We’re so excited to introduce you to our guest today: UXtweak. They develop powerful research tools for improving the usability of websites and apps, from prototypes to production. They are trusted by brands such as Intel, Michelin, HP, and more. Today they’re going to present us with some common website UX problems, their fixes, and the tools that can fix them.
So, let’s roll!
Conversion rate is the main metric entrepreneurs use to scale the success of their businesses. Although it is very intuitive to understand its importance, it is harder to allocate the problem which may cause a low conversion rate level. Conversion rate optimization (CRO) goes hand in hand with both the initial product design process and UX design.
Website’s Conversion Rate: Why is it important?
Conversion rate is the percentage of visitors to your website that complete a desired goal (a conversion) out of the total number of visitors. For example, if your website receives 200 visitors per month and 2 of them complete the task, the conversion rate would be 1%, 2 divided by 200.
We may divide the conversion rate into two categories. Whereas micro-conversions describe accomplished actions that don’t have to result in revenue growth, macro conversions are directly involved in a company’s revenue.
- Micro conversion rate – social media follows, email subscriptions, filling out the contact us form
- Macro conversion rate – making a purchase, filling a quote, signing up for a free trial
What is the difference between conversion rate and conversion count?
Many marketers make one elementary mistake – they underestimate the importance of the design of their page. In order to boost conversion rate, they often run strong advertising campaigns without any design changes on the website. The result is a high conversion count which we can simply put as website traffic. A high conversion count doesn’t guarantee an equally high conversion rate. Although the company can reach a higher revenue than before, it still did not reach its full potential. Without any website design changes that would trigger website visitors to action, the problem still remains.
In practice, we can imagine this model example as 2000 visitors per month and 20 of them will complete the desired task, which will leave us with a 1% conversion rate even though the conversion count is raised to 2000 visitors.
How to fix low Conversion Rate: The UX research strategy
In order to create the right UX design strategy and fix low conversion rates, it is necessary to set goals you can measure. Conversion rate optimization (CRO) strategy often continues in defining hypotheses that are confirmed or refuted by thorough research. The following is the correct determination of suitable UX methods.
Note: As a matter of fact, low conversion rates are not always connected to design deficiencies. In this article, we will cover issues related to UX design.
Diagnosis of low Conversion Rate
Alpha & Omega of high Conversion Rate: the CTA
Problem: Misleading or nonexistent Call to Action Button (CTA)
Fix: When it comes to CTA related problems we can divide them into two different categories:
- Copywriting issue
- An issue with user interface (UI)
Copywriting-related issues are mainly in using unclear language which doesn’t lead customers to their desired destination but brings only confusion. They might wonder, “What happens when I click this button?” The message must be clear. Period.
On the other hand, design & interface-related problems are often connected to the position of the button and the potential client might not even see it. From our experience, this problem usually appears when it comes to the very busy background of the landing page. The way to fix it is using Website Testing.
Website Testing works by assigning a task that a site visitor has to accomplish. The task can be from filling out the contact form to clicking on the CTA button. Is it easy for them to find CTA right away or do they have to look for it? UXtweak allows you to record sessions, watch and find out where the point is when the visitor leaves your site.
UX technique: Website Testing
Avoid unnecessary design interactions
Problem: Overwhelming interactions
Fix: What are users doing on your site? Where’s the point where they drop off? This problem is crucial for the conversion rate. One of the ways to fix this issue is our tool Session Recording. This technique is great for understanding the abandonment rate of the page.
Session Recording is based on capturing user interaction data to provide you feedback such as heatmaps, detailed statistics or activity tracking.
Data obtained from Session Recording by UXtweak is GDPR & CCPA compliant. This feature is recording every interaction, including scrolling, moving or clicking on buttons. It allows you to reveal distractions, improve your design, and set your website up for success.
UX technique: Session Recording
Visitors confusion: What is your site about?
Problem: It’s hard for visitors to grasp the point of the website.
Fix: First, it is necessary to understand the importance of the written word on a website. Potential customers spend over 5 seconds scanning through the page. Does the content speak clear message towards the customers? The 5 Second Test analyzes data gained from a certain task, starting by uploading your design.
Focus your questions on the respondents on various topics, such as do they know what product is your company selling? Is your website design likeable? Is it hard for them to navigate the website? Next, divide and categorize results based on responses. With UXtweak you will get all responses in a handy PDF ready to interpret your new improvement plans to your colleagues!
UX technique: the 5 Second Test
Who’s your target audience?
Problem: Too broad or too narrow audience
Fix: Targeting the audience is one of the first steps in the process of product design. Knowledge of people who use the product is key. User Experience may vary depending on who’s the audience of the product. Is the website used mainly by children? Or is it a corporate website? According to the answers to these questions, the UX strategist chooses the right jargon, preferred actions, etc. Remember, what works for one group of people with a common trait, doesn’t apply to another.
UX technique: Target analysis, Demographic Research
Declutter your landing page!
Problem: Cluttered design
Fix: There is a very thin line between a visually appealing design and an informative one. Thanks to session recording you can strive for its optimal balance thanks to heatmaps and other data which are captured by Javascript snippet into your site. Visual clutter distracts the user of what’s really important in the design, so it has a direct impact on the decline in conversion rates.
Lingscar.com is just the right example of a cluttered design. Would it be easy for you to navigate on this page?
UX technique: Session Recording, Five Second Test
Analyze your website: Improve, interact & convert!
Data is the most powerful tool one can have. Ask questions to get to know the user’s needs, to meet their expectations, and be their ally in fixing the problem they fight with. Evidence-based strategy is the key to realizing the potential of your product which only reflects a high conversion rate and in the end, it contributes to the overall revenue of the company.
Make sure to consistently improve your webpage, interact with your ideal clients and let your website do its magic!
Kristína Šmátralová
Kristina Smatralova is a content creator at UXtweak. She is passionate about helping people understand more complex topics & at the same time she works closely with B2B businesses. In her spare time, she enjoys running and flying planes
