Why Some Websites Convert Better Than Others

Why is it that some websites attract customers effortlessly while others struggle? Or why do platforms like Amazon always seem to come out on top? How come I have the same products/services on my website, but my competitor has more conversions?

Do you ask these questions? That’s great because these are the right questions

Now most of us know that the first correct response is ‘Brand Trust’ – obviously. Yes, brand trust plays a huge role, but that’s not what we are going to discuss today because there’s more to it. 

Today, we’re breaking down three highly underrated yet critical factors that can significantly boost a website’s conversion rate:

  1. Page Speed Optimization
  2. Website Accessibility
  3. Great UI and UX – you know this one

Now, you may ask, do the first two even matter as much? 

Let’s talk facts: nearly 53% of users will abandon a website if it takes more than 3 seconds to load. That’s more than half your potential customers gone in a matter of seconds. Yes, your competitor has them now. What about Page Speed and SEO? More on that below! 

And when it comes to website accessibility, if your site isn’t built for all users, you’re not only alienating a large audience, possibly 1.3 billion people worldwide, but also losing out on better rankings stemming from good UX—did you know that Google also values web accessibility. Who knows, website accessibility becomes the next ranking factor

In short, these aren’t just minor tweaks; they’re game-changers that companies are starting to prioritize as per customer expectations.

Setting the Right Expectations

Now that we are ready to get deep into each of these three, let’s first set the right expectations. 

Here’s the thing: we can’t convert 100% of the website visits. In fact, statistically, 96% of the traffic doesn’t convert. Industry reports cite that 2-5% is the average click-through rate of even established online businesses. 

Why? There are always going to be factors beyond our control, like if a person isn’t ready to buy in the first place or realizes they don’t need our product/service anymore. So, our goal should be to make sure:

1) the people most motivated to buy end up at our site and 

2) that it’s easy for them to convert!

With this right goal in mind, let’s quickly dive right in! 

Page Speed Optimization – Because Speed Sells

Speed is everything. 

In the online world, speed can make or break conversions. A delay of just 1 second can lead to a 7% reduction in conversions—that’s potential revenue slipping away. So, how do you keep your site fast without compromising quality? 

Here are some of the key things to do: 

✅ Image Optimization

Heavy, unoptimized images slow down websites. The key is to use modern image formats like WebP and compress file sizes without sacrificing quality. 

✅ Browser Caching

With browser caching, static elements like stylesheets and images are saved on the user’s device, so the site loads faster on repeat visits. 

✅ Content Delivery Network (CDN)

A Content Delivery Network (CDN) distributes your site’s content across global servers, reducing load times for visitors regardless of their location

✅ Server Response Time

Poor server performance leads to delays. Identifying and optimizing server response time can significantly improve how quickly the site processes and loads data.

✅ Lazy Loading

Lazy Loading delays the loading of images and other content until they are needed—when they come into view. 

✅ Measuring What Matters

It’s not just about speed—it’s about tracking the right metrics. Monitoring key indicators like load times, bounce rates, and server response times gives a clearer picture of website performance.

Page Speed and SEO. 

Didn’t see that coming? Sadly, though, poor site speed also means poor ranking on search engines like Google

If your page takes too long to load and visitors bounce within 10 seconds, search engines take that as a sign of poor content or user experience. In this case, Google would automatically move you down in the search engine results. 

So now you have a reduced site traffic problem as well. What a cherry on top, sigh

Anywho, here’s the fix: start with a free page speed test to pinpoint bottlenecks, optimize where needed, and perform continuous monitoring. Or get an expert. We can do a free site speed audit for you to help you identify issues and steps to improve. Get in touch here

You can also take the next step with us by exploring our Page Speed Optimization service here.  

Website Accessibility – reach every user, increase conversions

In 2017, a Florida supermarket giant was sued because its website was inaccessible to visually impaired users. 

The outcome? The brand had to overhaul its site and train employees to meet accessibility standards. This case isn’t an isolated incident—digital or website accessibility lawsuits are on the rise, and they’re a wake-up call for businesses.

Why Accessibility Matters for Business

Most websites are built for the “average” user, but that approach leaves out millions of potential customers. An accessible design enhances the user experience for everyone, including differently-abled people, the elderly, and those in rural areas with slower internet. It also helps businesses avoid costly lawsuits and ensures compliance with regulations like the Americans with Disabilities Act (ADA).

37% of users will abandon a website if it has poor navigation, and 42% decide whether to stay within 10 seconds. Accessibility features like better color contrast, keyboard navigation, and descriptive alt text for images improve usability for all users, reducing bounce rates and increasing conversions.

For businesses, this means a well-optimized site that caters to every visitor—not just a portion of them. Here’s how to get started on website accessibility features

    • CSS & HTML Check
      Validating your CSS and HTML is key—error-free code ensures a smoother experience.
    • Accessible Videos & Media
      Provide written transcripts and captions for all audio and video content. Make sure controls are easy to use.
    • Keyboard-Friendly Navigation
      Your site should be navigable by keyboard, including dropdowns. Consistent header navigation across pages makes browsing easier.
    • Alt Text for Images
      Add descriptive alt text to images so visually impaired users can still engage with your content.
    • Clear and Easy Content
      Use clear, actionable links and make content accessible across all platforms for a smooth browsing experience.

Again, the best way to go about this is to get a web accessibility check. See where your website stands and then optimize it. 

We also do free website accessibility audits. Feel free to get in touch with us for the audit here or explore our website accessibility service here

Great UI and UX – Says it All

High-conversion websites stand out from the moment a visitor lands on them. 

Why? They combine great UX design with responsiveness across devices, accessibility, and fast load times.

Here’s the critical question: Is your website truly built for your target audience? A high-converting website offers value—clear, purposeful, and relevant to the user. 

The agenda is simple: visitors should find your site worth their time and attention.

Value doesn’t just come from what you’re selling—it also comes from the user experience (UX) of your website. Fancy designs or cutting-edge tech might impress developers, but if the site isn’t user-centric, it won’t convert well.

That’s why UI (User Interface) and UX (User Experience) are crucial to the design process. 

When done right, UX leads visitors through the site logically, guiding them from one key element to the next without distractions.

UX: The Good vs. The Bad

  • Good UX takes visitors on a journey, moving them smoothly from the most important element to the next.
  • Bad UX leaves visitors confused, forcing them to figure out what’s important on their own amidst clutter and distractions.

So, whenever you’re designing your website or working with a designer, ask yourself at each element or feature: Is this a good UX or a bad UX? 

Also, remember to test run it when the website is ready, ideally with your target audience. 

Last but not least, monitor and improve! 

If you plan on getting your business website developed or revamped, feel free to schedule a free consultation call with the Genetech team here

Find below some Good vs. Bad UI/UX examples:

Real World Results – A Genetech Case Study 

When 340B PriceGuide, a healthcare leader, needed a tech boost, they partnered with Genetech to revamp their outdated platform.

Their existing platform was slow, had basic search functionality, and lacked accessibility features. On top of that, their mobile app’s offline functionality was absent, creating issues for healthcare professionals with unreliable internet access.

Improving Website Speed 

One of the critical problems identified was the sluggish website speed, which hindered user interaction and led to high bounce rates. Genetech implemented several key optimizations, including:

  • Image Optimization to reduce file sizes without sacrificing quality.
  • Browser Caching for faster load times on repeat visits.
  • Server Response Time Optimization to ensure a smoother and quicker experience for users.

These changes significantly improved site speed, contributing to a rise in user satisfaction and conversions.

Enhancing Website Accessibility 

Genetech also focused on making the website more accessible to a broader audience. 

  • Keyboard-friendly navigation for users with mobility impairments.
  • Clear content layouts to improve overall site usability, ensuring that everyone—regardless of ability—could interact with the platform.

These enhancements improved user experience across the board and made the platform more inclusive, thus helping 340B PriceGuide tap into a previously underserved segment of users.

UI/UX Revamp 

In addition to speed and accessibility, Genetech also transformed the overall user interface and user experience. The old system was cluttered and confusing. The new UI focused on:

  • Streamlining drug searches and adding advanced filtering options.
  • Segmenting patient groups for a more personalized user experience.
  • Integrating formulary details and creating a dedicated company section for easier navigation.

The improved UX guided users smoothly from one feature to the next, helping to improve engagement and boosting conversions.

The Results 

These transformations led to a 150% increase in user registrations, growing from 400 to 1000, along with a 33% increase in  new hospital partnerships. The mobile app’s offline functionality was also restored, allowing doctors to access the system even without a stable internet connection.

For 340B PriceGuide, the combination of improved page speed, accessibility, and enhanced UI/UX was a game-changer, driving significant business growth.

For Genetech, this project is an example of how optimizing for speed, accessibility, and UX can deliver measurable success.

Wrapping it all together – how do the converting websites differ

In the quest for higher conversions, the answers aren’t always as obvious as “better product” or “more traffic.” 

In fact, your website can have the same products or services as your competitors, but if it’s slower, harder to navigate, or inaccessible, your chances of converting visitors drop significantly. 

So, as you move forward, focus on creating a site that’s fast, accessible, and designed with the user in mind. That’s how you’ll turn visitors into loyal customers.

With over 20 years of experience across various industries, we understand how to improve your website’s performance. 

Schedule a free consultation call today to identify the areas that need enhancement. With Genetech’s expertise, we’ll work together to turn your website into a reliable tool for attracting and retaining customers. Let’s get started!

Ready to get started? We offer free audits for both page speed and accessibility. Let’s optimize your website together—reach out to us today!

Explore our services here: Website Accessibility, Page Speed Optimization, and Web Design and Development

 

Jannat is a Content and Marketing specialist with a strong interest in copywriting, data analysis, and lead generation. Currently, she is exploring Sales in IT to broaden her skill set and explore new opportunities for professional growth.With an interdisciplinary academic background, Jannat holds majors in history and literature alongside minor studies in computer science and programming. She loves challenges and welcomes opportunities to learn new things. Throughout her academic and professional journey, she has consistently demonstrated diligence and a commitment to excellence, earning her notable awards and recognitions.When she is not working, she can be found reading Robin Sharma, watching documentaries about the medieval era, healthy dieting (as best as she can), painting, and laughing at her own jokes.