The recipe for improving your conversion rates is simple — boost your site’s user experience (UX). You need to pamper your site visitors and show them that they’re welcome.

However, UX is a broad concept, and it can be difficult to decide on the exact aspect of it to work on.

Of course, you should strive to keep your UX great all around, but we’ll guide you through the most important things to think about if you want to improve your conversion rates.

High Speed

If your website takes ten seconds to load, not only will your conversion rate plummet, but your bounce rate will go through the roof too. Internet users are spoilt for choice. We don’t want to wait longer than three seconds for a web page to load, and we don’t have to as there are plenty of sites that won’t make us wait.

So speed is the first UX factor that can influence your conversion. Luckily, there are plenty of things you can do to improve the site speed, from using caching to optimizing your images so as not to slow the pages down.

Carefully Placed Call-to-Action Buttons

When it comes to Call-to-Action (CTA) buttons, they are the single most important thing for your conversion rate. The button needs to be clearly visible, and you should always put it higher up on the page so that visitors don’t have to scroll past the fold to get to it.

There’s a whole philosophy as to what color you should choose for your CTA buttons. However, the color is not the point — just make sure that there’s sufficient contrast with the background so that the button can truly “pop.” You can use your brand colors.

Smooth Navigation

User interface is an important part of web design. It needs to be flawless if you want your users to be happy. You can achieve this by making your site predictable. If there’s a tried-and-true layout that already works, such as having the shopping cart in the top right corner, don’t change it. It will confuse users and make them give up.

On the other hand, by making it easy to navigate the pages, you’re also making it simple for users to complete the desired action. You can use the interface to encourage them to buy or subscribe by focusing their attention in the right places.

Chatbot Assistants

What better way to make users convert than greet them as soon as they land? Of course, live agents are fine, but a conversational bot that’s available 24/7 is much better. These AI-based digital assistants are becoming smarter by the day and consequently, more popular.

If your visitors can’t find their way around the site or need help completing the purchase, the AI bot can provide them with all the assistance they need. It can go even further and recommend additional products and upsell.

White Space

You probably don’t pay much heed to the space between your copy, images, graphic, and other elements on the page. However, this white space, also called negative space, can be a powerful tool in UX. This space can help you focus attention on the text or any other elements on the page, such as a CTA button.

It’s important not to think of this space simply as background. If you utilize it correctly, it can make your design much more pleasant for the eye and allow users to see the text clearly. What’s more, leaving plenty of space unused, especially on the main page, can be beneficial — sometimes, more is truly less.

Easy Checkout

This one’s essential if you run an online store or another ecommerce business. One of the most common reasons for cart abandonment is a complicated checkout process. If a user needs to jump through hoops to buy a single item, they are almost sure to give up and find the product elsewhere.

So try to make it as easy as possible to complete the purchase. That way, people will also be much more likely to make a casual buy, without giving it much thought.

An easy checkout process also means you need to make guest checkout an option. This is another common reason why customers drop their purchase.

Simple Forms

As you can see, most of the advice revolves around simplicity and making things super easy for users. Essentially, that’s the gist of high conversions and great UX, and it’s relevant regarding web forms too.

No matter what kind of forms you employ on your site, be it contact, subscription forms, or anything else, make them quick to fill. Ask only the absolutely essential information you need. If some fields are mandatory and others optional, make it known. If there are any errors, the notification should appear next to the problematic field instead of at the top.

Readability

Readability is much more important than you may think. If a person enters your website and they’re not sure what to look at first and in which order, they’ll get overwhelmed and leave. So make your copy and content well-structured and easy to follow. You need to take your visitor by the hand and lead the way (i.e., let your design do it).

Choose a font that’s blocky and pleasant for the eye and put it against a background that won’t make it difficult to read.

Analytics

Ultimately, the best way to improve your UX and conversions is to consult your website analytics often. There’s nothing better to base your plans on than cold, hard facts and stats. So dig into your site performance analytics and see what works and what doesn’t.

For example, Google Analytics even allows you to set goals and follow their progress. You can also keep track of your bounce rate, make changes, and see how the site performs afterward.

By following the trends among your site users, you basically allow them to tell you what they would like you to change or what there should be more of.