User Experience the Key to Great Conversions
Written by Toonimo
Online marketing has changed over the years. Sites that focused on producing great content are now shifting to creating positive user navigation experiences.
How are designing a site for optimal user experience and increased conversions related?
The answer- very closely.
Before explaining their close relationship, let's clarify some terms.
Design means solving problems to enhance the user experience. It means to focus efforts around a specific goal- like lead generation or flight availability on an airline.
Design doesn't mean to just have nice colors and making a site look visually appealing.
The goal of designing a site for increased user experience is to maximize the positive navigation journey through the sales funnel.
Creating optimal user experiences is to execute a specific goal. It should be focused on one, specific goal. User experience needs to lead to something. It can be a like, a social share, or completing a purchase.
Consumers and visitors to a site, are experiencing and engaging with a brand. The quality of that journey and experience is directly associated with forming their opinion, potential engagement with the brand, and possible conversions.
User experience matters a lot. More than most people realize. The best designed user experiences get out of the way and just help people get sh*t done. Less is more. If you have to explain it, you’ve already failed.
How does a company measure user experience success?
Measuring the effectiveness of user experience design is relatively simple. The key is to identify a specific objective and determine whether or not the design was the contributing factor in increasing the conversion rate.
Here’s are critical questions to ask when designing with a conversion focused user experience:
- Useful: Is the current product or site useful. If not, change it. User experience improves as the site becomes more useful.
- Usable: How easy is it to use/ navigate the site? Keep a site simple and reduce confusion. Usability is good but seamless is better.
- Desirable: Is the site or product desirable? Is the value clear based on graphics and brand identity? Will users be emotionally driven or inspired by the design?
- Searchable: Keep the site design focused on making navigation and locating content and products simple. Most consumers do not dig too far on a site. Make search simple and fluid.
- Credibility: Is there content and design elements that lend credibility to the product? How can the two be integrated to enhance the credibility of the site?
- Valuable. Keep the customer at center of all content and design. Any enhancements should be centered around increasing conversion rates.
Any site can modify its user experiences. The more user focused the design/ goals the better the results.
Here's a video about the ROI of User Experience