Marketing is unthinkable without generating leads on a website. However, the key success factor - a well thought-out and elaborated user experience, UX/UI-design - often slips out of sight.
Website design is important not only for beauty, it directly affects how easily visitors find the information they need and take targeted actions.
In this article, let's break down how a well-designed UX increases leads and directly affects the success of your marketing strategy.
Why UX is more than appearance
The role of design is deeper than just the pretty wrapper of a product. A good UX helps users quickly find information and take the right actions: filling out forms, placing orders or leaving contacts. Therefore, a simple and clear interface is what attracts and moves customers through the funnel. If you remove tips and buttons from the site, it will be inconvenient to use, so conversions will fall to zero. Beautiful design won't save the day.
UX design is about functionality and ease of interaction with the site. Each element works to sell, directs the user to perform targeted actions. If the navigation on the site is confusing and information has to search for a long time, the user will leave. Conversions will not happen, behavioral factors will deteriorate, the opinion about the site and the company will remain negative.
Users value time and expect the site to be intuitive. If information isn't on the home screen and can't be found in the menu in a couple clicks, they will leave for competitors. So focus your efforts on making the site equally attractive and user-friendly.
Principle #1 - make navigation simple and easy to understand
When a user navigates a website easily, the probability of conversion is higher. Imagine 2 websites:
1 - a company website with clear and convenient buttons in the right places, there is a menu and a quick transition to the catalog. To make a request, you just need to select a product and leave a phone number, there is a separate page with contact and legal information, collected reviews.
2 - site of the same company, with incredible design. Right from 1 screen the history of the foundation on 10 slides, followed by the presentation of the managers. To find products, scroll to the bottom of the page. If you like it, dial the number and expect a manager to respond.
Which one will sell more? 1 - it is structured and clear to users, it is convenient to use and there is no negativity.
Want to try out the 2nd option on yourself, we recommend playing a game with a shifter interface. See how to do not need to do.
Intuitive menus, clear structure of sections and minimalistic interface - these are the secrets to increase conversion and reduce the time spent on search. Sell home goods - make clear categories: furniture, textiles, decor. The user will immediately understand where he needs to go.
Pay attention to “breadcrumbs” - navigation chains that show the way around the site. This helps not to get lost and return to previous pages.
For example: Home → Services → Audits and analytics → SEO site audit.
If there is a lot of information and products, add an autocomplete search. If a user starts typing a query, the system suggests popular and relevant options. This will speed up the search for information and facilitate the experience of users.
Principle #2 - work on adaptability and cross-platform functionality
70% of traffic comes from mobile devices, so the site should be as comfortable as it is from a computer. Compress images, refuse complex animations and long pages, remove water and leave the most important things. Think through the width of blocks and elements to make it convenient for users to click on buttons, optimize the menu. Ideally, create a separate mobile version.
Check the site from different devices and resolutions. Look at every element and text. Ask acquaintances for a test - honest feedback will help identify weaknesses.
Adaptability affects the loading speed of the site. Slow pages annoy users and reduce conversion rates. On average, users wait 3 seconds and then leave the page. If your site takes a long time to load, optimize images, compress code, and avoid “heavy files”.
Regularly check the speed of loading pages through webmasters, because over time the work of the resource slows down.
Principle #3 - guide through visuals
Pay attention to visual elements that push users to action. Graphics help to attract attention and direct visitors to targeted actions. Highlight CTAs that motivate users to leave contact information, register or make a purchase.
A bright button with clear text, such as “Checkout Now” or “Sign up for a free consultation,” increases the likelihood of a click. It is important that CTAs are visible, but do not interfere with the study of content. A couple of such elements placed in important places are enough.
Use animations and accents to highlight key blocks. Support discounts with banners with detailed information, show the history in infographics or pictures.
Principle #4 - use triggers
Add unobtrusive pop-ups with discount offers or reminders of items left in the cart to incentivize purchases. If a user is inactive on the site for a long time, offer a temporary promotion or special offer. Such triggers attract attention and increase the chances of getting leads.
Interactive elements, such as button animations when hovering the cursor, make the interface more lively and attractive. The key is not to go overboard so as not to distract visitors. If a button changes on hover, it encourages people to click on it. Too active animations cause irritation and scare away the audience.
Microinteractions help to make the site more convenient. If a user is filling out a form, add a progress bar that shows how many steps are left to complete. This creates a sense of control and motivates to continue the process.
Principle #5 - show testimonials and case studies
Customer testimonials and case studies contribute to lead generation. Customers begin to trust a company when they see other people's positive experiences. Post text testimonials, videos and information about awards or participation in ratings. But don't overload the site with it, make reviews and case studies into separate blocks and embed them organically on pages.
Video testimonials work better, because potential customers see a real person and realize that it's not a neural-generated testimonial. This creates an emotional connection.
Add awards, certificates and proof of participation in awards and competitions to the site. This will emphasize expertise and credibility.
Conclusion
Lead generation through UX design is not just about appearance, it's about improving the user experience. An intuitive interface, mobile adaptability, well-configured triggers and proof of expertise - it helps to gain the attention and trust of customers.
UX design is an investment in the future of a business. It increases conversion rates and builds customer loyalty. If you want your website to attract leads more actively, focus on creating a clear and attractive interface. This is how you'll get results and stand out among your competitors.
