Improving Web-Site Conversion Rates Through Better UX Design :: UXmatters

2. Create Clear Calls to Action

Calls to action (CTAs) are typically buttons that lead people toward some type of Web-site conversion—for example, to begin a trial, sign up for updates or newsletters, download an app, book a consultation, make a purchase, and many other types of conversions. Designing and implementing a clear, appealing call-to-action button enhances the user experience of any site. You should include a call-to-action element on every Web page, and it is critical that you place the call to action above the fold to ensure that it is immediately accessible to visitors.

Let’s consider a few design guidelines for call-to-action buttons:

  • A CTA’s color is significant. Color can help a CTA button to stand out and gain prominence. Employ colors for CTAs that contrast well with the color of the overall page design.
  • The wording of a CTA should be action oriented. Avoid using passive verbs in their labels or content. Instead, use active voice to prompt the user to take the desired action.
  • The word count for a call to action’s text should at most comprise five words.

3. Improve the Content’s Readability

There is no question that content strongly influences the online experience, and the composition of your content affects how your audience sees your brand.

Use brief words, divide complex information into sections, and use bullet points to make your content easier to comprehend. Be sure that the typeface you use is legible on all displays.

As I mentioned previously, most visitors only skim your pages. Therefore, make sure that your headlines and paragraphs are easy to read.

4. Detect 404 Errors

Users often anticipate going to the specific page they were looking for when they searched. If visitors encounter an issue, most likely a 404 error, they’ll go to another site for speedier service.

Thus, 404 errors have the potential to drive consumers away from a Web site. But I recognize that 404 errors are not entirely preventable. So, how can you approach solving this issue?

  • The first step is to determine which queries result in 404 errors and correct these failures as soon as is feasible.
  • Rather than redirecting to the typical page with the message 404 error: page cannot be displayed, customize the error pages so users find them friendly and helpful.
  • Add useful, engaging, attractive pictures on error pages to lessen the users’ frustration.
  • Make it apparent to users that the site provides a pleasant, easy-to-use browsing experience. To accomplish this, alter the wording of these error messages by personalizing them.

5. Provide Full Contact Information

When visitors land on a Web site for the very first time, they might need help trusting its owner. Therefore, you must provide reliable, highly visible contact information so users can reach you at any time.

Your contact information should include your business name, email address, office address, and phone number. Once prospective clients have seen all this contact information, they’ll more likely see your firm as legitimate. This builds trust, and your Web site’s conversion rates will grow.

6. Ensure Faster Page-Loading Times

Users will leave a Web page if it takes too long to load. If a Web page takes more than two seconds to load, users will give up and go to another Web site. Users also determine whether to revisit a Web site or go to a different site depending on the site’s page-loading speeds.

Therefore, if your Web site has a sluggish landing page, users will likely abandon it. Remember, in addition to simply improving the Web site’s page-loading speeds for desktop use, it is critical that you optimize page’s for mobile users as well. With Google promoting a mobile-first strategy, optimizing and developing your Web page’s for mobile consumers is essential.


Creating a great user experience involves more than just presenting relevant information to users. It entails delivering valuable data in a fascinating or at least a pleasant way. If your site cannot capture users’ attention, the excellence of your product or service makes no difference. 

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