In conversion rate optimization (CRO), creating a unique or unconventional experience may seem appealing. After all, it might feel innovative and different, but when it comes to actually getting users to convert, following industry standards and user experience (UX) best practices is far more effective. This article will explore why following familiar layouts and established UX patterns is the best choice for most websites. Instead of reinventing the wheel, learning from what’s already working can help you create high-converting pages that cater to human psychology and usability principles.
In fact, if you’re looking to dive deeper into these concepts, Don’t Make Me Think by Steve Krug is an excellent place to start. Krug’s book is a cornerstone of user-friendly design, emphasizing how simplicity and familiarity make websites instantly understandable and effective.
Humans, by nature, are creatures of habit. When people encounter a familiar interface, they navigate it faster, feel more comfortable, and are more likely to complete desired actions. Drastic changes in design or user flow create friction, forcing users to pause, think, and reassess their next steps—something you definitely want to avoid.
Familiarity in website design capitalizes on our natural tendency to avoid change. When users encounter a familiar structure on a website, they instinctively know where things are, how they should behave, and what to do next. This decreases cognitive load and allows them to flow smoothly through the user journey.
Example: The Shopping Cart Icon
Most e-commerce sites feature a shopping cart icon at the top right of the page. Users expect to find it there because nearly every other website has set this precedent. Imagine visiting a website where the cart icon is in an unusual spot, such as at the bottom left. Even though the icon remains functional, the unexpected location causes confusion, leading to hesitation and potential abandonment. Familiarity eases users through the purchase process, whereas unnecessary novelty can create resistance and frustrate the user.
When it comes to conversion rate optimization, industry standards and best practices are time-tested methods that work. These standards are rooted in years of research and experimentation across millions of websites, so why ignore them? Larger companies have invested in optimizing their designs, user flows, and layouts, making them highly effective at converting visitors. By following these established patterns, you can benefit from the same insights and avoid costly pitfalls.
Examples of Proven UX Standards:
These standards aren’t arbitrary; they reflect patterns that guide users to conversion with minimal resistance.
Unfamiliar layouts or unexpected user flows force people to think harder than they should, which can increase friction and reduce conversions. When you design a page that deviates too far from the norm, users have to invest more time to understand how it works, which detracts from the primary message and CTA.
Example of a Poor UX Decision:
Suppose a fashion website places its product filters in a hidden sidebar with a slide-out function instead of using the familiar left sidebar layout. Users who are accustomed to seeing filters displayed in the left-hand panel may struggle to find them, resulting in frustration and potentially causing them to abandon the site.
Better Alternative:
A better approach would be to use a standard filter layout on the left, ensuring users can immediately find and use it. This small adherence to standard UI conventions significantly enhances user experience and keeps the focus on product discovery.
A well-known tactic among CRO experts is to study and emulate the user journeys crafted by industry leaders. Large companies like Amazon, Netflix, and Apple spend millions on researching and testing the best possible user experience. By studying these giants, you can incorporate their high-performing design elements into your website, creating a user journey that feels familiar, intuitive, and effective.
Amazon’s Simple Checkout Process: Amazon’s checkout process is streamlined and intuitive, guiding users through steps with minimal distractions. By emulating this clean, linear flow, you make the checkout process faster and more intuitive for users.
Netflix’s Seamless Signup: Netflix focuses on a straightforward signup flow, offering only the essential steps before users start their free trial. Implementing a similarly simple process for signing up or subscribing to your service can make users more likely to complete the action.
Emulating these user journeys doesn’t mean copying a competitor’s design verbatim. Instead, it means understanding why certain elements work and incorporating them in ways that benefit your users.
Predictability in design helps build trust with your audience. Users feel secure when they know what to expect from each page, whether it’s a blog, landing page, or checkout flow. This trust is critical in ensuring users feel comfortable enough to convert.
For instance, think about e-commerce product pages. Users expect to see product images on the left, details in the middle, and an “Add to Cart” button prominently displayed. These elements align with how the human mind naturally scans information, increasing the likelihood of conversion.
Example of Good Predictable Design: On a product page, use high-quality images, a short description with clear bullet points, and a prominent “Add to Cart” button. This setup mirrors what users expect, allowing them to focus on the product and make purchasing decisions confidently.
Example of a Poor Design Choice: Conversely, placing product images in an unconventional layout, such as a slider at the bottom of the page, might confuse users and disrupt their natural flow, resulting in higher bounce rates.
Now that we’ve covered the psychology and benefits of familiarity, here are practical tips to create high-converting landing pages that follow industry standards.
Follow Established Layouts: Stick to widely accepted layouts for landing pages. For example, place the headline at the top, include a large, eye-catching CTA, and add essential information below. This structure aligns with users’ expectations and keeps them focused on your message.
Use Proven Color Schemes for CTAs: Bright, contrasting colors like green or orange for CTA buttons can increase visibility and click-through rates. Follow established color practices that align with your brand but stand out enough to catch the eye.
Provide Clear and Minimal Navigation: Limit navigation options on landing pages to keep users focused on conversion. Removing unnecessary links and only offering essential paths keeps users on track.
Incorporate Social Proof: Include testimonials, reviews, or case studies in familiar layouts. Studies show that users gravitate towards social proof placed near CTAs, reinforcing trust and encouraging conversions.
Simplify Forms: Keep forms as short as possible. Ask only for essential information to reduce friction. Many high-performing websites use only one or two form fields to capture leads.
Following industry standards doesn’t mean your website has to look generic. There are still many ways to incorporate your brand’s personality and unique value proposition without disrupting usability. Design elements such as typography, color schemes, and images can convey your brand’s identity without sacrificing familiar UX patterns.
Example of a Balanced Approach:
A wellness brand can use calming colors and soft imagery that reflect its identity, while keeping familiar layouts and predictable navigation. This approach allows the brand to connect with users emotionally, without sacrificing the functional aspects that drive conversions.
In the world of conversion rate optimization, familiarity is not just comforting—it’s essential. Reinventing your website’s layout or user flow can hinder rather than help, creating confusion and friction that drive potential customers away. Instead, embrace industry standards and time-tested UX principles. Following familiar layouts, predictable navigation, and intuitive design patterns allow you to create a seamless user journey that ultimately increases your conversion rates.
For further reading on user-friendly design principles and how they enhance usability, Don’t Make Me Think by Steve Krug is an invaluable resource. His book provides practical insights into why simplicity and clarity are the keys to effective website design.
Ready to optimize your website for conversions? Contact us today for expert help in implementing industry-proven techniques that turn visitors into loyal customers.
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