Here’s how UX optimization could enhance you conversion rate

January 2, 2019

Here’s how UX optimization could enhance you conversion rate

Among the numerous ways of making your business stand out among the crowd, UX or what we know as user experience is one of the best ways to do so. Not to mention an increase in your conversion as well.

Why UX Optimization?

When we start to apply UX optimization to e-commerce, the user experience reaches a whole new level. The key is to make a great first impression. So, the first thing you can do achieve that is creating a landing page that is innovative, attention-grabbing, and keeps the user engaged to your site. But, if you have optimized your site, the user wouldn’t stay on your site. So, optimizing user experience is one of the best aspects to boost your conversion and retain customers. Your website visitors should be able to navigate actively on your site.

When you engage your users successfully, your conversion opportunities are multiplied 5 times! Yes, it has that much of an impact. Your user would respond to the slightest commercial suggestion when he is engaged and active on your site be it pop-ups, promotions or redirections. This way, your conversion rate would be more solid.

Here is how you achieve conversion rate optimization with optimizing user experience:

Enhancing Usability:

We know that a large number of customers have switched from desktops to their phones. People work, pay bills and shop via their phones. So one of the main factors of usability is the evaluation of the thumb zone. Various tools incorporate the accessibility of thumb on your website. Sometimes when your CTA or engagement buttons are out of reach of a user’s thumb, you lose a customer. Say the user is toggling back and forth between four apps and three tabs, he might not go through with the purchase on your site if the button is out of thumb zone.

These details affect UX and, thus conversion rates are affected as well. Site speed is another factor that contributes to user experience. And includes details such as how quickly can switch between the pages? How fast the pages load? Or how long does it take to open a new tab? Slow speeds lead to low conversion rates.

Getting Rid Of Any Obstruction:

Users have their own goals when they visit your site. To ensure that they face as few barriers in the user experience as possible, we have to take certain measures. There are two main ways. One, to remove as many barriers as possible and provide the needed instructions where required. This way you guide the users naturally.

•    The first rule is to leave the difficult steps unless it is absolutely unavoidable. Take the example of email address verification. Sometimes, e-commerce websites do that so the users may retrieve their forgotten passwords. But, 80% of registered users might not return after the one-month free trial. This suggests that email verification process is useful for the users who have forgotten their passwords among the 20% of users left. If we assume that 1 in 20 users forget their passwords, which leaves us with only 1% of total users for whom email verification might be useful. So, why make everyone go through the trouble of email verification when only 1% of users might gain benefit from it?

•    The second step is providing the needed guidance at the right time and solve problems when they appear rather than saving them for the FAQs. FAQs are always the last option. So do not use them until you really truly don’t have to. We have to be quick as users do not like to wait. They have short attention spans and, there is a strong chance that they would leave the site right the moment they have to go through FAQs or hit customer service. Mostly by the time users are going through FAQs they are already a bit annoyed and confused. So when you create FAQS, maybe try and put more effort into solving it with the UI design? It would definitely bring results.

Identify what your users like:

Another important aspect of boosting conversion rates is identifying what is working with your users. Examine what your users are liking and which parts of your site are not successful in engaging them or they find unappealing. There are plenty of tools you can use to find out how the users engage with your sites such as user polling, heat maps, and user video. Analysing this information lets you know what parts of your sites are working for them, and what isn’t.

Tools like EyeQuant let you know how the users would respond to your designs before going live if you are considering to redesign.

Use Videos:

A visual representation is easier to understand a process rather than reading the entire process. It takes more time and effort to read something compared to listen or watch something. We have to be as quick as people do not wait. You have to take advantage of those users who wish to engage with the sites on the go. 79% of consumers prefer videos containing product information compared to plain text reports Wyzowl.

Provide Immediate Results with Small Tasks:

This is much like playing video games when after each challenge player gain more confidence and move on to the next level. The same is with user experience. Break down one big task into smaller, easier steps. Users gain confidence and remain engaged when they finish each small task.

Restructure your Checkout Process:

You wouldn’t want your purchase process to belong particularly if you are into e-commerce and it’s the holidays. If they process u takes too long, your customers are bound to abandon their carts. Do you maintain transparency regarding taxes, shipping costs and other details yours users ought to know before the beginning of the checkout process?

With the fast-paced way of things today and users being on the go almost all the time, your site must have an impressive UX. Though high-quality content and usability have its perks for UX and conversion rate optimization, smaller details such as incorporating videos and checkout process are of great importance as well. This way, you engage users, retain customers and keep them coming back to your site over and over again.

Wednesday, September 12, 2018