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How User Experience Design Can Influence Your Conversion Rate

SEMrush Blog
How User Experience Design Can Influence Your Conversion Rate

The priority for almost all webmasters is to get as many people to visit their website or landing page as possible. After all, the greater the volume of traffic they are able to drive, the more chances they have of increasing the number of customers. However, getting people to visit your website is not the only way you can convert them into customers. This is where you need to think about how your website can play a role in boosting the conversion rate you currently have.

Getting your website to the top of the search engine rankings is difficult but has been made simpler with the tactics and techniques that have been introduced over time. You can use resources like SEMrush to find the best keywords to use for SEO and PPC campaigns. They will do the job for you and improve your website’s chances of being ranked on the first page of Google search. Yet, that alone will not guarantee more conversions unless your website is user friendly.

You have to understand the fact that there are practically millions of websites online at the moment with thousands new starting up every other day. What sets the good apart from the best? You will see that the user friendly websites have a better conversion rate and their SEO is strong as well. So, you can kill two birds with one stone by improving the user experience design of your website. Before you can make the required changes, you need to understand what user experience is.

For that, you need to first know the importance of conversion. When a person visits your website, what is the end action you want him/her to perform? It could be a financial or information action. For instance, do you want the customer to make a purchase or fill in a form? It is the end action which dictates whether a conversion has been made or not. Either way, you need to improve your website conversion rate to get the results you are looking for. The user experience goes a long way towards helping you achieve that.

This requires you to focus on conversion optimization in addition to optimizing your website for the search engines. As mentioned before, if your website is designed for the users, then the search engines would look favorably upon it. Google pays a lot of attention to the user experience a website provides when determining its ranking so you need to keep that in mind as well. Coming back to the point, there are several ways you can work towards conversion rate optimization.

User Navigation

A user is directed to your website by Google or any other search engine. That user is on your website for the first time and doesn’t know the sitemap. Will he/she be able to find his/her way around it? This is where user navigation has to be focused on. A user friendly site is one where even a first-time visitor doesn’t have issues getting around. This is particularly true for websites that have a lot of internal pages. You need to guide the user and let him/her know how to get to the next page.

Product Information

This one is geared towards retail websites. If your conversion depends on a person making a purchase, you need to check whether there is relevant information about the products on your website. Each and every product you have on sale through your website needs to be described along with its features and prices. Otherwise, you wouldn’t be able to increase conversion rate.

Action Buttons

Where does the user click to make a purchase or submit the form? There need to be pertinent action buttons, like a shopping cart with an ‘add to cart’ label. Making it easier for users to perform the desired function increases the chances of getting them to perform in thus improving your conversion rate.

Website Functionality

There are several factors that determine a website’s functionality. First of all, you need to make sure your website loads quickly. Nothing kills user interest faster than a website that takes ages to load. Even if you have heavy content on the website, optimize it so your website opens in seconds rather than taking over a minute. Secondly and more importantly, your website should be compatible with all the leading internet browsers. Only then will more users be able to access it. Design your website keeping in mind the requirements of Google Chrome, Internet Explorer, Mozilla Firefox and Safari at the very least.

These are some of the ways in which user experience design impacts your website conversion rate. Keeping these factors in mind when designing your website would enable you to increase conversion rate and take your business to the next level. So, start focusing on conversion optimization in addition to SEO.

SEMrush Blog

SEMrush employee.

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