“UX is the essential of conversion” – that is what our designers keep saying.
Thinking a bit on this topic, I realized that this words are the true fact. User experience defines if the customer will take an action you want him to take or just close the tab.
Design is what people see first on your website. If they don’t like it, they will leave the page without reading your super content and scrolling down to your impressive offer.
What can make people stay on the page and even perform the desirable actions? That’s the well-done user experience design.
Build buyer persona
If you care for UX conversion, you should start with deep research. Investigate your buyer persona – who is your client, how old is he, is he married, does he have children, how often does he eat sweets… Think of every detail that can be relevant and can distinguish your buyer from other people.
Buyer persona helps you to understand your existing and potential clients, their needs and expectations better. In additions to that, building buyer persona will help you to separate exact focus groups for interviewing or A/B testing – the basic of successful UX.
Why is buyer persona important for UX conversion?
As a result of this UX research, you might have the detailed description of your buyer. For example, “Mary, 34, married. Works in the office. Has two children and a dog. Drives a car every day. Drinks a cup of coffee on her way to office.” And so on.
If you don’t have enough time or resources for your own UX research – you can use one of the templates with ready to use personas. This might be not that efficient, but will save you a lot of time. And this approach is definitely better than to start working on user experience design without any previous investigation.
Interview of real-life buyer personas
The next step of the UX research is to find people, that match your buyer persona and interview them. The best choice is to record the interview and then make a script. Why?
- The script shows you pure facts – what people like and what they don’t like, how they are going to use your service, how they’d prefer to use it.
- The record is aimed to capture the emotions of the respondents – how they feel about the navigation in your app, do they smile or scowl when they see the color palette of your landing.
Such interviews allow to talk to people and get real facts, and not pure assumptions, build scenarios how people are going to use your product and improve the user experience design according to the scenario.
What about UX conversion?
A buyer persona oriented website can show great results, even though the hours of work spent for UX research seemed to be wasted.
The case study of RightNow Technologies shows, that the improved website brought 4 times more conversions as the previous one. Everything they needed was to take a close look at their customers’ needs and expectations instead of building just the nice website.
UX design is not creativity, but pure science.
UX design is not creativity, but pure science.
To choose the color theme of your future website or mobile application seems to be the easiest thing. Mostly it’s “I like pink, I want my app to be pink!”.
Please, never do this!
Thousands of researches are dedicated to color psychology, that is in a very close connection with UX conversion. They try to explain why some color can make you feel hungry and the other affects your mood.
Moreover, colors can have different meaning in different cultures. In India, for example, red is the color of purity, since our culture refers to red as a symbol of passion.
Consider color psychology and your target audience when creating the color palette for your website. Researches proved, that blue is the favorite color among both men and women, both genders prefer cool colors. The older the person gets, the less s/he tolerates orange and yellow. Men dislike brown but perceive different shades of gray better than women.
Why do colors matter for UX conversion?
Remember building your buyer persona? If your persona was a man of around of 40, better avoid orange in your website design. But if you target young people of both genders, orange would be not that bad idea.
Colors help to make accents and stimulate desired user actions.
Does the color palette of the website impact conversions?
Of course, it does. Colors affect 85% of online purchases. Using corporate colors also helps to recognize products of your brand among others. That’s why it is important to pay attention to UX conversion carefully choose your color palettes.
The colors of the CTA are also an important factor of conversion. The example of Performable proved, that changing the color of the call to action button can increase conversion rate by over 20%.
To find the best colors for your website and application you must test! Theoretical knowledge about color psychology is good, but you never know how will your audience behave in practice. This is where A/B testing must become your must-do strategy. But let us talk about it a bit later.
The aim of marketing is to sell a product.
The aim of design is to make the product look beautiful.
UX design is somewhere in between – it aims
to make the beautiful product selling as well.
Anton Gychka, Thinkmobiles co-head of design department
Improved navigation design
Easy navigation is quite important for UX conversion. The three-click rule was mandatory for years, but in present time it is the topic for hard discussions.
It says the user should be able to reach any page of your website in not more than three mouse clicks. It is considered to be the golden rule of user experience design.
This may sound logically – users will be happy to use the simple navigation, but there are cases, where the three-click rule simply can not be applied. Large e-commerce sites, for example. Even the most optimized navigation design can not allow the user to find the needed product among thousands of other items on the website in 3 clicks.
The user will not leave your page immediately if he notices he needs one or two more clicks to get to the information he is looking for. So we can conclude, that the three-click rule is not something unbreakable or something that can hurt the UX conversion a lot. Much more important is to keep the user informed about his journey through the website or the app.
Transparent journey through the website
In practice it means, that he must be all the time aware of three main questions that define successful user experience design:
- Where am I now?
- Where was I before?
- Where can I go next?
Transparent website navigation design will make the user forgive you more than three clicks.
“In design there is one rule – primum non nocere – first, do not harm.
It’s easy to be over creative and to completely destroy user experience”
Aleksey Ageev, Thinkmobiles senior UX/UI designer
A/B testing is the key to user experience design success. You may build seamless navigation, find the perfect colors, but without appropriate testing, there is still a risk your efforts may fail. UX conversion demands constant testing.
A/B or multivariate testing allows to compare two or more versions of the product to see which one performs better. But much more important is WHO is going to compare them. It’s not you or your employees, but your carefully investigated buyer persona – your actual target audience.
Before implementing something new to your existing website or mobile app, test it.
You should test versions with only one variable to make the testing valuable. The A/B testing of the redesign of the website won’t have the desired result.
For example, if you are about to make changes to your button, you can test different colors of the button or different text on it. More than one variable will spoil the results of the test – you’ll never find out what caused the UX conversion rate change. Was it the color or the text?
Don’t be disappointed if your test didn’t show any improvements – you have the information and you can confidently state that something doesn’t work in that particular case. It’s better to find it out before the change has been implemented than after this, isn’t it?
A/B testing is great to find out what works and what doesn’t work. But unfortunately, it won’t tell you the reason. Why is red color button more successful than the green one? You’ll never know.
How A/B testing looks like?
You have two versions of the website: the existing one and the alternative with one variable. You set up your website to show different versions to different users. Normally it’s 50/50, but depending on the particular case you may want to make it 80/20 or anything else.
And then you track.
The conversion improvement might be slight like 0,2% or impressively huge like 400% in the case of RightNow Technologies. Then you’ll have to decide whether you’d like to implement the changes or stay with the existing design.
“UX design is not about to measure thrice and to slice once.
It’s to shoot twenty times and to hit once.”
Serhij Melnik, ThinkMobiles co-head of design department
There are hundreds of rules, that define the successful user experience design and therefore the UX conversion. But the main guide for you must be the question: “Is it user-friendly?”.
Don’t force the user to think about what you intended him to do with a certain button or a drop-down menu. All the actions should be intuitive and take as little time as possible.
How do you think, how many clients could a business lose by implementing such a field on the sign-in page?
Want to discover prospects of UX conversion for your case?
P.S. This article is the result of the fascinating interview with the co-heads of ThinkMobiles design department Serhij Melnik and Anton Gychka and our senior UX-UI designer Aleksey Ageev. We talked about UX design in general and the UX conversion as they see it. The big experience and successful projects of these guys make them to trustworthy gurus in the field.
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