Factors that could impact conversion rate in UX Design

Jun 15, 2022

What is Conversion Rate?

The conversion rate is the percentage of users who take a desired action. By desired action, I mean the action you as a business owner want a user to take. The archetypical example of conversion rate is the percentage of website visitors who buy something on the site.

How is it related to User experience?

A good user experience enhances users’ engagement with your product and lets them seamlessly complete their interactions—which might include conversion actions such as subscribing or purchasing a product. User experience is relatable to what your users, leads, or potential clients engage or interact with your interface. It depicts how easily they can find what they’re searching for — without being paused with unnecessary friction, which can make them disappear or never return.

What are the factors in UX, that impact the conversion rate?

Before discussing the factors that impact conversion rate, I would want you to have a look on some of the UX tips, shown below.

In my opinion there are a lot many resources that share about the conversion rate and User experience design, I would like you to have a small journey around those. But here I want to take you through simple and sensible impacts of user experience in conversion rates.

“Digital interfaces live and die by their conversion rates. Good conversion rates mean more sales and revenue while poor conversion rates mean that you’ll struggle to keep your business afloat”.

What are the factors that we think will impact the conversion rate, but not?

Advertising campaigns (Bring in more customers, not the interface), Update of a product, etc. One such example is,

  1. Marketing Campaigns of Brands like IKEA

IKEA is great with marketing campaigns, as the poster here describes the value of each product and its affordability. When IKEA was about to be launched in a city, these posters were placed all over that city to attract customers.

However, there were huge conversion rates in their website and app, however this is an impactful event, but not a cause of UX design of website or app that improved the conversion rate, but the marketing campaigns.

2. Impact of notification banners

Swiggy and Zomato playing the game of chances, where they appear right at meal time and take you to glance at the notification which is highly attractive for you to order. They convert the user immediately and let them order food.

3. ‘Stories’ feature of Instagram

The conversion rate in Instagram is so huge, where the users are engaged to tap for loading stories, meanwhile see advertisements, where the user consciously or unconsciously tap to view the product. Thus, end up on a website purchasing the product.

The UX of this app is so intuitive that it allows users to browse content with just a few taps, and purchase products. So, in Brands’ point of view (who advertise in Instagram) they are getting customers converted to buy, but not by their own App or Website, but with help of Instagram’s app design.


So, we can sum up the above discussion saying that Conversion rate is a vast topic by itself.  But when it comes to UX, the experience we as designers create adds a ton of value for the interface, which in turn builds the conversion rate for the business. Even a small tweak in the type/ spacing, color, interaction buttons, and no. of steps of a task, can enhance the rate of users attracted to the interface and finally perform the desired action.

To learn more about UX like psychology theories for better user experience, UX history, gamification in UX, tips for improving UX forms, spatial memory, UX architecture, visit www.fibonalabs.com.  

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