A crucial component of web design is developing a site that not only looks visually appealing and functions efficiently but also captivates users to keep them exploring your products and content for longer periods. Numerous aspects must be finely tuned to ensure the best possible experience.
9 Website Design Changes or Features That Most Improved User Engagement or Conversion Rates
With plenty of options at their fingertips, including AI, users' expectations for a website are higher than ever. A number of proactive measures can help maintain interest and engagement in your website's content. We asked entrepreneurs and business owners on website changed they've implemented to improve user engagement and here are the responses:
1. Adding interactive quizzes
Adding interactive quizzes to a business website can greatly enhance user engagement and increase conversions. From my time as a marketing officer, I’ve witnessed how creating personalized experiences strongly connects with audiences. By guiding customers toward tailored recommendations—whether it’s finding the right product, service, or advice—quizzes provide value and foster a connection. This strategy not only builds confidence but also eases decision overwhelm, a common hurdle in completing purchases. They’re a practical tool for turning site visitors into loyal buyers by offering an experience that feels personalized and meaningful to them.
Thanks to Eugene Stepnov, 1Browser!
2. Making the website as simple and user-friendly
I added a simple “What would you like to do today?” section right on the homepage. From there, they could easily choose whether they wanted to take lessons, explore free resources, or book a performance. I added video content that would play directly on the homepage, things like short performance clips or sneak peeks of lessons. It turned the site from something static into an experience that felt much more interactive. The big lesson for me was that making the website as simple and user-friendly as possible paid off. Visitors need to feel like they know what to do right away.
Thanks to Steve Nixon, Free Jazz Lessons!
3. Offering anything beyond just the basics
At first, our website was pretty straightforward; customers could order our coffee, but we weren’t really offering them anything beyond just the basics. A lot of our regulars loved visiting our cafés because they could talk to us about coffee and get personalized recommendations. We wanted to bring that same personal touch to the online experience. So, we decided to add a coffee quiz to the site. The idea was simple: customers could take a quick quiz to find out which coffee blend matched their taste.
After launching this, we saw a 30% increase in subscription sign-ups in just a couple of months.
Thanks to Riley Westbrook, Valor Coffee!
4. Implementing a sticky widget
One of the most impactful website design changes we made at Eric Javits was implementing a sticky ‘Shop the Look’ widget that dynamically showcases styled collections as users scroll. Instead of relying solely on category navigation, this feature creates a guided shopping experience that feels curated and editorial. After implementing it, we saw a 27% increase in time on site and a 14% lift in conversion rate from mobile traffic alone. It also helped reduce bounce rates by keeping visitors engaged with more product pages earlier in their session.
Thanks to Dario Markovic, Eric Javits!
5. Maximize the speed of the site and make navigation simpler
The most beneficial thing we did to improve user interaction and conversion rates was to maximize the speed of the site and make navigation simpler. Through testing with users, we determined that slow performance and a cluttered design were major concerns. In addition, we also made the content more user-behavior-personalized and presented to them what they liked, relevant offers and suggestions, and it created even more engagement. By doing so, we experienced the dramatic boosts in both user engagement and conversions, demonstrating that a speedy, intuitive, and personalized user experience is what drives success.
Thanks to M. Kande Hein, SEOTA!
6. Interactive art carousel
When we redesigned our homepage last year, we swapped out our static image banner for an interactive art carousel that updates weekly with new featured works. It dramatically changed how users interacted with our site. Visitors began staying longer, clicking deeper into artist profiles, and engaging more with our submission portal. The carousel created a sense of freshness and discovery. As someone passionate about both art and user experience, I’ve found that dynamic, story-driven design can turn casual browsers into loyal contributors. The key is making visitors feel they’re part of a living, evolving creative space.
Thanks to Carla Niña Pornelos, Wardnasse!
7. Improving the navigation
When improving user engagement and conversion rates, one of the most effective changes we made was improving the navigation on our website. We saw an uptick in user activity and interactions by making the menu simple and ensuring that key pages were only one or two clicks away. Visitors could find what they were looking for much faster, leading to longer site visits and higher conversion rates. We also focused on ensuring the call-to-action buttons were clearer and more enticing. This small but meaningful design adjustment motivated users to complete a form, subscribe to a newsletter, or set up a consultation.
Thanks to Deepak Shukla, Pearl Lemon Web!
8. Simplifying product pages
Simplifying our product pages by adding sticky “Add to Cart” buttons and reducing distractions above the fold was one of the most significant website design adjustments we made for our e-commerce company. Conversions increased as a result of making the purchase action always available, particularly on mobile devices. To establish credibility right away, we also included trust badges and brief quotes from customer reviews beneath the product title. Reducing friction in the purchasing process was crucial; each element on the page had to justify its position by directly boosting user confidence or conversion.
Thanks to Conrad Cranfield, Stand Desk Pty Ltd!
9. No complex UX
The single most impactful website design change we made at Strategic Pete was removing 90% of the fluff and replacing it with one thing: real client stories in video format, above the fold. Before, our site looked sleek, but it spoke at people, not to them. Now, when a visitor lands, they’re immediately met with a human face, a relatable problem, and a concrete result. We didn’t bury our proof—we led with it. That simple shift tripled our conversion rate. People don’t buy services—they buy outcomes, confidence, and connection. So we stripped away stock photos, added a short headline with a bold CTA, and let the stories do the heavy lifting. No complex UX needed.
Thanks to Peter Murphy Lewis, Strategic Pete!
10. Stripping away the complexity
For B2B SaaS, stripping away complexity drives results. Startups often drown their sites in feature overload, burying their core value. Simplifying messaging to a single pain point, paired with intuitive navigation (fewer clicks to demo requests), consistently boosts conversions. A Baymard Institute study found 84% of SaaS buyers abandon sites with unclear value propositions—focus on clarity over cleverness. For loyalty-focused brands, transparent educational content (e.g., “How our sustainable silk is woven”) builds trust, even if it lengthens the journey.
Thanks to George C, Bifröst Advisory!
|