Empathy Centric Design


As you observe the shifting landscape of UX design, you can’t help but notice the growing emphasis on empathy-centric approaches. This shift towards prioritizing empathy is not just a trend but a fundamental transformation redefining how design is approached. By intertwining empathy with design practices, you create products and craft experiences that resonate deeply with users. This empathetic design philosophy shapes The future of UX, offering a glimpse into a more human-centered and impactful design realm beyond aesthetics.


Importance of Empathy in UX Design

Incorporating empathy into UX design is the cornerstone of creating meaningful and engaging user experiences that resonate on a personal level. By truly understanding the users’ needs, emotions, and motivations, designers can tailor their products to address these aspects effectively. Empathy in design allows for a deeper connection with the user, leading to intuitive solutions that cater to their specific requirements. This user-focused approach ensures the design is visually appealing and functionally effective in meeting user expectations.


Empathy is crucial in proactively anticipating and addressing user needs, enhancing user satisfaction, and building brand loyalty. Designers who prioritize empathy in their process can bridge the gap between technology and users, creating products that establish genuine human connections. By considering the user’s perspective and designing with empathy at the forefront, UX professionals can develop solutions that resonate on a profound level, resulting in more impactful and successful design outcomes.


Affective Vs. Cognitive Empathy

Understanding the distinctions between affective and cognitive empathy is essential for designers seeking to create truly impactful and resonant user experiences. Affective empathy involves immersing yourself in users’ emotions to deeply grasp their feelings and experiences. On the other hand, cognitive empathy delves into understanding users’ perspectives, thoughts, and the reasoning behind their actions. By balancing both affective and cognitive empathy, designers can craft more resonant and empathetic design solutions that truly connect with users on a personal level. Affective empathy can drive the creation of products that resonate emotionally with users, evoking a strong connection. Meanwhile, cognitive empathy empowers designers to make informed decisions based on a comprehensive understanding of users’ needs and motivations, ensuring that design solutions are user-centered but also purposeful and effective. Mastering both types of empathy is the key to unlocking profound user understanding and creating designs that make a lasting impact.


Design Thinking Stages Incorporating Empathy

Understanding empathy’s emotional and cognitive aspects is pivotal as you navigate the design thinking stages. Empathy is the foundation of the design thinking process, guiding you through empathizing, defining, ideating, prototyping, and testing. During empathy interviews in the empathizing stage, you delve into user emotions, motivations, and desires, driving innovative solutions. Utilizing empathy maps in the defining stage helps you understand the user experience by focusing on what users say, do, think, and feel. By conducting interviews and emphasizing the empathizing stage, you gain insights into users’ product experience and goals, uncovering their underlying needs and wants. Incorporating empathy at each stage ensures a more human-centered approach, leading to intuitive and user-friendly products that resonate with users personally. Embrace empathy in your design thinking process to create solutions that truly understand and address users’ deepest needs and desires.


Empathy Phases in Design and Research

To deeply comprehend users’ perspectives, the empathy phases in design and research encompass immersion, connection, and detachment.


Key Phases of Empathy in Design and Research:

  1. Immersion: Immerse yourself in the users’ world, observing their behaviors, needs, and challenges in their natural environment. This step allows you to gather authentic insights that form the foundation of empathetic design solutions.
  2. Connection: Establish a connection by relating your experiences to the users. By empathizing with their situations, you can better understand their emotions, motivations, and thought processes, leading to more meaningful design outcomes.
  3. Detachment: Maintain a level of detachment to stay objective and avoid bias during the design process. This phase ensures that decisions are based on insights rather than personal assumptions, fostering the creation of resonant design solutions that truly address users’ needs and aspirations.


Developing Empathy as a Designer

Empower your design practice by immersing yourself in users’ emotions, motivations, and desires to cultivate empathy as a designer. Understanding the users is at the core of empathy in design, enabling you to create meaningful products and services that truly resonate with the people you are designing for. By delving deep into the emotions and experiences of your users, you can build empathy that goes beyond surface-level interactions, leading to more empathetic design solutions.


To develop empathy as a designer, it is essential to step into the shoes of your users, actively listening to their feedback and observing their behaviors. By building the dinosaur models of your users’ needs and desires, you can create experiences that address their underlying concerns and deliver solutions that truly make a difference in their lives. This user-centric approach enhances the quality of your designs and fosters genuine connections with your audience, ultimately leading to increased user satisfaction and loyalty.


Methods for Building Empathy

For a more immersive design experience, delve into users’ emotions and experiences through empathy-building methods. To enhance your understanding of users and create impactful designs, consider the following innovative approaches:


  1. Empathy Interviews: Conduct in-depth conversations with users to uncover their emotions, motivations, and challenges. You can gain valuable insights into their experiences by listening actively and empathetically.
  2. Empathy Maps: Visualize user emotions, needs, and pain points through empathy maps. Mapping out these aspects helps you empathize with users more deeply and design solutions that cater to their specific requirements.
  3. User-Centric Design Workshops: Engage in workshops on understanding user emotions and latent needs. Collaborating with team members and users can lead to creative solutions addressing users’ desires.


Gaining Insights Through Empathy

Gain profound insights into users’ needs and emotions by immersing yourself in empathy-driven design approaches. Empathy in design goes beyond understanding users’ surface-level preferences; it delves into their emotions, motivations, and desires, allowing you to create products that truly resonate with their innermost feelings. By empathizing with users, you can gain a deep understanding of their perspectives, enabling the development of design solutions that are impactful and deeply meaningful. This user-centric approach ensures that your products address users’ emotional needs, fostering genuine connections and enhancing their overall experiences.




Design is driven by empathy, resulting in profoundly resonating products and creating a strong bond between users and your brand. This emotional connection leads to higher levels of user satisfaction, ultimately strengthening brand loyalty. By prioritizing empathy in your design process, you can pave the way for a future where user experiences are not just functional but deeply enriching and memorable.


Enhancing the Empathy Phase

Enhancing the Empathy Phase involves immersing yourself in the user’s world to understand their emotions, motivations, and desires truly. To enhance this crucial phase, consider the following:


  1. Conduct Empathy Interviews: Engage directly with users to delve deep into their experiences, challenges, and aspirations. Empathy interviews offer insights beyond surface-level feedback, unlocking hidden needs and desires.
  2. Create Empathy Maps: Visualize user data for a holistic view of their journey, pain points, and emotional states. By mapping out user experiences, you can identify patterns, prioritize issues, and design solutions that effectively address users’ real-life scenarios.
  3. Design User-Centered Solutions: Utilize empathy-driven insights to develop resonant solutions that resonate with users on an emotional level. Crafting meaningful products that cater to users’ genuine needs fosters long-lasting connections and loyalty, ultimately leading to superior user experiences and impactful design outcomes.


Tools for Analyzing Empathy Exercise

To elevate your understanding of users’ emotions and behaviors, embrace tools like empathy maps, user personas, and user journey mapping for in-depth analysis in the empathy phase. Empathy maps visually represent user experiences, capturing their thoughts, feelings, and actions. By utilizing user personas, you can embody archetypal users, enabling you to design with specific user needs in mind. User journey mapping is instrumental in tracking users’ interactions with a product, pinpointing pain points, and identifying areas for enhancement. Collectively, these tools offer a comprehensive view of user emotions and motivations, allowing you to tailor design solutions that resonate with users on a profound level. By delving into empathy-centric design and employing these analytical instruments, you can gain valuable insights into user experiences, foster empathy-driven innovation, and effectively create products that address users’ needs. Dive into the realm of user emotions and pain points, and let empathy steer your design journey toward meaningful and impactful outcomes.


Analyzing empathy in user experience and interactions often requires a blend of qualitative and quantitative tools designed to understand user emotions, reactions, and behaviors. While there isn’t a single tool specifically labeled for “Analyzing Empathy,” several software and methodologies can be employed to gauge empathy and emotional responses in various contexts, especially in UX research, product design, and customer feedback analysis. Here’s a list of tools and methodologies that can help:


1. User Interviews and Ethnographic Research Tools:


  • Tools: Dovetail, Lookback.io, UserTesting.
  • Purpose: Capture direct feedback, observe user interactions, and understand the emotional and psychological context behind user behaviors.


2. Sentiment Analysis Software:


  • Tools: MonkeyLearn, Brandwatch, Sentiment Analyzer (part of various analytics platforms)
  • Purpose: Analyze text from social media, reviews, and customer feedback to gauge the sentiment and emotional tone behind user comments.


3. Emotion AI and Facial Recognition


  • Tools: Affectiva, RealEyes, Kairos
  • Purpose: Use advanced AI to analyze facial expressions and emotional reactions to content, interfaces, or products in real-time.


4. Survey and Feedback Platforms



5. Behavioral Analytics and Heatmapping


  • Tools: Hotjar, Crazy Egg, Mouseflow
  • Purpose: Visualize user behavior on websites or apps to infer frustrations, preferences, and emotional triggers based on their interaction patterns.


6. Personality and Emotional Intelligence Assessment Tools



7. Customer Journey Mapping Software


  • Tools: Smaply, UXPressia, Miro (for collaborative mapping)
  • Purpose: Map out the customer journey to identify emotional highs and lows, pain points, and opportunities for empathy-driven improvements.


8. Biometric Feedback Tools


  • Tools: Shimmer, Empatica
  • Purpose: Collect physiological data (e.g., heart rate, skin conductance) that may indicate emotional responses to various stimuli.


9. Cognitive and Emotional Usability Testing


  • Tools: The User Is Drunk, UserFeel, UserZoom
  • Purpose: Perform usability tests that focus not just on task completion but on the emotional and cognitive experience of the user.



10. Design Thinking and Empathy Mapping Tools

  • Tools: Mural, Canvanizer
  • Purpose: Facilitate empathy mapping sessions that help teams understand users’ needs, experiences, thoughts, and feelings holistically.


These tools or methodologies can be applied at different stages of product development and user research to ensure empathy is a central design process component. By leveraging these, teams can better understand and cater to their users’ emotional and psychological needs, leading to more engaging and successful products.



As you journey through UX design, remember that empathy is your guiding light, illuminating the path to creating impactful, user-centered solutions. By embracing empathy at every stage of the design process, you connect with users on a deeper level and shape the future of design with a human touch. So, let empathy be your compass, leading you toward a world where user experiences are not just intuitive but truly transformative.

low website conversions ux


In the digital arena, a business’s survival hinges on conversions. However, an abysmal conversion rate often signals a dysfunctional User Experience (UX). This article elucidates the intricate connection between UX and conversions, identifies prevalent UX pitfalls impacting conversions, and provides actionable insights to enhance your website’s UX. Let’s transform your online platform into a potent conversion engine by leveraging the power of first-rate UX.


Understanding User Experience (UX)

To grasp the concept of User Experience (UX), one must delve into the intricate process of creating an intuitive, efficient, and enjoyable interaction between a user and a digital product. This process hinges on a fundamental understanding of UX Design Principles, which dictate how a product should be structured to optimize user interaction. These principles revolve around the usability, utility, desirability, and credibility of a digital product, all of which contribute to a user’s overall experience.


Insights into User Behavior provide valuable information on how users interact with digital products, guiding designers in making informed decisions that lead to improved UX. These insights highlight users’ preferences and behaviors, offering a roadmap for tailoring a product to meet their needs and expectations effectively.

The Importance of Accessibility in UX cannot be overstated. A truly powerful digital product must be accessible to all, regardless of physical or cognitive abilities. This inclusivity not only broadens your audience but also enhances user satisfaction, further strengthening your product’s UX.


The Role of Visual Hierarchy in UX is paramount. It guides users’ attention, emphasizing critical elements and leading them through the desired user journey. This hierarchy, when skillfully implemented, can significantly enhance a product’s usability and user satisfaction.


Lastly, the Emotional Design Impact plays a significant role in UX. By eliciting positive emotions from users, designers can foster a deeper connection between the user and the product. This emotional bond can greatly enhance user loyalty, contributing to a superior UX and ultimately, greater power and success for your digital product.


The Link Between UX and Conversions

While it may seem less obvious, a compelling user experience (UX) is a critical factor that significantly influences website conversion rates. A strong UX design is not just about creating a visually appealing website, but also about ensuring a smooth and intuitive interaction for visitors. This, in turn, encourages them to engage further with your website, driving higher conversion rates.


  1. UX Metrics: Progressively tracking and analyzing key UX metrics such as bounce rates, session duration, and user journey paths provide crucial insights into user behaviors. This data can be used to refine your website’s UX, reducing user frustration and increasing the likelihood of conversion.
  2. Conversion Strategies: Effective conversion strategies should be based on a deep understanding of your users. By leveraging user-centric design principles, you can create a website that directly addresses user needs and motivations, thereby enhancing conversion rates.
  3. User-Centric Design: This approach focuses on understanding and addressing the user’s needs, behaviors, and expectations. By creating a website that is straightforward, intuitive, and enjoyable to use, you are likely to see an increase in conversions as users find it easier to complete desired actions.
  4. Conversion Optimization and Mobile UX: In today’s mobile-dominated world, ensuring a seamless mobile UX is non-negotiable. A well-optimized mobile site not only provides a satisfying user experience but also significantly boosts conversions as more people are accessing websites via mobile devices.


In essence, a well-designed UX is a powerful tool that can significantly enhance your conversion rates. It is the bridge that connects your website visitors to your conversion goals, making it an essential aspect of your digital strategy.


Common UX Mistakes Affecting Conversions

In light of the profound impact UX has on conversions, it is vital to identify and rectify common UX mistakes that may be hindering your website’s conversion rates. The process of mistake identification involves a comprehensive understanding of user behavior, particularly how users interact with your website and the problems they encounter.


Here are some common UX mistakes to avoid:


  • Neglecting User Research: Failing to understand your target audience’s needs, preferences, and pain points can lead to designs that don’t resonate with users.
  • Lack of Clear Navigation: Complex or confusing navigation menus can make it difficult for users to find what they’re looking for. Ensure intuitive navigation with clear labels and hierarchical structures.
  • Poor Information Hierarchy: Failing to prioritize and organize content can overwhelm users. Use visual cues like headings, spacing, and typography to establish a clear hierarchy.
  • Cluttered Interfaces: Crowded screens with excessive elements, such as buttons and images, can overwhelm users. Keep interfaces clean and focus on essential content and features.
  • Ignoring Mobile Responsiveness: With the increasing use of mobile devices, not optimizing your design for various screen sizes and resolutions can alienate a significant portion of your audience.
  • Inconsistent Design: Inconsistent fonts, colors, and layouts across a website or application can confuse users and make the experience feel unprofessional.
  • Not Providing Feedback: Users need feedback to understand if their actions were successful. Lack of error messages, loading indicators, or confirmation messages can leave users uncertain about their actions.
  • Overlooking Accessibility: Ignoring accessibility guidelines can exclude users with disabilities. Ensure your design is inclusive by adhering to accessibility standards, such as WCAG.
  • Slow Loading Times: Slow-loading pages or features can frustrate users and drive them away. Optimize assets and code for speed and performance.
  • Complicated Forms: Lengthy, confusing, or intimidating forms can discourage users from completing important actions. Simplify forms, minimize required fields, and use smart defaults where possible.
  • Poor Content Strategy: Content that is too lengthy, irrelevant, or poorly written can deter users. Make sure your content is concise, informative, and tailored to your audience.
  • Lack of User Testing: Skipping usability testing can lead to design flaws going unnoticed until after a product’s release. Regularly involve real users in testing to gather valuable feedback.
  • Overdesigning: Excessive use of animations, effects, or gimmicks can distract users from their goals and impede usability. Keep design elements purposeful and user-centric.
  • Inadequate Mobile Touch Targets: Small or closely spaced touch targets on mobile interfaces can frustrate users, especially those with larger fingers. Ensure touch targets are appropriately sized and spaced.
  • Neglecting User Feedback: Ignoring user feedback or not providing clear channels for users to voice their opinions can result in missed opportunities for improvement.
  • Poor Error Handling: Unclear error messages or not providing guidance on how to resolve issues can lead to user frustration. Help users understand and fix errors when they occur.
  • Forgetting About Loading Times: Heavy reliance on large images, videos, or external resources without optimization can lead to slow loading times and a poor user experience.


Avoiding these common UX mistakes and continually iterating on your design based on user feedback can help create more user-friendly and engaging products and interfaces.


One of the most common UX mistakes is navigation errors. A website that is challenging to navigate can lead to user frustration, causing them to abandon the website and, consequently, the purchase. Having a clear, intuitive, and well-structured navigation system is key to guiding users towards conversion.


Poor accessibility is another UX pitfall. Websites must be accessible to all users, including those with disabilities. This involves providing alternative text for images, ensuring color contrast is sufficient for those with visual impairments, and making sure the site is navigable via keyboard for those unable to use a mouse. Ignoring accessibility not only alienates a portion of your audience but can also harm your search engine rankings.


Lastly, mobile responsiveness is crucial in today’s digital age, where a significant percentage of web traffic is mobile. A website that doesn’t display or function correctly on mobile devices can quickly deter potential customers. Ensuring your website is fully responsive and provides a seamless user experience across all devices is a powerful way to boost conversions.


Case Study: High UX Equals High Conversions

Drawing from the previous discussion, a compelling case study that illustrates the direct correlation between high-quality UX and increased website conversions can further elucidate this critical connection. This particular case study focuses on one of the many UX success stories: a leading e-commerce company that managed to significantly boost its conversions through a meticulously planned and executed UX overhaul.


  1. Conversion optimization: The company started by conducting an in-depth conversion funnel analysis to identify potential UX bottlenecks that were causing users to abandon their carts. This analysis revealed several pain points, including a complex checkout process and a poorly designed product search function.
  2. User-centered design: In response to these findings, the company shifted its design philosophy to a more user-centered approach. This involved simplifying the checkout process, improving the search function, and making the site more navigable and intuitive overall.
  3. A/B testing results: To ensure the effectiveness of these changes, the company employed A/B testing. The results were telling. The redesigned site outperformed the old one by a significant margin, resulting in a considerable increase in conversions.
  4. Continual improvement: The company didn’t stop there. Leveraging the insights gained from the A/B testing results, they continually refined their UX, resulting in sustained conversion growth over time.


This case study underscores the transformative power of a well-executed UX strategy. When businesses invest in creating a seamless, user-centered design, they can expect to reap the rewards in the form of increased conversions. This is the power that high-quality UX brings to the table.


Analyzing Your Website’s UX

Transitioning from successful UX strategies to your website’s current state, a thorough UX analysis is the first step in identifying areas of improvement that could lead to an increase in conversions. A comprehensive UX analysis entails various components, including UX metrics analysis, user behavior study, navigation layout assessment, content readability evaluation, and loading speed examination.


UX metrics analysis involves a deep dive into your website’s key performance indicators (KPIs), for instance, bounce and exit rates, average session durations, and conversion rates. By identifying trends and patterns in these metrics, you can uncover critical insights into your website’s current user experience.


fixing ux user experience


A user behavior study is another essential aspect of UX analysis. It involves analyzing how users interact with your website – where they click, how long they stay, and what pages they visit. This helps in determining what aspects of your website are driving engagement and which parts are causing frustration or confusion.


Navigation layout assessment involves a systematic review of your website’s structure. It identifies bottlenecks in the user journey, which can lead to user frustration and abandonment. A well-structured, intuitive navigation layout can significantly enhance the user experience, leading to higher conversion rates.


Content readability evaluation involves assessing the clarity and comprehensibility of your website’s content. Complex or confusing content can deter users and negatively impact conversions.


Lastly, loading speed examination is critical, as slow-loading webpages can significantly hamper the user experience, leading to higher bounce rates and lower conversion rates.


Techniques to Improve Your Website UX

How can you enhance your website’s user experience to increase conversions? The secret lies in mastering four key techniques, namely – UX Design Principles, Mobile UX Optimization, UX Writing Techniques, and understanding the User Research Importance.


  1. UX Design Principles: Begin by applying UX Design Principles to create an engaging and easy-to-navigate interface. This includes consistency in design elements, clear labeling, and intuitive navigation. The result is a seamless and enjoyable user experience that encourages site exploration and conversion.
  2. Mobile UX Optimization: In the era of smartphones, ignoring mobile UX can be detrimental. Ensure your website is mobile-friendly, with responsive design and touch-friendly buttons. This not only improves user experience but also boosts your visibility in search engine rankings.
  3. UX Writing Techniques: Clear, concise, and persuasive content is the backbone of successful UX. Utilize UX Writing Techniques to create copy that guides users, answers their queries, and persuades them to take action. Remember, your content should be easy to scan and understand.
  4. User Research Importance: Lastly, never underestimate the power of user research. It provides valuable insights into user behavior, preferences, and pain points. By understanding your users, you can tailor your website to meet their needs, thereby improving UX and conversions.


Implementing UX Improvements for Higher Conversions

The implementation of UX improvements for higher conversions is a strategic process that leverages insights from the aforementioned techniques, aiming to create a user-friendly website that promotes engagement and encourages action. The first step in this process involves keeping a tab on the latest UX design trends. These trends, which encompass a range of elements such as micro-interactions, voice user interface, and AI-powered chatbots, among others, can provide a seamless and interactive user experience that fosters customer loyalty and increases conversions.


Improving user experience (UX) is crucial for increasing conversions on your website or app. Here are some UX improvement ideas that can help you achieve higher conversion rates:


  • Streamlined Navigation: Simplify your website’s navigation menu and ensure it’s easy to find and use. Implement a clear and logical hierarchy of pages and content.
  • Responsive Design: Ensure your website is fully responsive, so it looks and works well on all devices and screen sizes.
  • Page Speed Optimization: Optimize page load times to reduce bounce rates and improve user satisfaction. Compress images and minimize HTTP requests to improve speed.
  • Clear CTAs (Call to Actions): Make sure CTAs are prominent, use contrasting colors, and have clear, action-oriented language Place CTAs strategically throughout your site, especially on key pages.
  • A/B Testing: Continuously test different design elements, copy, and layouts to see what resonates best with your audience. Use tools like Google Optimize or Optimizely for A/B testing.
  • Mobile Optimization: Pay special attention to the mobile experience, as many users access websites via smartphones. Ensure mobile-friendly navigation, touch-friendly buttons, and responsive design.
  • Content Clarity: Ensure your content is easy to read and scan. Use short paragraphs, bullet points, and headings. Highlight important information using visual cues such as bold text or icons.
  • User-Friendly Forms: Simplify forms by asking for only essential information. Use auto-fill options where possible. Provide clear error messages and validation instructions.
  • Trust Signals: Display trust badges, security certifications, and customer testimonials to build trust with users. Highlight your privacy policy and data security measures.
  • Progress Indicators: Use progress bars or step indicators during multi-step processes, like checkout or registration. Users should always know where they are in the process.
  • Personalization: Tailor content and product recommendations based on user behavior and preferences. Use cookies and user accounts to remember user preferences.
  • Accessibility: Ensure your website is accessible to people with disabilities by following WCAG guidelines. Provide alt text for images, captions for videos, and keyboard navigation options.
  • Feedback Mechanisms: Include feedback forms or surveys to gather user input and address concerns. Act on user feedback to continuously improve the UX.
  • Visual Hierarchy: Use typography, color, and size to create a clear visual hierarchy that guides users through your content. Prioritize content and features based on their importance.
  • Minimize Distractions: Avoid clutter and unnecessary elements that can divert users’ attention from the main conversion goals.
  • Cross-Browser Compatibility: Ensure your website functions correctly across different browsers and platforms.
  • User Testing: Conduct user testing to gather real-world feedback and identify pain points. Iterate on your design based on user testing results.
  • Loading Skeletons: Use loading skeletons or placeholders to give users visual feedback while content is loading, reducing perceived wait times.
  • Exit Intent Pop-ups: Implement exit-intent pop-ups with targeted offers or messages to try to retain users who are about to leave your site.
  • Analytics and Monitoring: Use tools like Google Analytics to track user behavior and conversion rates. Monitor user journeys and make data-driven improvements.


Mobile responsiveness is another critical aspect of this strategy. With a majority of users accessing websites via their smartphones, it is imperative for businesses to ensure their websites are mobile-friendly. This not only enhances the user experience but also improves the website’s search engine ranking, thereby increasing visibility and attracting more traffic.


Website speed optimization is another significant factor. Slow loading times can be a major deterrent for users, leading to higher bounce rates and lower conversions. Employing strategies such as reducing image sizes, minimizing HTTP requests, and leveraging browser caching can help improve website speed and user satisfaction.


Additionally, creating a personalized user experience can be a game-changer. By understanding and catering to individual user preferences and behaviors, businesses can create a more engaging and relevant UX, which translates into higher conversion rates.


Lastly, A/B testing strategies can provide invaluable insights into user behavior and preferences. By testing different versions of a webpage, businesses can identify what works best for their target audience and implement changes accordingly, thereby driving higher conversions and maximizing ROI.


Monitoring UX and Conversion Rate Progress

After implementing UX improvements, a crucial step involves regularly monitoring the progress of both user experience and conversion rates to evaluate the effectiveness of the changes made. This process ensures the power of the changes to engage visitors and convert them into customers.


  1. Conversion Tracking Tools: These powerful tools help you measure the impact of your changes. They track the journey of users till they complete a desired action, providing insight into the conversion process and revealing areas that may need improvement.
  2. Website Analytics: Website analytics is a potent tool for tracking UX and conversion rate progress. It provides data on user engagement, bounce rate, and session duration, among other metrics. These insights are invaluable in assessing the effectiveness of UX changes and guiding future strategies.
  3. User Behavior Studies: Understanding user behavior is key to optimizing conversion rates. User behavior studies offer a deep dive into how users interact with your site, what they find engaging, and where they may experience difficulty. These studies empower you to make user-centered changes that drive conversions.
  4. A/B Testing Benefits: A/B testing is a powerful method for comparing two versions of a web page to see which performs better. It helps confirm the effectiveness of your UX changes and offers data-driven insights for conversion rate optimization.


To maintain power in the competitive online marketplace, continuous monitoring of your UX and conversion rates is essential. Leverage these tools and strategies to ensure your website is always optimized for the best user experience and conversion rates.



In conclusion, neglecting User Experience (UX) is akin to a shopkeeper ignoring the layout of their store, inevitably leading to decreased sales. Prioritizing a website’s UX can significantly boost conversion rates, enhancing overall business performance. By monitoring and continuously refining UX, businesses can ensure a smoother, more productive journey for their customers, ultimately fostering higher conversions. The power of UX should never be underestimated in the digital marketplace.

enhance user experience


Staying on top of new trends in web design helps businesses stand out from the competition and engage users. Scrolling animations show designers are on the cutting edge of new technology and want to make the experience entertaining for site visitors.


As people navigate through the website, they go on a journey. Whatever goal a company has for potential clients, the site can guide them along the way with short clips. Here are some of the ways designers can utilize scrolling animations to create a strong connection between users and the brand.


1. Tell a Story

One way to tap into the power of scrolling animations is by using them to tell a story. Rather than using words alone, moving images add to the effect. Visuals often convey emotion better than text. People also tend to remember these shorts, as only some sites have them and they will be unique to each business.


wwf canada

Source: https://wwf.ca/regeneratecanada


WWF Canada utilizes scrolling animations to pull users into the problem facing the area and what people can do to take action. As one scrolls down the page, letters grow bigger or smaller, a playable video appears and info boxes drop in to grab attention.


Animations do not have to take over the entire page. They can still tell a story with some statistics and light movement that gets attention but does not distract the user from the site’s primary purpose.


2. Offer Users Feedback

Scrolling animations give users instant feedback that they are heading in the right direction. As they move through the site, arrows, fading elements and jumping bits can draw notice, and move them where the company wants them to go. It does not matter if the site scrolls up and down or left to right — animated elements still add visual appeal and make a website design stand out.


3. Improve Navigation

The navigation on most websites is pretty standard. People expect to see it near the top of the page. Categories should be limited to a handful to avoid confusion about the page’s goal.


Improving on the traditional structure is challenging. How do you create something even more appealing when people are so used to seeing menus a certain way? Scrolling animation helps point the way, and can even guide users to narrow down options and convert in the way the business wants them to.



Source: https://inhub.thehenryford.org


inHub takes scrolling animations and ties them to specific calls to action (CTAs), guiding the user to join for free or learn more. As they move from the top of the page to the bottom, the animations point the way to a single goal in each section.


Note how the attention is on the images and each tells a story that matches the content in that particular section. Utilizing animations to move the user along and keep them engaged in this way enhances the overall experience, and adds to the text by showing an image that goes into even more detail than words alone can provide.


4. Use Unique Images

It might be tempting to use scrolling animations from a stock site. However, to make a stronger impression, images should be unique and highly relevant to the business. Fortunately, one can easily tap into tools to create animations unique to them and valuable to visitors. If a company does not have a full-time graphic designer or wants professional work, it can bring in a freelancer.


5. Create a Visual Hierarchy

Utilize animations to create visual hierarchy so users understand what information is most crucial on a page. For example, one might take headings and spin them into place, or give them a slight bounce. Arrows point the way to the next section or where users should move. CTA buttons can grow larger or smaller as the site visitor hovers over them.


world heart federation


The World Heart Federation (WHF) uses subtle animations to highlight where the user is on the page and what is most important. As one scrolls over the informational boxes, each one turns red and bumps up above the others the slightest bit to show the user’s location. Hover over any of the CTAs on the site and the color changes slightly to show the button is actionable.


At times, the site scrolls up and down, but then it will scroll side to side. If one wants an example of many different types of scrolling animations — including fade ins and outs — the WHF is an excellent example of various styles.


6. Add Interactive Design

Consider where the user should move and what happens as they do. If they click on something, what happens? How do the animations guide the way? Designers may want to enlist the help of testers to seek feedback on what works well and what needs adjusting to create the best experience possible.


Interactive design happens when the user takes an action and the site responds in some way. Add in elements such as things that move when the cursor hovers or them or slide-ins when clicking a button. Find ways to confirm action on the user’s part.


Should You Bother With Scrolling Animations?

Adding scrolling animations to a website takes time and intention. However, they become worth the effort when users feel more engaged with a site and stay on it longer. Take the time to run some A/B split tests and see if people convert at a higher rate with the animations. With a bit of data, it will be clearer if they are beneficial to a brand.



Eleanor Hecks is the editor of Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.




website design user experience


When it comes to creating a successful website, the design plays a crucial role in determining the user experience. From the visual elements to the layout and navigation, every aspect of the design can impact how users perceive and interact with the site. In this article, we will explore the importance of website design and how it affects user experience.


In today’s digital age, first impressions matter more than ever. The visual elements of a website, such as colors, images, and typography, can immediately capture users’ attention and draw them in. A well-designed website with an appealing aesthetic can create a positive impression and make users more likely to stay and explore further. On the other hand, a poorly designed website with cluttered layouts or outdated visuals can turn users away and lead to high bounce rates. By understanding the importance of visual elements in website design, businesses can create a visually engaging and user-friendly experience that keeps visitors coming back for more.


Importance of Visual Elements in Website Design

Visual elements are crucial in website design because they help you create a visually appealing and engaging user experience. When users visit a website, the first thing they notice is the overall look and feel of the design. The visual elements, such as color schemes, typography, images, and layout, play a significant role in capturing the users’ attention and guiding them through the website.


Here’s an example of a website mockup we recently did.


website mockup


A well-designed website uses visual elements strategically to communicate the brand’s message and create a positive first impression. Colors evoke emotions and can convey a sense of trust, excitement, or calmness. Typography choices can enhance readability and reflect the brand’s personality. Images and graphics can help tell a story or showcase products and services. The layout of the website should be intuitive and guide users to the information they are looking for. By carefully selecting and arranging visual elements, website designers can create a visually cohesive and aesthetically pleasing experience that enhances user engagement and encourages them to stay on the site longer.


Visual elements are essential in website design as they have a direct impact on user experience. By paying attention to colors, typography, images, and layout, designers can create a visually appealing website that captures users’ attention and communicates the brand’s message effectively. According to the webflow agency on Vezafy, harnessing these elements effectively is key to building a successful online presence. A well-designed website not only enhances the overall user experience but also increases the chances of users staying on the site longer, exploring more pages, and potentially converting into customers.


Enhancing User Navigation and Accessibility

Improved navigation and accessibility ensure that users can effortlessly explore and navigate through a website, resulting in a seamless and user-friendly journey. When a website is designed with clear and intuitive navigation menus, users can easily find the information they are looking for. This can be achieved by organizing the content into logical categories and using descriptive labels for the menu items. Additionally, incorporating search functionality allows users to quickly search for specific content, saving them time and frustration. By providing multiple avenues for users to access the desired information, website designers can cater to different user preferences and ensure a positive user experience.


Different menu examples:


  • Traditional
  • Sticky
  • Hamburger
  • Dropdown
  • Sidebar


In addition to navigation, website accessibility is crucial for ensuring that all users, including those with disabilities, can access and use a website effectively. Designing a website with accessibility in mind involves considering factors such as font size and color contrast to ensure readability for users with visual impairments. Providing alternative text for images allows visually impaired users to understand the content through screen reader software. Moreover, incorporating keyboard shortcuts and other assistive technologies can make it easier for users with motor disabilities to navigate the website. By prioritizing accessibility in website design, designers can create an inclusive online environment that accommodates the needs of all users. Don’t forget to make sure that your website functions properly on different browsers, including Chrome and alternatives to Google Chrome.


The Role of Colors and Fonts in User Experience

To fully appreciate the impact of colors and fonts on your overall experience, consider how they can significantly influence the way you perceive and engage with the content on a website. Colors have the power to evoke emotions and create a certain mood. For example, warm colors like red and orange can create a sense of excitement and urgency, while cool colors like blue and green can evoke a feeling of calmness and relaxation. By strategically using colors that align with the purpose and tone of the website, designers can enhance the user experience and make the content more appealing.


website fonts and UX


Fonts, on the other hand, play a crucial role in readability and accessibility. The choice of font can affect how easily users can read and understand the content. For instance, serif fonts are often used for body text as they are considered more legible in print. On the other hand, sans-serif fonts are commonly used for headings and titles as they have a cleaner and more modern look. Additionally, font size and spacing can also impact readability. Using a font size that is too small or too large can make it difficult for users to read the content, while the appropriate spacing between letters and lines can make the text more visually appealing and easier to digest. By carefully selecting fonts that are both aesthetically pleasing and easy to read, designers can improve the overall user experience and ensure that the content is accessible to all users.


Utilizing Whitespace for a Clean and Organized Design

Start by incorporating whitespace strategically in your layout to create a clean and organized design that allows the content to breathe and draws the user’s attention to key elements. Whitespace, also known as negative space, refers to the empty areas between elements on a web page. It plays a crucial role in enhancing user experience by providing visual clarity and improving readability. When used effectively, whitespace can help separate different sections of a website, making it easier for users to navigate and understand the content. By leaving enough space between elements, such as text blocks, images, and buttons, you can create a sense of balance and harmony in your design.


well organized websites


Moreover, whitespace can also highlight important elements and guide users’ attention. By strategically placing whitespace around key elements, such as call-to-action buttons or important messages, you can draw the user’s eye towards them and increase their visibility. This can ultimately improve the overall user experience and increase the chances of users taking the desired actions on your website. Additionally, whitespace can also contribute to the overall aesthetics of your design. A clean and organized layout with ample whitespace can create a sense of elegance and sophistication, making your website appear more professional and trustworthy. Therefore, when designing a website, make sure to utilize whitespace effectively to create a visually appealing and user-friendly experience.


Incorporating Visual Cues to Guide User Interaction

By incorporating visual cues, designers can guide users to interact with specific elements on a webpage, enhancing overall usability and engagement. Visual cues can take various forms, such as arrows, buttons, icons, or even subtle changes in color or size. These cues help users understand the intended actions or functionalities associated with different elements on the website. For example, a well-designed button with a contrasting color and a clear label can easily attract users’ attention and prompt them to click on it. Similarly, an arrow pointing towards a particular section can indicate that there is more content to be revealed, encouraging users to scroll or explore further.


Visual cues not only help users navigate a website more intuitively but also contribute to a more aesthetically pleasing design. By strategically placing visual cues, designers can create a sense of hierarchy and flow, guiding users through the desired user journey. For instance, using larger and bolder fonts for headings and subheadings can make them stand out and draw users’ attention. Additionally, designers can use visual cues to indicate the relationship between different elements, such as grouping related items or using consistent icons to represent similar functions. These visual cues provide users with a visual map, making it easier for them to understand the structure and content of the website, leading to a more positive user experience.


Incorporating visual cues is essential for guiding user interaction on a website. By using various visual elements strategically, designers can direct users’ attention to specific areas, encourage desired actions, and enhance overall usability and engagement. Visual cues not only navigation aid but also contribute to the aesthetic appeal of a website and create a sense of hierarchy and flow. When implemented effectively, visual cues can greatly improve the user experience, making the website more intuitive, visually appealing, and user-friendly.


Frequently Asked Questions


How does website design impact user engagement and overall satisfaction?


Website design impacts user engagement and overall satisfaction by influencing the ease of navigation, visual appeal, and functionality of a website. A well-designed website can enhance user experience, leading to increased engagement and higher levels of satisfaction.


What are some common mistakes in website design that negatively affect user experience?


Some common mistakes in website design that negatively affect user experience include poor navigation, slow loading times, cluttered layouts, lack of mobile optimization, confusing forms, and inconsistent branding.


How can website design influence the credibility and trustworthiness of a website?


Website design can influence the credibility and trustworthiness of a website by creating a professional and visually appealing appearance, ensuring intuitive navigation, providing clear and accurate information, and using trustworthy design elements like testimonials and security badges.


What role does responsive design play in improving user experience across different devices?


Responsive design plays a crucial role in improving user experience across different devices. By adapting the layout and content to fit various screen sizes, it ensures that users can easily navigate and interact with the website, leading to a more positive and seamless experience.


Are there any specific design elements or features that can help improve the accessibility of a website for users with disabilities?


Yes, there are specific design elements and features that can enhance website accessibility for users with disabilities. These include alternative text for images, keyboard navigation, clear headings, captions for videos, and color contrast options.



In conclusion, the design of a website plays a crucial role in determining the user experience. The visual elements, such as images, videos, and graphics, are essential in capturing the attention of users and making a lasting impression. By incorporating visually appealing elements, website designers can create a visually pleasing and engaging experience for users.


Furthermore, the navigation and accessibility of a website greatly impact the user experience. A well-designed website should have clear and intuitive navigation menus, allowing users to easily find the information they are looking for. Additionally, incorporating accessibility features, such as alt text for images and keyboard navigation options, ensures that all users, including those with disabilities, can easily navigate the website.


Colors and fonts also play a significant role in user experience. The choice of color palette can evoke different emotions and set the tone for the website. Similarly, the font selection can enhance readability and accessibility. By carefully selecting complementary colors and legible fonts, website designers can create a visually cohesive and user-friendly experience.


Whitespace, or the empty space between elements, is another important aspect of website design. Utilizing whitespace effectively can create a clean and organized design, reducing visual clutter and enhancing user focus. By strategically incorporating whitespace, designers can guide users’ attention to the most important elements on the website and improve overall user experience.


Lastly, incorporating visual cues, such as arrows, icons, and animations, can guide users through the website and enhance user interaction. These visual cues can provide clear direction and feedback, helping users understand how to navigate and interact with the website. By utilizing visual cues effectively, website designers can create a seamless and intuitive user experience.


In conclusion, website design has a significant impact on user experience. By considering the importance of visual elements, enhancing navigation and accessibility, utilizing colors and fonts effectively, incorporating whitespace for a clean design, and providing visual cues for user interaction, website designers can create a positive and engaging experience for users.

ux tips


User experience (UX) is an important factor in website design, as it has the potential to make or break a website. UX is all about creating a positive experience for users by providing them with a well-designed interface and easy-to-use navigation. In this article, we’ll explore the top reasons why UX is so essential for website design and why it should be taken into consideration when building a website.


Good UX can have an immense impact on the success of a website, from increasing user engagement and improving conversions to decreasing bounce rates and boosting overall brand reputation. By taking some time to understand the importance of UX in web design, businesses can ensure their websites are as successful as possible. Read on to learn more about why UX matters in website design!


Enhancing User Engagement

User experience (UX) is a critical component of website design, as it helps increase user engagement and satisfaction. An effective UX design should be tailored to the specific needs and wants of the target audience, allowing users to find what they are looking for intuitively. This can be accomplished by organizing information hierarchically, using navigation menus, and providing visual cues to help guide the user’s journey.


By optimizing UX design, websites can become more efficient and enjoyable for visitors. Designers should consider how users interact with the website by considering their goals and motivations for visiting. This includes creating a consistent user interface across devices, reducing loading times, providing helpful hints when needed, and offering support options if something goes wrong. All of these measures will contribute to an improved experience that encourages users to return repeatedly.


Therefore, UX design is essential in creating a successful website; it provides a better overall experience and increases user engagement while driving growth and customer loyalty.


Improving Conversion Rates

Engaging users is essential to creating an effective website design. Enhancing user engagement can be achieved by utilizing UX principles such as creating clean and intuitive navigation, displaying relevant content, and providing clear and concise calls to action. With these features implemented, users can access the information they need quickly and easily, increasing their overall satisfaction.


conversion rate


Improving conversion rates also relies heavily on user experience. By understanding the needs of the user, it allows website designers to create a product that meets those needs. This involves making sure the page loads quickly, optimizing images and videos for mobile devices, ensuring all links are functioning properly, and streamlining checkout processes. Taking all of these factors into consideration will result in improved customer satisfaction which leads to higher conversion rates. For those aiming to significantly enhance their website’s user experience and conversion rates, partnering with a premier UX/UI design agency can be a game-changer. An expert agency specializes in crafting designs that intuitively align with user needs, thereby ensuring a seamless and engaging user experience that drives success.


Reducing Bounce Rates

Attention all web designers! User experience (UX) is a vital component of website design that should not be overlooked. It has the power to make or break your website and ultimately determine whether your visitors stay and explore or leave without further engagement. Reducing bounce rates is one of the key benefits of UX design and can be achieved in several ways.


By optimizing page loading speed, minimizing distractions, and making navigation intuitive, you can create an enjoyable experience for visitors to your site. Increasing user engagement is essential for websites that require user registration or need customers to complete transactions. User-friendly UI/UX design can help guide users through important steps such as signing up for newsletters or completing purchases, improving their overall satisfaction with the website. Additionally, providing helpful support for users when they get stuck can help reduce frustration and keep them on the site longer.


Creating a positive user experience will increase customer loyalty and conversions while reducing bounce rates. With the right UX design strategy in place, you will be able to maximize user satisfaction on your website and improve its overall performance.


Enhancing Brand Reputation

Having a well-designed website with a positive user experience can have an incredibly beneficial impact on a company’s brand. Investing in UX design helps to ensure that users have the best possible experience when interacting with the site, which leads to more positive sentiment about the brand and its products or services. A good user experience is both tangible and intangible, offering quick loading times, intuitive navigation, and content that is easy to understand. This can not only help build customer loyalty but also attract new customers who value the company’s commitment to creating an enjoyable online experience. Furthermore, it encourages users to interact with the website and share their experiences on social media platforms, increasing brand reach and further raising awareness of the company’s offerings.


Improving User Satisfaction

Brand reputation is essential for a successful website design. It can take years to build and only a few seconds to destroy. As such, UX is an important factor in website design as it directly impacts user satisfaction.


UX focuses on creating engaging experiences that are both efficient and enjoyable for users. This not only leads to improved customer retention and increased sales but also helps create brand loyalty and recognition. By taking the time to consider the user experience of their website, businesses can improve customer satisfaction and build trust with their target audience. From well-crafted navigation menus to intuitive search functions and customized content, UX can make all the difference in creating a positive user experience.


Frequently Asked Questions


How Do I Know If My Website Is Providing A Good User Experience?


In order to know if your website is providing a good user experience, you should evaluate how easy it is for users to navigate and understand the content of your site. You should also consider how quickly users can find what they are looking for and whether or not they have any difficulty using your website’s features. Additionally, pay attention to feedback from customers and website visitors, as this will help you identify areas where improvements could be made in order to create a more enjoyable user experience.


What Are The Specific Steps I Need To Take To Improve User Experience On My Website?


Improving user experience (UX) on your website requires a few specific steps. Firstly, you should assess the existing UX of your website through analytics and feedback from users. Next, you should determine which areas need to be improved or what changes need to be made. After that, you can create a plan for implementing those changes. Finally, monitor the results of your changes to ensure they are having the desired effect on user experience. By taking these steps, you can ensure that your website provides an optimal user experience.


What Tools Or Software Can I Use To Measure User Experience?


Measuring user experience (UX) is essential for website design, and there are a variety of tools and software available to do this. From analytics platforms like Google Analytics to user testing services like UserTesting.com, there are plenty of options to help identify any issues your visitors may have with the site. With these tools, you can track visitor behavior and trends, measure page performance, create surveys, and more – all of which will give you valuable insight into your UX and help you make improvements.


What Is The Best Way To Maintain A Consistent User Experience On My Website?


Ensuring a consistent user experience on your website is essential for providing visitors with a great experience and encouraging repeat visits. One of the best ways to maintain this consistency is to create a style guide that outlines all elements of the website design – from color palettes and fonts to types of content and user interface elements. This will ensure that each page has a cohesive look and feel, so visitors know what to expect throughout their journey. Additionally, you should use analytics tools to track user behavior and monitor how they interact with different pages on your site. This data can help you determine if any changes need to be made in order to improve the overall user experience.


How Can I Ensure That My Website’s User Experience Is Up To Date With Current Design Trends?


Ensuring your website’s user experience is up to date with current design trends is essential for providing a great customer experience and keeping visitors engaged. It’s important to stay informed about the latest UX trends, such as intuitive navigation, minimalistic designs, mobile-first design principles, and interactive elements. Additionally, use tools like heatmaps and analytics to track how users interact with your website so you can make necessary changes that will improve their overall experience.



User experience (UX) is essential to providing a positive website design. It’s important to regularly assess the user experience of your website, and take steps to improve it. With the right tools and software, you can measure UX and find out what areas need improvement. You should also make sure that your website’s UX is up to date with current design trends. By doing this, you’ll ensure that your visitors have a great experience on your website. So keep up with the latest design trends and take actionable steps to improve user experience – it will benefit both you and your visitors in the long run!


Product Pages


If you run an e-commerce store, the heartbeat of your website is your product pages. People turn to each page to get details about the items they’re considering purchasing. Without stellar details, images and layout, you risk them bouncing away to a competitor’s site.


E-commerce sales account for about 14.1% of global retail sales. Statista predicts the number will reach 22% by 2023. With increased revenue comes more competition. You have to be on top of your game if you want a piece of the digital retail pie.


The best place to start is by redefining your product pages to match the brand image you’d like to project. Here are our favorite things to focus on to make sure yours are the best they can be. We also include a few examples of businesses with excellent ones. Here is what your product pages say about your business.


1. You’re Focused

Stellar product pages don’t have a lot of unnecessary clutter taking up space. They offer only what the user needs to make a decision on whether or not they want the product. While there are elements that improve the shopping experience, there are some things you don’t need.


Hone in on the item you’re trying to sell. Put yourself in the shopper’s shoes. What information would you most need to make an informed decision? How can you best share those details with them?


If you run an e-commerce store, the heartbeat of your website is your product pages. People turn to each page to get details about the items they’re considering purchasing. Without stellar details, images and layout, you risk them bouncing away to a competitor’s site. E-commerce sales account for about 14.1% of global retail sales. Statista predicts the number will reach 22% by 2023. With increased revenue comes more competition. You have to be on top of your game if you want a piece of the digital retail pie. The best place to start is by redefining your product pages to match the brand image you’d like to project. Here are our favorite things to focus on to make sure yours are the best they can be. We also include a few examples of businesses with excellent ones. Here is what your product pages say about your business. 1. You’re Focused Stellar product pages don’t have a lot of unnecessary clutter taking up space. They offer only what the user needs to make a decision on whether or not they want the product. While there are elements that improve the shopping experience, there are some things you don’t need. Hone in on the item you’re trying to sell. Put yourself in the shopper’s shoes. What information would you most need to make an informed decision? How can you best share those details with them?


Bjork and Berries is a Swedish hand and body cream company. On this product page for their White Forest hand cream, they list the price, ingredients and highlight key benefits such as organic and natural ingredients. They also include several relevant photos. Notice the abundance of white space around text and images for a streamlined look.


2. You Value Users’ Time

How quickly does your website load? The average person will only wait a few seconds before bouncing away. If you don’t focus on how fast your pages pull up, you risk telling your audience you don’t care about their frustrations.


Invest in the fastest web hosting you can afford. Optimize images and run tests through sites such as Pingdom to improve site speeds. Make changes until your product pages load in milliseconds.


3. Filters Matter to You

Does your site give off the vibe that you care about how hard users must work to get to your products? Filters make it easier for them to navigate exactly where they need to go. An excellent product page only helps you make a sale if your site visitors can navigate to it easily.




Rvinyl does a fabulous job of helping users narrow down options by providing intuitive filters to direct them to the right products. Note how you can narrow down the choices by vehicle make, model and then year. Once you put in all the variables, you’re taken to the available options to make a selection.


4. Headlines Matter

Your headline is one of the first things customers see on your site. You have a chance to make an impression and confirm they’re in the correct location. Think about every word in your headings. Can you remove any without changing the meaning? Is there a more powerful verb to drive engagement?


Think about the subtle differences between two words. Is your product helpful or life-changing? You may even want to rearrange the wording and run A/B tests to see what resonates best with your customers.


5. You Want to Engage

Your product pages must grab the attention of your site visitors. Think about all the other things they could be doing rather than visiting your page. Not only are there online activities competing against you, such as social media and video streaming, but everyday life exists right past the computer screen.


Use animation, videos and relevant information to keep your users moving through your sales funnel. Think about what your competition isn’t doing and go a step beyond.




Lunya offers sleepwear. As you scroll through each product page, the site utilized parallax scrolling and some subtle animation effects to keep you engaged. If you hover over the call to action (CTA) to “Add to Bag,” the background changes color to grab your attention and encourage you to move forward.


6. Customers Can Trust You

People landing on your site may not have heard of you before. They may search for trust factors before choosing to place an order. Some of the things you can do to show you are trustworthy include adding reviews, testimonials, contact information and clear return and exchange policies.


You can also add badges for any organizations you belong to in your industry, links to awards you’ve won and your Better Business Bureau rating. Before a person clicks on the CTA, they want to know they’ll get what they’re promised.


7. You Know Your Stuff

Your product pages can also show consumers whether you are an expert in your industry or just throwing up a sign and taking online orders. The more authority you have, the more likely they’ll trust your recommendations.


There are a few ways to showcase your knowledge on product pages, such as linking to content on your blog or guest blogging and linking out. You can also add reviews that highlight why you’re the best choice when it comes to a particular product.


maple from canada


Maple From Canada has a unique take on showcasing their products. In addition to beautiful images and glowing descriptions, they add links to articles on each product, recipes and resources to teach kids about real maple.


Get Feedback

You may be so familiar with your product pages you don’t get a clear picture of what they’re telling viewers. Ask for feedback on what works and what doesn’t. Have customers highlight what’s unclear so you can tweak the language. Add anything they feel is missing but don’t go overboard. Get feedback on your product pages so you can better meet the needs of your customers.



Eleanor Hecks is the editor of Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.


Customer Experience


Not a single business in the world can survive without happy and satisfied customers. You make customers happy by offering them a great experience. And you offer them a great experience by delivering them quality products and customer service.


Why customer experience and happy customers are important for a business? It is because they talk about the experience and how they feel about your brand with their near and dear ones. In short, they do the word of mouth for you, and make an indirect effort to bring you more customers.


So, if a customer had a bad experience while buying from your ecommerce store or using a product they bought from your website recently, imagine the harm they could do to your brand image through their negative remarks.


From a customer standpoint, reviews are a great tool that helps buyers decide, whether they should buy from you. One negative feedback can push many potential buyers away from your eCommerce store. That is why it is important to always stay on your feet and watch out for new trends related to customer experienceAnother important thing is doing surveys to research your customers, so check out Survey Cool.



This post attempts to underline some of the ways you can improve customer experience on your ecommerce website –


Develop Fast, Simple and Easy To Use Website 

Apart from products, an ecommerce website should have a fast and simple processing. From homepage to internal pages and from navigation to checkout process – everything on your website should load quickly and be easy to work with.


If your website or pages take forever to load, no one would like to be on it. Even if you manage to gain traffic on your website, it would be difficult for you to stop visitors from leaving and convince them to convert. Additionally, slow loading website and pages do not get a high rank on search engine result pages (SERPs).


Here is what you have to center on while developing a smooth, user-friendly, and search engine friendly ecommerce website –


  • Shorter page load speed
  • Simple Navigation menu
  • Mobile responsive website design
  • Rich product display and informative product description
  • Easy to understand shopping cart design
  • Allowing guest checkout (without forcing visitors to create a sign-up)
  • Quick and simple possible checkout process
  • Secure payment option
  • Providing info on how to contact customer care (should be clearly mentioned)


Put Easy Digestible Content 

ECommerce is all about rich, well-organized visual content. There is not much space for text on ecommerce. Giving too much of textual information is never advisable on ecommerce, because it will be difficult for a user to digest a heavy amount of text.


Instead, focus on providing all the essential information through high quality images, just like TobaccoPipes.com does.


Customer Experience


They use relevant and attractive icons to tell their visitors that they deliver worldwide and offer free shipping on orders above $75. Wow!!


Try to organize text content and product descriptions in a visually appealing way. Never use a sentence, if you can deliver your message in a few words.


Similarly, you can show information about your product.


Product Strategy

To make sure that your marketing and sales work well in the long run, you will need to work on your product strategy too. If there is no product strategy at all, no matter how effective your marketing strategies are, they are not going to yield anything.


An effective product strategy includes, but is not limited to –


  • The price of the product
  • The quantity of the product for the said price
  • The audience (everything about them, such as their age, location, gender, likes, dislikes, and preferences)
  • The competitors’ offerings, and
  • The medium of promotion (print, electronic, digital, or social)


You might want to add or remove certain factors in or from this list, based on your products and the age group of your exact audience. Here also, you will need to work closely with your industrial designers and manufacturing team, taking care of the negative feedbacks received from customers.


In addition to that, product strategy on ecommerce should include use of high quality product images, how-to videos, and informative description that is crisp and precise.


Build Your Own Online Community 

Since ecommerce takes place online, you should explore more ways to find new customers online. You can use digital marketing to generate traffic and gain new customers. For this, you can make use of free and paid channels of digital marketing.


You could also try social media marketing that gives you several added advantages; such as: free marketing tool, paid ads, and organic and paid ads analytics.


Social media is the most crowded place on earth. It is like a jam-packed market place, where you can display your ads and build a community, where you can feely communicate with your audiences and customers. It also gives you a chance to deliver high-level customer experience by resolving the issues your visitors or customers are facing while using your website or products. This way, social media help you build trust and gain more attention online.


Don’t Forget Emails 

Emails are still not an old-school practice. They still have relevance. They are still a decent way to connect with your audience and build a positive impression and content the unsatisfied customers.


If the issue is so broad that it cannot be discussed on social, you can definitely resolve it on email. You can send personalized emails for special days of your customers (for example their birthdays and festivals). Through these emails, you gain trust – and with that, a chance of sale. You can use birthday mailers and festive emails to send customized offers to your customers.


And when building your email marketing campaigns, make certain that your emails are bold, clear, short, and snappy.


Reminder: Even if it is not a promotional email, even if it is an email from customer support, it should be able to deliver the right message clearly.


Bottom Line 

Offer free shipping. Customers love the word free. Even if you can’t deliver next day, if the shipping charges are free (or lowest possible), the ball is still in your court.


Next, you will need to keep the “Add to Cart” and “My Cart” buttons easy to locate on your website. Not just that, adding to or removing from cart options should also be simple.


Last but not the least, do not leave a customer after he has made a purchase. Remember, you can always encourage them to repurchase from you through your social and email campaigns. But, don’t get too promotional.


A business to many (B2M) model is unique in the ways they utilize web design to reach both segments of their audience. Some choose to create a main landing page with separate areas for business and consumer customers. Because of the many needs of B2M companies, there are some specific trends in design that come to the forefront each year.


The latest report from the Small Business Administration shows there are about 30.7 million small businesses in the country. There were 433,000 startups but 400,000 closures. The fact that openings and closings are almost equal shows that businesses have to be on top of their game if they want to survive in a highly competitive, global economy.


No matter what type of business you run, it’s smart to stay on top of trends in online marketing. However, for a B2M business, it’s even more important to know how best to serve both sides of your firm. Here are some trends we think you’ll see in 2020 and beyond that apply to B2M models specifically.


1. Create Clear Deviations

Even though you may have a single website to serve both consumers and other businesses, it is important that you have separate areas to address the needs of each unique audience. There may be some services and products that overlap both segments of your customer base. However, there are likely at least a few areas that are different.




Amazon is well-known for its consumer offerings and has been studied by many marketing experts in an effort to repeat its e-commerce success. However, it also offers a variety of business services. One way that Amazon meshes the two is by offering a separate area listing the many business services and partnership offerings. Note the lists of different ways business owners can work with Amazon or how you can start your own business.


2. Asymmetrical Layouts

You’ve likely noticed more and more sites going away from a grid design to a more free-floating layout. This trend applies to any type of website and not just business-to-business (B2B) or business-to-consumer (B2C). It is an evolution in the way online browsers work and shows that sites are current on technology and understand the trends. An asymmetrical layout gives you a lot of flexibility to mesh both your B2B and B2C offerings.


3. Focus on Your UVP

Your unique value proposition (UVP) is what you offer that none of your competitors do. Good design embraces your UVP and puts it in front of your audience. It doesn’t matter who your audience is. It’s important to communicate why they should choose you over any other brand. Including your UVP in large type or a video or some other feature on your landing page is smart for any business model.


mcgraw hilleducation


McGraw-Hill Education serves educators and school systems as well as consumers (students). Their landing page highlights the types of textbooks and services they offer, but then it also has an area for teacher and professional development. They present their UVP above the fold with the words “We combine learning science and the art of teaching to empower success.” It’s their mission as a brand and shows where their focus is no matter which audience they’re serving.


4. Split Screens

Have you noticed the half and half screens popping up on some websites like Born & Bred in recent months? The new design trend basically takes the screen and splits it down the middle. The two halves are related and yet separate at the same time. This is a perfect design for a B2M business that serves two distinct audiences. Expect to see this design trend crop up often in 2020.


5. Offer Discounts

For companies that sell products, offering bulk discounts to businesses is one way they serve their B2B customers while still selling to the general public. Ordering more than a certain number of a product triggers the discount. Many companies also offer points reward systems to their repeat customers or allow businesses to set up automated orders so they can set it and forget it when it comes to supplies.




Quill’s website meshes their consumer and business sides into a cohesive unit. However, as the user shops, they see that ordering a certain quantity triggers a discount. The site also puts information about their rewards program near the top of their landing page.


6. Add Video

Buffer’s 2019 Social Media Report shared that 85.5% of marketers publish some type of video content. Your website is the perfect place to share this content and educate your buyers about what you have to offer. Those consumers who buy from you might not realize you specialize in business services. Yet, some of those people may start their own businesses this coming year. On the flip side, business owners may not realize personalized products you carry for individuals but might be interested in making a purchase for their own household.


Educate your audience about what you do and what you have to offer. Videos are a quick and easy way to share information about your brand’s story.


7. Tailor Your CTAs

No matter what type of business you run, your calls to action make a difference in your conversion rates. For B2M businesses, CTAs might be particularly important for a B2M model to guide and direct the correct users to the right areas of your site. A strong CTA uses action words and doesn’t hide what will happen when the user clicks on the button. Test different words to find the ones that resonate with your specific audience.




idc-Automatic offers garage door installation and repair to homes and businesses, serving many different people. Note their strong CTA on their home page that reads “Learn About Our Repair Team.” This is information that applies to both business owners and consumers as they’ll want to know the experience of those working on their garages.


8. Utilize Dark Mode

Dark mode web designs have a modern edge. You probably noticed with one of the recent iOS system updates that you now have the option to choose dark mode or light mode. Many web designers are copying this as more and more people use mobile devices to access the Internet. Create a site that adapts automatically to the settings on the user’s phone and thus shows them your site with their own personal preferences. You can also offer a manual setting to view in dark or light mode.


What 2020 Will Bring

While it’s impossible to predict every web design trend 2020 will bring, business owners can certainly look at trends at the end of 2019 for some clues. Technological advances also impact how you should present your site to visitors and what additions might have the most impact. Some things stand the test of time, such as writing strong headlines, keeping your audience in mind and adding CTA buttons. The rest is a matter of testing what works with your different buyer personas and finding some common ground between your B2B and B2C customers.


Lexie Lu is a designer and writer. She loves researching trends in the web and graphic design industry. She writes weekly on Design Roast and can be followed on Twitter @lexieludesigner.

Keep Website Visitors


Just as it’s important to focus your efforts on the things that make good web design better – informative content, high-quality photos, and an easy-to-use interface, it’s also important to think about the things your website visitors don’t want to see. If your bounce rate seems higher than it should be, but you can’t figure out why, there’s a good possibility that your website contains one or more of the five faux pas below.


#1 – Bad Overall Design

Once upon a time, getting to the first page of Google search results was as simple as inserting a few keywords into your website content. These days, though, things are far more complex. In fact, Google will rank your website based on its overall design – and so will your visitors. There are several things that might add to a bad design, and they include:


  • Lack of responsiveness – This occurs when your website isn’t as visually appealing or doesn’t work as fluidly on different types of screens.
  • Poor color selection – If you choose colors that are too bright, or if you put too many contrasting colors in the same place, this may aggravate visitors and cause them to bounce.
  • Bold, loud patterns – Though patterns are fine for backgrounds, it’s important to choose patterns that don’t overwhelm the visitors.
  • Poorly sized elements – Having a header that is too big, text that is too small or doesn’t wrap around images properly, and similar issues will cause frustration, too.
  • Bad fonts – Your font needs to fit your overall web design. If it’s too big or bold, it will likely annoy visitors, and if it’s too light or thin, they will struggle to read it.


It’s easy to get wrapped up in your website content’s quality while forgetting about its overall design. The biggest goal here is to make sure that it welcomes visitors without overwhelming them.


#2 – Bad or Misleading Navigation

In today’s world of fast internet and instant digital gratification, ensuring that your website operates the way it should is crucial. If a visitor can’t get to the information he or she needs within three clicks, it could be a deal-breaker. After all, why should visitors search endlessly for information on your website when they can easily find it from one of your competitors?


To combat this, make sure your website is easy to navigate and that users can get virtually anywhere in three clicks or less. Make sure photos and banners do not mislead your visitors, and clearly label your buttons with instructions like “Click Here” or “Buy Now”. Finally, be sure that your main navigation links are tucked neatly inside a menu rather than scattered across the website.


#3 – Poorly Structured Content

Content is still king when it comes to creating an excellent website that visitors will love. Unfortunately, many people continue to make simple mistakes that are causing their visitors to bounce and affecting their overall rankings. In order to ensure that your content is structured as optimally as possible, make sure that you avoid the following:


  • Too much content – Review your site’s existing content and remove any information that does not serve a direct purpose. It is better to have shorter, more informative content than to have a lot of content that doesn’t really serve a purpose.
  • Failing to introduce the website – When someone first lands on your site, they will want some sort of reassurance that they will find exactly what they searched for. Be sure that you include some sort of introduction for each piece of content that succinctly explains what visitors will find on that page.
  • Showing old content before new content – Dynamic content is your best friend (and Google eats it up) so be sure that you’re showing visitors your newest content at all times.
  • Straying from the point – Finally, if you include irrelevant information just to get some keywords in, you’ll end up confusing visitors. Avoid “fluff” at all costs and make sure that the information on the page all serves the same purpose.
  • Failing to include localized content – The focus on local content is huge, and Google has adjusted its algorithms to suit this. People want what they want, and they often want it now, so make sure that you’ve optimized for local keywords if this applies to you.


Statistics show that companies can lose up to 60% of their sales when visitors struggle to find what they were originally looking for. Keeping your content properly structured will help you avoid this.


#4 – Too Many Effects

When people visit your site, they want to be in control of their experience, so if you’ve considered the idea of videos set to auto-play or background music to help set a tone, you may want to think again. People find it aggravating when they are searching for information only to be interrupted by a video or background music they don’t like. If you’re going to use videos, allow the visitor to decide whether they want to watch it – don’t force it on them.


Photos are a great alternative to videos in many cases, and they load far faster, which improves your site’s response time – especially on mobile devices. If your site’s visuals are well-designed and appropriately placed (and sized!) they can go a long way toward giving your visitors a pleasant, memorable experience without the need for background music or videos set to auto-play.


#5 – Overwhelming Ads

Getting a small business off the ground can be tough, and online ads are indeed a phenomenal way to help you generate a little extra income to keep things moving forward. Though there’s nothing inherently wrong with having an ad on your site here and there, there is a limit. Everyone finds ads annoying to a degree, but if they are intrusive and interfere with your visitors’ experiences on your site, your bounce rate will undoubtedly skyrocket.


To combat this, make certain that your visitor does not see an ad before anything else on your site. Avoid pop-up ads where possible, and if you choose to use them, make sure they are easy enough for your visitors to close. Finally, if you have an entire sidebar filled with advertisements, there’s a pop-up on every single page, or there’s more than one pop up on any given page, there are far too many ads on your site and your visitors are almost certainly frustrated.


Focusing on good web design is crucial, and part of that involves truly critiquing your site to discover what might be putting users off. By going over your site carefully and keeping these five common mistakes in mind, you can discover what’s been increasing your bounce rate, resolve it, and start climbing the rankings once again.

seo and user experience


If you’ve done the research, followed search engine guidelines, and otherwise optimized your site to rank highly you would expect results, right? But what happens when you aren’t receiving the results you’d expect?


You might be seeing a lot of impressions coming in, but those impressions have a very conversion rate to leads. Those leads have an even lower conversion rate to sales. If this sounds like the issue you’re facing, then your issue certainly lays in site design and overall user experience.


Site Design

Site design is more than the background or fonts you choose to use on our company’s website. The overall design will incorporate all graphic and non-graphic elements of your company page. A good site design is:


User Experience

User experience is just what it sounds like. It is the experience a user has when they come to your website. Even more important than SEO best practices, ensuring a good user experience is vital. But what makes an enjoyable experience versus a negative experience?


A negative experience would be a site with hard to read copy, eye-straining color scheme, difficulty in navigation, unclear directions, or is otherwise difficult to use.


Keys to creating a good user experience would be ensuring that:


  • The site is easy on the eyes (no neon colors, hard to read fonts, etc.)
  • It is easy (and obvious) to navigate from one page to the next
  • Simple sign up procedures which make it clear what the user will receive
  • Effective copy and content that utilizes best practices for readability (plenty of white space, short paragraphs, concise sentences, clear call to actions, bullets, numbered lists, headers)


Why This Matters

Wondering why this is important? The point is to get customers to your site, which is done through search engine optimization. Right? Kind of.


SEO will get users to your site, but user experience is what keeps them there. A bad design or ineffective copy can have potential readers leaving before they even scan your pages to see what is being offered.


A straightforward way to think of this is as a series of actions and rewards.


Action #1: Using SEO and a variety of advertisement options to increase search engine ranking.
Reward: People come to your website.


Action #2: Implementing best website design practices and ensuring a great user experience.
Reward: People stay on your site, where they find out what you offer.


Action #3: You offer your target audience something useful in return for their information. This can be content, discounts, or something else entirely. What is offered depends on your brand and customers.
Reward: You get their information, which turns them into warm leads.


The process goes on from there, but this is the part of the buyer’s journey where website design and user experience are most important.


8 Easy Ways to Improve Site Design & User Experience

Knowing how important these elements are is one thing, but how do you go about optimizing your website for them? The best option is to hire a professional design company who is efficient in best SEO and user experience (UX) practices. Often, these selfsame companies can operate after your site is live as an extension of your marketing company.


If you choose to go it your own, however, here are eight simple ways you can begin to improve your site design. Each of the following are simple steps which are broken down, so they can be executed one at a time if necessary.


1: Optimize Color Scheme


Get rid of overly bright, neon coloring which causes eyestrain and a difficulty in reading texts. Replace it with soft or dark colors. The text should contrast the background, so it is easy to read.


2: Check Your Fonts


Do away with overly stylized fonts which are difficult to read. While pretty, these offer no purpose or benefit to the reader.


3: Optimize Sign-Up Forms


Check your sign-up forms. It is ideal to have five or less boxes which need to be filled out, if possible. If your forms have more than five boxes, consider doing away with any optional ones to decrease the chance readers will become too overwhelmed to sign up.


4: Increase Readability


Check your webpage copy for easy readability. Have you used plenty of white space? Are bullets used when possible? Have you incorporated headers to break up the text?


5: Check Graphics


Make sure the graphics used on your website are just enough to help the user experience without being overwhelming. They should also be of the highest quality.