→ blog

Does higher conversion rate equal better UX?

March 8th, 2010 7 notes

When something I feel improves the user experience is removed because it results in a lower conversion rate, I find myself very confused. How can a poorer UX have a higher conversion rate?

One specific example: When offering additional paid features to an existing free product, upsell ads contain information about the feature and an option to sign up or learn more. When a “learn more” link is present, more people click the learn more link, but don’t convert to paying customers. When no “learn more” link is present (yet no new information is added), more people click “sign up” (and I assume, convert to paying customers.)

Can we conclude from this that people are finding the information they require during the sign up process and are now happy customers? Or did they get duped into signing up?

I assume that having all the information in front of me before I go into the sign up process is a better user experience, but can a higher conversion rate mean I’m wrong?

photo of Sarah A blog full of thoughts and observations on making the web a better place, collected by Sarah Harrison.

Recommended reading