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…
I face this often enough. It’s very easy to look at analytics and say “Oh, the conversion rate went down after your last push” and assume it’s something you added (or vice versa, in the mentioned case, where removing something you’re sure is good UX seems to improve conversion). However, analytics are never that easy. Conversion rates go up because of promotions, they go up because of streamlining into a cart, but they don’t guarantee a good user experience. I love seeing conversion rates jump after I make a change, but I really love seeing a goal met or time on page/site increase.
Imagine this: do you linger on an annoying site after you find the product you need? Nope. You jet through the payment process as fast as its janky ass will allow. You just converted. Did you enjoy it, or would you enjoy browsing through the site again? Nooope. Does it make short-term money? Usually.