When building & designing your website, you should take into consideration each and every element that’s going to appear on it: From fonts to colors, from the page structure to buttons shape and call-to-action placement. Above all, you have to keep in mind the user’s journey. Ask yourself: how to provide them with just enough information and credibility at each step of the funnel.
Understanding how your target audience reacts to different messages and elements, is essential. It should help you design a website tailored for this specific audience, easy to use, and with a pleasant overall experience. That all can be crucial for your website’s conversion rate.
Nowadays, when more and more users prefer using their phones for everything, it’s very important to think about your mobile site, and have it optimized by even stricter standards. The room for making UX mistakes is basically non-existent on small screens.
Here are some UX Best Practice for improving your webpage conversion rate:
Create a powerful value proposition, appealing to users
When visitors land on your site for the first time, you got about 5-10 seconds to convince them that you are exactly what they were looking for, in order to keep them on your site and engaged.
Crafting a good value proposition is about giving the user a quick answer to: Who you are? What do you do? How will this benefit me?
It’s the first thing your users should see the moment they land on your site, or they will be unsatisfied and leave the page. Note that attention span in a mobile-first world is not getting any longer.
Who is it for? www.Fiverr.com
What de we do? www.vimeo.com
How will this benefit me? www.invisionapp.com
Follow the basic design rules & principles
There are many principles to keep in mind when it comes to design, but the top 5 are:
- Alignment
- Hierarchy
- Contrast
- Balance
- Repetition
A good use of these can be critical for your site performance, ignoring them can lead to a bad first impression, which no one wants.
Organize content to follow natural eye movement patterns
Research shows that typical user’s eyes move on a webpage by following one of the 3 patterns: Gutenberg pattern, F-pattern, and Z-pattern.
The Z-pattern consider to be the one that most users act by on a landing page, or other entry page. Those are pages that most users are scanning quickly, and making a decision.
On these pages, design a webpage with the Z-pattern layout, helps to create a better visual-hierarchy that users are likely to follow.
Use it correctly by including the most important information along this Z-pattern.
Build an accurate user flow for your audience
User Flow, also called User Journey, is a path user follows through your site interface, in order to complete a task. It could be purchasing a product, leaving a review, asking for support, and more.
To optimize your conversions, you need to create a user flow that matches the user needs, and focuses on one, and only one particular task. (The highlights of a “buying a product” flow are not necessarily the same as during subscribing for an email newsletter)
A good way to create a user flow, is to consider all of the steps the user should go through: from entry page – through the conversion funnel, to the final target action.
Search by details → Compare and see availability → Reserve. User flow for making a reservation on www.booking.com
Conclusion
A good website isn’t just about looking good and providing information.
Optimizing the user experience should be adopted as a core pillar of the company’s marketing strategy. After all, for most companies, most of their interactions with customers and potential customers occur – online.
Creating a great UX requires a constant testing and refinement – Focusing your effort on it will generate more traffic and higher conversion rates.
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