When optimizing a website, it's not just about small tweaks here and there, but about a holistic approach to user experience. In this blog post, we discuss the seven dimensions that can contribute to higher conversion. These topics, derived from the WUA Customer Experience Model, provide insights into where you can achieve the most gains compared to the market. When you know which topic you're lagging behind the market on and how important the topic is in the consumer's decision-making process, you can implement highly targeted optimizations. 
1. Appearance
Appearance refers to the visual design and presentation of your website. This encompasses not only colors, images, and layout, but also the overall aesthetics that convey emotions and align with your brand identity. An attractive and coherent visual style can positively influence a user's first impression, which is essential for capturing their attention and trust.
Why it matters:
Users decide within seconds whether they stay on your website or not. An attractive design can convince them to explore further.
2. Brand Perception
Brand Perception measures how users perceive and trust your brand. This is influenced by communication, awareness, reputation, and the perceived value of your brand. Strong brand perception can reassure users about the reliability and quality of your products or services.
Why it matters:
Positive brand perception increases the likelihood that users trust your website and make a purchase.
3. Price Perception
Price Perception is about how users perceive the costs of your products. This includes the price-quality ratio, cost transparency, psychological triggers, and how competitive your prices are compared to competitors. Users need to feel they're getting value for their money.
Why it matters:
Price perception has a direct impact on customer satisfaction, brand loyalty, and ultimately your revenue. A well-understood and strategically applied price perception can ensure customers are willing to pay more for your products or services, simply because they believe they're getting more value.
4. Product Offer
Product Offer measures the clarity and relevance of the product information you provide. It's about the quality of your products, available choices and options, and the tools that help users in their decision-making.
Why it matters:
Users want to quickly and clearly understand what you offer and whether it meets their needs.
5. Scannability
Scannability concerns how easily users can quickly scan and understand the content on your page. This depends on text, layout, and visual hierarchy. A well-structured page makes it easy for users to find the most important information.
Why it matters:
Users often have little time and want to quickly find the information they need. Can't find what they're looking for fast enough? They'll be at your competitor's in just a few clicks.
6. Navigation
Navigation measures how easy it is to find information and move between pages. This includes logical click paths, clear buttons and links, and convenient menus and search functions. User-friendly navigation ensures users quickly find what they're looking for, improving their overall experience.
Why it matters:
Poor navigation leads to frustration and early departure from your website.
7. Technical Functioning
Technical Functioning measures the technical performance of your website. This includes loading times, smooth interactions, cookie notifications, and the absence of functionality issues. Technical problems can discourage users and lead to a negative experience.
Why it matters:
Slow or poorly functioning websites quickly lose users, regardless of how good the content is.
Why optimizing and prioritizing with these seven topics is so powerful
Optimizing your website based on these seven topics offers a structured and holistic approach to improving user experience and increasing conversion. Each of these topics represents a crucial aspect of the user's interaction with your website and contributes to the overall success of your digital strategy. By analyzing each of these dimensions, you get a complete picture of your website's strengths and weaknesses. This enables you to focus not only on superficial improvements, but to implement deep optimizations that have a significant impact on user experience.
Targeted optimizations:
When you know which topic you're lagging behind the market on and how important the topic is in your visitor's decision-making process, you can implement highly targeted improvements. This prevents wasting resources on areas that are already performing well and focuses attention on aspects that actually need improvement.
Competitive advantage:
In a competitive market, understanding your position relative to competitors is crucial. By monitoring and optimizing the seven topics, you can differentiate yourself from competitors and provide a superior user experience.
Insights for future improvements:
These topics give you insights not only into your website's current performance, but also into future improvement opportunities. By continuously measuring and optimizing, you can anticipate market changes and proactively respond to your users' needs.
Conclusion
By optimizing based on the seven dimensions of Appearance, Brand Perception, Price Perception, Product Offer, Scannability, Navigation, and Technical Functioning, you can take a comprehensive and targeted approach to improving your website. This holistic approach ensures you optimize all aspects of user experience, leading to higher conversions and a stronger market position. With this knowledge in hand, you can work targeted and effectively on improving your digital performance.
