User eXperience (UX) is much more than just the look and feel of a site. As part of funnel optimisation, we want to focus on only a tiny part of UX: ‘Getting out of the way’ of your customers. In User eXperience, ‘getting in the way’ of your users is referred to as friction. Getting ‘out of the way’ is known as reducing friction.

  • Difficult navigation
  • Multiple clicks to conversion
  • Badly written content
  • Slow website load

A more complex form of friction is ‘cognitive overhead’ or ‘cognitive overload’. This means presenting too much information, too many options; forcing doubt into your customer’s minds, causing them to leave your site before completing any conversion.

A simple way to think of UX in CRO is:

Conversion Rate = Visitor Desire – Website Friction

If visitor desire is high, your site can be full of friction and you’ll still generate conversions. Conversely, if your visitor desire is low, and your friction is high, you’ll end up with visitors leaving before completing anything.

By carefully crafting your ideal customer’s experience, having the right information and limited options available at each step along the way, your customer will stay on track and keep moving through your sales funnel.

  • What type of user am I targeting?
  • What problem are they trying to solve?
  • How can I grab their attention?
  • Is there a pain point that my website addresses?
  • How can I propose a solution clearly and quickly?
  • What compelling calls to action will get them to convert?

So, let’s say that you have already done a lot of hard work and you are guiding visitors to a landing page. This is when the user flow work really begins. Consider where the user is coming from and how much information they have. A visitor that gets to a landing page from an advertisement will not have the same information as a user that clicks a link at the end of a news article or a press release. You must design your user flow to fill the gaps, giving visitors what they need to feel comfortable to complete the conversion.

Give users a reason to keep moving through your funnel, and get rid of any reasons to click out or stop.

There’s no need to attempt to convert every visitor to your site. Focus instead on designing your user flows in a way that gently guides your ideal customer to the perfect experience. Make sure that your site makes it easy for your ideal customer to tell their friends about their great experience via social media, potentially driving more users into your sales funnel.

You can talk to us about how to guide your customers through to your conversion goals if you would like some assistance.