- Darjan Hren
This article explains why CRO is important and provides an overview of the different ways you can optimize your site's conversion rates. It covers the basics of what UX is, why it matters in your business, and how you can use it to improve conversions.
What's the Difference Between UX and CRO?
Conversion optimization focuses on data and increasing sales, while user experience focuses on research to make the user journey and use of websites or apps easier and better which also results in increased conversion rates. Both rely heavily on testing and research.
UX and conversion optimization both apply psychology to improve usability and conversions. However, UX focuses more on the experience while conversion optimization focuses more on the results.
A UX Designer is someone who takes feedback from user research and interprets it into a solution for both the business and the users. UX Designers work across a wide range of disciplines including information architecture, graphic design, interface design, usability testing, visualisation and prototyping. UX Designers may be working within a specific discipline but also have a broader role as part of a larger team.
Conversion Optimization is about getting people to take action by making their lives easier. It’s about understanding what motivates them and then using that knowledge to get them to do things they wouldn't normally do. Conversion Optimization is typically focused on improving website performance, creating an intuitive navigation system, and ensuring your site has the right content at the right time.
Conversion Optimization = User Experience + Analytics + Design + Copywriting + User behaviors + X
Yes, there is an overlap here. But I wasn't thinking of the two fields as being completely different. In fact, I've been doing some work lately trying to figure out how to bridge the gap between them.
How do UX and CRO complement one another?
Both UX and conversion rate optimisation seek to reduce uncertainty in decisions by using data to drive strategy. High performance companies use data to drive high stakes strategies thus reducing uncertainty, error, or variance while increasing certainty, reliability or profit.
"Usability" means different things to different people. To some, it means making sure users can easily do what they want to do. To others, it means ensuring that users understand how to use a product. And yet others think about user experience as the overall impression someone gets while using a website or app—the feeling of being welcomed into another world, or having a pleasant time interacting with a brand. In other words, usability isn't a single thing, nor does it exist in isolation. It's part of the bigger picture.
To do CRO you need insights into how users interact with your product. You also need to understand what makes them tick and why they behave as they do at a certain point of their customer journey. User Experience can help here by providing insight into why things happen or don’t happen. For example, if you want to know why people aren’t adding items to their shopping cart, then UX can provide some clues about why this might be happening. A good idea is to use a survey or poll tool like HotJar and directly ask them, analyze the customer feedback to find problems, and fix them.
Understanding your customer’s needs and wants is the most important thing for any business owner. You then need to understand their behavior online. You need to understand their needs and goals before trying to sell them something. Finally, you should always be designing for people who want to accomplish something. “Good user experience (UX) research helps us do that.
Communicate the value proposition effectively by making sure it’s clear and easy for people to understand. That will increase sales and you'll achieve your business goal faster.
A great UX Tip for effective conversion rate optimization
People will forget what you said but they'll remember how you make them feel.
This quote by Maya Angelou sums up the essence and significance of user experience. She was right about the power of emotion. And she also knew that if you want your customers to do something, you need to give them a reason. That’s why she used the word “convince” instead of “persuade.” To persuade someone means to try and change their mind or behavior. Convincing someone means to get them to agree with you or do whatever you want them to do.
There are many techniques to measure user experience. Some of them include usability testing, field studies, interviews, surveys, focus groups, attention maps, card sorting, personas, heuristics, and even more! These methods help us understand what our users want, how they think about your product or service, and why they might use it. Here’s a list of tools we recommend using to improve your UX skills. We also included links to learn more about each tool.
UX should complement CRO
The goal of effective User Experience Design is to make the website more intuitive to users’ needs and to make the user experience easier, smoother, and less frustrating. A visitor must go down the planned conversion funnel to become a potential customer. This approach can help you optimize your conversion rate by focusing on the customer and everything else will follow.
CRO works on the basis of the principle of continuous optimization. By basing our work on user experience research, we increase our chances of success. We also reduce the likelihood of guessing wrong.
In order to fix such issues, for example, Asos.com made changes to the layout of the landing page, making sure there was enough space for users to fill out information before being asked to sign up. Once signed up, consumers could complete the transaction.
By changing the "Create an Account" button to "New to ASOS?", Asos.com was actually able to overcome this issue completely. In fact, this simple change decreased the abandonment rate dramatically. CRO can help you identify and prioritize critical design issues. You can make changes to colors or buttons and run tests with them. However, if there are more fundamental issues in design, then conversion rates will always be impacted. The truth about CRO is, although it is important to focus on conversion rates, if you don't improve your users' overall experience, the chances of improving conversion rates will remain low, regardless of how many optimizations you perform.
In order to optimize design according to device capabilities, you should consider different types of devices such as desktops, laptops, tablets, smartphones, etc., and determine what kind of changes will work best for each of them.
Mobile CRO is often overlooked by many marketers. However, it’s crucial to understand how mobile devices affect user experience. To do so, we need to examine what makes up a successful CRO strategy.
Don't forget about micro conversions which are small actions performed during the process of buying a product or service. For example, when your email subscriber clicks on a link in an email, they expect to see some sort of confirmation screen. They may not click through to the next step until they have confirmed that the email has been received.
This is called a micro conversion. It's one of the most common reasons visitors abandon a purchase. So, it's essential to make sure that every action leads to another action.
How can CRO support UX Designers
While there are many ways to gather insights about your users, some of them are more effective than others. In fact, some of the most popular methods such as surveys, interviews, and focus groups may be less effective than you think. To get the most out of what you're doing, try using different techniques and see how each one works for you.
An A/B test is a great teachnique for improving the user experience. It provides a definitive answer to whether the changes made enhance the user experience or degrade it. UX Designers should refer to previous studies done by the CRO team. These may include many useful insights that designers have overlooked. Knowledge of previous tests will also help designers to prevent them from working on ideas that have already been tried before.
Psychology for conversion optimization
There are many factors affecting conversion rate. To make sure your product or service can get better conversions, you need to have the right mindset. For example, if you want to improve customer satisfaction, then you should design products or services that meet customers' needs.
Motivation is the force that drives you to do something. You need to know what your goals are before you start. What motivates you? How much time does it require? Is it worth it? Can you afford to lose sleep or money? Will it be fun? Are there any unexpected consequences? These questions should help you determine whether you have enough motivation to act.
Lower the Friction
Friction is the resistance that prevents us from moving forward. This includes things like distractions, obstacles, and other problems. The more friction, the harder it is to move forward. When designing a website, you should keep this in mind.
We should start by asking ourselves what our conversion goal is. Are we trying to increase the conversion rate or revenue, maybe AOV? What do we want to learn more about? How much data do we have available? Can we get better results if we use different tests? These are some of the things we should consider before diving deep into testing.
Clarity is key
If your value proposition isn't clear, you won't be able to convince anyone to buy your product or service. If you don't know exactly who your target audience is, you'll struggle to reach them. This means that you'll have to spend a lot of time researching and defining your ideal customer.
You also need to understand why someone would choose your product over other options. If you don't have this information, you might end up designing features that don't resonate with your customers.
In addition, you should identify the pain points of your potential buyers and find solutions to solve these problems. The best way to do this is to talk to them directly. Ask them about their experiences and preferences.
Look at things through a conversion funnel
A conversion funnel is a model used to describe the stages involved in completing a transaction. The first stage is awareness. This means that someone must notice your brand or website. Next comes consideration. After this, the person must decide to take action. Finally, he or she completes the sale.
Things UX designers need to know about CRO
But what if you could create a better customer experience without changing any copy or relying on analytics? What if you could design your site to get more traffic, but convert fewer leads into sales? That’s what we call CRO.
User experience design involves a lot more than just visual aesthetics. To be successful, your website must address user needs and expectations, as well as provide a great customer experience. However, there’s another aspect of UX that may be overlooked – conversion optimization .
Conversion Rate Optimization Solutions for Revenue Growth
The idea behind conversion rate optimization is simple: By improving the user experience, you can drive more people toward making purchases. But CRO goes beyond simply optimizing the look and feel of your website. It includes all aspects of your digital marketing strategy, including landing pages, emails, social media posts, and more.
Here's an overview of the most important CRO principles:
- Understand your mobile users
- Improve the overall user experience
- Test different messaging strategies
- Use A/B testing to optimize conversions
- Create content that converts
- Measure everything!
Conclusion and takeaways
You should aim to create a seamless experience by focusing on each step of the conversion process. You should make sure that every page has a clear purpose and offers something useful to visitors
To improve your conversion rates, it’s essential to test different elements of your web presence. For example, you can change the color scheme of your homepage, add new calls to action, or even remove certain features from your navigation bar.
However, if you're not careful, you can quickly lose focus on the main objective of your business.
Get a quick CRO Audit from me to start getting the benefits of UX and CRO.