The Affect of User Experience on Conversion Rates
User experience (UX) is a term used to describe how the person (presumably your potential customer) feels about and is able to interact with your website. The over arching factors of UX are architecture, layout and content.
When we talk about site architecture, the discussion is about how easy it is for a user to locate the information that they are looking for. A good acid test is to ask yourself: Are my users/web guests able to access every page and piece of information on your website within 3 clicks?
A website with a great architecture should anticipate what the user is looking for before the user realizes it themselves. Need an example? Search for someone famous on Google such as Barak Obama. Google tries to anticipate your next steps by giving you information about his birth date, full name, parents, siblings, children and related searches. This is also referred to as an implicit search or experience.
If you are a real estate agent and one of your thriving keywords is Toronto Real Estate Market it may be good to not only provide listings of homes and condos in that area but also data and your opinion on how the market is doing and projected to do over the next 5 years.
Helping users find information quickly builds trust, and acts to build your users perception of your brand. When you look at it this way it becomes imperative that you invest in your web content to ensure you are projected your brand in the right light.
Organizing your pages in a clean and familiar way that your users are accustomed to will also help to improve UX. The old myth of fitting all important information above the fold has been debunked, studies shows that most users are savvy enough to scroll down and most conversions are happening below the fold!
However, when displaying a lot of information on one page it is extremely important to choose an elegant, easy to read font, and maximize your alignment and colour contrasts to make content pop on the screen. This is especially important if your website targets the aging baby boomer population.
From an aesthetic point of view, really try to limit the number of colours and fonts on your website as it can make your website look busy and unprofessional instead of fun and exciting like the objective. Consistency in this regard is truly key.
Choose every word on your website carefully and purposefully. Nothing is more powerful for a great user experience than content that truly helps the reader. If your content provides the user with helpful information they will quickly view you as an expert and keep coming back for more, which will allow you to build a relationship with them over time.
It may take the user 6-7 repeat visits before they commit to reaching out to you.
We have found that by including a live chat button or automatic chat invite popup on your website increases the UX and quite often gets contact and purchase intent information from the user that otherwise would have never happened.