UX Tips: How to Improve User Conversion Rates
Most people have used a software or web-based product that was designed with the best of features, but lacked a decent user interface. The products are difficult to use and unless the provider has a monopoly on the technology, they face poor user conversion rates and are eventually relegated to the bottom of the product list.
Without a good user interface, users find the product difficult to use from the onset and everything from implementation to user onboarding and acceptance become more difficult or may even fail altogether. Conversion optimization begins with the design of the user interface and includes all aspects from signup and tutorials to site navigation and feature implementation.
Design for Conversion
All platforms need a clear path from beginning to end for each step in user process. It doesn’t matter if your platform is an ecommerce website, cloud service, or other software as a service platform, user adoption and use is dependent on how well the site features cater to the user experience.
Think conversion during each step of the site design and consider that each step in the user process is an opportunity for conversion optimization. The platform must be designed to convert users and not just implement features that may or may not be easy to use. A clear and consistent process path from beginning to end is key to converting users and improving click-through from beginning to end.
Keep the onboarding process clean and the path clear. Don’t throw up obstacles to completing a process or sidetrack users with unnecessary steps or information that leads them astray. Each step forward leads to the next and never instills doubt they are on the right path. Especially during onboarding tutorials, removing all but the most necessary of menu or link options is a navigation modification that improves completion rates.
Special Tip: Never include two calls to action in the same reading space. If they have to ask which action to take, they may not take any action at all.
They’ve clicked the “buy” button. Keep them moving through each step and simplify the process. Each field they have to fill out, each button they have to click, each page they have to navigate is an opportunity for the user to change their mind. The faster and easier they get to the “Complete Payment” button, they more likely they are to complete the checkout process.
This type of navigation modification can markedly improve conversion rates.
Show the Path
Sometimes the path from start to finish isn’t clear, and that can happen at any point in the process. Maybe the user interface needs some design tweaks that are difficult to implement or may introduce other problems. It’s an easy workaround to add a walkthough to the process.
Like a tour guide that takes visitors from one place to another, a walkthough can guide users through the process from beginning to end. It makes ecommerce pages friendly for new visitors and provides an onboarding solution for SaaS platform users.
User conversion rates improve when the platform provides a clear, clean path from beginning to end. An onboarding solution with walkthroughs, notes, and tutorials can make the path seems easier and clearer to new users. Navigation modifications that improve flow are another way to improve conversion rates.