We've been talking about conversion rates and conversion rate optimization for a long time. Still, there is fresh evidence of a connection between high conversion rates and a good user experience (UX).

First, let's explore what a website conversion is. In reference to digital marketing, a conversion is too often thought of as only a contact form that gets filled out or, on a commerce site, a shopping cart that is filled and paid for.

However, many different types of conversions can happen on a website, all depending on the user and the goals they have for visiting your website.

For example, if the user on your site is a prospective customer, the types of conversions you can expect from them will be far different than if the user on your site is an existing customer.

Prospective customers will be more interested in learning about your company, product, or service, so their conversions will be more along the lines of possibly downloading a paper or e-book from your website. With a current customer, the conversion may be a customer service question that they fill out a form on your website to get their answer.

A definition we use for a conversion is, getting someone on your website to do something you want them to do. Some of the most common conversions are:

  • Signing up for your newsletter
  • Downloading your gated content
  • Engaging with specific content on your website
  • As you can see, getting the people who visit your site to take these actions is an essential step toward getting them to do business with your company.

You obviously you will want to do all you can to convert as many visitors to your website as possible. The effort to maximize these conversions is called Conversion Rate Optimization (CRO).

For the most part, CRO focuses on the structure and various elements of a website to improve conversion or the conversion rate, which is why the user's experience on your website is such a critical part of a website's overall conversion rate.

How UX Impacts Conversions

As you can imagine, any friction between your website visitors and their goals for being on your site will diminish the conversion rate.
Website friction refers to any obstacles or challenges that prevent users from achieving their goals on a website. Here are some common website friction issues:

Slow loading times: Slow loading times can frustrate users and cause them to leave a website before it fully loads. Large image files, excessive use of scripts, or a lack of optimization can cause this.

Confusing navigation: Poor navigation can make it difficult for users to find what they want on a website. This can lead to frustration and a high bounce rate.

Poor mobile experience: With most web browsing now taking place on mobile devices, websites need to be mobile-friendly. A website that's not optimized for mobile can be challenging to navigate, slow to load, and may not display correctly.

Complicated checkout process: A complicated checkout process can lead to cart abandonment. Long forms, unclear calls-to-action, and a lack of payment options can lead to a poor checkout experience.

Intrusive pop-ups: Pop-ups can be useful for capturing leads, but if they're too intrusive, they can frustrate users and lead to a high bounce rate.

Unclear calls-to-action: Calls-to-action should be straightforward and easy to understand. Users may not know what action to take next if the calls to action are confusing or unclear.

Poor design: A poorly designed website can make it difficult for users to engage with content and may even make a website seem untrustworthy.
Lack of information: If a website lacks important information, users may become frustrated and leave the site. This can include information about pricing, product details, and shipping information.

These are just a few examples of common website friction issues. Addressing these issues can help improve the user experience and lead to increased engagement and conversions.

User Friction Hierarchy

User experience experts at FullStory have even put together thoughts on the topic of friction titled The Hierarchy of Friction.  They outlined a hierarchy pyramid of three levels that will group all types of user friction into three categories; emotional friction, cognitive friction, and interaction friction.

Interaction Friction

At the base of their hierarchy pyramid, interaction friction is the friction users experience when interacting with a website's interface.

Some common interface elements are:

Navigation menu: The navigation menu is a common interface element that helps users move between different pages or sections of a website. It typically appears at the top of the page or in a sidebar and contains links to different pages, categories, or sections.

Search bar: A search bar is an interface element that allows users to search for specific content on a website. It is often located in the header or sidebar of a website and can be useful for users looking for something specific.

Forms: Forms are interface elements that allow users to enter information or perform a specific action. For example, a login form will enable users to enter their username and password to access their account.

Buttons: Buttons are interface elements that allow users to perform an action, such as submitting a form, adding an item to a cart, or downloading a file.

Icons: Icons are visual representations of actions or concepts, such as a magnifying glass for a search or a shopping cart for a shopping website. They are often used to help users quickly understand the purpose of an interface element.

Images and multimedia: Images, videos, and other multimedia elements can also be part of a website's interface. They can be used to provide visual interest, convey information, or enhance the user experience.

Cognitive Friction

In the center of the friction hierarchy pyramid, cognitive friction deals with how much mental effort is required by the website visitor to complete the task that they came to your website to accomplish.

Here are some examples of cognitive friction:

Complex navigation: If a website's navigation is too complex or confusing, users may need help finding the information they're looking for. This can lead to frustration and cognitive overload, ultimately driving users away.

Unclear instructions: If a website doesn't provide clear instructions or guidance, users may become confused or uncertain about what they should do. This can cause cognitive friction and make it more difficult for users to complete tasks.

Overwhelming design: If a website is cluttered or has too many visual elements, users may feel overwhelmed and struggle to focus on the information or tasks that are most important. This can lead to cognitive friction and make it harder for users to engage with the site.

Confusing language: If a website uses confusing or jargon-filled language, users may need help understanding what the site is trying to communicate. This can cause cognitive friction and make it harder for users to engage with the site's content.

Emotional Friction

At the top of the hierarchy pyramid is emotional friction. Website emotional friction refers to any design or content element on a website that creates negative emotional responses in users, which can affect their overall experience and behavior on the site. Here are a few examples of website emotional friction:

Pop-up ads: Pop-up ads can be intrusive and annoying, disrupting the user's experience on the site and creating negative emotions such as frustration or irritation.

Slow loading times: Slow loading times can create emotional friction, as users may become impatient and frustrated with the site.

Poor design: A poorly designed website can create negative emotions in users, such as frustration or confusion. For example, if a website is cluttered or difficult to navigate, users may become overwhelmed and frustrated, affecting their emotional state.

Lack of trust: If a website appears untrustworthy, users may feel more comfortable and confident about providing personal information or completing transactions on the site. This lack of trust can create emotional friction and discourage users from engaging with the site.

Negative reviews: If a website has negative reviews or ratings, users may feel skeptical or hesitant about engaging with the site. This can create emotional friction and make it harder for the site to attract and retain users.

Conclusion

Not getting the results from a website is certainly a frustration and all too often the wrong prescriptions are given out to fix that frustration.  Too often the prescriptions are too superficial.  Things like, redesign your website, or drive more people to your site with advertising.  If the root of the problem is a conversion issue tied to a poor UX, you can redesign your website a dozen times, spending thousands of dollars with no improvement because the root problem isn't being addressed.

There is so much that goes into a website "working" or "not-working," most of the time, agencies attempt to over-simplify their recommendations for fixing a website. As an agency that focuses on strategic solutions, we take a much deeper look at what is happening with websites and provide in-depth results that don't just put a fresh coat of paint on a problem.

Let's talk, if your website isn't doing what you want it to. We may or may not be able to fix it, but it can't hurt to have a conversation about your site to see if we can help.