You have decided to redesign your site, to clean it up and optimize it for search engines by working on your content and keywords. Your positioning has improved and you have gained visibility in the search results pages. You went from the 2nd to the 1st page.
However, your turnover has just evolved. You’ve put everything into SEO, but you’re not completely satisfied and you’re looking for an acquisition lever that can unlock the situation.
Are you familiar with the term “user experience” or UX? Well, you should know that we estimate that 68% of users leave a site if they have a bad experience while browsing, and of those 68%, 44% will share their bad experience with others.
But how can you increase your conversion rate by improving the user experience of your site?
UX DESIGN DEFINITION
First of all, let’s start by discovering together what the notion of user experience or UX really is.
In the web world, the UX (for User eXperience) refers to the experience lived by the user on a website. That is to say that it will directly involve the emotional impact felt by your user.
It is an essentially speculative discipline that is divided into 7 distinct disciplines:
UX Research which allows, with the help of interviews or user tests, to understand the end user and his relationship with the product (the context of use, the problems encountered, etc…)
Information architecture, which will allow to structure the information in a clear and precise way
interaction design, which aims to anticipate the user’s behavior with the product
Usability evaluation, which measures the quality of the user experience when using the product
Visual design, which aims to create the visual aspect of the final product
the content strategy that will allow the creation, the distribution and the publication of useful content
Even if this may seem like a lot, it is important to know that a site with a well worked UX will optimize the conversion rate.
CONVERSION RATE: WHY YOUR CUSTOMERS DON’T CONVERT
There are 5 reasons why your website does not satisfy the visitors who enter it:
The loading time of your site: in fact, 20% of users abandon their shopping cart when they think the site is too slow
Poor ergonomics and accessibility of information: 44% of visitors leave a site if they cannot find the contact information
Unpleasant interface design of your site: 48% of users say that the design of a site is the most important factor for the credibility of a company
Lack of trust and legitimacy in your site: the tone or the products presented by your site may seem suspicious
The lack of usefulness of your content: your content is banal, uninteresting and does not add value
For an Internet user, entering a site requires an effort and an attention that represent a cost for him. If he doesn’t bother to stay on it, it means that your user doesn’t find quickly and easily the information he is looking for on your site.
So, giving them an immediate value to hold on to will allow you to stop them from running away.
USER EXPERIENCE: HOW TO MAKE YOUR CUSTOMERS WANT TO BUY
In order to encourage your users to invest in your products, it is important to identify what is (are) the blocking points in the eyes of the users.
There are 4 methods that allow you to know which aspect of your site is concerned:
Measure the absolute loading time, the volume of traffic and conversion, the page views per session.
Calculate the bounce rate by page type (how long it takes visitors to leave your page)
Know the path taken by your users on your site with tools like HotJar
Do tests with users to know if the user interface is usable and understandable and find the blocking points
But how do you use this information effectively? By refocusing your site on the user.
You need to rebuild or optimize your site so that it offers a defined path to the user, a path through which he will gradually deepen the value that you are trying to bring him.
This consists of arousing his desire from the first page visited without revealing the entire value proposed.
The best way to achieve this is to optimize a “conversion tunnel” that will naturally lead your user from the first acquisition page to the purchase pages.
The construction of this tunnel is based on 3 conditions:
The technical performance of your site, which must be as efficient as possible so as not to frustrate the user (loading and navigation speed) and a design that must be responsive, i.e. adapted to all types of media
The graphic charter must be simplified and pleasant so as not to associate your value with a negative feeling
The most important condition: a written content that solicits your users to take action. This means creating buttons called “call-to-action” that directly incite your users to click on your links and change pages, writing landing pages, titles and tags that arouse emotion and support the user’s need, and producing content that reassures and convinces your user to call you.
If these conditions are not met, the user may feel that they are wasting their time and will leave your site without hesitation.
HOW TO MAKE YOUR SITE A REAL GROWTH LEVER
With all these conditions more or less fulfilled, your site is finally starting to bring in the customers you need. Still not enough? You want to expand your business and accelerate its growth?
This is where the notion of experience really comes into play.
Because what will make a user be marked by your product or service and that more and more customers will come to you, is that they will live a unique emotional experience on your site. How do you create it?
By providing interactive and lively web content: through videos, podcasts and photo albums that convey a powerful story-telling.
By providing content that makes your user feel like they are having a conversation with you through a personal writing style.
By personalizing the offer and the content you provide to the user through a deepening of the data you collect on them.
It is through this strong and effective methodology that your brand and revenue will truly grow.