User experience (UX) is arguably the most important factor affecting whether your visitors take action on your site.
If the site is designed poorly, visitors won’t know what to do and will eventually drop off the site. This is why it’s so important to continually optimize your UX design to maximize conversion rates.
UX optimizations can have a powerful impact on your response rates. Here are 4 examples we recommend, based on data from WordStream:
1) Add video
Video helps your page design in several ways:
- Grabs the eye
- Helps users who are more visually-inclined
- Keeps users on the page longer
All of these elements help to increase conversion rates, especially on landing pages. When a web-tutoring service, TutorVista, added a video to their landing page (and changed nothing else), their conversions increased by 86%.
2) Move your CTA buttons higher
As a rule of thumb, call-to-action buttons perform much better when they appear “above the fold” – in the viewable area of the screen before users need to scroll down.
An A/B test by Unbounce found pushing its CTA buttons up above the fold spiked conversions by 41%, with no other changes on the page.
3) Increase font size to 18-point
Yes, font size is important for UX design too. Researchers at Carnegie Mellon University found that font sizes below 18-point make it harder for users to read and comprehend the text. And if they can’t comprehend your text, then they’ll have no reason to respond.
Make fonts bigger to increase readability, and be sure to break up long blocks of text with subheadings to allow for easier skimming.
4) Remove navigational distractions
This rule is especially important for the UX of landing pages from which you want maximum conversions.
Get rid of every possible link that gives visitors the opportunity to leave the page before filling out your form or completing your conversion actions. That includes buttons, headers, navigational menus, footers, social media and any other links, if possible.
Removing those distractions will leave visitors with only one clear thing to do: convert.
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