Recommendation: Implement the strategies you read or hear about through AB testing to figure out which strategies work best for your audience and which don’t.

User experience (UX) and user interface (UI) both involve providing customers with the best user experience. However, the difference is in how the two designs approach user experience and how they reach the end goal. In saying so, both are essential and work parallel to each other. Conversion requires web designers to create an experience for the user that makes purchasing, registering, donating, and downloading appealing to the customer. There are two things that you can do to give your customers the best user experience – value and easy navigation. This article provides you with in-depth understanding of how you can utilize UX/UI strategies to increase conversion rates.

UX strategies

UX optimization has an incredibly broad definition. Jeff Gothelf, author of Lean UX, defines conversion optimization to be “finding the right mix of value proposition, call to action and price point to convince a customer to take a deeper level of engagement with your product or service”.

Optimizing your conversion rates is not simply testing random things in hopes that they work out. Most UX professionals believe it to emphasize the improvement of business metrics via a structured process.

Step one: Researching

A significant part of UX is researching the wants or needs your customers have and providing them with a simple solution - whether that’s a product or content. To do so, you can create questionnaires or conduct interviews, then observe the problems that regularly arise for them.

Similarly, you can look into your customers’ behaviors – where do they go for content? What are their social sharing habits? You can use web analytics to spot patterns in their behavior. Additionally, you can check their social media post and comment history to find their challenges, problems, interests, and views to find what’s common amongst them.

Step two: Creating

Once you’re familiar with your target market’s problems and behaviors, you’re ready to provide an experience for them through content. Use your research to decide how, why and where your content is presented and its purpose. It’s important to utilize your content by keeping it simple, using SEO, and presenting your content in a way that captivates your customers. See UI strategies for more on creating.

Step three: Testing

Testing is an important factor in sustaining your conversion rates and ensures your content is generating value for customers. As mentioned above, you can run your content through AB testing to ensure it’s working for your intended audience. Additionally, it’s important to remember that on-going testing is a crucial part of creating and sustaining value. The market and customers are always changing, so you’ll want to regularly use AB testing to find whether your content is still relevant.

ab testing


UI strategies

Just like a good UX strategy, a good UI strategy welcomes high conversion rates.


Less is more. For example, instead of multi columns just use one. This gives you increased control over how you want users to see your content and makes your website easier for them to understand. Websites with multi columns run the risk of distracting the customer from the core idea of the content.

Similarly, you should merge similar functions instead of fragmenting your UI. It’s common to create multiple sections that contain the same content over time. Ensure you don’t have pages with similar content but different headings. If you do, merge the pages together to ensure your customers don’t get find your website confusing or straining to use.


Try giving customers a gift instead of closing the sale straight away. Giving customers a free one-month trial of your product or service could be the friendly gesture that persuades them to reciprocate.

Design patterns

Tread carefully when innovating new UI patterns that aren’t too commonly known elsewhere. Your users don’t want to think too hard about where to look for the login or other common elements. Customers crave familiarity. For example, links should look like links, and tabs should look like tabs. Again, simplicity is the key.

Being overly creative may seem like a good idea – sets you apart from your competitors – but it’s confusing and unusable. Focus on usability rather than aesthetics. However, you can use your creativity elsewhere!


Websites nowadays are vertically longer in comparison to the past, where developers felt that websites needed to be “above the fold”. Get rid of the many pages on your website and put content – when you can – on easily accessible page. Customers nowadays prefer the speed and efficiency of scrolling instead of clicking and waiting.

In 1997, web usability consultant, Jakob Neilson retracted the guideline that encouraged clicking instead of scrolling. Additionally, he stated that scrolling is preferred over clicking as one long page takes less time to navigate than multiple shorter pages that require click and wait time.



We’re often reminded that first impressions are everything. Whether you’re trying out a new product or sitting down for a job interview, the first impression can be the key deciding factor of how the relationship goes.

This idea can also be implemented in the world of digital marketing. If customers come to your website and get a bad first impression, they can put an end to the relationship before it’s even started. Think carefully about how your website represents you. Remember: run any new ideas through AB testing, and also frequently run your existing content through AB testing to remain relevant in the fast-changing market.