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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.