How to Use UX Best Practices To Increase Sales Conversions

Optimizing your user experience (UX) is something you should consider whether you already have a website and are just starting. Your customers will be delighted by your user experience, which can help them spend more on your site or increase their average conversion.

You have an average of 3-5 seconds to make a first impression and grab your visitor's attention. The next step is to get them to convert.

Over the last eight years, I have worked as a designer for eCommerce companies and have learned many useful tricks. This article will discuss these tips to improve user experience and increase website conversions. These 9 tips will also be helpful if you are just starting to design your next website for your business.

1. Remember to protect your trademarks and rights

It's amazing how many focus groups and user testing videos showed users saying that they first check if a website has a registered trademark ((TM),) or rights reserved symbol((r)). This might seem like an old-fashioned way of looking at things. However, many users have had this instinctive ability since childhood and have seen it on many world-famous brands. These symbols are subconsciously linked to trust.

Although trademarking your brand may not be a common practice in a startup, it is a good idea. These symbols cannot be placed next to your logo. You must consider the regulations for their use. A trademark for a logo typically costs $500. However, this cost can rise dramatically if you need to trademark a phrase.

2. Make a clear call for action

Many designers have said it time and again, but I will reiterate it. Clear calls to action are key to increasing conversions and click-throughs. You must ensure that your primary call to action's color is distinct from all other buttons on your website.

Many websites use the same colors for their calls to action. Make sure that your button has a different color than the rest to encourage users to inquire or add to their cart. Make it stand out by using a different color if it must be the same.

3. Observe & learn

Although you may consider this a given, many founders and business owners don't know how to heat map their website or record user data. This data is valuable and can be used as a visual guide when you are looking to improve your website.

These tools can track mouse movements and how users interact with your website. Some even track "Rage clicks", where the user clicks multiple times in a row, usually due to broken links or inactive buttons. These tools are usually inexpensive and free to a limit.

4. Phone and live chat included

Recent A/B tests showed that the company phone number was a popular choice. This resulted in a higher conversion rate and lower bounce rates. A simple UX modification that could help your website achieve similar results is to display your company phone number.

Live chat is also possible if you don't have a company telephone number. It's best to have both options, if you can, to increase users' confidence and trust in your company.

5. FOMO signals

FOMO signals are annoying pop-ups that appear on websites and state "Someone recently purchased this." This can cause customers to become discouraged, which can lead to a decrease in your metrics.

FOMO signals can be gracefully implemented, such as on a product webpage above a call-to-action button. This gives the signal more trust and weight. One example is: "Only four remain in the warehouse." This method can dramatically increase conversion rates but requires a lot of integration.

6. Reach out to your customers

This is a simple but overlooked method by many companies. This is a great way to reach customers before or after a purchase.

It's amazing how many customers will share their experiences with you. You can often catch any complaints even before they go to the review sites. The survey should be worthwhile for the customer. This could be as simple as a coupon code for their next purchase, or even a small Amazon discount.

7. Mobile First?

Many companies will use the term "Mobile First" and they are right. Most eCommerce and SaaS web traffic is now mobile. Many of these companies don't realize that the majority of their sales will still occur on Desktop and Tablet. This is due partly to the fact that people find what they want on mobile, and then make the purchase on their desktop computer where it's more convenient and safer. Design mobile-first, but keep in mind your desktop conversion statistics when designing.

8. Try other browsers

Google Chrome is not used by everyone. Although developers and techies love Google Chrome, most people use the browser that comes with their desktop or mobile, which is Safari, Firefox, or Opera. Cross-browser testing is not an integral part of many websites' user experience testing. This simple test can make all the difference in a sale.

Many SaaS companies fail to realize that certain markets browse their websites using outdated software like Internet Explorer 9/10. Sometimes, fancy SaaS websites won't load on these browsers.

9. Build scannable content

We tend to create pages with content in paragraphs that we expect users to read. But this is not the case. Write content that is easy to scan and read on the screen. This is the "Five-second test" in the design world. At this time, a user must know the page's content and the product to some degree.

Bullet point lists are a great way to increase the readability of your content. The Usability Hub platform makes it easy to conduct these tests at a very affordable price.

Conclusion

Some of the above methods may work on your website, while others may not. These methods can be tested or experimented with by running A/B testing on your website, or simply noting your key metrics before you launch the changes. You can then monitor the changes over several months, depending on how many data points you collect each day.

When creating websites, user experience is a huge advantage and should not be ignored. To get the best out of your website, make sure you are testing it.

Disclaimer. The opinions and views expressed in this article are the authors Andrew Napolitano.