Stop leaving money on the table, 4 ways to increase engagement and conversion with UX

How do we provide customers with value whilst ensuring websites are optimised for conversion?

Feb 16, 2023



min read

wireframe flow diagram

I have seen so many businesses leave dollars on the table due to the smallest and most subtle UX problems, resulting in lower conversion and customer retention. I bet there is an opportunity to get better results right now. Whether it’s a shopping cart, a subscription platform, or a purposeful web application, it is remarkable how many businesses I engage with who are missing out on huge opportunities to enhance their business outcomes through UX.

Many external factors and motivations influence consumer purchasing behaviour. These range from social, lifestyle, and economic and can change based on how involved the purchase is.

Sometimes the smallest changes like the colour of a button, or the addition of a modal can make the difference of millions of dollars.

Is it an everyday purchase involving little thought, or does it takes weeks or months of deliberation? In a world where product markets are saturated and consumers have an abundance of choices, how do we provide customers with value whilst setting our websites up with the best chances of conversion?

Let me share with you a few learnings having seen this movie many times in the hope that you can use them to get better results at your organisation.

1. Use data to drive decisions

Data and research are at the foundation of creating impactful user experiences. For your website to be successful it must be based on key findings from data and real customer insights. Methods such as surveys, user testing, and web tracking can help you understand and empathise with your customers. They allow you to have a deeper understanding of customer needs and relate to the areas of friction they may face when using your website. Building up a picture of the current conversion rate and usability of your product will help the business to define strategic goals to strive towards. Key findings from the data can be synthesised into patterns and trends to improve the website design, influencing consumer behaviour and increasing conversion.

analytic data

2. Design an intuitive experience

With insights gathered, you must design an experience that follows the mental model of the business’s target customer. Mental models are based on the cognitive assumption of how something should work and are built up through a series of pictures based on past experiences. To make things simple and easy to process for customers, you should follow existing design patterns and conventions. It is important to design a website that is well structured, and easy to navigate with clear calls to action on how to progress through the steps. The design must remain consistent in its use of marketing tone, colour, and font. The language should be clear and avoid jargon at all costs- assume the customer knows nothing about the product.

3. Don't overwhelm the customer

The paradox of choice - when individuals have too many options to choose from, this causes frustration and affects the ability to make a decision. The customer is using a website to achieve a goal, so helping them get from A to B without any friction provides the highest chance of a conversion. If there are certain products or services you want to upsell, make sure this content is at the forefront of the customer journey. Surfacing too much information is visual clutter and detracts from the task at hand, increasing the chance of the customer losing interest.

4. Validate decisions through testing

Once you have gathered insightful data and designed potential solutions that plan to increase conversion, test! Try, fail, learn and improve. Run sessions and talk to customers at each step of the process to understand if the solution you’re proposing meets their needs and helps them achieve their goals.

In this case A/B test solutions. A/B testing allows you to test two versions of a similar design alongside each other in a testing or live environment and observe which design performs best. The test can range from whole pages and flows, down to simple elements such as text and colours.

It can often be difficult to truly replicate conversion in the environment of talking to a customer.

Customers talking about something they would do vs. what they actually do when they organically navigate to a website are two very different things.

Engaging with customers and testing designs allows you to minimise risk and make carefully, thought out changes to the design of your website with the best chances of improving conversion rates.

the author

Nicolle Moore

Sr. UX Designer

Nicolle is a UX Designer who loves finding creative and practical solutions to solve users problems. She has a background in helping businesses build and launch products from the ground up across multiple industry sectors. She follows a user centric approach, and aims to design seamless experiences that result in positive business outcomes.