Determine the Goal

Web designers should prioritize business objectives before working on the layouts and pixels. Determining clear strategic business goals makes it easier to create a UI and UX design that will drive conversions. However, when designers analyze their client’s requirements, they should clarify every minute detail that is misleading to make sure the project is taken in the right direction.

Create a Responsive Web Design

Businesses would want to capture every potential client who lands on their website. For this reason, designers should make sure that the website registers well on different screen sizes of various devices. In addition, Google supports responsive design. That being said, responsive web design can be used for search engine optimization as well as conversion rate.

Know the Expectations of Users

Designers should not make drastic changes but rather stick to common navigation elements when it comes to UI and UX design since visitors are accustomed to them like for example the navigation toolbar location and cart icon. A landing page design should be simple and easy for visitors to navigate so they can be converted into leads.

Balance the Goals of both Business and User

When it is the first time for visitors to land on a website, they would want to find out right away about the business and therefore proceed to the blog and About Us section. At times, a huge pop-out with offers suddenly appear before them and when they try o close it, other pop-ups appear asking them to subscribe to the site’s newsletter for free. Such an approach will bring about a poor user experience. If that is case, the goal of the business is to get a lead while the goal of the user is to quickly learn more about the business. Therefore, designers should consider both the goals of the businesses and users by balancing positive CRO and UX techniques.

Drive Relevant Traffic

Some people aim to draw more traffic to get more leads while others want to boost the conversion rate with the present traffic. The better choice between the two depends on where they could make best use of their investment.

As a start, they should check the quality of traffic received by their website. If it has targeted traffic but an undesirable conversion rate, they should optimize conversion. On the other hand, if they have a high conversion rate and no changes can be made to improve it, they can look into their pay-per-click campaigns in order to drive additional traffic.

There is a higher probability to convert visitors into clients when visitors are interested in the products/services offered by a business. It would not be wise to spend more on irrelevant traffic since this could only increase bounce rate. For this reason, it is crucial to check traffic relevance and quality from time to time.

A web design can certainly determine if a landing page will or will not convert. When web designers work on UI and UX, they should always consider user engagement, usability as well as key performance indicators (KPIs). Web designers develop UI/UX design based on information like buyer persona profiles, input data, strategic marketing goals and value proposition.


No particular approach to UI and UX design will assure conversion. Marketers and designers, even with their extensive experience, should still test the changes they make when it comes to interface design and track UX KPI metrics.