How Great UX Design Can Increase Website Conversions

3 min read
Jonny Pathan
Cartoon depicting a lesson

Ahh, the holy grail of websites. Conversions. If you’re looking to increase your website conversions, you need to make your website easy to use. Sounds stupidly simple right? Well, you’d be amazed at how often the user experience is overlooked and how often it’s not ‘great’.

Here are some simple steps to make sure you’re on the right track.

1. Start off on the right foot.

Getting your design fundamentals right from the kick-off will save you loads of time in the future. Well-known user experience expert Paul Boag, adheres to these 5 points.

  1. Accessible: Make it easy for the user to find the content they need.
  2. Relevant: If content isn’t relevant to the user, then doesn’t matter how great, persuasive or even usable the site is.
  3. Usable: Make it easy for the user to find the answers to their questions.
  4. Personal: It has to be personal to the user and address their specific circumstances and needs.
  5. Persuasive: It must be persuasive.

Pssst: check out his recent podcast here, which covers all of thi s in more detail.

2. The detail matters

Detail often gets overlooked when creating a website. Did you know 25% of users will leave if the page they’re on doesn’t load within four seconds? A 1 second delay in page response can result in a 7% reduction in conversions!

An e-commerce site making $50,000 per day could potentially lose $1.25 million sales every year from that 1 second page delay.

Get on top of those details, make sure your images are properly optimised for web (article on that soon!), and you’re website is as slick as can be.

You can use Pingdom to test your website speed.

3. A/B test as much as you can

When you have your own website, split testing should be your best friend. In a nutshell, it’s all about choosing a specific design/content feature on your website and testing it against an improved or different version to see which performs better. It’s a big part of data driven conversion rate optimisation.

You might have the most fabulous website imaginable with every new-fangled, sparkly marketing feature. BUT if your website isn’t speaking to your users or appealing to your audience then you’ve got a problem.

Two fields, one with grass and one plowed

Sidenote: We’ve written a post to showcase ‘20 things you can split test on your website today‘. You’ll find loads of useful examples to help you get started.

4. Trust

Trust is everything. Being open, honest and forthcoming is the best way to get your users to build a relationship with you and your product. Show off your human side, a real story about how you started, and why you’re doing it show’s customers who they’re buying from in a personal light.

Here’s a few things you can show on your website to build trust with your customers:

  • Customer Reviews
  • Testimonials
  • Social media accounts
  • Accreditations
  • Security and/or payment methods you’re using

There’s a great article over on web designer depot outlining some things you can try today to get you started.

5. Speak to your customers

Truly knowing what your customers and target audience want is a key component to nailing that user experience. Usability testing is crucial to improving conversions, getting the low-down on people’s problems, struggle points, and frustrations will really help you make your website as easy to use as possible. Speak to as many of your customers as possible about their interaction with your website. Perhaps send them a feedback form, and offer them a small reward for filling it out. Have you ever noticed how many times online shops ask for your feedback post purchase? There’s a reason for that.

We’d love to hear your thoughts on this, feel free to let us know what we’ve missed, and how you tackle user experience in the comments below.

Social Media Management Software

In order to promote your business and reach consumers that spend an entire 24 hours a week online, you need to make sure that you have a viable social media strategy in place.

By posting unique and interesting content on your social media platforms, and by actively engaging with followers, you can start to turn this into a funnel for generating leads.

In order to stay on top of your social media strategy, it’s important to have some form of social media management software to do some of the heavy lifting. Software such as this is imperative for scheduling, tracking and monitoring social media content.

At its best, social media management software can help you not only plan your content months in advance, but also remain reactive by letting you tune into ongoing news stories or trending topics.

Screenshot of Hootsuite's homepage

We recommend: Hootsuite

There are a whole bunch of social media management companies out there and all of them offer roughly the same sort of package but Hootsuite is the only one that offers an actually free service (as opposed to just a free trial period).

They do try to hide it on their website though so make sure you follow this link in order to get to the right page.

The free version of this software lets you:

  • Manage up to three social media profiles from a choice of channels including Facebook, Twitter, Instagram, Pinterest and LinkedIn
  • Schedule up to 30 posts in advance at any point in time
  • Track follower growth, likes and comments
  • Integrate two RSS feeds in order to find and share compelling content
  • Access Hootsuite’s online help center and community forum

Of course, there’s also a number of paid-for packages that you can buy from Hootsuite that give you access to a great number of services including higher ad spend budgets, automated post scheduling and custom analytics.

But if you’re a small business looking to get started, the free version of the software should be comprehensive enough to allow you to get your social media strategy in motion.

Website Tracking Software

We’ve said before that the secret to a successful lead generation strategy is to keep analysing and refining your methods. Well, website tracking software is the best way to conduct this analysis.

By digging into the analytics of your visitors’ actions, you can start to gain a better picture of why people come to your site, what they want from it, what they dislike about it and how you can improve upon their experience next time.

There are a wide variety of services that can fall into the category of website tracking software, including heatmaps, funnels, user polls, surveys, visitor recordings and more.

Basically, any kind of software that collects data about the ways in which your visitors interact with your site can be considered website tracking software.

Screenshot of Hotjar's homepage

We recommend: Hotjar

Whereas there are a multitude of smaller software companies that focus in on just one website tracking service, Hotjar offers an array of useful tools.

Hotjar tools include:

  • Click, move, scroll, download and share heatmaps that can also be split by device type
  • Visitor recordings that allow you to replay sessions of real site visitors
  • Conversion funnels that identify on which page and at which step the most visitors are leaving your site
  • Form analysis that can help you to discover which fields take too long to fill, which are left blank and why your visitors abandon your form and page
  • A customizable widget that allows you to create pop-up feedback polls
  • Responsive surveys that can be distributed through web links and emails, or featured your site just before your visitors abandon the page in order to discover what their concerns are
  • The ability to recruit test users in order to get instant feedback on your site

Hotjar’s free service is able to collect data from 2000 page views a day and will give you access to up to 300 visitor recordings and 3 heatmaps, forms, funnels, polls and surveys. Unlimited users can be added to your account and Hotjar will also store your data for a full year.

While we’d normally recommend free services when possible, it’s probably worth paying for Hotjar’s Plus plan to begin with.

For just under £25 a month you can collect data from 10,000 page views a day and have unlimited services and reports. Plus there’s even a 15-day free trial for you to test out whether you like their software or not.


Lead generation doesn’t have to be an expensive endeavour.

What’s important is that you put real effort into all of your interactions with potential leads - whether that’s through educational and informative blog posts, social media interactions or even just a chat on the phone.

If you believe in your business’ ability to help its customers then all you have to do is let that shine through.

Ultimately, these tools are just there to help you meet potential leads on their level. The rest is up to you.

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