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6 Usability Tips and Tricks to Increase Website Conversions

10 min read

Today, your website is your online salesman making sure your business is going along fine. Just like a physical salesman needs to wear nice clothes and look well-groomed, your website needs to look enticing to attract potential customers.

The user experience on your website matters – a lot. And unlike the clothing trends, digital trends are changing constantly. It feels like we’re getting something new almost every week. So you need to stay up to date with the design in order to stay ahead of the competitors.

Some tips are simply too obvious and should be self-explanatory. However, in this article, we will go over some of the best evergreen tips you can incorporate into your website’s design that will massively improve the user experience on your website. Some are minor, while others are major tips you should never underestimate. 

So let’s get cracking.

What is UX, Anyways?

UX, or user experience, is the ability of your site to make things easy for your customers. It is simply whether your site is easy to use, and if everything is where it should be. 

It’s the feeling users get when they navigate your website. If it is easy to find what they are looking for, then it is user-friendly. If it runs smoothly and everything is where it should be, then the UX is good. 

Here are the main questions you need to ask that will help you determine just how good your site is in terms of UX:

  • Is my site easy to use?
  • How do my customers feel when they are browsing through my site? Can they easily navigate to areas they want to visit? Or are the menus too cluttered and unclear?
  • Is there a clear idea that your website is trying to achieve, or is there too much information on the site that’s confusing to your visitors?
  • Can customers contact me easily or do the actions you want them to do quickly?

Those are all important questions to ask. But it’s hard to know answers to these questions on your own. That’s why using a good qualitative web analytics tool will help you get a clear idea of how your user experience is like.

On this image you can see UX design abbreviation

Basic Metrics to Consider in Terms of UX

Here are the main metrics that will help you identify strengths and weaknesses in terms of UX.

1. Bounce Rates

Yes, bounce rates are important, because they tell you how many users leave your site, or a page on your site, without taking any action whatsoever.

High bounce rates are normal, especially on certain pages like the about page. However, they are a good indicator that will help you get a clear idea of where your website needs improvement in terms of UX.

2. Conversion Rate

A conversion rate is a number or the percentage of customers that convert. It’s the percentage of visitors that also become your customers on your website.

The higher the number is, the more money you will be making as it increases sales!

3. Clicks 

Another “metric” to identify is where your customers click on your site. You can do that easily with website heatmaps.

4. Dwell Time

It shows how much time your visitors spend thinking about whether to buy your products or services.

How to Improve User Experience (UX) with Web Analytics

As we’ve mentioned above, a good way to tell if your site has a good UX or not is through the metrics we have discussed. 

With web analytics, you will get complete reports over where your site is struggling, and where your conversion rates are tanking. When you see a high bounce rate, then it’s a good indicator that this page needs improvement from you.

You will also see other metrics that will help you identify where you need to improve. Conversion rates will tell you exactly where you are converting as well as you should, and where you can improve.

Heatmaps

If you are an online marketer, one of the most crucial things to do right in your call-to-actions. Digital branding agencies emphasize that you simply must get your CTA perfect, whether you’re selling things online or asking your clients to take some form of action on your website.

Click heatmaps are a different way to delve a little deeper into this. It is a simple way to see where your users click, but it offers you a wealth of information that can help you truly understand your consumers and your website. Are your links and CTA buttons functioning properly? What are the users clicking on, and are they using your CTA buttons the way you intended?

If your users are clicking on a button other than the “Buy Now” or “Add to Cart” buttons, something is incorrect and needs to be fixed. The rage clicks, broken links, and other hyperlink issues on your website will also be revealed by these maps. 

As a consequence, you will have a better understanding of your clients and will be able to provide them with a better user experience on your website. This will almost certainly result in more conversions and revenues over time.

On this image you can see the example of heat mapsSession replay

Session replays are still underutilized or never used, and they are often disregarded when it comes to CRO. Session replay, on the other hand, is a useful tool that teaches you how your consumers navigate your site and tell you how and where they move their mouse. 

Ultimately, your goal is to lead your customers through the sales process by guiding them to click on specific elements. This begins when they first arrive on the site and continues through selecting the CTA button or link and finishing the sale via the checkout system or cart.

The entire experience should lead and encourage the customer to finish the conversion process, and session replays can help you understand how and why your customers act. If one of your pages has a high bounce rate, you can obtain a decent grasp of why. 

You don’t want that on your sales page, and you definitely do not want it on your cart or checkout page. The best approach to prevent this is to address any potential issues on those pages, reduce bounce rates, and increase conversion rates. 

However, if you do not know what’s wrong, taking action may be difficult. With session replays, you will be able to figure out why the numbers are the way they are.

All of this information can give you valuable insight as to where you want to focus your attention. The website optimization process is very complex and can take a long time to figure out what is causing the problem. This is where a tool that can provide the services described above can help, as it makes the leaks in the conversion funnel clear, making them easy to fix and the optimization process efficient.

On this image you can see the session replay which is necessary to increase the conversion of the site

6 Usability Tips to Increase Website Conversions

Whether you’ plan to start dropshipping online or sell SaaS services, you still need a great UX design. Here are some evergreen and general tips that every website owner, developer, marketer, and UX designer should consider and put into practice if they haven’t already.  

Tip #1: Improve Your Browsing Speed

The first tip is a very obvious one, too. Although too many websites still fail because of this very reason.

You might not think so, but the website speed is tied more closely together with the design than you might think. If you browse the internet constantly, then you know that one of the biggest problems and most frustrating things you can encounter is a slow website. Inevitably, you will leave the website and find a better source online – there are tons of other competitors!

Every second counts, too. Every 5 seconds of additional loading time, 20% of your customers will leave your website. That’s a stunning fact, but it just goes to show how important it is!

You can now see how fast your website is exactly. It is free to use, too!

Section.io has researched this. It tells us that the bounce rate for 2 seconds of the loading time is only 9.6%, while the bounce rate for 7 seconds of the loading time is 32.3%. These numbers prove what we’re talking about here.

The illustration shows an improvement in the speed of web browsing

Tip #2: Have Clear Call-to-Action Buttons

Another very important tip for website design is to have very clear calls to action on your website. This is especially important for e-commerce websites where you have to be very sure your customers are clicking on your buttons to help you get more sales.

The button should be visible, and multiple elements make a great button for a call to action. Firstly, it should stand out from the rest of the website. The color of the button plays a big role in how successful your button for the call to action is.

Ideally, you should use contrasting colors for your calls to action. For example, if your website’s background color is white, then you should use a black call to action to contrast it.

Second, the text inside the button also matters. It should not be too long, and there should be a very clear indicator of what happens when someone clicks that button. There should also not be too much text on the same page as the button. The only text there should be is text explaining what the offering is all about.

Lastly, the design of the button is also quite important. Modern, good-looking buttons will perform much better than old buttons that look like something from 20 years ago.

A great example of having a good call to action button is Netflix. The main call to action simply says “Join Free for a Month”. Above the button, there is a clear indication that you can cancel at any time for free, and that you can watch from anywhere you want. It’s all you need, really, and it does it well without complicating too much.

The illustration shows an example of Netflix's call to action

Tip #3: Don’t Leave Much White Space

The space on your website is like real estate. If you don’t use it effectively, you’re missing out on potential gains. Use it too much and you’re risking overcomplicating your website.

White space is fantastic around areas where you have a lot of text. This includes blog posts or areas of the website where there is text or headlines. 

On the other hand, leaving too much white space in certain areas will harm your ability to include all of the most important information on the site. That area is the area above the fold, where you should include as much content as possible.

Having quite a lot of white space around the text makes the content more readable and much friendlier for the human eye. Plus, it’s good for SEO and mobile devices, too.

Striking the right balance between having too much white space and not enough of it around the text is crucial.

The illustration shows the correct use of white space on the site page

Tip #4: Make Your Text Readable

Another very important thing to note is to make your content as readable as possible on the website. In other words, you should never use too long paragraphs on your website, wherever you can scroll. 

To counter this problem, you should constantly use bullet points to compensate for this problem. Also, you should try and make sure you don’t make your paragraphs too long, or you’re risking the reader losing attention.

A good example of this is Dropbox. If you scroll further down the main site, you’ll find an area of the site where they present all of the features of their tool. And that’s where they use small paragraphs in combination with some graphical elements, which makes it a joy to watch.

Also, you should always try to combine graphical elements with the text on the website whenever possible. This means that you should add some custom graphical elements to make the context of the website clearer to the user. A great addition to a website is a signature that makes it unique. Nowadays, you can find great electronic signature generators on the market to get that effect.

The illustration shows an example of correct readable text based on Dropbox

Tip #5: Ditch Stock Images and Use Custom Images

Generic, stock photos used to work, but they don’t anymore. That’s good news for photographers, designers, and editors, but not so great news for UX designers – it means extra work, but also extra money required to get those images done.

However, you should be nit-picky about the images you put on your website. In all cases, you should try to avoid stock images at all costs. Stock photos make your website somewhat cold, impersonal, and it makes it feel like it’s “just another” website. 

Instead, try to use custom images that you’ve taken yourself. But here’s why you should also be cautious with these images.

Some images might not be fit for purpose. They might not look professional, or the editing is not quite on point. In that case, you should make sure the images look great before you use them. You might need an editor in this case or someone who knows how to make the images look great.

Illustration shows that you should choose custom images instead of stock images to increase website conversion rate

Tip #6: Be Mobile Friendly

Last but not least, your website should be mobile-friendly. And this is something that simply should not be missed, especially in 2021, where everything is focusing on “mobile-first”. 

In fact, this has been the go-to approach for designers for many years now. The fact is the majority of users use their mobile phones to scroll through the internet. That means you should stay on top of your mobile website.

You should check each and every subpage of your website to see if it is adapted for mobile screens. Sometimes, small buttons get left out, or parts of content feel out of place. You should make sure this does not happen on your website, too.

Today, almost every top website is an indicator of this approach. You can take a look at some of the top websites for example – Amazon, Apple, Google, and others.

Illustration shows that you need to be mobile-friendly and adapt every page of your site for mobile screens

Summing up

If you are searching for ways on how to improve your website’s conversions, then you might have come across a great tip that almost every CRO expert knows – improve the user experience (UX) of your website, and you will not regret it!

Of course, a lot of it is true. But it is all about knowing what to improve and how to improve it.

You might have a good number of customers coming in, but they are just not clicking on those buttons. What’s the matter!?

This is what happens when your conversions are struggling. Fortunately, there are some fixes you can apply to this problem. And one particular area that you should look into is the user experience (UX) of your website.

The design of your website matters a lot in terms of user experience. You should make sure you are doing everything you need to be doing when you need to improve the user experience on your website. And sometimes, it can be a simple issue of fixing your calls to action. Other times, much more action is needed.

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