In Internet marketing, the conversion rate is the ratio of the total number of visitors to the number of visitors performing the target actions. If the target page receives 150 visitors per month, and 15 of them perform the target action, the conversion rate will be 15:150=10%.
There are two types of conversion: macro and micro. Macro-conversions cover the actions of a visitor to perform the most important actions for the company's revenue, such as making a purchase, completing a feedback form, requesting an offer or registering for a free trial. Micro-conversions include actions that cannot directly lead to revenue growth but may precede macro-conversions. Examples of micro-conversions include blog subscriptions, social networks, case studies or free ebook downloads. Depending on the business objective, marketers highlight macro and micro conversions that can yield the best results.
Importance of UX-design
UX-design is a method of working out of information architecture, graphic design, the maintenance of a site and designing prototypes of interaction with a product on the basis of studying user experience.
UX-design is a comprehensive approach to the interaction between a visitor and a website, user and interface, application and other digital products.
Methods of creating a UX design are based on an analysis of the convenience of a company's service or product for the customer.
To create prototypes of the design that will meet the needs of users, you need:
- Examine the target audience, create portraits of clients.
- Identify the motivation and values of the audience to understand what can motivate the client to take the targeted action on the site.
- Identify the mechanisms by which a visitor interacts with a product or site.
- Create an understanding of how the user interacts with different communication channels during the day. Identify how and where these channels may intersect. How the customer will find your product or service.
- Develop different solutions for your target markets.
An in-depth study of the target audience is a way to improve user experience and behavioral factors. UX design also helps find solutions that may not yet exist in the market.
If you use these principles in the initial stage of the prototyping site map, design development of the future site, you can save money and time for improvement, releases of new versions of the application or site. And also to form a flexible digital strategy.
Analyze the data to determine design priorities
To improve your user experience, collect and analyze data: behavior indicators, heat maps of clicks or scrolling to analyze how visitors interact with page content.
If users leave the page, then it is necessary to find out what they do not like. For example, the customer is studying a product, trying to order it, but a too complicated form of registration can be a reason to refuse to buy.
Therefore, when analyzing the data, add empathy. That is empathy and understanding of the client. Learn his experience and pain.
It is important to be able to analyze, combine indicators with an understanding of how the user interacts with the site and how it can be improved.
To do this, apply A/B testing - demonstrating to visitors the different design options for the page. Often specialists have problems with A/B testing because there is no traffic on the site. One of the best ways to maintain quality traffic to your site is a guest posting. Thanks to guest posting, it is possible not only to receive traffic but also to increase rank in search results.
Before testing, record indicators such as income, session duration, number of views, audience goals. Do not forget: one test - one hypothesis.
Use the latest technologies to personalize your communication, such as chatbots, which can prompt the visitor for a solution, help choose a service or product.
Tips on UX design that help increase conversion rate
No doubt, the design decides whether the target page will be converted or not. When working on UI and UX, designers should think about usability, user engagement, and key performance indicators, also known as KPI. Based on input data such as strategic marketing goals, value proposition, and customer profiles, designers begin developing the UI/UX design.
Based on a huge experience, we have highlighted a few tips that can help designers think of UI/UX solutions.
1. Know your purpose
Designers must go beyond pixels, layouts and business tasks. Once the strategic business objectives are clear, creating a UI and UX design that will drive conversion is much easier. When analyzing a client's brief, designers should clarify any misleading requirements that may lead the project in the wrong direction.
2. Make the design responsive
Companies do not want to lose potential customers who access the target page not via desktop. That's why the designer should take care of what the site looks like on screens of all sizes. In addition, Google is an active supporter of adaptive design. This is why the last one is useful for both conversion and search engine optimization.
3. Know your users' expectations
Designers should not try to reinvent the wheel. No matter who your buyer characters are, there are certain common navigation elements in the UX user interface and design that visitors to your site are accustomed to. We are talking about the shopping cart icon or the location of the navigation bar. If the design of your landing page is a problem for your visitors, you are unlikely to convert them into potential customers.
4. Balance business and user goals
Let's say someone is visiting your site for the first time. A person wants to quickly view your blog or "About Us" section. But after three seconds of scrolling, a potential customer will see a huge pop-up window with an attractive offer. While this person tries to close the offer, two more pop-ups appear one after the other, asking the visitor to subscribe to the newsletter and give the service a try. This approach will lead to a worsening of interaction with the user. Designers need to consider user goals and balance them with conversion tasks.
There is no single correct approach to UI and UX design that optimizes conversions. No matter how extensive their experience is, marketers and designers must accurately test any changes made to the interface design and track KPI performance.
If you want your visitors to perform target actions, ask them to do so. What could be simpler? Just make sure you know when, where, and how to call them to action.
Excess information on the internet leaves no room for browsing the web carefully. Instead, visitors browse the pages, paying attention only to key elements. That's why marketers and designers know how important Call to Action (CTA) psychology is in competing for people's attention.
A CTA can be text, a button, an image, animation or video. It can also encourage visitors to perform different actions depending on the nature of your business.
If you want to optimize conversion, CTA elements must be user-friendly.
Moreover, you need a clear understanding of your target audience to wisely use the psychology of color. Depending on gender, age, location, and professional status, people tend to perceive colors differently. What works well for one group of people may not work at all for another. In addition, the design elements CTA should reflect the overall design approach to make the whole page aesthetically pleasing.
Summing up, the principles of UX-design are universal for any activity. They can be integrated and applied not only for a specific site but also for the organization as a whole. How well the company understands what consumers want, and how these needs are taken into account in the service or product, ultimately affects business income, conversation rates, trust, and customer loyalty to the brand.