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Optimize your website conversion rate

There are several ways that you can increase your website conversion rate – A/B testing, setting up a sales funnel, removing distractions, adding testimonials and reviews – and many of them are focused on creating a user-centered experience.

Have you ever thought about why clients feel more comfortable buying from brands and reaching to services other than yours? What makes them choose them over you? Where do you go wrong?

In this article, we’re going to dive deeper into one of the possible answers to these questions, which is that you ignore or don’t pay close attention to your website’s UX.

What is UX?

The UX (user experience) is how a user and experiences and interacts with a product, service, or system. This goes hand in hand with UI (user interface), which deals with the screens, pages, and visual elements – like buttons and icons – that enable a person to interact with that product or service.

According to Peter Morville, a pioneer of information architecture and user experience, there are 7 factors that describe user experience:

  • Useful

  • Usable

  • Findable

  • Credible

  • Desirable

  • Accessible

  • Valuable

Why is UX important?

Let’s put it like this – when you have a deep connection with someone, you feel like you can trust that person and count on his/her support whenever you need it. The same happens with the customer-brand relationship. In order to have a positive brand experience, you often need to feel understood, connected, needed.

Ultimately, this delivers results, meaning it converts leads into paying customers and increases the number of products being sold.

User Journey

User journey (or user journey map) is a tool that you can use to describe the relationship between a brand and its customers. It’s a visual representation of a user’s interaction with a product, from the former’s point of view.

A user journey map enables brands to learn more about target users. It should consist of the following steps:

1. Choose a scope – it varies from a high-level map that shows end-to-end experience to a more detailed map that focuses on one particular interaction.

2. Create a user persona – who is your user?

3. Define scenarios and user expectations – the context and sequence of events in which a user/customer must achieve a goal, from first actions to last actions.

4. Create a list of touchpointswhat customers do while interacting and how they do it; they must be associated with channels (where they perform actions).

5. Take user intention into account – for each user journey, it’s essential to understand their motivation, channels, actions, pain points.

6. Sketch the journey – put together all the information you have and sketch a journey in a format of step-by-step interaction.

It’s important to consider a user’s emotional stage during each step of the interaction. Products we design need to mirror the state of mind of our users. By doing this, we can connect with them on a human level.

Don’t forget to gather and analyze information about your users on a regular basis. For example, user feedback is something that can help you improve your understanding of the user journey and, thus, your UX.


By really getting to know your audience and offering it a user-centered experience, you can increase your website conversion rate without additional costs. Define your user persona and work your way around it. Think about you as a consumer. Take a step back, put yourself in the customer’s shoes, and see if you would make a purchase off your website.

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