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Top 5 Rules for Great UX Conversion Optimisation

by | Oct 9, 2022 | UX Design

Firstly, what is conversion optimisation and why is it important?

The aim is to encourage users to stay and convert by explaining the value proposition, and building in habitual dependance.

Basically, every lead your business generates has a cost, let’s say you spend $1000 on marketing and from that you generate 2 new clients.

You can see in Google Analytics that 112 users clicked through to your website from the campaign.  From those 112 users that visited your website you generated 2 new clients.

Your cost of acquisition then would be:
$1000 / 2 new clients = $500 per acquisition.

But, what if you could convert more of the 112 people that successfully visited your website?

That’s Conversion Optimisation.

We had a client last year which came to us with the scenario above.  After spending 2 hours working on his site, we increased his conversion rate by 10 times.

That means for every $1000 he spent on marketing he was now getting on average 20 new clients.  That’s a new acquisition cost of $50 per client instead of the previous $500 per client

1. What you can track you can improve

Firstly you need to set a baseline, so that you have a clear understanding of what is happening on your website or app.  Additionally there are some fantastic tools like Google Analytics, Mix Panel and Flurry for apps that can help you figure out where you are losing users. Additionally you can see how many people viewed each page and average time on each page.

Another great thing you can do is add funnels to your analytics platform.  This lets you set the order of pages or actions for the tracker to follow, so it might be home page, product’s search, product detail, checkout page 1, checkout page 2, payment.  

 

This way you can easily see how many users you are losing at each step.  Finally how many user make it through to the final payment step.

2. Optimise the flow

Remove as many steps as possible, and as much info as possible,  Audit every piece of information, and especially audit every piece of info you are asking the user to give you.  Do you really need ‘Age’, do you need ‘gender’ in the signup, will you ever use this information and is it worth losing 20% of the leads to obtain it.

The more info in each step the longer it will take users to fill it out and the more users you will lose along the way.  

You might lose them because they can’t be bothered filling it all in, or you might just lose them because they get distracted by daily life; For example kids interupt them or they reach the stop on their train to work.  Life is busy and users often only have a short window to complete any action.  If you make it harder or longer, users will opt out, or run out of time.

3. Explain the value proposition

There are so many websites I’ve visited that don’t explain what they do or what they are selling.  More importantly, ‘why’ the user should care.

Talk to the user with emotive language, start with why, then explain the how and what.  We typically create an empathy map persona (see example above) to try to better understand the user.  This includes figuring out their needs, wants, hesitations, end goals and influencers.  Often some of their hesitations can provide the best insight on what to cover.  Are they concerned about security, cost, privacy? Cover all these in the onboarding process to ensure that these concerns are covered.

4. A/B Split test

One of the best tools you can use is running split tests.  Some systems allow you to run tests where 50% of the user base gets 1 design and the other 50% gets an alternate design, flow or landing page.

Alternatively a cheaper way to do this is to split test manually, do the first week with 1 and the second week with the other and then compare stats.  

Apps like Netflix do this all the time.  One users sees a price of $14 a month and the next $12 a month and then they can optimise their conversion based on the mood of the audience to a pay at a certain level.

Sometimes it can be as simple as trying a different colour on the ‘call to action’ button, or trying different wording in the call to action.  Often the best results can be gained from simplifying the page.  Nobody wants to fill in a large form or read heaps of info.

The key to optimising is to split test, verify the results and then continue splitting and splitting the successful tests until you hit the optimum level.  You hit this when multiple tests you run yield very similar results or when you hit a target for the conversions that makes the clients marketing funnel more than viable.

5. Remove confusion and push users through any drop of gates to keep the goal clear

Figure out what you want the user to do and work at keeping 1 clear message or action per page.  Users can get distracted or confused easily, it’s fine to have many different points and information, but make sure that one is primary, and that users understand what is expected of them.

Drop off gates are points in the flow where you typically use a lot of users.  These can be things like entering their credit card, signing up, connecting a social account or contacting you.  You need to get the users in the right state of mind before they hit these gates.  They need to be invested enough not to leave and motivated enough to step through the gate.

 

In conclusion, it comes down to the following, keep it simple and clear, remove friction and split test until you get it right.

 

Need some help with conversion optimisation on your platform? We’d love to have a chat and give you some advice. Get in touch

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