Mastering User-Centred Design: A Path to Higher Conversions

UX/ UI Designer

This article will guide readers on the importance of user-centred design in achieving higher conversion rates and insights on optimising website experiences to drive traffic and sales. Whether you are a digital marketer, web designer or business owner, taking a user-centred approach to your design decisions will grow conversions and improve the overall user experience.


What is user-centred design?

User-Centred Design (UCD) is an approach to product design that places the end user’s needs, preferences, and behaviours at the forefront of the design process. A well-designed, intuitive and easy-to-use website will grow brand credibility and loyalty and have users returning.


Understanding User Behaviour and Needs

The process begins with gathering in-depth insights into the target users and their requirements. This involves techniques such as client workshops, surveys and user interviews to understand user goals, pain points, and preferences.

Once the initial research phase has been completed, user personas are created. A persona is a fictional representation of the typical user. Personas help designers empathise with the end-user and guide decision-making during the design process.


Designing Intuitive and Responsive Interfaces

During the website or platform build, the information architecture and navigation will be designed to create an intuitive and easy-to-use user experience. Reducing the number of clicks and making a quick and easy user journey will allow users to perform their tasks efficiently. Designs must be responsive across desktop, tablet and mobile devices.

Poorly designed interfaces will increase bounce and drop-off rates, decreasing conversions.


Optimising Website Speed and Performance

Regarding website speed, users have a low tolerance for loading delays. According to Google, 75% of people in the UK say how long it takes to load a page significantly impacts their overall experience. Five tips to reduce a website size are:

  • Resize and make any images or videos as small as possible
  • Use CSS Sprites
  • Remove Unnecessary Custom Fonts
  • Minimise Resources
  • Use a Content Delivery Network (CDN)

Creating Engaging and Relevant Content

High-quality and relevant content helps build trust and credibility with users. Engaging content that provides value to users can encourage them to convert or take the desired action. Content should be on-brand, engaging, manageable, clear, and part of an overarching content strategy to drive sales.

Streamlining Conversion Paths

Creating a simple, quick and easy conversion journey will reduce the bounce rate. For example, making a streamlined checkout process reduces cart abandonment rates. Simplified forms, guest checkouts, and multiple payment options are ways of creating a richer user experience that will increase sales.

Clear call-to-action buttons will help nudge and guide users to engage with a  product or service. The CTA should be incorporated into the overall design, not simply an afterthought. This will help drive traffic to the company’s website or a specific landing page, allowing users to learn more about a product or sign up for more information.


Personalisation and Customisation

Creating personalised experiences has the potential to make users feel unique and valued. Tailored experiences created by promoting the users’ interests and wants will help streamline user journeys. Utilising user data will help deliver customised content, recommendations and interactions. Forbes recently stated 80% of consumers are more likely to purchase from a brand that provides personalised experiences. 

Measuring and Analysing User Experience Metrics

Conducting a website analysis is vital as the data you collect and results you find can help you improve your pages and strategies to attract more visitors, reduce drop off and grow conversions. Ten common website performance metrics to determine website effectiveness are:

  • Overall traffic
  • Organic traffic
  • Bounce rate
  • Average time on site
  • Average page views per visit
  • Conversions
  • Keyword rankings
  • Website speed
  • Broken links
  • Backlinks


Two common ways businesses perform website analytics are Google Analytics or partnering with an SEO/marketing agency.


A user-centred approach is critical to creating a website or digital platform that fulfils your users’ needs and conversion targets. By focusing on the design aspects outlined above, users will feel comfortable and confident when interacting with your website, leading to repeat customers and increased traffic and conversions.

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