A strong user experience (UX) does more than make your site look good. It removes friction, builds trust, and guides visitors toward action. Below are six straightforward UX updates that can help you increase conversions, no matter your industry or audience.
Small Changes. Big Impact.
1. Start Strong Above the Fold
Originally a newspaper term, “above the fold” referred to the top half of the front page — prime real estate for grabbing attention. Today, it applies to the portion of a webpage visible before a user scrolls. The principle remains the same: make that first glance count.
Your website’s first impression happens in seconds. With users spending less than a minute on average — and many never scrolling — what’s visible on load has to pull them in. Whether it’s a bold headline, a striking image, or a quick video, this is where you make your value clear. Keep the section clean, focused, and compelling — and use tools like heatmaps or session recordings to understand how users are interacting with it.
Key takeaway: Audit your homepage. Make sure the top section communicates your value clearly and encourages users to stick around.
2. Don't Underestimate the Power of Testimonials
Testimonials build trust — and trust drives action. While your homepage should lead with strong messaging, your most persuasive customer quotes should follow close behind.
Social proof works because it helps people see themselves in your past clients’ shoes. According to BrightLocal, 49% of consumers trust online reviews as much as personal recommendations. Specificity makes these quotes more believable and impactful. A line like “They finished on time and stuck to the original estimate — no surprises” is far more convincing than “Great service!”
Add authenticity by including photos, names, or even short video clips. And don’t bury them — placing testimonials near CTAs helps reinforce confidence at the moment of decision.
Key takeaway: Move strong, specific testimonials higher on key pages — especially near CTAs — and update them regularly with fresh wins.
3. Make Your CTAs Impossible to Miss
Conversions hinge on clear, visible calls to action. If people can’t find or understand your CTA, they won’t take the next step.
Use a contrasting color to help CTAs stand out. Small touches like hover effects, subtle animations, or sticky buttons that stay in view while scrolling can also boost engagement.
Equally important is what the button says. Vague labels like “Contact” don’t do much. Use action-driven, benefit-focused copy like “Start My Free Trial,” “Book a Demo,” or “See It in Action.” Test different versions to find what gets the best response.
Key takeaway: Redesign CTAs with high-contrast visuals and user-focused language. Then test to see what actually moves the needle.
4. Simplify Input Forms to Boost Conversions
Forms are often where conversions happen — but they’re also where interest can die. Every extra field adds friction and increases the chances of abandonment.
Ask only for what’s necessary. Use drop-downs, multiple-choice fields, and autofill to make input quick and painless. If you need more than a few fields, break the form into steps and show progress indicators like “Step 1 of 2.”
Even small tweaks can have a big impact. HubSpot found that reducing form fields from four to three can improve conversions by up to 50%.
Key takeaway: Trim the fat. Cut non-essential form fields and test shorter versions to reduce drop-off.
5. Keep Your Copy Short and Sharp
Even the best design won’t save you from a wall of text. Users skim — especially on homepages — so your copy needs to be clear, fast, and focused.
Think of your site as a visual elevator pitch. You’ve got seconds to capture attention and explain why you’re worth it. Use short headlines, punchy subheads, and copy that’s built for scanning.
Pairing text with visuals also helps. Instead of writing “We offer innovative solutions to drive business success,” say “Turn more leads into loyal customers — with less effort.” It’s clear, concrete, and benefit-led.
Key takeaway: Rewrite homepage and landing page copy to be skimmable, to the point, and centered on what the user gets — not jargon.
6. Use Visual Hierarchy to Guide the Eye
Effective UX depends not just on what’s shown, but how users move through it. Visual hierarchy helps steer attention to the most important content in the right order.
Use font sizes, spacing, contrast, and layout to create a visual path. Headlines should stand out. CTAs should pop. Secondary content should support the journey without getting in the way.
Here’s a quick gut check: do the “squint test.” Blur your eyes and look at your page. Whatever grabs your attention first is likely what your users see too. If that’s not what you want them to focus on, it’s time to adjust.
Key takeaway: Review your layout to make sure the flow takes users from headline to CTA — not to dead zones or distractions.
Want a Website That Works?
If you're ready for a site that doesn’t just look great but actually gets results — let’s talk. At Nansen, we combine smart design with strategy to turn your site into a high-impact experience.
