So, you are either thinking of designing a new website or renewing an existing one? By building a website, we expect to reach the audience worldwide.
You expect visitors to land on your site and perform a dedicated action such as submitting a contact form, making a purchase, or subscribe to a newsletter. Whether you are looking for subscriptions, sales, leads or a higher return on your investment, you need to maintain a healthy conversion rate.
When users visit your website, you have got 3-5 seconds to leave a good impression on them. When it comes to visiting a website users tend to be very concerned about accessibility, usability and efficiency. It is understood that the conversion rate of your website is inseparably linked to UX design.
But the bitter truth is that sometimes you may not be able to provide users with an easy and enjoyable experience. So, what’s the solution? It starts with figuring out the things you’re doing wrong with the UX design. Let’s take a look at those mistakes.
1. Wrongly Placed CTA
You’ve worked hard on your website. But no one has clicked through on your Calls To Action; your CTA is not generating leads or sales for your business. That means your Calls To Actions aren’t performing as well as they should.
Ideally, you would want your CTAs to compel users to sign up for updates, start a trial, book a consultation or download the app. A website that has a clear CTA seems to gain a higher conversion rate.
Also, it’s essential for your business that your CTAs be properly positioned. Placing CTAs above the fold quickly draws your viewers attention which in turn is good for your conversion. Note that CTA placement should be strategic to the purpose they’re being used for.
Be specific, keep it simple and don’t crowd your content with too many CTAs. Other features you must ponder while creating CTA are colour, size, design, language and length. Hence, a clear and visible CTAs on your website is necessary for great user experience.
2. Slow Loading Page
Poor website performance is one of the major problems that cause a drop in website conversion rate. If your website or page takes more than two to three seconds to load, there are higher chances that viewers might leave for the next one.
Reports state that most of the customers who are dissatisfied with the website performance are less likely to buy from the same site again. A slow website could negatively impact views, make users frustrated and as a result, kill the conversion rate.
To improve your site’s loading time;
- Upgrade your web hosting plan
- Optimise caches
- Remove unnecessary plugins
- Reduce image size
- Do away with redirects
3. Unresponsive Design
Gone are the days of desktop search as technology is evolving rapidly. With the expansion of mobile devices like smartphones, tablets, etc., the way people browse has revolutionised.
Mobile users expect to see great user experience regardless of the website they visit and in case your mobile website drive them mad, they will immediately switch to another one for a better experience. So, don’t lose the chance of potential leads who access your website on devices other than desktop.
You must plan a website design focusing on small, big and large screen devices equally. Website navigation and resolution matters when it comes to a responsive design. Also, you can compress the image size for a better response.
Moreover, Google is a strong advocate for responsive design. So responsive design is a must at the moment, rather than an option.
4. Stock Images
When visitors land on your website in search of a particular product or service, they want to find genuine information. But what if they find a fake/generic image right after they click through on your page, they will lose trust in you.
Stock Images improve the overall appearance of any webpage and make the content visually pleasing. But within no time the users will be able to understand the unreliability in those images and thus lose interest. You must consider the fact that only authentic images can improve the user’s confidence and engagement.
Using stock images won’t make the website unique as they are often overused. Though it is cheap and very easy to use stock images, they will ruin your conversion rate. So the rule is; do away with stock photos.
5. Improper Navigation
No doubt, your website navigation is a key factor that decides whether your landing page is going to convert or not. Visitors should be able to navigate easily through the website or from one place to another to see data effectively.
Let’s say someone comes to your website for the first time, they want to quickly browse your ‘About us’, ‘blog’, ‘Testimonials’ and more sections. But after some scrolling down, they found it increasingly difficult to navigate the website. Viewers might drop your site if your website navigation is unorganised and inappropriate.
The navigation menu should be placed either horizontally (at the top) or vertically (on the left side) with items not more than 5. Only a properly crafted navigation can convince users and make them feel comfortable.
6. Not Including a Chatbot
Chatbots have increased in popularity nowadays. They are designed to initiate a conversation with visitors. So to keep up with the trend, integrate a chatbot with your business to increase conversion rate and retain customers.
Some chatbots can only deal with basic questions, while others are programmed to understand complicated requests. They are designed to be available 24/7 and can respond quickly as well as simultaneously to customer requests.
Additionally, integrating chatbots to your web design will provide an opportunity to engage with a wider audience.
7. Wrong Colour Combination
It’s time to learn about colour psychology. Colours can inspire visitors actions and emotions more than many marketers think! Since first impressions are very important, its a factor you need to consider seriously.
Choosing the right colour combination throughout the website can improve the overall aesthetic of your website. Therefore, it creates a positive vibe and increases users span of engagement.
The key factors to take into consideration while choosing the colour are age, gender, location and buying behaviour. Remember, the core principle in this context is to use the colour in the right way at the right audience for the right purpose.
So let’s wrap it up!
No matter how great your product or service is, if your website can’t deliver information in an engaging and exciting way, it isn’t worth the effort. It’s evident that user experience and user interface can cause a significant increase or decrease in your conversion rate. Make sure to follow the above suggestions and use them while designing the user experience of your website.