How to Increase Sales with UX

What is UX?

Let’s go over the definition of UX first first. No, we’re not being pedantic. We’re talking about what UX is to help you see better the framework we use for this article. Bear with us.

User Experience (UX) is a multifaceted concept that influences how users interact with a product, from their very first encounter to ongoing use. A solid understanding of UX is vital for creating a product that not only meets user needs but yields a financial return. UX can be broken down into three levels: Utility, Usability, and Desirability.

Let’s break it down further and see how it relates to business.

Level 1: Utility

At the bery core of UX is utility. Any product, no matter how shiny and useable, needs to satisfy a need. That said, let’s cover how you can make your product more useful to your users.

Deep Interviews

Every great product begins with a deep understanding of the problem it aims to solve. Initial success, especially among friends and family, can be misleading and may fool you into believing an idea is strong when it’s not. Conducting deep interviews is an essential step in the design process to grasp the core problem before developing a solution.

Our core message is this: always start with the problem; don’t force a solution into a market that doesn’t need it.

That said, deep interviews are not only useful at the very beginning of product development. Having solid and regular customer development processess wlil help you say in touch with your users’  preferences. That’s the only reliable way to make sure your product remains useful in the long run.

Needless to say, ongoing efforts to ensure utility is the driving force behind long-term sales growth.

Level 2: Usability

Now that we’ve covered utility, let’s go over how to boost usability. As useful as a product may be, it will lead to significant drop-offs if users ca’t figure our how to derive value.

Usability Testing

Even a product that is exceptionally useful can fail if it’s not user-friendly. Poor usability can be identified through key UX usage metrics such as activation, retention, and conversion rates: all signs that you’re hemorrhaging money. If these metrics are lagging, usability issues could be the root cause.

The most effective way to confirm usability issues is by conducting usability testing sessions. In a nutshell, usability testing is:

1. Creating a prototype you’d like to test (or using an existing piece of software);
2. Find users for testing;
3. Conducting a testing session with users using the prototype;
4. Analyzing the results.

Here's an example of such prototype:

From the business standpoint, usability testing saves you money. Lots and lots. Just after a usability testing session, it takes a designer a few minutes or hours to make tweaks. Once coded, it may take you weeks or even months. We might be exaggerating, but if so, very slightly.

Typically, just five sessions are sufficient to reveal most issues. However, keep in mind that a broader scope may dilute the findings, so keep tests focused and manageable.

Conversion Funnel Tracking

Tracking your conversion funnel helps pinpoint where users drop off, allowing you to optimize those specific areas. This targeted approach makes improvements more efficient and effective, since it breaks down a large problem into smaller manageable chunks.

How this funnel looks will largely depend on your product. With e-commerce, for instance, it’s one story. With something like Slack — completely another. Another useful framework is PLG (more on that later).

Support Ticket Analysis

Customer support tickets can be a goldmine for identifying usability (and utility) issues. Pay attention to the most frequently reported problems. However, be aware of survivor bias; users who are most frustrated might not submit tickets and may simply abandon the product. That's why this activity should go hand in hand with churn analysis. Therefore, support tickets may point you in the right direction, but you should look for additional evidence.

Onboarding and Time-to-Value

The time-to-value — sometimes called the "aha moment" — is when users first experience the core benefit of your product. A strategic goal should be to fast-track users to this moment as quickly as possible. Streamlined onboarding plays a key role in reducing this time and boosting overall engagement.

The “aha moment” is the pathway to what’s referred to as a habit moment. In turn, this results in good retention and boost the life-time-value. That’s how you get sales long-term. More on that later.

Level 3: Desirability

Animations, Illustrations, and Haptics

To stand out and be memorable, products need more than just good usability—they need desirability. Visual elements like animations and illustrations, along with tactile feedback such as haptics, can elevate the user experience and make it more engaging.

In-Product Optimization and Calls to Action (CTAs)

Optimizing in-product elements is crucial for driving user action. A few best practices for effective CTAs include:

• Use Clear, Action-Oriented Language: Make actions straightforward, e.g., "Sign Up Now.";
• Create a Sense of Urgency: Phrases like "Limited Time" or "Today Only" encourage immediate action;
• Make CTAs Visually Distinct: Use contrasting colors, larger buttons, or bold typography;
• Keep It Short and Direct: Limit text to 2-5 words for quick readability;
• Emphasize Benefits: Highlight what users gain, like "Get Free Access" or "Save 20%.";
• Strategic Placement: Position CTAs where users expect them—above the fold or after key content.

Best practices is a great starting point. However, you should test and iterate various versions, so that you optimize your sales.

{{case-study}}

Upsells and Emotional Design

Introducing premium features and using emotional design tactics can increase user engagement. However, be cautious not to overuse urgency-based messaging (e.g., "Only 2 left!") as it can come off as spammy or, if false, as a dark pattern that damages trust.

A/B Testing and Social Proof

Once usability reaches a satisfactory level, optimization can begin. A/B testing helps refine various product elements by testing hypotheses against actual user behavior to find what resonates best. Social proof, like user testimonials or statistics, can further increase trust and desirability.

PLG (Product-Led Growth)

UX isn’t just about converting traffic into active users; it can also attract new users. This is the essence of Product-Led Growth (PLG)—designing a product so compelling and intuitive that it becomes the primary driver for acquiring new customers.

Product-led growth offers a framework to help make your product into your most valuable sales-person. Let’s briefly cover every step:

• Engagement (capture attention and communicate the value you’re offering)
• Activation (empower users with all the tools they need to reach an aha moment and get the most value out of your product)
• Habit (help users integrate your product into their habits)
• Retention (maintain users’ interest long-term)
• Monetization (convert retained users into paying customers)

It’s worth noting that one step doesn’t always start when the previous ends. They overlap. They also overlap differently depending on your product.

Habit Loops and Gamification

Incorporating habit loops and gamification elements can reinforce user behavior and make your product part of their daily routine. The cycle of cue, routine, and reward keeps users returning, fostering long-term engagement.

Conclusion

UX is more than just a buzzword—it’s a strategic approach that covers utility, usability, and desirability. By understanding and applying these principles, you can create a product that not only meets user needs but also keeps them coming back. Thoughtful design, careful testing, and continuous optimization are key to turning your product into an essential part of users’ lives.