Marketing

Conversion Rate Optimization and UX - what set them apart?

April 3, 2019

Conversion Rate Optimization and UX - what set them apart?

When designing and getting your website up and running, there are three important things you must give your focus to:

• Boosting conversions or getting your visitors to take a particular action.

• Engaging users with your site.

• Making your website easy to navigate through.

If you know a thing or two about web optimization, you will know that this is where UX (user experience) and CRO (conversion rate optimization) tactics come into play. While these two practices are not exactly the same, they have some similarities and one often leads to the other. The difference between these two lies in their intent.

• UX is basically about making a website fun and easy to navigate.

• CRO revolves around the needs of a business, and how the website can encourage visitors to take a particular action.

What is UX (User Experience)?

UX is centered on the usability of a website. In this context, usability means the extent or the degree to which a site can be used by a particular audience to achieve a measurable goal.

In the realm of website optimization, UX is critical to attracting visitors or customers. UX involves testing and researching the usability of a website. In other words, how easy a website is to navigate through. A great way to do this is by making your site engaging and logical for visitors.

Unlike CRO that is intertwined with the needs of a business, UX focuses solely on the user’s needs. Its tactics are straightforward and everything is done with utility in mind.

UX is about making accessibility, navigation, and usability the priority. Below are some common UX tactics.

• Making navigation super easy with relevant working links, straight forward and uncluttered menu and an inbuilt search function.

• Inserting useful information in high-value areas.

• Increase flow- this means reducing load time and other actions that need to be carried out between each step.

Often the procedure to determine the usability of a website involves watching a non-tech savvy person navigate through the site and perform key actions.

Below are some of the best UX tools and services that can make your site better.

Axure

Axure is a top-notch prototyping tool that can be used to create low-fidelity, static, and other interactive and sophisticated prototypes with ease. With this excellent tool, you will be able to share a prototype with your client or team at the touch of a button. You can also use it to carry out the following:

• Data-driving sorting

• Conditional flow statement for monitoring or checking conditions

• Math functions like removing or adding from a chart

InVision

Invision is a popular UX tool you can effortlessly use to transform your static mobile or web designs into an eye-catching, interactive, and clickable mockup. Even more, you can upload images from Google Drive and Dropbox.

UXPin

This is an excellent tool you can use to design your site from start to finish. What set UXPin apart from other tools out there is its focus on UX elements like UI patterns, interactivity, and codeless animations. These elements can be added as easily as dragging and dropping.

Additionally, UXPin can integrate with Sketch and Photoshop, thus allowing designers to transform static files into interactive prototypes.

CrazyEgg

CrazyEgg is one of the best heat map tools and AB testing on the internet. With it, you can get a clear picture of everything that is happening on your site. It is also going to help make your analysis more workable and data-oriented.

Hotjar

Hotjar is an effective analytic tool that can provide accurate data about visitors and where they are clicking. You can also use it to analyze the effectiveness of your funnel and record videos of what visitors do on your site.

UserTesting.com

This is an amazing service you can use to test the effectiveness of your site. You can get great suggestions on how to improve your site with this service. One interesting thing about this service is that it gives users the freedom to ask questions and get a response within an hour.

What is CRO (Conversion rate optimization)?

CRO is basically the art of getting a particular demographic to take a desired action on a web page. Most people use popular tools like Google Analytics to compare different versions of a page, track conversions, and experiment with different copy and designs until they discover what works best.

Below are some of the best CRO tools that can help you boost your conversion rate without stressing yourself out.

Google Analytics 360 Suite

To many, Google Analytics 360 Suite is the best conversion optimization tool on the internet because of its impressive features. It combines data visualization, tagging, audience management, market research, attribution, enterprise analytics, and site optimization into a powerful measurement solution for businesses.

Google Optimize

Google Optimize is an effective split testing tools that create a window for you to experiment with different ways to deliver your content. Also, it facilitates multivariate testing, redirects tests and A/B testing.

One remarkable thing about Google Optimize is its smooth integration with Google Analytics, allowing users to gain instant access to rich behavioural insights.

VWO

Visual Website Optimizer is a notable name in the A/B testing software market and an excellent choice for businesses with smaller budgets. One reason why it is so popular is that it gives users access to a variety of tools for testing, reporting, experimentation, research, and personalization.

Marketo

Marketo is an impressive cloud-based platform offering solutions to small and large businesses. It is also a leader in enterprise marketing automation. As you probably know, automation is critical for reducing workload and increasing conversion.

Regardless of the nature of your website you need to be careful when optimizing it or hiring a specialist to address the CRO needs of your site. As you probably know, CRO has its own dark patterns that are somewhat similar to ‘black hat’ SEO practices. These practices involve tricking visitors to perform an action on your site, using disguising ads to trick visitors into clicking, and sharing misleading information.

Can UX and CRO work together?

Although UX and CRO are different, they overlap and complement each other.  Improving your UX (user experience) can significantly boost conversions and effective CRO tactics can speed up the growth of a site.

As previously mentioned, UX targets the needs of users and CRO targets the needs of a business. Using both strategies simultaneously can help improve the overall performance of a website.

Improving your UX is an effective CRO optimization strategy. The easier your site is to use, the more conversion you are likely going to see. If your website is straightforward, fast loading and logical visitors are likely going to stick around.

Wednesday, September 12, 2018