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Website not converting leads?

Website not converting leads? Shape customer experience with interface design


Imagine you have an E-commerce website, though you most likely do if you are reading this article. You have put huge amounts of time, effort, and money into crafting a website unique to your business, but there is just one problem, it’s not generating sales.


This is very obviously frustrating. You were told that brick and mortar businesses were a thing of the past, and now the internet is the place to be, yet somehow you aren’t making any money.


The technological revolution is here, and you have been left out. This is a relatively common problem within e-commerce. Not only is there harsh competition, but for some reason, that website you set up isn’t getting enough traffic to justify its expenses.


Generating leads is one of the common pitfalls of both old and new businesses alike. There are a variety of different factors that can affect the rate at which your website generates leads: SEO, bounce back rate, etc. However, in this article, I intend to focus on one specific area of web design that can completely transform and reinvent your brand.

Introducing user interface design.

Okay, so what’s that? User interface design, often shortened to UI, employs a combination of art and psychology to design user interfaces to be easy to use, eye-catching, and raise traffic and sales.

UI is a clever technique designed to control User Experience (UX) better. If you want to get technical UX is defined by the ISO as the ergonomics of human-system interaction, which defines user experience as an individual’s perceptions and responses that result from using or the anticipated use of a product, service, or system.


That was quite a mouthful so let me break the concept down for you. The user experience is how a user interacts with and experiences a product, system, or service. This may include a person’s perceptions of utility, ease of use, and efficiency. By utilizing UI, a business aims to create an interface that values the customer experience.


A website which has effectively utilized UI to their advantage will be useful, usable, desirable, findable, accessible and credible. Or at least that is how Peter Morville, a successful information architect, describes the critical features of UX within his user experience honeycomb model.


So as an answer to your initial question, why isn’t my website generating leads? It’s not that your product or service might not be helpful to them; it might be that your website has technical issues such as broken links. It might not be very visually appealing, and as a result, isn’t eye-catching or appears untrustworthy. It may also lack accessibility features for disabled users, forms and contact information may be disorganized. There are a vast variety of ways a website could be made inaccessible, hard to use, or generally poorly designed.


In order to understand what features best enhance the user experience then we first must bring psychology into the discussion. To be exact, UI and UX are concerned with the specifics of consumer psychology.

Consumer Psychology 101:

Consumer Psychology is the study of human behavior in regards to their buying patterns, customs, and preferences in relation to consumer products. This can include their reactions and preferences to advertising, packaging, and the marketing of products.


The field of study known as consumer psychology draws upon many other disciplines such as social psychology, marketing, and behavioral economics, along with a variety of different areas of research used to assist in understanding consumers.


The aim of consumer psychology is to evaluate and understand consumers and the decision-making process of making a purchase. Psychological factors which influence consumer behavior, such as demographics, personality, lifestyles, and behavioral variables like usage rates, usage occasion, loyalty, brand advocacy, and a willingness to provide referrals, are all studied as part of market research.


Understanding consumer behavior and psychological factors affecting them is a crucial challenge for any marketer or business owner. Not just that, but research has shown that psychology’s role in consumer culture may be difficult to predict even for experts in the field.


However, many of the findings of consumer psychology studies are utilized in business practice today and make up what is known as applied customer psychology. This is the application of theoretical knowledge from consumer psychology research to actual daily life. In the case of brands, applied consumer psychology can be used to plan and predict how a brand is perceived and experienced in the market. This for the development of a positive relationship between the target audience and the business.


The steppingstone between psychology and design:

So how does consumer psychology link into the user experience as a whole? UX focuses on having a deep understanding of users, their needs, values, abilities, and limitations. Consumer psychology affects how users experience and perceive a business, product, or service and helps give us a deeper understanding of the inner mechanisms informing customer decision-making.

The goal of user interface design is to make the user’s interactions as simple and efficient as possible. This creates a user-centered design with a focus on accomplishing user goals. A good user interface design allows users to quickly and simply achieve their task in mind, whether that is making a purchase or getting some questions answered.

It’s notable to add that while we have been predominantly discussing the usage of UI when designing websites and web pages. However, UI is utilized across industries and is used in packaging, cars, to commercial planes.

Better interface design

Great user interfaces utilize graphic design, typography, animation, and other design features to support the site’s usability and influence how the user performs specific interactions. This also improves the aesthetic appeal of the site. Aesthetics may enhance or detract from the ability of users to use certain functions of the interface.


The design process requires a balance between technical functionality and visual elements to create a system that is both operational but also usable, and adaptable to changing user needs.

When designing a webpage, there are seven key goals you should always aim to meet:

>     Clarity

>     Discriminability

>     Conciseness

>     Consistency

>      Detectability

>      Legibility

>     Comprehensibility

Your design should not detract from the functionality of the site and instead purposefully enhance the usability of the site while still keeping users engaged with eye-catching designs. Not only that, but your site should conform to your users’ expectations, allowing them to navigate and otherwise interact with the site without a second thought.

If your user is hit with a snag or a frustrating feature they weren’t quite expecting, then they are more likely to just close the page rather than tackle the obstacle. An unpredicted element can sometimes draw attention and intrigue; however, if troublesome, it is simply wasting the user’s time.

Do not overload your users with information. Begin with short catchphrases, sentences, and titles as the main draw into the text. A user will not want to sit around reading for hours, so avoid dense blocks of text, summarize, and use bullet points.

You should also ensure that users can easily navigate your site. If you mention a service or product, apply a link to the text or beside the section so users can easily navigate to their wanted destination. If you are promoting a call to action within your text which might require the inclusion of your companies contact details, then provide the information within the text or make a link to your contact page.

Making clear, concise, and easily accessible shouldn’t be rocket science; however, you will be surprised at the number of mistakes businesses make, preventing users from accessing their products with ease. 

One concept that users have become familiar with is interface elements which should always behave consistently. A predictable and consistent layout will help immensely with task completion, efficiency, and satisfaction.

Interface elements include but are not limited to:

Input Controls: buttons, text fields, checkboxes, radio buttons, dropdown lists, list boxes, toggles, date field

Navigational Components: breadcrumb, slider, search field, pagination, slider, tags, icons

Informational Components: tooltips, icons, progress bar, notifications, message boxes, modal windows

The way in which you implement these elements should be all determined by your user, get to know your user, and you will have a well-optimized site. When considering your users goals, needs, preferences, and tendencies, here are some ideas you should keep in mind:

>      Simple is best- the best interfaces are practically invisible to the user. Avoid unnecessary elements, use clear, concise language and aim to get your ideas understood quickly and efficiently. Otherwise, your user will likely get bored and move on.

>      Use common UI elements and create a sense of consistency- as previously discussed, this allows users to feel more comfortable and will enable them to get things done quicker. It is also important to create patterns and consistency in language, layout, and design to facilitate efficiency.

>      Purposeful layout and strategic design- Careful placement of items can aid in drawing attention to the most essential pieces of information so a reader can scan through the text and easily find what they need.

>      Strategic use of color and texture- color, light, contrast, and texture can all be used to your advantage. Direct attention towards sections, links, text, or redirect information away from other items on the page.

>      Typography to create hierarchy, draw focus, and create clarity- use fonts, sizes, and different arrangements to draw attention to specific sections of text. This increases readability and legibility.

Follow all of these steps, and you should have a solid basis for an engaging and customer-centric site that keeps your users coming back for more. The key isn’t a sophisticated website but instead a meaningful and carefully planned one. The small details can make a huge difference.

Better UI With Sunstone Digital Tech:

But what if you want all the bells and whistles? A few fun features can really help when aiming to captivate an audience. When well implemented and thought out, fancy features such as animations, illustrations, videos can draw intrigue and separate your site from the competition.

Say you want a 3d model of a product or design? This can give clients a greater insight into the services and products you provide. Give a close-up view of the technology and mechanisms used in your products, visualize what a potential project could look like, and overall catch the eye of potential buyers.

Maybe a full 3d animated video? Show people precisely what you are all about in a quick and visually appealing video. Feature it on your website, social media, or both. Videos can convey information in a quick and concise way as well as boosting your overall credibility, which will promote trust within your customer base.

Our NYC Animation studios can create unique animations suitable for your webpage, mobile app, or social media. You can even rely on our animation studios NYC to make short character animations, both 3d and 2d, along with character models and short stories.

If you can imagine it, then our animation studios in NYC can make it. And speaking of anything, you can imagine our Syracuse Web Design team can get to work creating a UI friendly site or provides the tools and templates for you to make your own.

And if you are still struggling with the basics of UI, utilize an array of services, packages, and templates from our Syracuse Web Design services. We can do all the heavy lifting for you while retaining your brand’s personal touch. If you have been having trouble converting leads for your website, then our Syracuse Web Design team would be happy to help.

And as I previously mentioned, user interface design doesn’t just apply to web design but a variety of different industries. Mobile Apps are an excellent way of getting your services out there and into the world with simplified and easy to access features on a device that can fit in your pocket.

And finally, if you were interested in any of the services above, click the links to be redirected to our services. At Sunstone Digital Tech, we are experts in UI design, so if you need the final touch to your prized website or an entire website from scratch, you can rely on our Syracuse Web Design team and our NYC animation studios.

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