Getting a good website conversion rate is all about the User Experience or UX in industry terminology.
What is UX and why do we need it?
UX isn’t just about making a website look attractive. It’s about so much more:
- Usability – visitors should find your website easy to use. Complicated isn’t better when it comes to UX. Users want the joy of simplicity.
- Desirability –the use of your site needs to stimulate a positive emotional response about your brand using copy, images, video, and audio. Make them like you. In marketing psychology, like-ability has been found to be the best predictor of whether advertising will increase a brand’s sale.
- Ease of navigation – create a well-signposted site which allows users to find what they need easily.
- Building trust – your website needs to use is UX to show your brand is trustworthy and knowledgeable.
- Customer satisfaction – your users need to be sufficiently impressed with your UX to do what you want them to do, buy your product or service, or register for your emails. If your website gives customer satisfaction, they’re more likely to think your products or services will do the same. The best indicator of a good UX is a rising conversion rate.
How can it go wrong?
A great user experience is often underrated because the best experiences are seamless. Bad user experiences stand out like a sore thumb.
A bad user experience is like an orchestra playing different tunes in different tempos. Your website visitor will just want it to stop. They’ll leave before doing what you want them to do. Experiences which confuse the user, lose them in the site navigation, which don’t tap into positive emotions, or which don’t give them the correct level of customer satisfaction will mean one thing: a falling conversion rate.
If you copy doesn’t have clear calls to action, or your site navigation is clunky, people will give up on you. Your bounce rate will increase, and the return on your investment in your website will fall.
What’s the answer?
Simplify. Give people the experience which matches their expectation. If they’re expecting a strong call to action on the bottom of the page, give it to them. If they’re expecting an easy navigation route from the home page to sign up for your mailing list, give it to them. Improve your emotional connection. Know your target audience – do UX tests, take on board feedback, and act on it. Select your copy and visuals to make the positive emotional connection you need. Improve your user interface (UI). To get good UX, you need a good UI – the measure of how your software interacts with your users.
What makes a good UI?
It should be clear and usable, concise, something your users find familiar. It should work quickly and give them feedback on what’s happening. It should be consistent and logical, and it should feel like a joy to use. It should also do what’s needed efficiently, and handle a user’s mistakes well.
If you give your users a great UX, your brand becomes more likeable. As any marketing expert will tell you, likeability converts.