Profound Code Blog

You must feed your mind with reading material, thoughts, and ideas that open you to new possibilities

- Oprah

The importance of User Experience (UX) to drive conversions

When designing a website, many clients just want a “nice looking website”. While a well-designed website with a beautiful user interface (UI) is great, if that is all you are focusing on, you are missing another big piece of the puzzle – the user experience (UX) flow.

The user flow guides the user to what you want them to accomplish on your site and how they get there, whether it be purchase a product, sign up for a newsletter, sign up for your service, etc.

Know Your Audience

Knowing who your audience is one of the key aspects of designing a good user experience.  How do you get to know your audience? There are multiple ways – reach out to your users directly (get out and go to where they are at and ask them questions), use research metrics found online, or even have formal customer interview feedback sessions.  Whatever it is, the main focus is to validate and refine your user experience based on these findings.  By knowing your audience and designing a good user experience around them, you’ll get more conversions as you are addressing their problems or needs.

Make it Easy

Another aspect of good UX is making it easy.  With a well laid out user experience, the user should be able to get to where they are going with relative ease.  Your messages, calls to action, and well-structured navigation will guide them to what they want to do.  When users can find what they are looking for easily, they will tend to stay on your site longer, allowing you to cultivate a relationship with them, improving your chances of conversion.

How User Interface (UI) relates to User Experience (UX)

The User interface (UI) is the starting point for a good user experience.  Good UI should be invisible, it should lay the roadmap for the user.  Using common elements (such as icons and buttons) and interfaces that the user is familiar with will guide them through the experience much faster than coming up with a fancy custom design that looks great but is not intuitive.

The importance of A/B testing

During or after you have designed your site, A/B testing should be incorporated to see if improvements can be made to the design and user experience.  A/B testing involves changing an element or elements from your current design to see if it produces positive results.  Maybe something as small as a change in a wording can result in additional conversions or help users proceed forward in the flow.  There are many other types of testing as well such as split testing (delivering a personalized experience based on a certain type of user) and multi-variate testing (changing multiple variables) that can be used as well in the same manner.


Good user experience (UX), coupled with a good user interface (UI), can help improve your conversion rates as well as keep those users loyal to your brand.  Good UX can help increase sales, increase user satisfaction, increase user trust, and increase traffic to a site to name a few benefits.

MVP diagram

How to get your startup off the ground faster with MVP

As a startup, you believe that you have the next big thing and are working tirelessly to get your product out. However, you end up putting in endless hours and still have nothing to show so far to customers. There is a better way!

So, what’s the best way to see if your product is actually solving a problem that customers will use and/or pay for? This is where minimum viable product (MVP) comes into play. Instead of putting in countless hours of effort and adding in all the features you can think of and perfecting it prior to launch, you provide a product that has the core function that will allow customers to get an idea of your product. Then, you let them provide you feedback and see what is working/what isn’t working and improve upon it in your next phase.

The MVP approach allows you to go to market faster and validate your product idea much quicker. Ultimately, it will save you time and money. In each iteration, you build upon the previous phase and incorporate your learnings from user feedback, analytics, etc.

There are multiple approaches to creating a MVP. Here are some of the most popular:

Landing page. The goal with a landing page is to explain your product, its value, and get users to sign up (whether it be for more information, notification of when your product launches, etc.). Through the use of Google AdWords and Google Analytics, along with the number of email signups, you’ll validate if your product is something people will be interested in long before you’ve even developed anything. This approach is best used in conjunction or follow up with some of the other MVP approaches as a landing page alone will not provide you all the information that you need about your customer and features they’d like to see, how much they’re willing to pay, etc.

Explainer video. An explainer video of what your product will do and how it will benefit customers will hopefully intrigue customers enough to sign up with their email for notification of launch, more product info, etc. The video does not have to be anything fancy, just whatever it takes to pique early adopters interest. The most famous example is Dropbox. After including an explainer video, they saw their early email signups jump from 5,000 to 75,000 in a single day.

Full site with manual service. Another popular approach is to develop what looks like a fully functioning site on the front end but manually fulfilling orders/servicing. This requires much more effort than the others and can only be sustained for so long before needing to actually develop the site but can provide a lot of learnings.

Crowdfunding campaigns. Crowdfunding sites like Kickstarter, Indiegogo, and others will validate if customers are willing to pay for your product and additionally, it will help raise money. Also, once you launch you’ll have a great loyal base in place who can not only spread the word about your product but can also be an useful source of obtaining feedback.

These are just a few of the approaches to MVP’s, there are multiple other approaches and it all depends on your product or service in choosing the right one for your business. Regardless of the approach, the ultimate goal of a MVP is for learnings – price points, customer needs, features desired, whatever it may be. So work smarter, not harder!