How Your UX Affects Your Online Conversions

Picture this, you own a small local restaurant located in the heart of the city. You have a loyal group of customers that regularly make bookings, and you’ve started to gain some traction on your social media profiles. 

Valentine’s Day is approaching, and you direct followers on your social media platforms to an online bookings page that asks customers to submit a booking request form. A week goes by and… nothing. 

After asking for customer feedback, you find that customers were less inclined to wait for a response for a booking slot when they could secure a booking through another restaurant’s website instantly. 

This scenario is an example of a bad user experience, which can have a huge effect on your business’s online conversions. Conversions are desired actions you want a visitor to take on your website and in this case, were table bookings for Valentine’s Day. 

Well, what is user experience? Why is it important? And can it actually lead to increased conversions? Keep reading as this blog will cover all this and more! 

What is User Experience?

In a nutshell, user experience is about making visits to your website as meaningful and valuable to the user as possible. 

Ideally, you want a website visitor to easily navigate and find their desired content in a timely manner, and leave your website after either converting or with the information they were looking for. 

In the example above a good user experience would be: 

A helpful flow chart indicating what a good user experience would look like.

In this example, customers searching for a booking are given instant gratification on whether their preferred time slot is available and also provided with immediate confirmation.

A study by Chartbeat found that 55% of webpage views get less than 15 seconds of attention. 

If a user has to put in extra effort to book a table with your restaurant vs. a restaurant across the road that offers immediate bookings, chances are they’re going to go with the business they can receive instant gratification from. 

Why is User Experience Important?

Poor user experience might look like these scenarios below. 

Images displaying examples of poor user experience.

These examples and more can drastically affect your: 

Bounce Rate

A bounce rate is the percentage of people who leave your website after visiting only a single page. Not only do bounce rates mean that you’re losing out on potential business, but they have the ability to damage your search engine ranking as well. 

Depending on your website’s purpose, bounce rates don’t always mean your landing page experience is negative. Some websites are designed for a single purpose where the bounce rate will be high as users will find what they’re looking for immediately. 

Negative Brand Perception

According to research by BrightLocal, 91% of people regularly or occasionally read online reviews, and 84% trust online reviews as much as a personal recommendation. 

Put that in terms of your customer base. 91% of your potential customers will be reviewing your competitors’ websites, as well as your own, before making a purchase decision. 

If your website has a low user experience level, you’re not only losing business but also damaging your reputation.

Website Abandonment

A term coined by webopedia, used to describe when a visitor to your website decides to leave without completing the desired action, e.g. a purchase, booking or form completion.

Website abandonment often occurs when a payment process is too complicated, or when a website demands that you register or subscribe before checking out. 

Search Engine Rankings

All this and more can affect your ranking on search engines like Google, Bing, Yahoo etc. Your search ranking refers to your website’s position on a search engine page. Still not convinced your search engine ranking’s matter?

A study by Ahrefs found that only 0.78% of Google searchers click on results from the second search page. That means that a whopping 99.22% of searchers won’t even view your business’s name if it’s not ranking on the first page. 

Trust us, user experience matters.    

How to Improve Your UX to Increase Conversions

To help improve the quality of your website and it’s content, see if it passes the User Experience Honeycomb test! 

Image of the User Experience Honeycomb

Useful: The content on your website needs to fill a need. If you don’t think it will provide anything beneficial to the user, then cut it. 

Usable: Your website’s conversion funnel is easy to navigate and use. By conversion funnel, we mean the different stages a visitor will have to take before leading to a purchase or ‘conversion’. 

Findable: Information on your website needs to be able to be found easily! If a user runs into a problem, they need to be able to find a solution, quickly. 

Credible: Your business and the products or services you represent need to be ethical, credible and responsible. 

Accessible: Your website needs to be accessible for users with disabilities, just like brick and mortar stores are. 

Desirable: Your website needs to look attractive! It’s often the first touchpoint in enticing potential customers towards your business and represents your business’s brand. 

Valuable: Above all, your website needs to be valuable. If your website has no market searching for it, then there’s no point creating it. 

Businesses that employ this approach towards their website’s user experience see much higher reach, engagement and conversion rates than those who don’t.

In fact, a study by Forrester found that every $1 invested into UX results in a return of $100 – that’s an ROI of 9,900%! What are you waiting for? Get started on improving your website’s UX experience today!

Stuck on where to begin, or not sure whether you’re website needs to improve its user experience? Get a FREE user experience evaluation today by the Simtail experts. Fill out the form below and a team member will be in contact within 24 hours.