your product’s user experience to gain a better conversion rate. After reading this, I believe you can understand that trust is the most important aspect of your website.
All these methods will only work upon establishing this trust. Once it is there, the rest is up to your product and services. With the right customer service, effective product and a meticulously built website, your conversion rate is bound to grow.