The First Step to Converting Customers: User Experience (UX)

By Shan Balasuriya Posted Date: 2016-12-12

Converting customers with user experience UX

Many small business owners and even large ones for that matter only start to look at conversion rate optimisation when they start realizing that their online digital marketing and advertising campaigns don’t seem to be yielding enough returns. The conclusion eventually made is that the website isn’t converting enough visitors to sales or even quality leads. This essentially means that several potential customers have already been lost and until a variety of conversion rate optimisation (CRO) techniques are executed, the business could lose many more.

The best way to tackle this is to consider user interface and experience from the very beginning. This is especially true for small businesses and start-ups looking to develop new websites or existing ones.

Discussed below are some of the methods you can use when developing your website user experience in order to create a high converting and lead generating site:

  • Conduct the research: First and foremost you have to understand exactly who you plan on converting on your website. Do the due diligence and find out more about your target audience, not just limited to some demographic features or assumptions about their lifestyles. But try to learn more about their needs and their expectations; this is critical to the user experience to be developed and ultimately the success of the website.

    The best way to gain this information directly from your potential visitors is to engage with them using a combination of interviews and surveys. It may seem like a too much work, but ultimately it is worthwhile – the impact your user experience will have on sales is significant.

    You can use free online tools like Google Forms or even use more established platforms like survey monkey or survey choice online.

    For information on custom survey designs click here

  • User Centric Design: As long as you pay attention to an online visitors needs you can increase your rate of conversion. So how do you go about doing this? – The answer lies in relating all the information you have obtained about your target audience to your business and the website to be designed.

    Make sure your design teams understand your users and how you plan on solving their needs. Create a map that iterates the needs, how they relate to your business and how you plan on tackling them.
  • Creating The Concept: Finally you have to get your web development team and design team to come up with a concept for a high converting website. Just knowing your visitors needs and how you plan on facilitating them isn’t enough. You have to know exactly when a user will need a specific feature on your website as well as how they would react to certain elements. In order to do this, it is vital to consider user journeys and placement of website elements.

    The user journey is the series of potential actions website visitor may take in the process of completing a task (for example purchasing a product). Then once you have prepared the user journey you have to consider the placement of elements, such as call to actions and such on the website.

After all the above information is used to strategize the user experience, the final phase is to actually develop the website. Ideally relying on a professional web design firm that understands the importance of user experience and its impact on your business is the best way to go. Although a professional web design agency may be a costly investment it can be a worthy one too.

For more information on professional user centric website design and digital marketing click here