User Experience

Why your Conversion Rate is low and how UX Testing can help

Published July 3, 2023 ⚡ Updated on August 17, 2023 by Andrea
The solution to low conversion rate - UX testing with Userbrain

Are your marketing efforts driving traffic, but your conversion rate remains painfully low? When it comes to online success, a key metric that marketers and product managers often grapple with is conversion rate. It can be frustrating to pour countless hours and resources into your product, only to see your users not doing what you want them to! This is precisely why Conversion Rate Optimization (CRO) is a hot topic right now, and many companies have even assembled dedicated teams of marketers, product managers, and UX designers solely focused on improving conversions. In a world increasingly driven by digital interactions, understanding the user experience (UX) is not just beneficial—it’s essential.

Diagnosing conversion issues

Before we can begin to solve the issue of low conversion rates, it’s important to understand where the problem lies. Here’s a step-by-step guide to diagnosing conversion issues using a mixture of quantitative and qualitative methods:

  1. Analyze Your Web Analytics: Tools like Google Analytics can offer a wealth of information about your website’s performance. Look for pages with high bounce rates or low time spent on page – these can be indications of UX issues that are causing users to leave your site.
  2. Conduct User Surveys: Reach out to your users and ask for their feedback. This can help you understand their needs, their challenges, and their motivations, allowing you to identify any potential issues that may be affecting their decision to convert.
  3. Map Your User Journey: By mapping out the journey your users take on your website, you can identify any barriers or pain points that may be preventing them from converting.

Differences between quantitative and qualitative research methods

The conversion conundrum

When it comes to digital products, traffic isn’t everything. It’s what you do with that traffic that counts – it’s not about the size of the boat, it’s all about the motion in the ocean, baby. Having high traffic but a low conversion rate often points to underlying issues with user experience (UX) design.

From unresponsive design elements to hard-to-navigate interfaces, there are many possible UX barriers that could be impacting your conversion rate. That’s where conversion rate optimization comes in, combining UX insights and data-driven strategies to boost conversions.

Facing the problem of a low conversion rate can be challenging. We understand the struggle, and we also want you to know that you’re not alone. Userbrain is here to guide you through this journey, and we’re speaking from experience. Yes, even the geniuses in the Userbrain team struggle to optimize our conversion rates from time to time!

Improving your conversion rate with good UX

User Experience (UX) is often the deciding factor between a visitor and a converted user. So, how does UX affect conversion rates?

In short, a positive user experience makes it easier for visitors to find what they’re looking for and take the desired action, whether it’s making a purchase, signing up for a newsletter, or downloading an app. A frustrating or confusing UX, on the other hand, can quickly lead to high bounce rates and lost potential conversions.

Unleashing the power of UX testing

UX testing is a crucial step in the conversion optimization process. By conducting UX testing, you can identify usability issues, uncover conversion blockers, and validate design decisions with real users. This actionable feedback allows you to make informed, user-centric adjustments to your product, thus improving the overall user experience and increasing the likelihood of conversions.

Userbrain pricing

Userbrain offers an easy, fast, and affordable user testing platform that can help you understand how people really interact with your product, where your users are getting stuck, and what changes could enhance their experience.

Examples of UX testing to improve conversion rate

Airbnb is a prime example of a company that turned to UX testing to solve their low conversion rate dilemma. Despite having an innovative business concept and robust marketing strategies, they were struggling with low conversion rates. Airbnb founder Joe Gebbia realized the issue was rooted in their UX and made significant changes based on insights gathered through UX testing. As a result, they managed to increase their conversion rates, build an $81 billion enterprise, and become the industry leader they are today.

screenshot of airbnb ux design

UX testing with Userbrain: a step-by-step guide

Here’s how you can leverage Userbrain for your UX testing:

  1. Start your free trial: Begin your UX testing journey with a risk-free trial of our user testing platform. Get started with your first 2 user tests for free!
  2. Enter your URL: Provide the URL of the website, mobile app, or prototype that you want to test.
  3. Get user insights: Receive actionable feedback and insights from real users interacting with your product.

By following these steps, you can gain a better understanding of your users and make the necessary improvements to boost your conversion rate.

Userbrain dashboard - choose user test type

Additional methods to improve your conversion rate

While UX testing is a key strategy for improving conversion rates, it’s by no means the only one you should employ. Here are a few more tactics to improve your conversion rate:

Optimize your Call-to-Action (CTA)

Your CTA plays a crucial role in conversions. Make sure it’s clear, concise, and compelling, and try A/B testing different CTAs to see what works best.

Improve site speed

Slow-loading pages can lead to user frustration and high bounce rates. Improving your site speed can therefore boost user experience and improve conversion rates.

Simplify your checkout process

If you run an e-commerce site, a long or complicated checkout process can deter users from making a purchase. Streamlining this process can help to increase conversions.

Personalize user experience

Personalization can significantly enhance user experience and boost conversions. Try offering personalized content, recommendations, or experiences based on a user’s past behavior or preferences.

Remember, increasing your conversion rate isn’t a one-off task. It’s a continuous process of testing, analyzing, and refining your strategies. But with the right approach, it’s a task that can lead to significant improvements in your business performance. And hey, who knows, you might even enjoy doing it…

Conclusion: turning conversions from wishful thinking to reality

The reality of digital products is clear: you cannot afford to ignore user experience. If your conversion rate is low despite high traffic, it’s high time to evaluate your UX and make necessary improvements. UX testing with Userbrain offers a straightforward, efficient way to gain real-world user feedback and turn those insights into actionable strategies that enhance the user experience, ultimately driving your conversion rates up.

Remember, UX is not just about creating an appealing interface; it’s about designing products that are easy to use and that meet user needs. With UX testing, you can avoid the uncertainty and doubtfulness often associated with design decisions, empowering your choices with confidence and ultimately building products that your customers love to use.

Next steps: improve your conversion rate with user testing

Get started with Userbrain today and discover the difference UX testing can bring to your product by improving its conversion rate.

Enjoy your first two user tests for free ? Start your free trial now!

Need a hand? ? Schedule a call with one of our in-house CRO user testing experts.

P.S. It’s not about the size of the boat, etc., if you need to hear that again. ?

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