There’s no denying it: the internet has fundamentally changed the way we do business. In today’s digital age, a company’s website is often the first point of contact with potential customers. And as any savvy marketer knows, first impressions are everything.

This is where user experience (UX) design comes in. UX design is about creating a website that is easy to use, intuitive, and enjoyable for visitors. But what does UX design have to do with website conversions and customer retention? As it turns out, quite a lot.

In the world of digital marketing, a “conversion” is any action that a visitor takes on your website that moves them closer to becoming a customer. This can include filling out a contact form, making a purchase, or signing up for a newsletter.

The goal of any website is to maximize conversions. After all, the more visitors that convert, the more revenue your business will generate. And this is where UX design comes in.

A well-designed website with a clear and intuitive user interface can make it easier for visitors to take the actions that you want them to take. By optimizing the user experience, you can reduce friction and make it more likely that visitors will convert into customers.

The Connection Between UX Design and Customer Retention

The real value of UX design comes in the form of customer retention. In other words, how do you keep your customers coming back for more?

Research has shown that a positive user experience is one of the biggest factors that influences customer loyalty. A website that is easy to use and enjoyable to interact with can make customers feel more connected to your brand and more likely to return for future purchases.

On the other hand, a website that is confusing, frustrating, or difficult to use can drive customers away. In fact, a study by Adobe found that 38% of visitors will stop engaging with a website if the content or layout is unattractive and 88% are less likely to return after a bad experience.

Creating a Positive User Experience

So, how can you create a positive user experience that will boost conversions and increase customer retention? Here are a few key principles of UX design to keep in mind:

1. Keep it simple:

One of the most important principles of UX design is to keep it simple. Visitors to your website should be able to easily navigate your site and find the information they need. To achieve this, you should focus on creating a clean and uncluttered design, with clear and concise brand messaging.

When designing your website, put yourself in the shoes of your target audience. What information are they looking for? What actions do you want them to take? By keeping the design simple and intuitive, you can make it easier for visitors to engage with your website and take the actions you want them to take.

For example, take a look at our client Altitude Tours website. We worked with them to create a clean and intuitive design that makes it easy for visitors to book their products. This visually dynamic website design shows off the best of Altitude Tours and drives more conversions for their business.

2. Prioritize speed:

Speed is another key factor in UX design. In today’s fast-paced digital world, visitors expect websites to load quickly. A slow-loading website can be frustrating and can drive visitors away.

To optimize your website for speed, there are several things you can do. First, optimize your images and graphics for the web, so they load quickly without sacrificing quality. Second, make sure your website is hosted on a fast and reliable server. Finally, minimize the number of HTTP requests your website makes, as each request can slow down your website. Some of these optimisations can be done yourself and some may require the skills of a developer.

3. Be consistent:

Consistency is important in UX design, as it helps to create a cohesive and memorable user experience. This means using consistent branding, design, and messaging throughout your website. Make sure your logo, fonts, and color scheme are consistent across all pages of your website. Use the same tone of voice and messaging in your copy, so visitors know what to expect when they interact with your brand.

Consistency is also important in terms of website layout and navigation. Make sure your website is easy to navigate, with a consistent layout and menu structure. This will make it easier for visitors to find the information they need and take the actions you want them to take.

4. Test, iterate and feeback:

Finally, testing, iteration and feedback are crucial. Even the best-strategized websites can benefit from ongoing testing and refinement. By gathering feedback from your visitors and analyzing user behavior, you can identify areas of your website that could be improved.

There are several tools you can use to test and iterate your website.

A/B testing allows you to test different versions of your website to see which performs better.

Conduct user testing: Test your website with actual users to gather feedback on its usability and identify areas for improvement. This can help you identify issues that you might not have noticed otherwise and give you valuable insights into how your target audience interacts with your website.

Monitor analytics: Analytics can provide valuable data on user behavior, such as which pages are most frequently visited, which links are clicked on the most, and how long users spend on each page. This data can help you identify areas of your website that could be improved to boost engagement and conversions.

Heatmap tracking allows you to view in real time how people are interacting with your pages. By continuously testing and refining your website, you can improve the user experience and boost conversions over time.

Encourage feedback: Encourage visitors to provide feedback on your website through surveys, feedback forms, or social media. This can help you understand what your audience likes and dislikes about your website, and give you ideas for how to improve it.

By incorporating feedback into your UX design process, you can create a website that truly meets the needs and expectations of your target audience. This will help to improve user engagement and retention, and ultimately drive more conversions for your business.


UX design plays a critical role in website conversions and customer retention. By keeping it simple, prioritizing speed, being consistent, testing and iterating, and incorporating feedback, you can create a website that engages visitors, drives conversions, and keeps customers coming back for more. Remember, your website is an ongoing process – continuously monitor and refine to ensure it meets the evolving needs and expectations of your audience.

Ready to take your website to the next level and drive more conversions? Don’t go it alone – partner with the Kim and Maranda at Whitelaw Mitchell. With our years of experience in creating engaging and intuitive websites, we know how to optimize your website for user engagement and drive more conversions for your business.

Whether you’re launching a new website or revamping an existing one, we can help you create a user experience that is both intuitive and memorable.

Kim Whitelaw's avatar
by Kim Whitelaw
Digital Director