The main function of a website is to convert a visitor into a lead or a sale. It all centers on the User Experience (UX). When you focus on your website’s user experience, you should see conversions and sales improve. It’s all about the consumer — they are in control! Nevertheless, you need to control them — without them knowing it! Think of it as taking them by the hand and guiding them where you want them to go. They’re thinking, “What’s in it for me?” Consequently, you need to tell them.
What is a User Experience (UX)?
The UX is everything a potential customer touches from their initial website visit to the conversion — whatever you want them to do.
Here’s how to improve yours…
- Put yourself in your target’s shoes. The consumer is in control, so think like one! Know your target market(s)!
- Think of your website as a 24/7 Salesperson. Given that, you need to arm it with everything the potential customer needs to know.
- Their buying journey must make sense. Look at it step-by-step, from discovery to sale.
- Have a visible internal search function. Make it easy for them to search within your site to find more information or what they need.
- Be absolutely sure it works on all web browsers & mobile devices.
- Make sure everything works right. Test, test, test! All forms — checkout, and calls-to-action must work smoothly.
- Provide good, quality, and helpful content. Give them what they want. Educate them. Offer free advice.
- A bad UX will cost you sales!
How Does a Visitor Enter Your Site?
To better understand the User Experience on your site, consider all the ways that someone could enter your online “store” or “office”. Think of your website as a physical office or store. How do customers walk in? Front door, side door, etc.?
3 Ways a visitor can enter your website:
- Home or front page or another static page like “About”, “Products,” or “Services” – this is usually from the search engine. However, they could find the link in your social media profile or some other listing or backlink.
- A blog article – they would come from either the search engine, social media, or email.
- A designated landing page – This is a special sales page. Learn how they work here.
Make it Super Easy for a Visitor to Convert into a Lead or a Sale!
I hate to say this, but most people are inherently lazy. If you don’t make it easy for folks to do what you want them to do — convert — you will lose them. Therefore, consider where your calls-to-action are — that is, the command for a visitor to convert into a lead or a sale.
Put them…
- in your navigation menu
- in your sidebar
- at the bottom of every page and blog article
- in the footer of your website
- in a pop-up that comes up when the visitor either has scrolled to the bottom of a page or moves their mouse to leave. Don’t make the pop-up appear as soon as someone lands on your page. Consider this: if they just discovered you, let them read the article first before you ask them to join a list or do whatever.
Related: Google Core Web Vitals and How They Affect the User Experience
Finally, if you’re at a loss for ideas to improve your website’s UX, I’d be happy to look at it and see where you can improve the potential customer experience. Click here to schedule a free phone or Zoom call.
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