A nice-looking website isn’t necessarily a website that sells. Visitors can admire the photos and still leave because they couldn’t find the price, didn’t understand the offer or got stuck in a form. That’s where UX design comes in. In this article, you’ll find specific changes that help turn more visitors into customers.
What UX is and what a conversion is
UX (user experience) is how easily and pleasantly someone finds their way around your website and gets what they came for. It’s not just about looks, but also structure, copy, speed and the logic of each step.
A conversion is the action you want a visitor to take: a purchase, an inquiry, a booking, a phone call. Your conversion rate is the share of visits that ended with that kind of action.
Good UX removes the obstacles between a visitor and a conversion. Every unnecessary click, unclear sentence or slow page is another chance to leave.
Why UX affects conversions
- Navigation: people who quickly find what they’re looking for are less likely to leave.
- Speed: slow pages put people off, especially on mobile and with a weak signal.
- Trust: a clear, up-to-date website comes across as a reliable business.
- Mobile: a large share of visits comes from phones. Whatever is awkward on a small screen won’t convert.
Seven UX changes that increase conversions
1. Simplify your navigation
Your menu should have only a few items with clear names. “Services”, “Pricing”, “Our Work” and “Contact” say more than creative labels. On bigger websites and online stores, breadcrumb navigation helps by showing visitors where they are and letting them go back up a level.
2. Say what you offer right away
The first screen has to make it clear what you do, who it’s for and what the visitor should do next. A headline like “Quality and tradition” says nothing. “Custom PVC windows with installation in the Prešov region” says everything that matters.
3. Give your CTA a prominent spot
Your main button needs a contrasting color, enough white space around it and text that says what will happen: “Calculate the price”, “Book an appointment”. Each screen should have one main button, not five equal ones.
4. Simplify your forms
Every extra field is a reason not to finish the form. Ask only for what you really need, clearly mark the required fields and show errors right next to the field, not after submission. You’ll find more tips in our article how to improve conversions with forms.
5. Speed up your website
Resize and compress images, use caching, and remove unnecessary plugins and scripts. Check your speed in Google’s PageSpeed Insights – it’ll also give you specific recommendations on what to fix.
6. Design for mobile first
Buttons need to be big enough for a thumb, text readable without zooming and your phone number tappable. Also check that pop-ups don’t cover all the content on mobile. You’ll find practical tips in our article how to design UX for mobile users.
7. Build trust
People buy from businesses they trust. Reviews with names, examples of your work, client logos, a clear address and phone number, and information on shipping and returns all help. For an online store, so do easy-to-understand payment options.
Example: a small change, a big difference
Picture a car repair shop whose website gets plenty of visitors from the area, but few of them call. A closer look shows that the phone number is only in the footer and can’t be tapped on mobile. The booking form has ten fields, including the vehicle registration document number.
The fixes are simple: the number goes in the header, a “Call” button on mobile stays visible while scrolling, and the form is cut down to name, phone, car make and a short description of the problem. No redesign, no new ads – just obstacles removed. You’ll find similar opportunities on almost every website; you just have to look at it through the customer’s eyes.
Where to start
- Pick the pages with the most visits and the fewest inquiries.
- Check them on mobile and walk through the customer journey all the way to submitting a form or placing an order.
- Fix the biggest obstacle you find and measure the result.
Mistakes to avoid
- A complicated menu with dozens of items.
- Animations and sliders that distract and slow the website down.
- Light gray text on a white background and low-contrast buttons.
- No price, or at least a rough price list, for services where people look for one.
- A website that “sort of works” on mobile, but that nobody has properly tested on a phone.
How to find out what isn’t working on your website
Don’t guess – look at how real visitors behave:
- Heatmaps show where people click and how far they scroll.
- Session recordings reveal the specific spots where people get stuck. The free Microsoft Clarity, for example, does the job well.
- Google Analytics 4 shows on which pages and at which step of the purchase people leave.
- Testing with people – give a few acquaintances a task, such as “book an appointment”, and watch them without giving hints.
Then verify your changes with an A/B test, meaning a comparison of two versions of a page. If you want to dig deeper, read our article on UX audits.
A quick UX checklist
- Will visitors understand what you offer within five seconds?
- Is the main CTA visible without scrolling?
- Can the website be used comfortably with one hand on mobile?
- Does the form have only the essential fields?
- Does the page load fast even on a mobile connection?
- Are reviews, references and contact details visible on the website?
Frequently asked questions
How much does it cost to improve UX?
Many changes cost next to nothing – rewriting a headline, shortening a form, making a button stand out. A bigger redesign only pays off once the data shows the problem lies in the structure of the whole website.
How quickly will I see results?
On a website with steady traffic, usually within a few weeks. With low traffic, it takes longer before you can reliably compare the before and after.
Is UX the same as web design?
Not quite. Design is about how a website looks. UX is about how it works – whether people can find their way around and reach their goal. A good website needs both.
Want a website that doesn’t just look good, but sells too? See how we approach website design, or send us your website address and we’ll tell you where you’re losing customers.
