6 Factors Affecting Website Conversions

We’ve been busy with website conversion optimisation projects and many of them involve the redesign of landing pages.

What are landing pages?

In simple terms, a landing page is any page on your website that visitors FIRST land on in their initial interaction with you. It may be your homepage, your product details page or even your CEO’s profile page.

Why do visitors land on these pages?

There are several reasons. You may have intentionally driven traffic to these pages via paid search ads or social media ads; or the content may be so engaging and relevant that people constantly search for them. A CEO’s profile page may also be a landing page when he or she is recognised as a thought leader or the “public face” of the organisation.

When you realise one (or more) of these pages rank highly in the Google Analytics Landing Page Report, it is time to take advantage by improving the web page conversion.

After journeying with our customers on their website conversion projects, here’s a list of 6 factors that commonly prevent visitors from taking that leap.

Value Proposition

This is the overall perceived benefit in visitors’ mind. Is your value proposition clear?


This refers to how closely the content on your website match with what visitors expect to see. What is your value proposition vs. their needs?


How clear is your value proposition, main message and call to action?


Are there elements (or missing elements) on the page that create uncertainty in visitors’ mind?


What is the first thing that captures visitors’ attention when they land on the page? Does it help or hurt your main purpose? Is conflicting or off-target in any way?


Why should visitors take action immediately? What has the page communicated in terms of messaging, offer, incentive, tone and presentation that will push them into taking immediate action?

Which of these factors affect your website conversion?

Collection of Dark UX Patterns

This post documents a collection of dark UX patterns used by various products and services. Design is a powerful skill that either improves the world we live in or makes us miserable. Dark UX patterns are designs that focus on commercial benefits at the expense of users, using persuasive or, at times, unethical methods to make us do things we don’t want.

UXPin cancellation

I subscribed to UXPin recently to test out the features and see if it was of any good to projects. Turned out I didn’t really need it and I was looking high and low for the cancellation option until I found it hidden as a fine print, in super light grey text that no one can see. I wonder how ethical it is to make it so difficult for people to cancel their subscription. Well, I cancelled anyway.

oBike – Cancellation Refund

oBike cancellation refund

Saw this on Linkedin some time back. Once again, hidden refund text no one can see. Compared to UXPin, oBike made it worse by adding a huge call-to-action (CTA) button to “Be an oBike VIP”.

If you managed to spot the first “Continue to refund” link, how about the second “Confirm” button that’s again styled in light grey text?

Seriously, if people want to leave, they will. No matter how hard you try to stop them, they’ll leave. Leveraging on behavioural psychology to cheat users into pressing the wrong button, shame on you.

Learn more about Dark UX and see the Hall of Shame

The Dashboard for Bus Drivers

I’ve been taking buses more frequently now that I’ve sold my car and I can’t help but observe how bus drivers have been using this complex-looking two-piece screen device that’s in front of them.

On closer look, the top screen seems to be “touch screen” enabled where the driver can tap on the various icons such as the microphone to make an announcement and also view information about the trip like what is the next stop.

The bottom screen however looks non-touch screen, where existing buttons on the sides are configured for a particular purpose as shown on the screen. E.g. button “0” is meant for “End Trip”.

I wonder how long bus drivers took to master the usage of this two-piece dashboard and how often mistakes were made when using it.

Which also leads me to wonder, how can we simplify the design to make it user friendly?

The Chronicles of Lift Buttons

As some may know, I’m fascinated by lift buttons. Yes, you read it right. Lift buttons are such an interesting component of our every day life but not many people pay attention to it. Here, I collated a list of interesting lift buttons I came across and also from others. If you have an interesting lift button pic to share, send it to me 🙂

Hello World!

Yes, hello world. It’s been awhile since I last wrote anything and this time round, I’ll be putting in effort to share my learning journey as a designer. Where possible I’ll also be sharing work in progress on projects I’m working on. Most projects are confidential at the moment but I’ll see how I can share the on-going learnings without divulging any confidential information. Stay tuned and see you around 🙂