Optimizing Conversion-Driven Design Versus User-Centered Design

Where Conversion Optimization Goes Too Far

When conversion goals are the driving force behind product decisions, the user experience can take a back seat to marketing strategies. A number of common patterns demonstrate how this might happen.

Aggressive Popups and Interruptions

Organizations often use popups and modal dialog boxes to encourage email signups or promote limited-time offers. However, excessive interruptions can disrupt users’ primary tasks and, thus, become painpoints for users. Research has shown that popups that appear within the first five seconds of a page visit can reduce user satisfaction by as much as 72%.

For instance, if a user wants to read an article on a Web site, a page that has all of the following elements could be overwhelming and interruptive:

• an entry popup asking for an email address
• a sticky newsletter-subscription banner
• an exit-intent modal dialog box
• a chat widget that prompts the user to engage

While each of these elements might contribute to higher conversion rates on its own, together they can overwhelm the user.

SEO-Driven Layouts That Ignore Usability

Search-engine optimization has deeply shaped many modern Web sites. Long form pages with strong keywords in headings, links, and content blocks can help raise a Web site’s position of in search-engine results.

However, if SEO tactics are the main factor in deciding the layout of a page, while ignoring readability and information structure, users might find it difficult to obtain the information they need from the site. UX designers might have to work on pages that were originally designed to satisfy the needs of search engines rather than the needs of users.

Dark Patterns and Manipulative User Interfaces

Some conversion-driven design strategies might even be considered manipulative design practices. We commonly refer to these as dark patterns. The use of dark patterns exploits users’ cognitive biases and tricks users into doing things they generally would not want to do. Some examples of dark patterns include the following:

• preselected options for receiving marketing email messages
• confusion during the unsubscribe process
• scarcity-based communications
• hidden fees that are disclosed only during the payment stage

While such practices might be effective for short-term gains, they can ultimately harm the reputation of the brand.

The Cost of Over-Optimizing for Conversions

When digital experiences prioritize conversions above all else, several negative consequences can emerge.

Erosion of User Trust

User trust is one of the most valuable things a digital product can create. Clear pricing models, honest communications, and respectful interactions can go a long way toward establishing trust.

While manipulative strategies might produce some conversions, they can also make customers feel that they’ve been deceived or forced into making a decision. This can ultimately harm user trust and hurt revenues over the long term.

Increased Cognitive Load

Excessive numbers of calls to action, promotional banners, and marketing messages increase the cognitive effort that is necessary to navigate a Web site. Instead of focusing on their primary goals, users must filter out competing messages and other demands on their attention.

Research from the Nielsen Norman Group suggests that users typically leave a page within 10 to 20 seconds if they cannot quickly identify its value or discover any relevant information. When user interfaces overwhelm users with competing conversion prompts, they risk losing users’ attention before they can even understand what an organization, product, or service offers.

Short-Term Gains but Long-Term Losses

Even though a strategy has been optimized for conversions, it might not lead to satisfied or engaged customers. In fact, users might feel pressured into signing up for a service and, as a consequence, do the following:

• quickly cancel their subscription
• ignore marketing communications
• avoid returning to the site

This can be problematic for businesses that have high acquisition rates but low retention rates.

Rethinking the Relationship Between UX Design and Conversions

Rather than our viewing conversion optimization and user-centered design as opposing approaches, consider them as complementary to one another. The most sustainable digital experiences align user success with business success.

When users can achieve their goals efficiently and confidently, conversions tend to follow naturally. However, this requires reframing the role of conversion metrics for UX design. Therefore:

Instead of asking: “How can we make more users click this button?”
Teams should ask: “How can we help users reach the right decisions more easily?”

This subtle shift in thinking changes the design process in meaningful ways.

Designing for User Autonomy

One way to strike a balance between persuasiveness and usability is to focus on the user’s autonomy. User autonomy refers to users’ ability to make decisions without coercion or manipulation by the organization for which the UX designer works. Let’s consider some practical ways of supporting user autonomy.

A Clear Information Architecture

Users should understand the following:

• what they’re being offered
• how pricing works
• what happens next

By reducing ambiguity, you can empower users to make decisions with confidence.

Transparent Messaging

Avoid using exaggerated or insincere messaging. Don’t say “Only two items left in stock!” or “Offer ends in 5 minutes!” unless you mean it. Authenticity builds trust.

Respectful Interaction Design

Use intercepts judiciously. Best practices include the following:

• Give users time to engage with the content before prompting them to sign up.
• Provide clear, easy ways for users to close sign-up prompts.
• Don’t block users’ immediate access to content.

Respectful interaction design tells users that their time is valuable.

Aligning Business Metrics with User Value

Broadening the measures that your organization uses to measure success is key. Conversion rates alone provide an incomplete measure of the user experience. Other measures that could be more meaningful include the following:

• task-completion rates
• time to value
• user-satisfaction scores
• user retention and repeat visits
• customer lifetime value

These metrics evaluate the actual quality of the user experience, not just the actions that users take. Employing both UX metrics and business metrics can enable you to find a design solution that meets both user and business needs.

Use a Prelaunch Checklist for Conversion Features

Product teams can reduce the risk of their adopting harmful conversion tactics by evaluating new features before launch. The following checklist can help UX designers assess whether a conversion-focused feature respects users’ needs. Before shipping any conversion-focused feature, ask the following five questions:

1. Does this feature help users accomplish their goal or interrupt them?
2. Is any urgency or scarcity messaging factually accurate?
3. Can users easily dismiss or skip a conversion interaction?
4. Does this feature treat users as partners or as targets?
5. Will a user who converts using this feature feel good about it afterward?

If any of these questions reveals a problem, the feature warrants redesign before launch. Figure 1 illustrates how the design questions that you ask change when teams shift from a conversion-first mindset to a user-centered approach.

The Role of UX Design in Ethical Persuasion

Persuasion is not itself inherently negative. In fact, helping users discover valuable resources that might not have been their first choice can be a great practice. The purpose and honesty behind persuasive communication is what matters.

Ethical persuasion aims at enriching the user experience, easing decision-making, and offering support, while manipulative persuasion is about leading the user to make a decision that benefits the business most.

UX design plays a significant role in finding and maintaining the right balance between the practices of conversion-driven design and user-centered design. When we advocate for the user, we can ensure that a beautiful, persuasive design is also beneficial to the user.

Building Sustainable Digital Experiences

The greatest digital products build relationships with their users gradually. These relationships are founded on trust, usability, and value. Unfortunately, companies that depend mainly on hard conversion tactics are often unable to provide any of those things. A better strategy requires the following:

• investing in user research
• designing around users’ needs
• measuring long-term user engagement
• thinking of the user as a partner, not a target

While this strategy might not lead to the fastest growth, it’s better for long-term success.

Conclusion

The binary of conversion-based design and user-centered design reflects a major theme in digital-product development: how to harmonize the needs of the business with its value to users.

While conversion rates are key performance indicators, they should never be the sole factor in determining design changes. If companies place too much emphasis on clicks, at the expense of the user experience, they may inadvertently endanger their sustainability.

By going for user autonomy, making things clear, and selecting the business metrics that highlight the user’s achievement, UX professionals can reconcile the two canons of persuasion and usability.