Usability can play a crucial role in affecting online conversion rates, according to one expert.

Writing for the American Chronicle, copywriting specialist Karon Thackston said that website features which may make sense to marketers will not always do the same for consumers.

This should be borne in mind when building and refining website content as just one confusing element can put off users from making a final purchase altogether, she warned.

She gave the example of an online form that requires users to describe the product they want in their own words rather than offering simple lists of options to choose from.

"Since most people aren’t very comfortable with writing, I can easily see how a page like this would immediately stop visitors and send them packing," Ms Thackston said.

The expert went on to advise firms to conduct user testing and make changes accordingly to increase the possibility of higher conversion rates.

According to usability guru Jakob Nielsen, a good online user experience can be made even better by conducting research to see whether there are any unmet needs that can be fulfilled by the website.

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