What is UX, why does it matter, and how does it impact on Conversion Rate Optimization (CRO) of a website?
According to TruConversion, UX or User Experience is “basically what happens when your users interact with your business through online communications, application or website.”
The purpose of having a website is to advertise your business, as well as communicating important information with your site’s visitors.
What happens if this is not the case? Your website visitors are not converting into returning customers, and your site has a high bounce rate.
What are the reasons for this?
Why is your website not a successful advertisement for your business?
One of the biggest reason why your site has low traffic and a high bounce rate is that your website does not provide a great UX to your visitors.
Your visitors will leave your site and visit your competitors’ websites. They might also write bad reviews about your site on social media such as Facebook, Twitter and LinkedIn. It is, therefore, critical that you pay particular attention to providing a positive UX for your website’s visitors.
Why do you need to provide a positive UX?
Well, apart from reducing customer dissatisfaction and bad reviews, a great user experience increases sales and conversion rates. It also increases the positive perception of your brand.
Do you want to improve your site’s UX?
Here are several tips on how to improve your site’s UX.
Provide high quality content
High-quality content is the one of the cornerstones of a good website. It is of primary importance to provide accurate, well-thought out, and well-presented content. Before you start putting any words down on paper, you need to research the topic thoroughly.
The Internet is full of badly written, badly presented, and uninformed content. If you continue this trend, your business will have no credibility and it will not be seen as an authority in its niche.
Once you have written the content, you can add media files such as audios, videos, and images to enhance the presentation of your content; thereby, increasing the UX for visitors to your website.
Decrease the load time of your website
Have you ever tried to load a website that takes ages for the homepage to load? Do you continue to wait for the site to load or do you visit a competitor’s website instead?
Tag Man conducted research in 2012, which found that there is “A very significant relationship between your site speed and conversion rate.”
Can you imagine how many customers you will lose if your site takes a long time to load?
Your site’s speed also has an impact on the Google Search Engine ranking. Google is now adding site speed to the way it calculates your website’s ranking. Therefore, it is crucial that you take steps to decrease the load time of your website.
How do you decrease the load time of your site?
- Reduce the size of your website code. Developers often end up writing unnecessary code, ending up with bloated HTML.
- Cut down on the number of social media sharing buttons you add to your website. These buttons consist of code which talks to the relevant social media site; thus, slowing down the response time of your website.
- Choosing the correct web server. Some web servers have a slower reaction time than other web servers. As a result, it is important to do your homework before you decide which web server to host your website on.
Design for the Device
People worldwide are increasingly turning to mobile devices to access the Internet. For this reason alone, it is crucial that you optimize your website for mobile devices as well as laptop and desktop computers.
People navigate differently on mobile devices compared to laptops and desktop computers. Current statistics state that “46% of mobile users report having difficulty interacting with a web page while 44% complain that web page navigation was difficult.”
According to research completed by Google,, “Mobile users are goal-oriented. They expect to get what they need from a mobile website immediately, easily and on their own terms.”
Website developers need to develop responsive sites; especially, as the same site is most often viewed on across different devices, from a smartphone, tablet, through to a laptop or desktop computer. As a result, the website needs to be simple but powerful, while not sacrificing the richness of the content.
How do you design a responsive website? Here are some tips to consider:
- Reduce the amount of text that is on every page. It’s difficult for people using smartphones to read large amounts of text on the web page. They have to keep on pinching and zooming across the screen to be able to read all the text. This gets frustrating and can result in a negative UX.
- Ensure that your call-to-action is at the front and center of your web page. It is important that mobile users understand exactly what you expect of them.
- Design your website to be intuitive. Most people’s eyes track from left to right, top to bottom. Use this to your advantage. Give clear directions and guidance for your mobile user. Where do you want them to go? What do you want them to do?
Use Animations on your website
Animations can either be an addition to a website or a distraction from the site. The clever use of animated objects can attract the attention of your site’s visitors and improve their UX. The following tips will help you using animations to improve your UX.
- Use animations to direct your visitors’ attention to what you want them to look at first.
- You can use animations to guide your visitors through the online shopping process. For example, use an animated shopping cart when it is time for them to pay for the goods in their shopping cart.
- The clever use of animations can be used to cover up slow load times.
In conclusion, the importance of a great UX for any visitor to your website cannot be underestimated. It is often a primary driver in determining whether a visitor is converted into a returning customer or not. Listen to your website’s visitors. They will soon tell you whether they think your site offer a great UX or not.
Mike is a Digital Marketing professional and currently working as a PR manager at #TruConversion.com He truly loves Online marketing and anything digital. He is very focused about who he works for. Once he starts work, he is fully committed to his duties and responsibilities at that company