User experience

Why User Experience (UX) is Imperative in Conversion Optimisation

In conversion rate optimisation, what matters is not the numbers of visitor traffic that land on your website (although it is brilliant if that traffic number is high). What really matters is what happens after the user lands on your website!

And this is where the User Experience comes in.

So what is UX?

In essence, the User Experience (UX) in the digital world is what a user experiences when they reach your website.

Although the User Interface (UI) has a direct role to play in what the User Experience is, it is not actually the experience itself.

What is the difference between UX and UI?

UI focusses on what the user actually sees. It looks at the actual design of the website such as layout, use of particular colours, font style, text size, placement of call to actions and web content including text, images and videos.

UX on the other hand focusses on the user’s direct experience of the interface design, or in other words, how they interact with the design. If UI correlates to what the user sees, then UX correlates to what the user feels. Are they strongly against the colours you have used? Is the size of the text appropriate for them? What emotional responses are triggered when they read your headlines and content? And are the call-to-actions relevant or are they just confusing?

The role of UX in conversions
In conversion optimisation projects, when you consider how to improve conversions, this always starts with the trying to understand your user and designing the website in such a way that you can shape and anticipate the user experience.

Rather than looking at your website from your own perspective – you put on your visitor’s cap and shoes and walk through your website from their perspective.

By tailoring the website to the visitor and your target market, you are proactively communicating with them through visual design and usability. And in doing so, you are more likely to engage them which means that they will be more inclined to:
• make an online enquiry
• make a phone enquiry
• subscribe to your email updates
• ‘Like’ you on Facebook
• follow you on Twitter, Pinterest or Instagram; or
• purchase something (ultimate goal!)

Some things to consider:
• Is there “too much going on” on your website that it confuses the user?
• Are the colours on your website appropriate for your product/service and intended target audience? For example, is the use of a bold colour more preferable to a softer colour?
• Is the font size and style make the website easy or make it hard for the user to read?
• Are the images on the website relevant and do they evoke the intended emotional response?
• Is your website easy to navigate? For example, is the menu in logical order and are all applicable links “clickable”?

As has often been said in life, to understand someone else’s point of view you only need to walk in their shoes. So have a look at your own website, put on your “visitor’s” shoes and take a “walk” through the pages of your website. Whether you find things that only need to be tweaked (say changing the colour palette) or whether you decide to do a major overhauled (like a complete web redesign), at least you’re starting to think more like your target user and a little less like yourself – and that’s a good thing! In terms of conversions anyway!