Simplifying the UX of Your Sales-Driven Website to Increase Conversions
You have a good product/service and you have just launched your sales-driven website. You were ready to get a lot of sales going but for some reason things didn’t go as well as you imagined. Since your product is certainly not the problem, you may need to check your design to make sure that your clients are getting a nice experience in your site, otherwise they won’t convert, they won’t make the purchase your are expecting them to do.
If you have a sales-driven website, your customer should be your number one priority. And making sure that the customer understands your website and can easily make a purchase is definitely your number one goal. From doing A/B testing to analyzing heat maps to redesigning your page, there are a lot of things you can do to increase your conversions. Today we will show you some tips on how you can simplify the UX of your page to improve your conversion rate.
The old motto “If you build it, they will come.” may have worked in the movie Field of Dreams but in the real world, only building something and waiting for “them” to come won’t take you far. You will have to make that you deliver your best to attract and keep customers.
Image via Shutterstock
Back to Basics
Keep in mind that user experience involves your user’s perception of your site, it involves their emotions, attitudes, reactions and behavior while browsing your page. So, from getting to your website through a certain landing page, to reading your content; from navigating the site to finally purchasing something (in a sales-driven site), everything counts as user experience.
Don’t overlook any of these things. It doesn’t matter if you have a great check out page if your landing page is not good, or your website’s navigation is confusing. Same thing if you have a killer landing page but your checkout process is confusing. Make sure to deliver a good experience throughout the process so you don’t loose conversions along the way.
Simplifying your UX is always a great way to improve conversions, this is why we have a few comments on how you can do that. Remember to show on your website only elements that are really important for the process. Toss everything else, even the eye candy details you think will get your user’s attention – a lot of times these things are just distracting them.
Leave complexity to puzzles and make sure that your navigation is simple, intuitive and has a good structure. Remember that your menu has to be clear for your user, not you. Don’t assume they think as you do. Keep everything simple and avoid offering multiple choices. The less your customer needs to think the better. Your goal is to make your customer click that “buy” button, so avoid distractions and keep things as simple as you can. You want to present your product/service in a way that will convert into a sale.
Here are a few examples of sales-driven pages that are easy to navigate.
I believe Tinkering Monkey is a good example of simplified navigation. Their main menu is pretty straightforward, their products are showcased in a beautiful way, the information about the products is easily understandable and the checkout process is 3 clicks (and some billing/shipping info) away.
Print Studio Shop
Same thing happens with Print Studio Shop. Navigation is clear, products are displayed beautifully and you can easily identify the “add to cart” option and the “proceed to checkout” one.
CycleLux is also a good example. From the homepage you pick your item; go to the product’s page; add to your cart; click on your basket and checkout. Here the good thing is that you can check out with PayPal, which minimizes a lot of the data imputing.
Reminder: Keep in mind that you don’t exactly need a single page site to deliver simplified UX, you just need to make sure that each step of the navigation is easily understandable.
Gridbooks also offers a great experience. The website is beautiful and clean, menu is pretty straightforward. From the home page you choose the product you want to buy. At the product’s page you just add it to you cart.
After that is check out time!
They also offer the “checkout with PayPal” option, which I love!
At Gridbooks we got out product with 6 clicks and pleasant experience, and this is exactly what customers want.
Some bullet points
Try to focus on these bullet points when thinking about simplifying the UX of your page:
- Make a good first impression
- Present few choices
- Limit distractions
- Create a layout that matches the user’s needs
- Make things efficient for your user
- Keep it simple
Keep in Mind
Keep in mind that more and more people are using mobile devices to do everything from checking emails to purchasing things. So make sure your website is “mobile ready” and that the experience is also good for your mobile users.
Here are some links and further reading about UX that you may find interesting.
Two books that can help you on better understanding the whole simple UX concept.