The UX Doctor .


When a man reaches a certain age he’ll get a letter through the door - it’s time to go to the doctor for a check-up.

And in that spirit here is a quick check-up that will help optimise your website conversions, keeping your website the picture of health.

Calls to Action

A “call to action” is anything that directly tells a user what you want them to do on each page of your website. More usually we use the term to describe a button and its outcome; for example, a “Sign up to our newsletter” button and the form that it links to.

For the first part of our check-up I will ask the question:

“Do you have a clear idea of the most important call to action?”

For example, do you want:

  • more mailing list subscriptions?
  • users to request a quote?
  • More people to call your team? 

You need to be clear on this if you expect your users to convert well - identify your primary Call to Action.  

But is everyone in the company agreed too? Does the sales team want the same as the marketing team, who want the same as customer services? Possibly not. 

In this case you need to be clear on your secondary Calls to Action. List them out and prioritise them with your team. 

So here is our check-up check-list:

  • Identify your no. 1 Call to Action
  • Make this persistent on your web page - put it in the header and think about sticking it to the browser window, maybe at the top or the bottom
  • If you have other Calls to Action list them out and prioritise them
  • Should they all be on each page? Are they relevant to all users or perhaps you need personalisation to swap the CTA depending on a user’s profile.   


Next let’s look at what is, for most websites, the ultimate step in conversion - data capture using an online form. Forms are a bit like our digital thermometer, the key indicator of the health of a website. By tracking page views against form submissions we see how well the website is converting.


But the form itself can also hinder conversion.  

We know that long forms with lots of fields just don’t convert as well as shorter forms. Keep a light touch, make your forms simple for a mobile user to complete and apply the same learnings to the desktop experience. 

You should also list out all your different forms - you may have too many doing a similar job. This is confusing to the user, but also makes it harder for you to get a true picture of how well your website is converting. 

Here is our check-up check list:

  • Make your forms quick and easy to complete
  • Think mobile first
  • List all the forms on your website and consolidate those that are similar

a/b testing

Finally, you should Test to find out what works best for you.  

A/B testing, or multivariate testing, is the approach where you have different versions of your forms and CTAs. One version will be shown to one segment of users, another version to another segment.  

The beauty of this approach is it takes out the guesswork - let the data decide.

So there you go, check-up complete. I look forward to our next appointment.

Check out my short video on YouTube and learn more about how the UX Doctor can help your brand! 


Alex Lee Thumbnail
Alex Lee
UX Lead
Alex is an award-winning producer with over a decade's experience in the industry. Alex has a wealth of experience in the creative and digital arenas with extensive knowledge of websites, mobile apps and social media campaigns for blue-chip global brands such as Sony, Pepsi, Tesco and Red Bull. Alex's mix of creative and development expertise ensure a strong connection between clients and the agency team.
Alex Lee Thumbnail

Alex Lee

09 Jun 2017 - 5 minute read
share this

stay in the know, stay ahead.

Get the latest from the agency, including news, events and expert content.
explore services in the article
find out what we can do for you
read some of our case studies