How Good UX Can Develop Your Conversion Funnel

by kbing

Conversions usually happen on the spur of the moment. Most eCommerce transactions are the result of a multi-step process. 

The conversion funnel, also known as the sales funnel, depicts the path from the least informed prospects to those who are most knowledgeable about your company’s products and services. 

Those that know the most about your products and services are generally the most eager and driven to convert.

But do you think that UX plays a prominent role in your conversion funnel?

It should come as no surprise that a positive user experience is crucial for conversion rate improvement and making a perfect conversion funnel. Let’s look at how you can improve your conversion rate by applying good UX to the various phases of the conversion funnel optimization process.

The secret to conversion funnel

Before we get into how to improve your conversion funnel, it’s important to understand what a conversion funnel is.

The conversion funnel refers to the process through which businesses attempt to convert potential customers or simple visitors into paying customers.

It is divided into various stages, each of which indicates your consumers’ degree of brand knowledge, interest, and desire to buy, as well as the incremental steps and actions you may take to lead them farther down. 

It’s also known as the AIDA model.

Here’s a rundown of the various levels and what they imply:

  •     Attention: At this point, your users are aware that they have a problem and are learning about your brand for the first time.
  •     Interest: Your audience is more receptive to what you have to say. Explain how your company may assist them in resolving their issue.
  •     Desire: This is where you need to turn up the charm and pitch the benefits of your products and services to your visitors.
  •     Action: In this stage, your customers have everything they need to make a purchase. 

While the phases in each conversion funnel differ from one business to the next, they all have the same end aim of “driving” site visitors to the next step, which is obviously conversions.

Brands may use this framework to divide their potential consumers into easy-to-understand groups, specifying the number of actions they can take to move prospects farther down the funnel.

There are a variety of UX methods that may be used to move customers along the conversion funnel, and they can be used at many stages. Let’s see step by step.

The importance of UX

Now that you understand what a conversion funnel is, the next step is to learn how to apply excellent UX techniques at each level of the funnel.

The following sections detail how online companies may improve their user experience at each stage of the conversion funnel to increase conversions.

Awareness

There are several broad approaches to enhancing the user experience. In the awareness stage, however, consumers are more likely to come to your site via a landing page.

On this page, the user experience must be excellent.

Maintain relevance of language and visuals to the conversion objective while making it apparent what your brand does. 

Because you’re presenting fresh prospects to your organization, the latter is more significant. Avoid wasting consumers’ time by keeping the copy and other material on landing pages to the point. In a nutshell, don’t overdo it.

Most crucial, make the landing page relevant to the message that prompted them to click on it in the first place.

Interest

Then there’s the period of interest. 

Prospective clients must visit your website now that they are aware of your existence merely knowing about your offerings does not guarantee that they will return to your site or engage with your content.

In this phase, content is crucial since it may help you build relationships and keep your prospects interested. 

For conversion funnel optimization, there are two approaches. The first is the nature of the content, and the second is the UX, or the sentiments and attitudes users form as a result of their experience.

The following are examples of good material for piquing user interest:

  • Video content
  • Infographics
  • Influencers
  • Podcasts

You’d have to make sure they connect with your vertical’s needs.

As well as make your material stand out and give something unique. Videos and other material, for example, should not just focus on the product.

It should also provide something of value, such as inspiring content, industry news, or anything else.

Consider the quantity of material on your website.

It is important because it slows down your site in terms of attitudes about the content. 

If this is the case, lower it so that loading times are never a problem.

In fact, when it comes to UX in general, make sure it’s always being improved so that all content parts are intuitive and seamless.

Make sure everything is visible and accessible. This will inspire you to look around more. If you have an in-page element that requires scrolling, for example, the width of it should at the very least be large enough to read all of the text.

You should only use one type of scrolling function for in-page material that can be scrolled.

 This is usually length since it is simpler to read. To encourage browsing, employ carousels, in-page suggestions, and connections to other sites.

Of course, the best approach to determine consumer comprehension and irritation is to track interactions with each aspect.

Desire

Once you’ve piqued their curiosity, you’ll want to move them to the lower part of the conversion funnel, which begins with want. Desire, which represents heightened attention, draws consumers to your genuine service rather than just your material.

As the stage says, you should make your product or service appealing at this point. 

It’s also where you have to set yourself apart from your competitors’ offerings, notably by establishing your organization as the superior alternative.

This may be accomplished by:

  • Using more targeted social advertisements that link to pages with call-to-action buttons
  • Emphasizing how your solution can solve certain issues
  • Providing discounts/promotions

Superdry, for example, entices clients with a series of emails that provide exclusive discounts, promotions, and other incentives to demonstrate the worth of their items.

But what about UX?

Your best chance for the desire stage is to build up a drip campaign. An automated email campaign, which may be triggered by various triggers and sent at appropriate intervals can be a good solution too.

 You may send prewritten emails on critical occasions, such as sales, new blog entries, company announcements, and so on, when someone signs up or makes a purchase, for example.

Also, make sure that emails are customized with the customers’ names or company names. Emails that look to be auto-generated or that lack a human touch provide a bad user experience.

As you may have guessed, content is just as important at this level as it is at others. 

You must remove any signs of a bad UX, such as a picture that seems clickable but does not really drive people to a landing page, instead of expanding the image. This is a typical UX issue.

Nothing ruins a client trip like digital roadblocks, which is just more reason to track user activity.

Action

Last final steps. Sounds good right?

For obvious reasons, this is the most focused stage in the conversion funnel.

Only a tiny percentage of potential consumers will reach this stage after consuming UX-optimized content and developing a relationship with them

Most people will vacillate between desire and action until they decide whether to purchase or sell. This is where the quality of your user experience can make you successful or destroy you.

To begin, make sure that your product page’s navigation is well-organized so that goods are easy to discover.

Don’t make the UX mistake of overcrowding your navigation. It should be simple to find your product or service.

When it comes to product pages, they all need to include selected features that make it easier for clients to filter items based on their specific requirements.

Consider popular product organization kinds such as size, color, and price too.

Furthermore, every component of this experience must encourage sales, from the ability to zoom in to the speed with which product pages load, to the visual quality of the products.

At this level, any factor, including non-design elements like cost, might be off-putting, so make sure your UX is excellent and based on actual consumer knowledge.

Conclusion

And that’s it, you made it.

We know that it’s not an easy task to make your conversion funnel well optimized with the help of UX, but believe us, it is worth it.

Never forget to use some website analytics tools in addition to the mentioned UX tactics.

If you follow these few steps your conversion rate will increase and your website will be successful.

Use this blog as a guideline.

We hope we can help.

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