Conversion rates are one of the most popular and accurate KPIs in web apps. That’s why you want to keep them high. There are many reasons why conversion rates are low, and we usually associate them with design issues. That said, the reasons for poor conversion rates can go way beyond interfaces, colours and the content used. Solving the non-design issues mentioned in this article will help you boost conversion rates and will also take less time, money and effort than redesign and implementation.
According to Google Study, the majority of users estimate a satisfactory load time as two seconds or less and 53% of them will leave a mobile site if it takes more than 3 seconds to load. The website speed can substantially decrease the number of current and potential clients. Internet users are by no means a patient folk. If the website fails to load within expected time, they won’t hesitate and head to your competition. These stats are ruthless but show that you can’t afford to keep your website slow. Check here what you can improve to optimize your web app.
There is only a short time window in which you can react to a user’s behaviour. For example, if he or she clicks the button, is there any immediate reaction? What if he or she opens a menu or starts typing in autocomplete input? Every user is expecting an instant reaction, and if the website doesn’t provide appropriate feedback, they think it’s broken and leave. These small events, called micro-interactions, are significant in building user engagement.
Make use of analytics tools to get insights about how real people use your site. Find out how long they stay, if they are returning or new visitors, and what device they are using to visit your site. Analyse what users may find disappointing or frustrating and improve it. Google Analytics is probably the most popular choice to gather user data and most of the features are free to use. The second popular option is Hotjar, a very powerful tool. And if you want the most straightforward opinion about your page, you can ask for users feedback.
One of the most common reasons for leaving an app is when a user experiences and error and there’s no information on what went wrong. Users would rather see that something went wrong and that you guys are working on it, rather than seeing no results and feeling abandoned. In the former scenario, chances are they will come back once it’s fixed. In the latter, you might just expect them to spread a negative opinion about your website among their peers.
This piece advice is perfect for Single Page Applications, but might be applied to others too. When you work on a feature or a page, ask yourself what data are crucial for the user and specify less important things that can be fetched later in the background. For example, when you build a blog post page, it is the blog post’s content that is crucial here. Consequently, we can easily skip comments and load them after the initial page renders. It won’t spoil the experience and will increase the website’s loading speed.
Have you checked how your website works on browsers your visitors use? All the relevant data can be found in analytics tools, such as Google Analytics, and you should monitor these data on a regular basis. Perhaps your most valuable users mostly use Internet Explorer 9 on their corporate machines, and you don’t even know about that? You might be missing on many opportunities if your website doesn’t display properly on a browser that the majority of your audience like.
Have you ever used your web app on mobile? Have you used it on a device other than your own, which probably is the latest iPhone or a flagship Android device? You should check your web app's performance on older devices with different operating systems to make sure it is also usable on those. Very often, the interface can be totally broken due to bad implementations – for instance, the menu bar or other crucial features might not be clickable at all. Try to test your application on as many real devices as you can. For other cases you can use mobile emulators and simulators, but remember that they are not always 100% accurate. During the development process, the easiest way to quickly check if your app layout works fine on different resolutions is to make use of the Chrome Dev Tools device toolbar. From time to time you can also check here if Google finds your web page mobile friendly.
If your page loads slowly or does not respond, the content is confusing or there is no reaction to user interactions, there is a low possibility that they will do what you expect them to. Especially when a particular action requires visitors to provide a personal email address or submit a credit card payment, the users will not be keen to go along with it. Improve performance issues to ensure the best experience and to earn your visitors’ trust.
A perfect design is not the only way you can increase conversion rates. There are a lot of things to consider, among them page load speed issues. You should make the overall performance and compatibility a priority when working on your products – make sure you have top experts working on it.
Another crucial aspect is to be aware of your visitors’ behaviour to build their engagement and trust. Even the best designed web application still needs constant monitoring on how people use it, which is why it is essential to look for ways to improve their experience.