This post is all about your audience, your target market, your existing and prospective clients – and how they experience your website and app.
In other words, it’s about the individuals and groups you seek to connect with, and whether your platform fosters that connection.
Well, does it?
Does your platform foster that connection? That is, does it have a good user experience (UX)?
Not only a good user experience, but does the good UX lead to higher customer engagement and conversion rates?
Okay, I’ll stop with the one-sided questions.
But its all for a good purpose.
Because asking whether your website’s user experience leads to higher conversion rates is like asking –
- What kind of product am I selling?
And as you can imagine, just like the right product, a good user experience that leads to higher conversions can determine:
- Who you sell to and the rate you sell to them.
Very crucial, indeed.
So, how does a good user experience lead to higher conversion rates? Well, it starts with basic human psychology.
- The rate at which your audience clicks, carries on exploring your website and opts-in for updates and downloads of any kind is dictated to how we think and are wired to behave.
User experience design principles, as many would call it.
So, to help you better understand UX to achieve higher conversion rates, here are a few design premises you can use today.
UX Tips For Higher Conversion Rates
1. Give Users More Control
As humans, we all would like to have some form of control. Better yet, we all need and strive for it, whether conscious or not.
Even science supports this notion, as having greater autonomy in our lives is connected with a much higher quality of life.
This means for most of us, inconvenient surprises and un-expectations can create, well, unpleasant feelings and reactions. Sometimes it’s the sense of being overwhelmed with information overload, and at other times, it’s the sense of fear coming from overly salesy or aggressive advertisements.
Therefore, if conversion rates are the goal, it’s best to stay far away from tactics that make your audience feel less in control.
One way this can be done is by being mindful of how push notifications are used.
2. Push Notifications? It Depends.
Push notifications can be a very effective way of communicating to your audience. That is if it’s done the right way.
For instance, pop-up messages that provide no real assistance or value to your audience’s user experience can feel invasive to privacy, let alone imposing and spam-like.
This can further lead to users uninstalling your app, or entirely erasing your website from their future web browsing habits, not to mention your brand losing credibility and trust points.
So before you start implementing push notifications, it’s wise to ask yourself:
- Does this push-notification solve a user’s browsing issue?
- Does this push notification align with the smooth browsing flow of a great experience?
For instance, while watching a webinar for an online course, push notifications that provide a shortcut to learning tutorials can be a push in the right direction.
Providing helpful shortcuts in this manner displays the UX design principle of recognition over recall.
Because if such tutorial shortcuts didn’t appear, users would have to recall or retrieve it themselves, causing much disturbance. Therefore, recognizing trumps having to retrieve data in almost every scene in the world of good UX.
Another notable example of recognition over recall is having push-notifications that guide your audience into the next steps in a sequential process, such as while shopping or registering for online memberships.
3. Disable Automatically Playing Content
Automatically playing content, such as video and audio, can be even more invasive and discomforting than push notifications.
If your thinking about using them, we suggest you think twice as they can dramatically reduce your chance for consistent traffic and conversions.
Simply put, making the browsing experience as minimally frustrating as possible should be the end goal.
4. Have Sticky Navigation Menus
If your website is using long-form written content, it’s likely to have long webpages.
And a prerequisite for long webpages is navigation menus that stay fixed as the user scrolls down.
Without it, webpages can be a drag to navigate out of, making users feel lost and astray in a sea of content — written or visual.
Along with having fixed navigation menus, having recognizable navigation icons that are known for the purpose they’re meant to serve is a good UX must.
If you happen to choose icons that are more abstract and design-oriented, make sure they’re labelled and recognized as points of reference.
Otherwise, navigation menus that are meant to solve the conundrum of giving your audience more control do just the opposite and confuse them even further.
Adding to the problem of less control, are menus that have too many options. When too many options are present, studies show a decision to browse further is less likely to be made.
This is referred to as Hick’s Law, or in everyday terms, paralysis via analysis.
A solution to this is breaking down your website into an overview of inter-related categories, something a content strategist is well known to be capable of, amid other things.
5. Overall, Keep the UX Direct and Simple
If there’s one thing you could take away from this, it should be this:
- Keeping the UX of your website and app direct, clear and simple.
This means no irrelevant content, no roundabout fancy and design usability features or language – just the stuff that’s proven consistently to work.
And what we mean by proven consistently, are methods psychologically tested, tried and demonstrated to meet all your online marketing KPIs. Whether that’s average time spent on page, click-through rates or sales.
Best of luck!
Stuck in trying to develop a website that makes the browsing experience seamless for your visitors? Get in touch with the design team at Advesa.