Good UX isn’t necessarily good selling
I was reminded this week that good UX doesn’t always equal good sales. Operating from the idea that good usability is usability that decreases the cognitive, visual and physical loads on the user, this test showed that decreased loads actually decreased sales.
Path 1 was our old control path in this test. Path 2 was a significantly decreased cognitive, visual and physical loads path. The image below shows the nature of the test and the results. Path 2 only had a conversion rate of 1.64% compared to the control path which had a conversion rate of 2.58%.
