How User-Centred Design Improves Conversions

Want to boost your website conversions? Focus on user-centred design (UCD).

UCD puts user needs first, helping businesses create websites that are easy to navigate, mobile-friendly, and designed to meet user goals. Here’s how it works:

• Understand your users: Research their needs, challenges, and behaviours.

• Make navigation simple: Organise menus and content based on user priorities.

• Improve call-to-actions (CTAs): Use clear, compelling buttons to guide users.

• Prioritise mobile design: Ensure fast loading times and responsive layouts.

• Test and refine: Regularly run A/B tests and gather feedback for improvements.

For example, UK service firms using UCD have seen a 42% increase in qualified leads. By prioritising user experience, you can turn your website into a lead-generation tool that builds trust and drives results.

Key UCD Principles

Understanding Your Users

To truly understand your audience, you need to look beyond basic demographics. Dive into their specific needs, challenges, and behaviours when using your website. For instance, Fourseven worked with a medical AI company in 2024 to address the needs of two distinct groups: healthcare professionals and investors. They developed a platform that simplified the explanation of complex DVT detection technology for both audiences [1]. Tools like user interviews and site analytics can help identify pain points and shape your design choices. With this knowledge, you can organise your site's structure and content to align with user expectations.

Making Websites Easy to Use

A website should feel effortless to navigate. When users can find what they need without confusion, it creates a smoother experience and increases conversions.

Testing and Improving

User-centred design thrives on constant improvement. This involves regularly running A/B tests, analysing user journeys, and monitoring performance to spot areas for enhancement. A good example is Fourseven's work on a Shopify platform for a premium vintage Chanel retailer. They continuously tested and refined custom technical solutions to create a seamless shopping experience [1].

Common Website Conversion Problems

Design mistakes can often discourage visitors and negatively impact conversion rates.

Weak Call-to-Action Buttons

CTA buttons that fail to grab attention or communicate clearly can lead to fewer clicks and missed opportunities. Problems often include buttons that don't stand out visually or use unclear, generic text [1].

Poor Mobile Experience

Issues like slow loading speeds, distorted layouts, and improperly optimised media can frustrate mobile users, driving them away and reducing conversions [1].

Up next, we’ll dive into practical, user-focused strategies to address these challenges and improve results.

UCD Solutions for Better Conversions

To tackle issues with navigation, CTAs, and mobile usability, consider these user-centred design (UCD) strategies.

Improving Website Navigation

Analyse how users interact with your site. Then, organise menus and labels to reflect their priorities. Make sure the structure is consistent across all pages to avoid confusion.

Designing Stronger Call-to-Actions

Position and word your CTAs based on user behaviour. The goal is to turn casual visitors into leads. Fourseven focuses heavily on user experience in its CTA strategies, turning websites into effective lead-generation tools.

"We believe in helping clients grow their businesses through the power of the internet, using best practices and the latest technology. Thriving on the success of our clients, our goal is to help you generate more revenue." [2]

Prioritising Mobile Design

Start with mobile users in mind. Focus on fast loading times, responsive layouts, and simplified multimedia. Choose a content management system that allows your team to make quick updates when needed.

Business Results from UCD

Refining navigation, calls-to-action (CTAs), and mobile layouts can lead to noticeable improvements for service firms.

Business Impact

User-centred design (UCD) helps increase conversions and revenue by aligning websites with what users genuinely need. These improvements come directly from the UCD strategies mentioned earlier. By prioritising user experience and focusing on optimising conversions, service firms can turn their websites into powerful lead-generation tools. This approach also helps build trust and credibility with potential clients.

Additionally, UCD enhances customer retention through continuous testing and responsive layouts (explored further in 'Testing and Improving'). Regular feedback, ongoing adjustments, fully responsive designs, and clear value propositions encourage users to return.

Fourseven's UCD Approach

Fourseven uses UCD through data-driven research, repeated testing, and a user-friendly content management system (CMS) specifically designed for service firms. Their approach includes:

• Data-driven design to increase leads.

• A user-friendly CMS that simplifies updates.

• A focus on ROI to boost conversions.

• Mobile-first layouts to engage users across all devices.

Conclusion

Key Takeaways

Designing with users in mind helps improve conversions by making websites easier to navigate, featuring clear calls to action, and focusing on mobile-friendly layouts. Regular testing and updates ensure continued success.

How to Get Started

You can begin by:

• Conducting user research to understand their needs and refine navigation and calls to action.

• Focusing on mobile-first design to ensure a seamless experience across all devices.

• Running usability tests regularly and gathering feedback to keep improving.

Fourseven offers tailored, data-driven user-centred design solutions, delivering websites in 8–12 weeks starting at £6,000. Their clients see an average 42% boost in qualified leads [1].

Related posts

• 5 Ways to Increase Website Conversion Rates for Services

• 5 User-Centered Design Principles for Surrey Business Websites

• Why Mobile-First Design Matters for Service Businesses

• The Richmond Business Guide to Conversion Rate Optimisation