What typically influences the conversion rate on a website?

The design and usability of a website significantly influence the conversion rate because they directly impact the user experience. A well-designed website that is visually appealing and easy to navigate helps build trust with visitors, guiding them smoothly through the purchasing or sign-up process. If users have difficulty finding what they need or if the site is cluttered and confusing, they are more likely to leave without completing a desired action, such as making a purchase or filling out a form.

Usability encompasses various elements, including page loading speed, mobile responsiveness, and accessibility. Each of these factors contributes to the overall experience a visitor has on the site, affecting their likelihood to convert. A user-friendly layout encourages visitors to engage with content, explore products or services, and ultimately take action, leading to better conversion rates.