According to a study by Forrester Research, a well-designed user interface can increase conversion rates by up to 200%, while a superior UX design can boost conversions by up to 400%.
Do we need to pause here for a moment because those numbers are significant?
For B2B businesses, where the sales cycle is often longer and more complex, a strong UX helps build trust and guide potential customers through the decision-making process.
If your website is confusing, cluttered, or slow, you’re not just losing a lead—you’re handing it over to a competitor.
The Key Elements of a High-Converting Website
1. Clear Navigation and Intuitive Layout
Your website should feel effortless to explore. This means:- A clean, well-structured menu.
- Logical page hierarchy.
- Clear call-to-action (CTA) buttons that stand out.
- Easy access to contact and support options.
2. Speed and Performance Optimization
Speed kills conversions—literally. Google reports that a one-second delay in page load time can reduce conversions by 7%. If your site is slow, potential customers won’t stick around to see what you offer. Optimize images, leverage caching, and use a content delivery network (CDN) to improve loading times.3. Mobile Responsiveness
More than half of web traffic comes from mobile devices, and Google prioritizes mobile-friendly websites in search rankings. A responsive design ensures your site functions seamlessly across all screen sizes, keeping potential customers engaged no matter what device they use.4. Persuasive and User-Focused Content
Your website should be designed around your customers' pain points and needs. This includes:- Clear, concise messaging.
- Customer-focused language (not just product features, but benefits).
- Testimonials and case studies to build credibility.
To read about how Ascedia implemented UX for Travel Wisconsin, go here.
5. Strong Calls to Action (CTAs)
Your CTAs should be clear, compelling, and easy to find. Examples include:
- Request a Demo – with a simple form.
- Get a Free Consultation – that leads to an easy scheduling tool.
- Download Our Whitepaper – for lead generation.
Make sure CTAs stand out visually and appear at strategic points throughout the site.
Pro tip: the more specific you can make your CTA the better the click-thru-rate. Here are some examples:
- Request a 10-minute Demo
- Get a Free Consultation with Andy (show an image of Andy)
- Download Our Whitepaper: 5 Easy Steps For Better Lead Generation
6. Trust Signals and Social Proof
B2B buyers want reassurance that they’re making the right choice. Integrating trust signals can significantly boost conversions. These include:
- Customer testimonials and success stories
- Industry certifications and security badges
- Logos of well-known clients or partners
The Business Impact of Great UX
Investing in UX literally drops dollars to your bottom line. According to research done by the Nielsen Norman Group, they found every dollar invested in UX brings a return of up to $100.
A site that has been UX optimized reduces bounce rates, increases engagement, and drives more qualified leads through the funnel.
Final Thoughts: Your Website as a Sales Tool
Your website is a 24/7 sales tool. A user-friendly, conversion-focused design ensures that visitors don’t just land on your page but take action.But keeping up with UX isn’t easy. Many marketing teams are already stretched to the point of breaking. So, ensuring your UX is delivering the right results may be taking a bit of a back seat. If this is the case, don’t worry there’s help.
We support marketing teams that don’t have enough time or the right resources to handle projects and get the work off your plate. Let us start with a start with a UX consultation of your site. We can identify the opportunities that will start turning more visitors into more customers. Reach out to us here.
