What is UX and how does it affect conversions?
Understanding why your website visitors aren’t converting into buyers is a UX analysis. Often the reason lies there.
In simple terms, UX is a term to describe how a user feels and behaves when interacting with your site. It is not about beautiful design, but rather about structure and behavior algorithms.
You can conduct a primary analysis of the convenience of your site yourself by answering a few questions:
Is my site easy to use? Can you quickly find the information you need?
Does my site provide a clear understanding of how my company can help the user?
Does my site make it easy to contact and request the information you need?
UX covers all of the user’s behavioral factors from the moment they land on your site to the moment they fill out a contact form or make a purchase.
What metric is important for UX?
UX cannot be measured by one number: there is no magic metric.
However, there are a number of metrics that affect conversions, and together you can measure the quality of your UX.
- Page views
Typically, a large number of page views means that users are actively interacting with your site.
However, if the number of views is high and the conversion rate is low, it could mean that the site is not built in an intelligible way, pushing users to go from page to page in search of the information they need.
- Waiting time
User lag time on a page differs from pageview metrics in that it takes into account the total time a user spends on a given resource before returning to search results.
Increased latency is a positive ranking factor for Google.
- Bounce rate
Bounce rate is a measure of the percentage of sessions on a site without additional page views or interactions. If a user visits your site, views one page and clicks the “Back” button, this is considered a opt-out. For the site it is a signal that something needs to be improved.
- Conversion rate
There are different ways to measure a website’s conversion rate. At its most basic level, it is a measure of the number of visits to a site in relation to the number of visits that translate into a conversion. A “conversion” can be a form submission, a purchase, a phone call, or any other form of “user consent”. It depends on the purpose of the site. Conversion rate is the most important metric when it comes to understanding your website’s performance.
- Refusal of purchases
In an online store, providing a user experience can be more difficult than on any other resource.
Often times, online stores are built with user experiences in mind to sell products, but the UX doesn’t end there. Companies selling online products underestimate the importance of user interaction from the moment an item is added to the cart and from the moment it is actually purchased.
Tips for Improving the UX and Conversion of Your Site
1. Use tools to track user behavior.
These can be standard free tools – Yandex Metrica or Google Analytics. These tools will help you track how the user behaves on the site, after what moment he leaves immediately, what inconvenience your resource causes.
2. Use video to spice up your landing pages
Videos build trust and evoke emotions that stimulate positive action. Research has shown that placing videos on landing pages can increase conversion rates by up to 80%.
3. Notice the placement of the CTA (Call to Action) button
Many of these tips are simple enough, but it’s surprising how often they are overlooked. The placement of the CTA buttons is perhaps the most logical and simplest advice of all: place them where users will quickly see them. It can be a call to buy, register, call, depending on what goals your site pursues.
4. Choose colors and designs of CTA buttons that prove your conversion
There is a lot of information on the Internet about the meaning of color. It is generally accepted that green CTA buttons are more effective than red ones because green means “go” and red means “stop.” While there is some truth to this, when it comes to conversion, color is not that important. Contrast and visibility are more important.
five. Check site speed and optimize images
Did you know that one of the most significant factors affecting conversions is load time? In fact, research has shown that 79% of shoppers who notice a site’s slow performance say they won’t return to the site.
6. Make sure your site has high readability
Text size, font, number, and spacing can have a big impact on readability. Your users should find the information they need in the first seconds. If you have a lot of text, colors, heavy fonts – it will be extremely difficult for a visitor to view all this and he will quickly leave the page.
7. Create simple, short forms to fill out
Have you ever filled out a web form or made a purchase for so long filling out all the fields that it seemed like it took forever? Yes, this is the same pain for any user.