Key takeaways
- Visitors should be able to tell what you offer and what to do next within seconds.
- Give each page one clear next step, and remove anything that doesn't help people take it.
- Decide what counts as a conversion, measure it, and change one thing at a time.
User experience (UX) affects website conversions because people are more likely to enquire, book or buy when a site is easy to understand, easy to use and trustworthy. A conversion is simply the action you want a visitor to take. This guide covers the areas of user experience that usually make the biggest difference.
Make a clear first impression
Within a few seconds, a visitor should be able to tell what you offer, who it is for and what to do next. A clear heading, simple navigation and a readable layout do more for this than decorative design. If people have to work out what your business does, many won't.
Guide visitors towards website conversions
Map the main journeys people take through your site, from arriving on a page to contacting you. Give each page one clear next step, place calls to action where people are ready for them, and remove steps that aren't needed. Short forms that ask only for what you need are easier to complete.
Build trust before you ask for anything
People hesitate to act on a website they aren't sure about. Be clear about who you are and how to reach you, publish real contact details, and explain what happens after someone gets in touch. Use HTTPS across the site and a reputable payment provider if you take payments.
Design for every device
Many visitors will arrive on a phone, so test your key journeys on a real one. Text should be readable without zooming, buttons should be easy to tap, and forms should be simple to complete with a thumb. Responsive design means the same site adapts to phones, tablets and desktops.
Keep the site fast and accessible
Slow pages test people's patience, and pages that are hard to read or navigate exclude some of your audience. Website speed and accessibility are part of user experience. The Web Content Accessibility Guidelines (WCAG) are the recognised standard for accessibility.
Measure, then improve
Decide what counts as a conversion, then use analytics to see where people drop off. Change one thing at a time so you can tell what made the difference, and review the results before moving on. Small, evidence-based improvements tend to add up.
Getting help
Our digital marketing and brand strategy work includes website design, analytics and conversion optimisation. If you would like to review your own site, book a consultation.
Common questions
What is a website conversion?
A conversion is the action you want a visitor to take, such as making an enquiry, booking a call, signing up or completing a purchase.
How does user experience affect conversions?
People are more likely to act when a website is easy to understand, easy to use and trustworthy. Confusing navigation, long forms and slow pages all give them reasons to leave.
How can I improve my website's conversion rate?
Start by finding where people drop off using analytics. Then simplify that step, make the next action clearer, and measure whether the change helped.
Further reading
About the author
Madhab Dhakal started out as a sole trader in Sydney in 2019 while studying for a Master of Information Technology. After moving to Perth, he founded Code Venture as a company in 2023, and leads it as CEO.