{"id":1159,"date":"2017-11-29T18:02:07","date_gmt":"2017-11-29T17:02:07","guid":{"rendered":"https:\/\/capturly.com\/blog\/?p=1159"},"modified":"2024-02-09T15:45:09","modified_gmt":"2024-02-09T14:45:09","slug":"bad-user-experience-kills-your-conversion-funnel","status":"publish","type":"post","link":"https:\/\/capturly.com\/blog\/bad-user-experience-kills-your-conversion-funnel\/","title":{"rendered":"Bad User Experience Kills Your Conversion Funnel"},"content":{"rendered":"\n<p><i><span style=\"font-weight: 400;\">Online sales are very tempting for many. There is no need for salesmen or employees. Everything can be measured using all kinds of web analytics tools. Things can be automatized and so on. At first glance, it looks very simple: you launch a webpage run a few ad campaigns, and customers are coming champagne bottles popping.<\/span><\/i><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><\/gwmw><\/gwmw><gwmw style=\"display:none;\"><\/gwmw><\/gwmw><\/gwmw><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">It might look something like this in people\u2019s imagination, but the reality is not that simple. The success of your website is influenced by a number of factors, which, in most cases, are fortunately measurable.<\/span><\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#f4f4f6\"><em>Your website is worth nothing if it doesn&#8217;t convert.<\/em><\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_53 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/capturly.com\/blog\/bad-user-experience-kills-your-conversion-funnel\/#What_does_conversion_mean\" title=\"What does conversion mean?\">What does conversion mean?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/capturly.com\/blog\/bad-user-experience-kills-your-conversion-funnel\/#When_can_we_say_conversion_is_going_to_happen\" title=\"When can we say conversion is going to happen?\">When can we say conversion is going to happen?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/capturly.com\/blog\/bad-user-experience-kills-your-conversion-funnel\/#How_can_conversion_be_measured\" title=\"How can conversion be measured?\">How can conversion be measured?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/capturly.com\/blog\/bad-user-experience-kills-your-conversion-funnel\/#When_can_you_say_that_your_conversion_rate_is_good_or_poor\" title=\"When can you say that your conversion rate is good or poor?\">When can you say that your conversion rate is good or poor?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/capturly.com\/blog\/bad-user-experience-kills-your-conversion-funnel\/#How_can_you_improve_your_conversion_rates\" title=\"How can you improve your conversion rates?\">How can you improve your conversion rates?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/capturly.com\/blog\/bad-user-experience-kills-your-conversion-funnel\/#Conclusion\" title=\"Conclusion\">Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_does_conversion_mean\"><\/span><b>What does conversion mean?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">The term \u201cconversion\u201d is widely used by the web industry, in the way that the visitor is &#8220;transformed&#8221; into an interested person, customer, subscriber, and so on.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Optimally,&nbsp;<\/span><b>a website has more visitors<\/b><span style=\"font-weight: 400;\"> &#8211; much more- &nbsp;<\/span><b>than any active engagement<\/b><span style=\"font-weight: 400;\">. In other words, most of your visitors will leave in the first few seconds and this is completely normal. However, you can do a lot in order to increase the efficiency of your website.<\/span><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><\/gwmw><\/gwmw><gwmw style=\"display:none;\"><\/gwmw><\/gwmw><\/gwmw><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"When_can_we_say_conversion_is_going_to_happen\"><\/span><b>When can we say conversion is going to happen?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Conversions don&#8217;t have to be sales but can be any key performance indicators (KPI) &#8211; such as <a href=\"https:\/\/www.cience.com\/ciencepedia\/customer-acquisition-cost-cac\" target=\"_blank\" rel=\"noreferrer noopener\">Customer acquisition cost<\/a> or Shopping cart abandonment rate &#8211; that matter for your business. In other words, the conversion will happen when the website owner&#8217;s goal &#8211; which can be anything &#8211; is realized.<span style=\"color: #2f85dc;\">&nbsp;<\/span><\/span><\/p>\n\n\n\n<p>Here are a couple of examples of potential goals:<\/p>\n\n\n\n<ul>\n<li><span style=\"font-weight: 400;\">Contact the owner of the site<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Order<\/span><gwmw style=\"display:none;\"><\/gwmw><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">View a specific website page<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">View a particular order of sub-pages on a page<\/span><gwmw style=\"display:none;\"><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Sign up for a newsletter<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Downloading material from the site e.g. ebook<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">People download an app and also use it<\/span><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><\/gwmw><\/gwmw><gwmw style=\"display:none;\"><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Subscribe to a trial<\/span><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><\/gwmw><gwmw style=\"display:none;\"><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">The list goes on. <\/span><span style=\"font-weight: 400;\">You set conversion goals in your web analytics software for whatever you want to track.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_can_conversion_be_measured\"><\/span><b>How can conversion be measured?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>To measure conversion, you need to things:<\/p>\n\n\n\n<ol>\n<li>An <span style=\"font-weight: 400;\">appropriate web analytics software<\/span>.<\/li>\n\n\n\n<li>A proper website structure, design, and programming where each step (even on the URL level) makes the visitor&#8217;s activity visible.<gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><\/gwmw><gwmw style=\"display:none;\"><\/li>\n<\/ol>\n\n\n\n<p><span style=\"font-weight: 400;\">As you can see, here again, it is proven how much web design is brain work.<\/span><\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#f4f4f6\"><em>We will only be able to measure what we have built measurably.<\/em><\/p>\n\n\n\n<p class=\"has-white-background-color has-background\">The easiest way to measure conversion is by setting a goal in a web analytics tool. The sophisticated web analytics tools put special emphasis on measuring and optimizing the conversion.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"When_can_you_say_that_your_conversion_rate_is_good_or_poor\"><\/span><b>When can you say that your conversion rate is good or poor?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"has-text-align-left\"><span style=\"font-weight: 400;\">Varies per industry. However, as a good rule of thumb, most companies reach a conversion rate of 2-3 percent. By default, the conversion goal is met by the order. If the appropriate level of conversion rate is between 1 and 5%, <\/span><a href=\"https:\/\/www.smartinsights.com\/ecommerce\/ecommerce-analytics\/ecommerce-conversion-rates\/\" target=\"_blank\" rel=\"noreferrer noopener\"><b>most sources consider 3% acceptable<\/b><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" loading=\"lazy\" width=\"986\" height=\"316\" src=\"\/blog\/wp-content\/uploads\/2017\/11\/conversion-rates-of-devices.jpg\" alt=\"conversion rates of devices\" class=\"wp-image-1160\" srcset=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2017\/11\/conversion-rates-of-devices.jpg 986w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2017\/11\/conversion-rates-of-devices-300x96.jpg 300w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2017\/11\/conversion-rates-of-devices-768x246.jpg 768w\" sizes=\"(max-width: 986px) 100vw, 986px\" \/><\/figure><\/div>\n\n\n<p class=\"has-text-align-center\"><span style=\"font-weight: 400;\"><\/span><span style=\"font-weight: 400;\"><a href=\"http:\/\/smartinsights.com\">Source<\/a><\/span><gwmw style=\"display:none;\"><\/p>\n\n\n\n<p><b>If your conversion is below 3%<\/b><span style=\"font-weight: 400;\">, you can start thinking about why. There are dozens of explanations. If your web analytics show that your conversion rate is low, it means your site is not attractive or somehow you attract people who aren\u2019t part of your target group. The conversion rate <\/span><a href=\"https:\/\/capturly.com\/blog\/how-much-is-your-web-analytics-worth\/\" target=\"_blank\" rel=\"noreferrer noopener\"><b>can often drop because of usability issues<\/b><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n\n\n\n<p>Here are a couple of examples of the most common usability issues:<\/p>\n\n\n\n<ul>\n<li><span style=\"font-weight: 400;\">The website design is not attractive, not aesthetic, or obsolete<\/span>.<gwmw style=\"display:none;\"><\/gwmw><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">The website is hard to navigate, and confusing (e.g. call-to-action buttons and links are hard to find)<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">The landing page is badly defined or configured (e.g. the visitors come from a running ad and the landing page doesn\u2019t meet their expectations or it\u2019s misleading)<\/span>.<gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><\/gwmw><\/gwmw><gwmw style=\"display:none;\"><\/gwmw><\/gwmw><\/gwmw><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">The visitor\u2019s goal differs from your conversion goal (e.g. the visitor visits your site to gather information, but is not interested in buying your product)<\/span>.<gwmw style=\"display:none;\"><\/gwmw><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_can_you_improve_your_conversion_rates\"><\/span><b>How can you improve your conversion rates?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Don\u2019t do anything until you know where you are! Ask yourself the following questions and try to answer them <\/span><b>from the visitors&#8217; perspective<\/b><span style=\"font-weight: 400;\">:<\/span><\/p>\n\n\n\n<ol>\n<li><span style=\"font-weight: 400;\">Is the website easy to navigate?<\/span><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><\/gwmw><\/gwmw><gwmw style=\"display:none;\"><\/gwmw><\/gwmw><\/gwmw><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Is it easy for me to reach my goal?<\/span><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Do I have to wait for the site to load up until my coffee gets cold?<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Do I get what I\u2019m really looking for or I\u2019m just wasting my time?<\/span><\/li>\n<\/ol>\n\n\n\n<p class=\"has-background\" style=\"background-color:#f4f4f6\"><em>User experience plays a significant role when it comes to improving your website&#8217;s conversion rate.<\/em><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">So, in order to claim that the design is able to fulfill its mission, the requirements mentioned above must be met at the same time. In other words, usability, aesthetics, and efficiency are key factors.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">If you only considered one of these when thinking of designing your website, it&#8217;s time to step back and inspect the picture as a whole.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Tip #1 Web Design and User Experience<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Remember that silly <\/span><a href=\"http:\/\/www.independent.co.uk\/news\/science\/five-second-rule-food-dropped-floor-germs-scientists-professor-anthony-hilton-aston-university-a7629391.html\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">joke about the 5-second rule<\/span><\/a><span style=\"font-weight: 400;\">? Well, there are only 8 seconds to convince visitors.<\/span><\/p>\n\n\n\n<p><i><span style=\"font-weight: 400;\">Some things you need to be aware of:<\/span><\/i><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><\/gwmw><gwmw style=\"display:none;\"><\/gwmw><\/gwmw><\/gwmw><gwmw style=\"display:none;\"><\/p>\n\n\n\n<ul>\n<li><span style=\"font-weight: 400;\">Make the layout clear<\/span>.<\/li>\n\n\n\n<li>M<span style=\"font-weight: 400;\">ake sure you apply positive feedback<\/span>.<\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Use high-resolution images<\/span>.<\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Make it super easy to log on to your site<\/span>.<\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Use simple forms to be effective for your call-to-action buttons<\/span>.<gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><\/gwmw><gwmw style=\"display:none;\"><\/gwmw><\/gwmw><gwmw style=\"display:none;\"><\/li>\n<\/ul>\n\n\n\n<p>Seriously. <a href=\"https:\/\/medium.theuxblog.com\/the-ux-dilemma-why-do-people-hate-forms-63f8970321d1\" target=\"_blank\" rel=\"noreferrer noopener\">People hate forms.<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Tip #2 User Testing<\/b><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><\/gwmw><\/gwmw><gwmw style=\"display:none;\"><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Your landing page and its elements should always be optimized with A\/B tests to determine what works for your target audience and what does not. <\/span>And how to do that?<\/p>\n\n\n\n<p>Try to use behavioral analytics tools like <a href=\"https:\/\/capturly.com\/features\/heatmaps\" target=\"_blank\" rel=\"noreferrer noopener\">Capturly&#8217;s heatmap tool.<\/a> <a href=\"https:\/\/capturly.com\/guides\/ultimate-guide-to-heatmaps-everything-you-need-to-know-about-website-heatmaps\/\" target=\"_blank\" rel=\"noreferrer noopener\">Heatmaps<\/a> provide valuable insights by visually representing user behavior and interactions on your site, helping you determine which version of your site performs best and drives the highest conversion rates.<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#f4f4f6\"><em>User testing is the Rambo in your arsenal.<\/em><gwmw style=\"display:none;\"><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">User testing allows you to see the project with the eyes of the end users. It can reveal details that you might have missed or simply thought that they weren&#8217;t important. It is recommended to conduct it as soon as possible in the early design process. If you do so, A\/B tests can help you optimize your conversion rate. You can identify the challenges people face while using your website, and why they do not convert.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Tip #3 Proper Call-To-Actions<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">The physical locations of your screen elements are important. So practically, all the elements of the webpage, and even beyond, can affect conversion optimization. Making it confusing to complete easy tasks such as downloading a desktop version of an app is not the best idea.<\/span><\/p>\n\n\n\n<p>Let\u2019s look at the CTA button design in detail.<\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">If conversion optimization is your goal, <\/span><b>it\u00a0won&#8217;t succeed without efficient call-to-action (CTA) buttons<\/b><span style=\"font-weight: 400;\">. Those who have not dealt with web design, conversion optimization, the design of landing pages, and refining CTAs, may not even begin to understand why <\/span><a href=\"https:\/\/www.impactbnd.com\/blog\/cta-best-practices\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">designing a call-to-action is so important<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><\/gwmw><\/gwmw><gwmw style=\"display:none;\"><\/p>\n\n\n\n<p>Use proper contrast.<gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><\/gwmw><gwmw style=\"display:none;\"><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">This isn\u2019t a game of hide-and-seek. There is a reason why these elements are called Call-To-Action and not Find-The-Button. Make sure that these buttons\/links are visible enough to achieve the following:<\/span><\/p>\n\n\n\n<ol>\n<li><span style=\"font-weight: 400;\">Grabbing attention in an intuitive way.<\/span><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><\/gwmw><gwmw style=\"display:none;\"><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Improving accessibility for the visually impaired.<\/span><\/li>\n<\/ol>\n\n\n\n<p><span style=\"font-weight: 400;\">Using low-value contrast &#8211; as you can see in the right image &#8211; can be a challenge to read for people with color vision impairments. <\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" loading=\"lazy\" width=\"511\" height=\"113\" src=\"\/blog\/wp-content\/uploads\/2017\/11\/1_SLNpCCBhhVRm9-vi-rM4Cg.png\" alt=\"illustration of contrast on call to actions\" class=\"wp-image-1170\" srcset=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2017\/11\/1_SLNpCCBhhVRm9-vi-rM4Cg.png 511w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2017\/11\/1_SLNpCCBhhVRm9-vi-rM4Cg-300x66.png 300w\" sizes=\"(max-width: 511px) 100vw, 511px\" \/><\/figure><\/div>\n\n\n<p class=\"has-text-align-center\"><span style=\"font-weight: 400;\"><a href=\"http:\/\/usertesting.com\">Source<\/a><\/span><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><\/gwmw><gwmw style=\"display:none;\"><\/p>\n\n\n\n<p>Another example of contrast:<\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">If you have never visited the website of <\/span><a href=\"https:\/\/www.blizzard.com\/en-us\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">Blizzard.com<\/span><\/a><span style=\"font-weight: 400;\"> &#8211; a leading company in the video game industry &#8211; you can find it confusing to download their app. You have two options:<\/span><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><\/p>\n\n\n\n<ul>\n<li><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Get the app by clicking the CTA on the slider.<\/span><\/span> However, if the slide changes before you can click on it, you have to navigate back to the particular game and look for another CTA on the specific page to make the download.<\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Click the anchor text below which is hard to spot since it\u2019s basically blue text on a blue background.<\/span><\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" loading=\"lazy\" width=\"1593\" height=\"849\" src=\"\/blog\/wp-content\/uploads\/2017\/11\/example.jpg\" alt=\"example of bad contrast call toactions\" class=\"wp-image-1161\" srcset=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2017\/11\/example.jpg 1593w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2017\/11\/example-300x160.jpg 300w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2017\/11\/example-768x409.jpg 768w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2017\/11\/example-1024x546.jpg 1024w\" sizes=\"(max-width: 1593px) 100vw, 1593px\" \/><\/figure><\/div>\n\n\n<p class=\"has-text-align-center\"><span style=\"font-weight: 400;\">Source: <\/span><a href=\"https:\/\/www.blizzard.com\/en-us\/\"><span style=\"font-weight: 400;\">Blizzard<\/span><\/a><\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#f4f4f6\">The size of call-to-actions also matters.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.interaction-design.org\/literature\/book\/the-glossary-of-human-computer-interaction\/fitts-s-law\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">According to Fitt\u2019s law<\/span><\/a><span style=\"font-weight: 400;\">. The time needed for a click to happen is defined by the size of the object and its distance from the pointer.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" loading=\"lazy\" width=\"600\" height=\"200\" src=\"\/blog\/wp-content\/uploads\/2017\/11\/fitts-law.jpg\" alt=\"illustration of fitt's law\" class=\"wp-image-1162\" srcset=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2017\/11\/fitts-law.jpg 600w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2017\/11\/fitts-law-300x100.jpg 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/figure><\/div>\n\n\n<p><span style=\"font-weight: 400;\">Also, when the user is in close proximity, the mouse movement will slow down to avoid a potential misclick. This way if the size is increased, <\/span><a href=\"https:\/\/www.interaction-design.org\/literature\/article\/fitts-s-law-the-importance-of-size-and-distance-in-ui-design\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">the time to manage a click reduces<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><\/gwmw><gwmw style=\"display:none;\"><\/gwmw><\/gwmw><gwmw style=\"display:none;\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Tip #4 Funnel Optimization<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Every tip mentioned\u00a0above aims to improve your conversion funnel. In marketing, <\/span><a href=\"https:\/\/capturly.com\/blog\/conversion-funnels\/\" target=\"_blank\" rel=\"noreferrer noopener\">the funnel describes the user&#8217;s journey<\/a><span style=\"font-weight: 400;\"> through an application or a website\/webshop. <a href=\"https:\/\/capturly.com\/blog\/7-best-sales-funnel-examples-in-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">The sales or conversion funnel shape<\/a> &#8211; like shown in the image below &#8211; comes from the fact that at every stage the company loses a certain amount of users as they proceed through. <\/span><a href=\"https:\/\/www.bigcommerce.com\/blog\/conversion-rate-optimization-conversion-funnel\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">Your goal here is to bring more visitors<\/span><\/a><span style=\"font-weight: 400;\"> to the top of the conversion funnel. <\/span><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><\/gwmw><gwmw style=\"display:none;\"><\/gwmw><\/gwmw><gwmw style=\"display:none;\"><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">However, when it comes to increasing the efficiency of the different levels, <\/span><b>marketing, and design have to work together.<\/b><span style=\"font-weight: 400;\"> After you&#8217;ve collected the necessary amount of information and have a rough idea of what&#8217;s going on in the users&#8217; minds, you can proceed to fine-tune the structure of your design. Even if people are coming to your site to order something. However, the <\/span><b>difficulty raises<\/b><span style=\"font-weight: 400;\"> as you wish them to go further in the conversion funnel.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" loading=\"lazy\" width=\"300\" height=\"300\" src=\"\/blog\/wp-content\/uploads\/2017\/11\/conversion-funnel.jpg\" alt=\"illustration of conversion funnel\" class=\"wp-image-1163\" srcset=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2017\/11\/conversion-funnel.jpg 300w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2017\/11\/conversion-funnel-150x150.jpg 150w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/figure><\/div>\n\n\n<p>Trust is playing an increasingly important role.<gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><\/gwmw><gwmw style=\"display:none;\"><\/gwmw><\/gwmw><gwmw style=\"display:none;\"><\/p>\n\n\n\n<p class=\"has-text-align-left has-background\" style=\"background-color:#f4f4f6\"><em>Building trust does not go from one moment to another. Confidence-building is a process where you need to think of not just a website, but a conversion funnel.<\/em><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">For example, to get a newsletter subscription, it&#8217;s easier to get an email address, as they may get some useful content for free. But this is another story when it comes to serious issues like <\/span><b>when<\/b> <b>visitors have to pay heavy money<\/b><span style=\"font-weight: 400;\"> for your product or service.<\/span><gwmw style=\"display:none;\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><b>Conclusion<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><b>\u201c<\/b><span style=\"font-weight: 400;\">Unfortunately\u201d, nowadays it\u2019s not enough to have an excellent product, or service that you simply put on the Internet.<span style=\"color: #2f85dc;\">&nbsp;<\/span><\/span>Moreover, launching a successful online business is not cheap (as you might think). You can kill hundreds of thousands to make your website look beautiful and still have a bad conversion rate if you don\u2019t use your web analytics tools &#8211; such as scroll heatmaps or click heatmaps &#8211; smart, and if you don\u2019t have a thought-out, well-designed strategy.<\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Advertising costs have been chewed up, and fast-paced tricks are obsolete, so without a proper conversion optimization strategy, your ads will burn more money than you realize. The secret of effective sales lies in gradual growth and confidence building.<\/span><gwmw style=\"display:none;\"><gwmw style=\"display:none;\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Online sales are very tempting for many. There is no need for salesmen or employees. Everything can be measured using all kinds of web analytics tools. Things can be automatized and so on. At first glance, it looks very simple: you launch a webpage run a few ad campaigns, and customers are coming champagne bottles<\/p>\n","protected":false},"author":5,"featured_media":1165,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98,6],"tags":[21,20,31,40,7,42,11,9,61],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.13 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Bad User Experience Kills Your Conversion Funnel - Capturly Blog<\/title>\n<meta name=\"description\" content=\"User experience plays a significant role when it comes to improving your conversion rate. 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