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UX & Conversion optimization

    UX & Conversion optimization is actually about the questions: How do you gain customer trust and how do you convince them? How do you make the threshold for ordering something as low as possible? There are endless things to consider here. Nevertheless, I have tried to put together as complete a checklist as possible, from which you may be able to get inspiration to improve your website in this regard.

    Reviews (ratings)

    Reviews are of decisive importance these days. Therefore, put them on your website, including a photo of the customer or his or her company logo.

    • You can use Google My Business to collect reviews. These 5-star ratings are also displayed in the search results, which significantly increases the click-through rate.
    • Are the reviews on all pages?

    Quality marks

    Do you have quality marks and logos of certification bodies, etc. in the footer of your website?


    Does your website offer clear warranty conditions and possibly a “money back” policy?


    Show that you are an authority and that you are written about or that you contribute articles to leading trade magazines or on portals.


    Does your website show references? If you already supply your products or services to large customers, mention their logos on your website or even better, describe per company what you do or have done for those companies.

    Founded in…

    Is the year of founding listed on your site? That gives confidence, especially if your company has been around for some time.

    Corporate Social Responsibility

    Show that you are a socially responsible entrepreneur and care for the planet while respecting people.

    Social media

    Do you keep your social media pages regularly updated and are they neatly designed?

    Ethics and compliance

    Does your website and email marketing system comply with the GDPR? Show that you take privacy seriously.

    Graphic design

    • Is it clear at a glance what the website is about or what you have to offer?
    • Does the web design provide a positive brand experience?
    • Does the appearance match your identity?
    • Do you use stock photos or personal images? Make your website personal and authentic with your own photo and video material. It is difficult to gain empathy with stock photos alone.


    Does your website give the idea of scarcity? Examples of this are: “2 places left!” and leave the sold out products on the website, Offer valid until, etc.


    Are you giving something away for free? For example, a sample copy or trial period to get in touch with your target group? For example, a free appraisal of your house (real estate agent), free website scan (web designer), free intake interview, free App, discount when leaving a review, secret deals only via e-newsletter, etc.

    Copy writing

    • Does each product page, above the fold, contain your USPs for that product, service or category? Users want to be able to see in a few seconds why they should work with you and not the competitor instead of having to read the entire article.
    • Is the most important information above the fold?
    • Is the text easy to read through the correct use of fonts, size and colors?
    • Do the pages invite the reader to read the text through attractive text layout and images?
    • Are paragraphs neatly divided with paragraph headings?
    • Are sentences and paragraphs too long?
    • Is it clear what text links are?

    Calls to action

    • Do your Calls-to-actions really catch the eye through color design, without too much distraction from other matters?
    • Is the most important Callstoaction above the fold?
    • Does the website include the option to easily share articles on the main social media channels?
    • Does your website use social media display instead of links to your social media pages?
    • Always try to keep visitors on your site as that is where the most important conversions usually take place.
    • Does your website have a Chat function, Skype or WhatsApp button?
    • Is your telephone number on the desktop version and a click-to-call icon on the mobile version of your website?
    • Do you have a short contact form, brochure request form or “Call me back” form in the sidebar or footer of each page?
    • Are you asking to subscribe to your newsletter, follow you on social media, leave a review or complete the contact form? In the sidebar of footer on every page, on your thank you page, in your email signature, in automatic confirmation emails, in the template of your newsletters, etc.


    • Does your website have a breadcrumb trail?
    • With a breadcrumb trail, users can see at a glance where they are in the website structure.
    • Is it possible to search your website using a search field?
    • This is a must, especially if you have many items or products.
    • Does your website use tags?
    • Tags connect articles or products that are related to each other
    • Tags connect articles or products that are related to each other. When the user clicks on a tag, he gets an overview of all products or articles with the same tag.
    • Does your website have an off-canvas hamburger menu on mobile?


    • Does your website or webshop use personalization where possible? Personalization means that you present visitors with personalized content after they have logged in or e.g. viewed a particular product on your website or read a particular article. An example of this is the alternative products at the bottom of web shops or recently read articles.
    • Does delayout of your website comply with the web standard? When it comes to UX, it is better to deviate as little as possible from the “standard”. Otherwise, visitors will be confused. For example, visitors expect the main menu to be the same on every page and the logo at the top left to be a link back to the homepage.
    • Are telephone numbers clickable on mobile phones?
    • Are the forms too long or complicated?
    • Have you had your grandfather or grandmother test the website?