Friday, 8 March 2013

UX and Conversions: Hand in Hand

At its most basic understanding, functionality should come before design and this is as true for web development and design, as it is for furniture and clothing.
We’ve often experienced beautiful looking sites with a very much flawed user experience – something that greatly detracts from a site’s use. A site or tool is no use unless it is useful, functional and offers a good UX.

Of course, for site owners, the UX matters so much and the smallest increments can be the main cause of you making a conversion or not. Conversion rate is a dynamic and interesting thing; however there are some constants that will help improve your success rates. 

Saying that, all of the details below should be A/B tested and there should be no guess work in the area of conversions and UX. Work, attention to detail and innovation provide rewards here. 


The shopping basket is all powerful here and by showing whether an item has been processed and placed in the basket or not, you will improve conversion rates. All sites should have a cart area, offering the user a view of the relevant information at all times and allowing them to see what’s in their basket. The pop-down cart is one of the best examples of this and makes for an easy and fast offering. Adding carts in contrasting colours also benefits here – so take this into account too. 

Calls to Action

A positive call to action is something that can create the power for conversion and some phrases or calls to action are far more successful than others. For instance, the likes of ‘see more details’ is renowned to be far less effective than ‘add to cart’ or ‘buy now’. It seems that more forward calls to action tend to create a more positive response. Colours also make a difference and once again this all depends on your specific site and though contrasting colours tend to work well, A/B testing is the best determinate of success.

Customisable Search

The more customisable the search, the better the user experience and also the more likely the consumer will find what they require. This adds to the UX and makes the user more comfortable, less stressed and will get the consumer to the point they require faster. In turn, this means they are more likely to complete the sale and make the conversion.

Search Box

One of the increasingly popular functions that can really aid user experience is the auto complete search function. One of the trickiest parts of search at its most basic is spelling. Older search engines tended to show ‘no results’ pages if a spelling was off. However, modern auto complete allows for ghost suggestions before the search is completed and ensures users don’t make a mistake.
Auto-suggest for wrong spellings are also a good idea and helps guide people towards the service or item they are looking for via an alternative. These two aids are renowned for aiding the UX and also significantly increasing conversions and leads,


Short and concise overviews of a product speed up the user experience and can also make it far better. Finding out information via hovering over it rather than having to click through a page makes the process a lot easier and lowers bounce rates substantially. 

There are so many other factors to consider when trying improving UX and what works for one does not necessarily work for another and this is why A/B testing is a must. 

So, why not get some help with your experience and consult a professional development company.

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