From Traffic to Revenue: Optimising Customer Conversion Using UX

Getting people to your website is great, but it’s only half the battle. Turning that traffic into meaningful action (whether it’s a purchase, donation or enquiry) is where the real work begins. Enter user experience (UX).

With attention spans shortening and competition increasing, UX is more essential than ever. Good UX doesn’t just keep people on your site longer - it makes sure every second they’re there genuinely counts. So here’s how you can optimise yours to improve customer experience and increase conversions.

Start with your users - not your assumptions

It’s easy to design based on what you think makes sense. But the real trick is understanding what your users need. What are they trying to do? What’s slowing them down? User research (we’re talking interviews, surveys and heatmaps) can uncover small friction points that are costing you conversions. Even simple insights like where most people are dropping off or what content is keeping them engaged can shape stronger web design decisions.

Simplify the journey

If your user has to think too hard, you’ve already lost them. Clear navigation, intuitive page layouts and consistent calls to action all help guide people where they need to go. It’s about reducing cognitive load - the fewer steps someone has to take, the more likely they are to do it.

Have a look at your number one most important user journey. Check how many clicks it takes to get the finish line, then figure out if any can be removed - or at least simplified.

Build trust through design

Trust isn’t just about the things you do and say, it’s also how you present them. A well-designed site that’s easy to use and visually coherent builds credibility which, in turn, builds trust. Use consistent branding, avoid visual clutter and add social proof (think: testimonials, reviews, case studies) to reassure users that taking action is the right move.

Accessibility isn’t optional

Great UX includes everyone.That means clear contrast, legible fonts, keyboard navigation and alt text. Designing for accessibility not only broadens your reach, it improves the experience for all visitors. Plus, accessible websites tend to perform better in search results too. It’s a win-win.

Sustainability and speed matter

Your website’s performance (especially speed) has a direct impact on conversions. In the era of immediacy, no one has the patience to wait for a page to load while their shopping basket buffers, they’ll simply switch to a competitor’s site instead. Not only that, but lighter websites use less energy and are kinder to the planet - something today’s shoppers value more than ever.

Test, learn, repeat

UX is never a one-and-done. So use A/B testing, analytics and ongoing feedback to constantly learn what’s working on your site and adjust what’s not. Even tiny tweaks like button colour or headline phrasing can lead to big improvements. 

Optimising UX is more than just a design task, it’s a strategic move that can directly drive revenue and impact. Start with empathy, design with clarity and commit to keep learning. Your users (and your conversion rate) will thank you.

Need support making sense of your digital experience? Then you’re in the right place. We’re the B-corp certified brand and digital agency dedicated to helping Good Brand do great things. Get in touch and we’ll get to the heart of your users to create experiences that convert.