Which Website UX Changes Positively Affect Conversion Rates?
Marketer Focus
Which Website UX Changes Positively Affect Conversion Rates?
In the quest to boost online conversions, we've gathered insights from six digital marketing and eCommerce experts on the single change that made a significant impact on their website's user experience. From incorporating user-generated content to optimizing the sign-up process, discover the diverse strategies these professionals employed to see real results in their conversion rates.
- Incorporate User-Generated Content
- Simplify Navigation for Users
- Introduce Live-Chat Feature
- Streamline Conversion Funnel
- Test Lifestyle Product Imagery
- Optimize Sign-Up Process
Incorporate User-Generated Content
In short, incorporating user-generated content at crucial points on the website has dramatically improved our UX and conversion rates.
For example, our homepage, pricing page, and registration page all feature dynamic slider widgets with the latest reviews shared by our customers on Google and G2.
These are detailed reviews and testimonials about their experience, mostly regarding the interaction with our customer success team.
Additionally, we display Instagram stories or other social media content from people mentioning our brand on Instagram, alongside videos and photos from our team's latest events that we publish on social media.
Having this human touch on the website can significantly enliven the site and show potential customers how real people have already used the product or services we offer.
Simplify Navigation for Users
We focused on simplifying our navigation. Streamlined, intuitive menus—that was the game-changer. Users found what they needed faster, stress levels dropped, and engagement soared. A small tweak, big impact. Conversion rates? They jumped significantly. It's all about reducing friction, making every click count.
Introduce Live-Chat Feature
We saw a significant uplift in conversion rates by implementing a single UX change. We added a live-chat feature that allowed customers to connect with representatives and ask questions in real time. This real-time connection proved invaluable, as it allowed customers to voice purchase anxieties, receive clarification on product details, and ultimately feel more confident about moving forward with a purchase. By promptly addressing their concerns and questions through the chat window, we bridged the gap between indecision and conversion, translating into a measurable increase in successful transactions.
Streamline Conversion Funnel
As the CEO of Digital Web Solutions, one pivotal change we implemented on our website that significantly boosted our conversion rates was simplifying our navigation and streamlining our conversion funnel. Recognizing that user experience (UX) plays a crucial role in guiding visitors toward making a decision, we conducted an in-depth analysis of our site's UX. We identified that users needed fewer options and less complex navigation paths. We simplified the website layout to address this, making it more intuitive and user-friendly. We reduced the number of menu options, clearly defined our service categories, and implemented a more straightforward path that leads users from landing pages directly to our contact forms or service inquiry pages.
This strategic simplification made it easier for visitors to find the information they sought without feeling lost or frustrated. Additionally, we enhanced the visibility of our call-to-action (CTA) buttons, making them more prominent and placing them strategically throughout the user journey to encourage engagement. We also optimized our page loading times and ensured our site was mobile-responsive, acknowledging the significant portion of our traffic coming from mobile devices. The result was a noticeable improvement in our website's conversion rate. Visitors now spend more time engaging with our content, and the path to conversion has become more seamless, leading to an increase in inquiries and client engagements. This change underscored the importance of a user-centered approach to website design, demonstrating how a focus on simplifying the user experience can directly impact business outcomes.
Test Lifestyle Product Imagery
We're a supplement retailer; typically, we'll feature a manufacturer's photo of a bottle of supplements. People, in theory, care that it's from a trusted brand or about the ingredients. You wouldn't think people would necessarily need or want images of the pills, or even lifestyle images of the products. Nonetheless, we decided to do some A/B testing to see if images of the pills spilled out in front of the bottle, or lifestyle images, would convert better. To our surprise, images which featured pills/capsules spilled out in front of the bottle increased conversion rates by 23%, and products with lifestyle images—i.e., a bottle of pills or a tub of pre-workout in front of a runner—increased conversion rates by 14%. This surprised us; however, looking back, maybe it shouldn't be surprising. Just from calls, emails, and questions we get, people often ask about the color or size of pills and capsules.
Optimize Sign-Up Process
One of the largest shifts to benefit our conversion rates was the optimization of our sign-up process to make it as simple as possible. Simply by cutting down the number of mandatory fields from a total of 10 to just three, we saw a 25 percent increase in user sign-ups managed through this form, over the course of a month. This is surely evidence of what we gain when processes are tuned with the user experience—and the business results—in mind.
