{"id":19748,"date":"2025-05-19T10:00:59","date_gmt":"2025-05-19T09:00:59","guid":{"rendered":"https:\/\/then.agency\/articoli\/website-ux"},"modified":"2026-10-07T22:35:41","modified_gmt":"2026-10-07T21:35:41","slug":"website-ux","status":"publish","type":"post","link":"https:\/\/then.agency\/en\/articoli\/website-ux","title":{"rendered":"Website UX: how to improve usability and conversions"},"content":{"rendered":"<p>When a website is hard to use, the user abandons it. Regardless of the quality of the content or the graphic design, a negative experience compromises brand perception and business results. For this reason, investing in <strong>website UX<\/strong> is today one of the most effective levers for increasing conversions, retention and loyalty.<\/p>\n<p>This article explores:<\/p>\n<ul>\n<li>what a website&#8217;s UX is and why it is so important;<\/li>\n<li>how to improve the user experience in a structured way;<\/li>\n<li>which tools, metrics and professional figures are involved.<\/li>\n<\/ul>\n<h2>What website UX is<\/h2>\n<p>A site&#8217;s <a href=\"https:\/\/then.agency\/en\/articoli\/user-experience-secret-of-successful-products\"><strong>User Experience (UX)<\/strong><\/a> is the overall experience a person has while browsing: from how easy it is to find a piece of information, to loading speed, to the perception of fluidity and pleasure of use. It includes functional, emotional and cognitive factors.<\/p>\n<blockquote>\n<p>According to <a href=\"https:\/\/www.nngroup.com\/articles\/definition-user-experience\/\" target=\"_blank\" rel=\"noopener\">Nielsen Norman Group<\/a>, &#8220;user experience encompasses all aspects of the end-user&#8217;s interaction with the company, its services, and its products&#8221;<\/p>\n<\/blockquote>\n<p>In the context of a website, UX means designing interactions that are intuitive, accessible and in line with users&#8217; expectations.<\/p>\n<h2>Why improving website UX is a priority<\/h2>\n<p>An effectively designed UX can have a measurable impact on business KPIs. Here is some evidence:<\/p>\n<ul>\n<li><strong>76% of users<\/strong> consider navigability the most important element of a website<br \/>Source: <em>2015 B2B Web Usability Report<\/em><\/li>\n<li><strong>Up to 50% more loyalty<\/strong> for companies that invest in UX<br \/>Source: <em>Aberdeen Group Report, 2016<\/em><\/li>\n<li><strong>5 seconds<\/strong>: is the average time within which a user decides whether to stay on a site or leave<br \/>Source: <em>Nielsen Norman Group Benchmarking<\/em><\/li>\n<\/ul>\n<p>Improving the site&#8217;s UX brings concrete benefits in terms of:<\/p>\n<ul>\n<li>increased conversions (sales, leads, sign-ups),<\/li>\n<li>reduced bounce rate,<\/li>\n<li>more average time on the site,<\/li>\n<li>strengthened brand trust.<\/li>\n<\/ul>\n<h2>The six pillars of effective UX for websites<\/h2>\n<h3>1. Solid information architecture<\/h3>\n<p>A well-organized site helps users quickly find what they are looking for. The use of <a href=\"https:\/\/then.agency\/en\/articoli\/card-sorting\">card sorting<\/a> and <a href=\"https:\/\/then.agency\/en\/articoli\/tree-testing\">tree testing<\/a> is useful for validating the content structure, improving the clarity of labels and consistency between sections.<\/p>\n<h3>2. Intuitive navigation<\/h3>\n<p>Menus, breadcrumbs, CTAs and internal links must guide the user without friction. Interactions must be clear and consistent at every point of the site.<\/p>\n<h3>3. Loading speed<\/h3>\n<p>A slow site damages the experience and also penalizes SEO ranking. Google considers speed a ranking factor.<\/p>\n<h3>4. Mobile-first design<\/h3>\n<p>Over 55% of web traffic comes from mobile devices. A mobile-first approach ensures smooth experiences on every screen.<\/p>\n<h3>5. Accessibility<\/h3>\n<p>An accessible site is usable also by users with disabilities. Following the WCAG guidelines is essential for ensuring fairness and regulatory compliance.<\/p>\n<h3>6. Visual consistency and brand identity<\/h3>\n<p>Design, colors, typography and communicative tone must consistently convey the brand&#8217;s values, strengthening users&#8217; trust.<\/p>\n<h2>The people involved in improving UX<\/h2>\n<p>Working on a site&#8217;s UX takes cross-disciplinary skills. The key figures are:<\/p>\n<ul>\n<li><strong>UX Designer<\/strong>: defines flows, architecture and interactions.<\/li>\n<li><strong>UI Designer<\/strong>: creates the visual interface consistent with the brand.<\/li>\n<li><strong>UX Researcher<\/strong>: analyzes users&#8217; needs and behaviors through qualitative and quantitative methods.<\/li>\n<li><strong>Front-end Developer<\/strong>: implements solutions with attention to performance, responsiveness and accessibility.<\/li>\n<li><strong>Content Designer \/ UX Writer<\/strong>: designs clear, action-oriented text.<\/li>\n<\/ul>\n<p>In the Then method, projects are managed by <strong>multidisciplinary teams<\/strong>, flexible and built around the client&#8217;s specific goals.<\/p>\n<h2>How to improve a website&#8217;s UX<\/h2>\n<h3>UX Audit<\/h3>\n<p>An expert analysis that evaluates the usability of the current interface, highlighting problems with accessibility, visual hierarchy, microinteractions and flows.<\/p>\n<h3>User testing<\/h3>\n<p>Direct observation of users performing specific tasks. It makes it possible to spot friction, misunderstandings or unexpected obstacles.<\/p>\n<h3>Behavioral analysis<\/h3>\n<p>Tools such as heatmaps, session replay and analytics help understand what users do on pages and where they get stuck.<\/p>\n<h3>Strategic redesign<\/h3>\n<p>Based on the data collected, you can intervene with progressive optimizations or a deeper rethinking of the architecture and the interface.<\/p>\n<h3>A\/B testing<\/h3>\n<p>Comparing two versions of a page makes it possible to validate design decisions against real performance.<\/p>\n<h2>Beware the limits of CMSs<\/h2>\n<p>Tools such as WordPress, Webflow or Shopify offer predefined layouts and drag &amp; drop features, but they <strong>do not design experiences<\/strong>.<\/p>\n<p>Without strategic work on UX:<\/p>\n<ul>\n<li>the structure can be confusing,<\/li>\n<li>the paths unintuitive,<\/li>\n<li>the interactions inconsistent with the goals.<\/li>\n<\/ul>\n<p>UX cannot be improvised with a graphic theme: it is the product of study, research and testing.<\/p>\n<h2>How to measure the quality of UX<\/h2>\n<p>Here are the most useful metrics for evaluating a website&#8217;s UX:<\/p>\n<ul>\n<li><strong>Net Promoter Score (NPS)<\/strong>: measures overall satisfaction and the likelihood of recommendation.<\/li>\n<li><strong>Customer Effort Score (CES)<\/strong>: indicates how easily a user completes an action.<\/li>\n<li><strong>Bounce rate and average time on site<\/strong>: highlight the site&#8217;s ability to hold the user.<\/li>\n<li><strong>Conversion rate<\/strong>: measures the effectiveness of the experience against business goals.<\/li>\n<li><strong>Heatmaps and session replay<\/strong>: visually show the most clicked areas and real behavior.<\/li>\n<\/ul>\n<blockquote>\n<p>According to <strong><a href=\"https:\/\/www.qualtrics.com\/blog\/customer-experience-metrics\/\" target=\"_blank\" rel=\"noopener\">Qualtrics<\/a><\/strong>, a data-driven approach to UX can reduce acquisition costs and improve retention by 20-30%.<\/p>\n<\/blockquote>\n<h2>Conclusions<\/h2>\n<p>A site is not just a container of content, but <strong>an ecosystem of interactions<\/strong>. UX is what makes it possible to turn a visit into a relationship, interest into trust, browsing into conversion.<\/p>\n<p>Investing in <strong>website UX<\/strong> means designing around people, optimizing usability and making digital a real engine of business.<\/p>\n<p><strong>Do you want to improve your site&#8217;s UX? <\/strong>Then works every day to design digital experiences that are intuitive, consistent and measurable. Thanks to a network of experts in UX, UI and research, we support brands in building sites that are effective, accessible and goal-oriented.<\/p>\n<p><a href=\"https:\/\/then.agency\/en\/book-a-call\">Contact us<\/a> and tell us about your project.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Architecture, navigation and performance: the six pillars for improving usability and conversions.<\/p>\n","protected":false},"author":10,"featured_media":18175,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"rank_math_title":"Website UX: what it is and how to improve it","rank_math_description":"What determines a website's UX, which problems drive users away and where to start to improve it.","rank_math_focus_keyword":"website ux","fonti_articolo":"<ul>\n<li data-start=\"7491\" data-end=\"7619\"><a href=\"https:\/\/www.nngroup.com\/articles\/definition-user-experience\/\">Nielsen Norman Group, \"The Definition of User Experience (UX)\"<\/a><\/li>\n<li data-start=\"7491\" data-end=\"7619\"><a href=\"https:\/\/komarketing.com\/blog\/b2b-web-usability-report-2015\/\">KoMarketing, \"B2B Web Usability Report\"<\/a><\/li>\n<li data-start=\"7491\" data-end=\"7619\"><a href=\"https:\/\/www.qualtrics.com\/blog\/customer-experience-metrics\/\">Qualtrics, \"Customer Experience Metrics That Matter\"<\/a><\/li>\n<\/ul>\n","riassunto":"<p>A site that is hard to use gets abandoned, however good the content and polished the graphics.<\/p>\n<p>Six levers to work on: information architecture, navigation, loading speed, mobile-first design, accessibility, visual consistency with the brand.<\/p>\n<p>Who comes into play to improve them and with which tools you proceed, between UX audits, tests with real users and analysis of browsing behavior.<\/p>","footnotes":""},"categories":[55],"tags":[],"class_list":["post-19748","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ux-and-ui-design"],"_links":{"self":[{"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/posts\/19748","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/comments?post=19748"}],"version-history":[{"count":0,"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/posts\/19748\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/media\/18175"}],"wp:attachment":[{"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/media?parent=19748"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/categories?post=19748"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/tags?post=19748"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}