User experience is one of the most important, foundational elements for a successful business. The way consumers are interacting with businesses today is drastically different than it was a few years ago and the entire internet has become their local marketplace. Every single aspect of a customer’s interaction with a business, from the first introduction to the point of conversion, makes up the whole of their user experience and forms the foundation of their opinion about the brand.

It’s important to keep all of this in mind when considering your approach to UX. We tend to think of UX as nicely compartmentalized tactics that add value to the time a person spends on a website, but it’s easy to lose sight of the big picture and how UX ultimately contributes to bringing website visitors across the finish line to conversion.

When measuring the success of a website, there are plenty of important metrics to pay attention to. However, the ones that provide insights into the quality of UX are among the most important. Without a dedicated approach to UX, it’s nearly impossible to keep visitors on your site, encourage repeat traffic, and nurture qualified leads into conversions. UX plays a role in every step of the journey.

When a business finds themselves looking at less than impressive conversion rates, one of the first things they need to do is look at the overall UX of their website and pinpoint areas for improvement.

This sounds a little overwhelming, so where do you start?

You can start by considering these five ways that businesses can improve their UX and boost conversions at the same time.

Jumping On Board with Responsive Design

Tattly, a business dedicated to adding color and personality to people’s lives and supporting talented artists, has mastered the art of responsive web design that encourages conversions.

While mobile responsiveness continues to be important, there’s an important statistic out there that many businesses are unaware of.

Visitors who are coming to you through their smartphones aren’t the ones that are converting. Instead, conversions happen overwhelmingly on desktop computers and tablets. In Q3 of 2018, the average conversion rate for tablet users was 3.71% – a number that’s more than double the rate of conversions coming from smartphones.

In the past, optimizing UX has included a major push toward mobile friendly design, but when it comes to conversions, mobile optimization really isn’t enough. Businesses need to invest in responsive design that provides a seamless, consistent and enjoyable experience across all devices, especially the ones where conversions are actually happening.

Place Key Conversion Elements in Hot Zones

The scrollmap in this image shows how this website’s above the fold area is a primary hotspot. Notice how a prominent call to action element is placed just at the border on the red zone.

There’s a lot of thought and planning that goes into web design. Obviously, you want to place the most important elements in areas that get the most intention. A lot of time, this involves researching current design trends, learning about the natural path of vision and even delving into color theory to make sure key conversion elements pop.

At the end of it all, you test and test again, hoping to find the winning combination.

As much as we like to rely on “typical” user behavior, we know that UX is nuanced and what works to create a great experience on one website might not work so well on the next with a completely different web design and target audience. To improve UX, businesses need to stop focusing on what should be and pay more attention to what is actually happening on their own websites.

Heatmaps and scrollmaps are important tools for discovering where your visitors are being drawn in and what parts of your website leave them cold.

The general idea behind these tools is that they provide a color coded visual map of the hotspots of your website. For instance, a scrollmap will highlight in red the areas where visitors stop and linger the longest before moving on, while areas that are highlighted in blue or green indicate the spots that visitors tend to scroll right past.

The goal of using these tools isn’t to turn your entire website into a red zone – this is unattainable. Instead, what you want to do is pay attention to the hotspots so that you know where to place conversion focused elements, such as CTAs or video content. By doing this, you’re paying attention to what areas of your web design are offering the most value for your visitors and further enhancing them with elements that inspire action.

Use Video On Landing Pages

We know that when it comes to maximizing engagement through content, that video is the way to go. Video is often the preferred form of content, especially for website visitors that are using mobile devices. When done right, video can hit multiple targets that are important for UX – speed, value, relevancy and easy consumption.

These are reasons why more businesses are coming around to incorporating video in unique ways throughout their web design. However, one of the most conversion focused pages to place video is also one of the most underutilized. We’re talking about your landing pages.

Landing page video can amplify UX and serve as the final nudge a visitor needs. To drive this point home, stop and think about the function of your landing pages. They’re designed to meet and engage a consumer that has already expressed purposeful interest in your brand. They intentionally clicked on an add or other link that brought them directly to that point. You’ve got their attention, now it’s time for you to meet their UX demands and provide them with the experience they’re looking for.

This is a notoriously difficult job for a landing page. You have one page with limited space to convince the visitor to take the next step – and you have to accomplish this without cluttering the page to the point that UX starts to tank. Video says more about your brand or lead incentive than a paragraph or two of text could ever dream of doing. Plus, research tells us that using video on landing pages is so valuable to UX that it can increase conversion rates by as much as 80%.

Amp Up Your Customer Service Game

Businesses like Hipmunk elevate customer service by making it easy to connect with their charming, realistic sounding chatbot using their app, social media or their website.

Often times, a customer will find themselves teetering on the edge of conversion with just the smallest detail holding them back. It could be something as simple as an unanswered question about a product or something that happened along the customer journey that left them with just the slightest sense of unease. The secret to conversions is in the details and one of the most important ways you can elevate UX is by supplying a level of customer service that erases all doubt in the consumer’s mind.

For businesses today, this means customer service on demand. You probably don’t have an eye on your website or social media accounts 24/7 but leveraging AI technology in the form of sophisticated chatbots is one way to meet customer service expectations.

Modern chatbots are different from the clunky, robotic versions of years past. In many cases, a visitor has no clue that they’re not speaking directly to a human. Plus, access to always-on-call customer service instills a sense of confidence that can be hard to provide when the only option you’ve left them for contacting you is a phone number or a link to send an email that may or may not receive a reply.

Realize That UX Mastery Doesn’t Happen Overnight

Optimizing UX is a continual process with no single solution that will magically boost conversions. The best approach is to take it one step at a time and start by optimizing the most important pages of your website to deliver the maximum level of user experience.

The biggest mistake you make is rushing the process. Quality UX requires patience, and your visitors will thank you for it. Take your time, focus on quality and watch as piece by piece, your website transforms into the conversion machine you know it can be.

If it’s time to make UX a priority, consider working with a professional. Partner with one of the best UX companies in the United States to upgrade your company’s website or application design.

Leilani Wertens Headshot
Content Manager at

Leilani is an established digital marketing professional, fine art and editorial photographer, and journalist. She has over 10 years of experience writing, editing, and publishing content for the web.