Understanding the Impact of User Experience on Conversion Rates

It goes without saying that a poorly designed user experience (UX) can significantly impact the conversion rate of your online store. The modern consumer typically carries extremely high expectations of their online browsing experience, combined with relatively low mental bandwidth for mistakes. This suggests that even the tiniest mistake or challenge throughout the online customer journey can frustrate the user and lead to cart abandonment should their needs be unfulfilled.

To maintain a competitive edge over other websites, it has become all the more important to have online properties with a clean and seamless UX design and done by providers that offer professional web design services. Even if you’re just a startup with a limited budget, it’s crucial that you invest in expert website development so that you can hit the ground running and have a higher return on investment (ROI) for your business.

What Is the Difference between UX and UI?

To truly grasp the impact of user experience on conversion rates, you must first know the difference between this concept and the user interface (UI). These terms are still freely interchanged with each other, but there are nuances to either that need to be considered. While both elements create the foundation of a great website, UI is mostly focused on the technical and visual aspects of web design. The goal of UI is to ensure that the website is easy to navigate and is a friendly space of interaction between the user and the product.

Conversely, UX refers to the overall experience of the entire website. Ideally, users should have a positive UX so that they feel more inclined to shop on your online store or to avail themselves of the services that you offer. A UX designer takes particular pains to look at the end product from the point of view of the target user and then design specific solutions from that perspective.

A great example of this would be a website targeting visually impaired people. A great UI would include proper navigation features and an easy-to-understand content arrangement. However, none of these would be appreciated if your web developer makes the font and size too small for the target user to read anything. Thus, even if, technically, your website is well made but provides a poor UX, then the user might not feel fulfilled while browsing through your site.

How UX Affects Conversion Rates

People want to buy from stores that provide a hassle-free customer experience. Think about all the times you abandoned your cart for whatever reason. What made you click off, and how can you transform that knowledge into a better UX?

Studies suggest that one of the main reasons for cart abandonment is related to UX. Putting aside the possible additional cost of shopping (such as shipping, taxes, and other service fees), most people abandon their carts because they have a poor experience when checking out. This can range anywhere from mandatory account creation to limited payment options. If a user has to take several more steps just to check something out, it’s highly likely they’ll just abort the entire procedure.

Remember that today’s modern consumer has a limited attention span. They want things now and done in the least number of steps possible. When developing your UX, you must always consider the point of view of your customer and how they would respond and feel while on your website.

Simple Ways to Improve Your UX

Above all else, always consider simplicity and convenience when designing your UX. You want your user to feel safe and comfortable when browsing through your site and to have a generally positive user experience. Some aspects to consider include:

  • Mobile-Friendliness. Most people shop on their mobile phones or tablets. When developing your website, it’s important that you configure it with a mobile-first approach. Make sure that your website offers a smooth and frictionless experience, regardless of the screen size.
  • Personalization. Your website should deliver content and functionalities that match the user’s needs or interests. Usually, personalization is created by the system that automatically recognizes the user and their previous interactions on the site, and then delivers content based on that. An example would be suggesting related items to products already purchased.
  • Payment Options. Though not necessarily a core aspect of UX, you still need to consider choosing appropriate payment options when designing your e-commerce website. How your users can pay for your products contributes to their overall experience.

Conclusion: Always Consider Your User

As its name suggests, user experience takes into consideration the overall encounter of the user with your website. It covers everything related to UI but also accounts for the feelings and emotions of the target audience. The goal of a great UX is to influence the user to become more inclined to add items to their carts and check it out.

Additionally, there is a strong direct relationship between UX and conversion rates. Poor UX, which may include disorganized website architecture, confusing language, and illegible font, may affect how users feel and perceive your website.

When working with your web design agency, it’s crucial that you build a system that offers solutions that cater specifically to how the user experiences your website. This way, you improve the chances of them attaching a positive emotion to your brand and wanting to do business with you.

Glen Dimaandal
Glen Dimaandal
Glen Dimaandal is the founder and CEO of SearchWorks.Ph. He has been doing SEO since 2008 and is consistently featured in mainstream media and industry conferences. His core skills include SEO, SEM, data analytics and business development.
Glen Dimaandal
Glen Dimaandal
Glen Dimaandal is the founder and CEO of SearchWorks.Ph. He has been doing SEO since 2008 and is consistently featured in mainstream media and industry conferences. His core skills include SEO, SEM, data analytics and business development.