Many businesses struggle with website conversions despite spending thousands on fancy designs.
In recent times, only a tiny fraction of websites actually convert visitors into customers. Is yours one of them?
Four key factors explain why your website might be failing you:
- Many websites fail to establish a clear user journey that fits their actual business needs.
- Changing your UI is risky and uncomfortable, even when you know you need it.
- Overhauling your website feels intimidating, especially when tackled all at once.
- Your company’s own design preferences can get in the way of what actually works.
Let’s take a closer look at why your website isn’t converting and how a UI overhaul can become your company’s top priority.
What Is a UI Overhaul, and Why Should Your Business Care?
A UI overhaul is a strategic redesign of your website’s visual and interactive elements to create an exceptional user experience.
Simple enough, right? Wrong. In practice, it can quickly get messy and complicated especially when there’s no overarching vision or proper implementation plan.
A true overhaul demands a fundamental reworking of how your digital presence functions and delivers value to customers. Early computer systems, such as UNIX text editors and aviation safety systems, were complex environments that benefited greatly from thoughtful UI design to improve usability and prevent errors. It necessitates a shift in thinking and keeps businesses on the cutting edge of user experience, requiring both technological sophistication and design capability. There’s no room for the status quo.
Signs Your Website Is Crying Out for a UI Redesign
Before our client’s successful overhaul, their platform had issues that might sound familiar:
- Confusing navigation – Users struggled to find key information or services. Is your “Contact Us” page buried somewhere too?
- Inconsistent look & feel – Different sections behave differently, causing visitor confusion.
- Low engagement – Visitors don’t stay long or interact with content. High bounce rates?
- Poor mobile experience – The site feels clunky on smartphones and tablets.
Before starting a UI redesign, it’s crucial to have an explicit understanding of user needs and behaviors to ensure the changes truly address the underlying issues.
Comfort won’t keep your business digitally competitive.
Smart Strategies We Use for Conversion Rate Optimisation
Over 70 per cent of users expect a consistent experience across all devices, yet only a small percentage get it.
Yes, a UI overhaul is risky but your customers demand it. To survive, companies must rethink their digital approach. Treat redesign as your mate, not your enemy, and embrace experimentation. Often that means retiring long-loved design elements.
Optimising for conversions (conversion rate optimisation, or CRO) means making specific, data-driven changes to prompt users to act. Design plays a critical role:
- Simplify user journeys
- Create visual appeal
- Ensure mobile-first design
- Craft clear calls-to-action (CTAs)
Adding lead flows – such as pop-ups, slide-ins, and banners on high converting web pages like pricing or product pages can help increase conversions by capturing visitor information and guiding them toward your conversion goal. You can also create text based CTAs within your blog content to overcome banner blindness and engage website visitors more effectively. Tracking website visitors and optimizing your site to nurture qualified leads is essential for achieving your specific conversion goals. Understanding your website’s conversion rate and comparing it to the average conversion rate in your industry will help guide your optimisation efforts. Increasing organic traffic can drive more conversions, and calculating your average sales price along with the number of net new customers needed will help you set realistic revenue targets.
The Power of A/B Testing: Designing for Real Results
Redesign in stages, not one giant shake-up. Radical change can overwhelm both you and your users. How do we know which tweaks work? We don’t guess—we test.
- Identify what to test – from button colour to a headline.
- Create variations – design different versions.
- Measure performance – show versions to different users and track results.
Redesign is an iterative process, where each previous stage such as research, design, or testing, informs the next. This cyclical approach allows for continual learning and adaptation. User testing is essential in this process, providing qualitative insights into visitor behavior and motivation that go beyond quantitative data. By incorporating feedback from user testing at each iteration, you can make informed improvements that lead to more effective, user-centered solutions.
Transformation is best pursued through strategic, incremental changes that build momentum.
Focusing on User Centered Design: The Secret to a Successful Redesign
In the past, websites were often designed around the owner’s preferences. Today, successful companies put users first. A UI overhaul that ignores user needs is destined to fail. We champion user-centric design:
- Understand your audience – dive deep into who they are and what challenges they face.
- Design for clarity & consistency – every element should feel familiar and intuitive.
- Accessibility matters – ensure the site is usable by everyone.
- Feedback is gold – build feedback loops throughout the process.
Co-design is a powerful approach where the design team collaborates directly with users and stakeholders, ensuring that solutions are shaped by those who will use them. This participatory process leads to more usable products that are accessible, effective, and truly meet user needs. While user research focuses on observed behaviors and real-world interactions, market research complements it by providing insights into consumer preferences, attitudes, and environmental factors. Together, these methods help create products that are both user-centered and aligned with market demands.
Essential CRO Tools: Powering Your Website’s Performance
To truly unlock your website’s potential, you need more than just a fresh coat of paint, you need the right tools to drive results. Conversion rate optimisation (CRO) tools are the backbone of a user centered design process, helping you transform user feedback into actionable improvements that boost your conversion rate.
Here’s how CRO tools can supercharge your web pages:
- A/B and split testing: Experiment with different versions of a web page to see which layout, headline, or call to action drives more users to take the desired action. This data-driven approach takes the guesswork out of design decisions.
- Heatmaps: Visualise exactly where users click, scroll, and linger. Heatmaps help you identify usability issues and highlight which areas of your site capture attention, or get ignored.
- Analytics platforms: Tools like Google Analytics provide a deep dive into user behavior, showing you which pages convert, where visitors drop off, and how your conversion rates stack up over time.
- User feedback tools: Collect user feedback directly from your audience through surveys, polls, or on-page widgets. This real-world insight is invaluable for a user centered design, ensuring your changes align with what your visitors actually want.
By leveraging these CRO tools, you can create a user centered system design that not only identifies pain points but also optimizes every web page for higher user engagement and better conversion rates. The result? A website that’s always evolving and always improving your bottom line.
Overcoming Common Challenges in UI Overhauls
Embarking on a UI overhaul whether you’re inspired by the UI Overhaul Dynamic mod or tackling your own custom project comes with its share of hurdles. One of the biggest? Making sure your new design looks and works great on every device, from high-res monitors to mobile devices.
Here’s how to tackle the most common challenges:
- UI scaling and adaptive design: Use responsive design techniques to ensure your interface automatically adjusts to different screen sizes and resolutions. This guarantees proper UI changes for all users, no matter their device.
- Understanding your target audience: Not all users are the same. Conduct focus groups and user interviews to gain an in depth understanding of your audience’s needs, preferences, and pain points. This user centered approach helps you develop solutions that resonate with real users.
- Usability testing and investigative methods: Before launching your new design, put it through its paces with usability testing. Invite users to interact with your site and collect user feedback to identify any stumbling blocks. Investigative methods like these help you spot and fix issues early, ensuring a smooth rollout.
- Balancing diverse needs: Whether your users are on mobile devices or desktop computers, your design team must consider everyone. By prioritising user feedback and iterative improvements, you can create an adapted UI that delivers a seamless experience for all.
By embracing a user centered mindset and leveraging the right investigative methods, you’ll overcome the typical pitfalls of a UI overhaul ultimately leading to a more engaging, high-converting website that delights every visitor.
Beyond the Launch: Monitoring for Continued Success
Track progress with metrics:
- Conversion rates – more users taking desired actions?
- User engagement – how long are they staying, and where are they clicking?
- Bounce rates – fewer visitors leaving after one page?
A UI overhaul isn’t “set and forget”. Forty-five per cent of executives admit they failed to monitor results after making changes. Gathering customer testimonials is also crucial, as they provide social proof and help validate the success of your UI overhaul.
Future-Proofing Your Digital Success
The digital world moves fast. A great UI today may need updates tomorrow. We help future-proof your platform by:
- Creating flexible design systems that grow with your business.
- Staying ahead of trends so you don’t have to.
- Committing to ongoing user research understanding your users never stops.
Regularly reviewing and optimizing high performing blog posts ensures your website remains effective and continues to grow.
Forget the “burning platform” mindset. Instead, cultivate light-bulb moments about how your website could work better.
Ready to Transform Your Conversions? Partner with Liquid Digital
Undertaking a UI overhaul can feel daunting. That’s why the right digital partner makes all the difference. At Liquid Digital, we specialise in crafting high-converting user interfaces that drive real business growth.
What separates high-converting sites from mediocre ones? Visionary leaders who can stomach volatility, uncertainty, complexity and ambiguity hallmarks of online business today. Develop a thick skin for these conditions and you’ll become proactive rather than reactive. Well-designed landing pages are also essential, as they serve as key entry points for potential customers and play a critical role in increasing conversions and engagement.
- Expert guidance – our team lives and breathes UI/UX.
- Proven process – in-depth analysis, strategic design, rigorous testing.
- Custom solutions – no cookie-cutter templates.
- ROI focus – we design to lift your bottom line.
Don’t let a tired website hold you back. Distil your value to customers, and deliver it through a strategic UI overhaul.
Let’s Talk Business Growth
If you’re ready to stop leaving conversions on the table, we’re here to help:
- User research & analysis – uncover deep audience insights.
- Custom UI/UX design – delight users and drive action.
- Ongoing support & optimisation – stay ahead of the curve.
We can also help you optimise your pricing page and ensure your product features are clearly presented to maximise conversions, as well as guide you through PPC management strategies to further increase your ROI.
Ready to see how a UI overhaul can triple your conversion rates?
Contact Liquid Digital today for a free consultation!