The Top 3 CRO Things UX Designers Should Know
Even though UX and conversion rate optimization might seem identical as they involve providing the best user experience for the customer, they are not the same thing. Their approach to user experience and their end goals is the main difference as CRO requires more conversions and for that, they might alter different designs and rely on analytics data for making final decisions.
Here are the three main things UX designers should know about CRO:
First Impressions is the main ingredient to boost conversions
It takes only 0.1 seconds to form a first impression according to research. But for websites, it’s even less as users will form their opinion regarding your site in 0.5 seconds. This impression relies on numerous things such as website speed, fonts, structure, colors, spacing, and symmetry.
Here are some pointers that could assist you in modifying them and making a stronger impression:
Improve your “above the fold area” design
1. You can do that which the help of visual cues. A “play” button above the fold would get interaction right away.
2. Another way to make your users stay on the site for longer is to embed animation. The eyewear company Ditto is a good example which uses animation on its model to show different eyewear.
3. You can use interesting navigation styles to boost scrolling and use visual cues to guide the users. This informs the users that there is content down the page.
Enhance website speed
Your website speed is crucial to the success of user experience and CRO. A survey suggests that 40% of people leave a site if it takes more than 3 seconds to load a page. Amazon calculated the cost of a slow page loading by one second could lead to a $1.6 billion loss each year. Most think of it as an engineering issue, but it is a design problem. Here is what you can do:
1. Images contribute a lot to page site, so try to replace them with text above the fold area.
2. Use CSS icon fonts instead of icon images as icons because icons fonts are smaller in size as they use vectors thus reduce the HTTP requests. You can reduce the page load time by 14% with icon fonts. Use IcoMoon or FontAwesome.
Familiar Design Patterns in the layout
As stated earlier, uses form an initial impression about a site in 0.5 seconds and that determines whether they would stay on the site or not. For that, it is essential that your web site design is familiar and simple. People do not like unconventional layouts. Etsy is a good example as its layout is similar to other e-commerce websites. Users convert more with familiar design patterns.
Go for simplicity to boost conversions
Although it is essential to adopt a clear and simple web design, ease of usage is vital as well. It is both important for CRO and user experience. Ease of usage and conversions should be the end goal.
Here is what you can do:
• The design should be concise. To make people stay on your site, it is better to remove design elements. Less is more so try to say more using fewer words.
• You can emphasize your message via visual hierarchy.
• Implementing typography does wonders for CRO. It has a lot more to do than selecting font style and size. Each font has its personality and should it should resonate with the things your audience cares about. So be careful in picking fonts as it greatly impacts your message.
• Colors play an important role in the visual hierarchy. They create a relationship between the different elements and also grab the user’s attention. When deciding on colors, remember that darker colors have more impact. Focus on balancing them with lighter tones.
Formulate Convincing Designs:
When you focus on boosting the usability it plays a huge role in increasing the number of users trying to reach their goals on the site. You have to create persuasive designs and that, too, without being unethical.
Here are a few tips that could help you:
• The first thing you can do is to make it easy to perform any action on the site. Remove all the physical barriers. For that, make your CTAs and buttons easy to find. And easy to click-on. Users should not have to face any confusion as to what step to take next.
• After you have eased to click CTA or other buttons, you have to gain your user’s trust and urge them to take action.
1. The first thing to do for that is to change your on-page design. You could use various conversion tactics such as:
Adding testimonials from renowned and trustworthy authorities
Adding logos of brands you have collaborated with in the past
2. The second thing for trust building is ensuring that users are aware of what is going to happen next when they do something. It helps in promoting action but does not have more impact compared to emotional triggers. Take the example of Facebook. If most of your friends have liked a page, you would like to do the same.
• The last step is the creation of a solid persuasion triggers that urges the users to take action. Take the example of Facebook notification. It is one of the most powerful triggers on the site. The bright red shade is a strong visual cue on an all blue and white site. Clicking on a notification takes you the page/section where you have to respond and removes any physical barrier. It is a great example of persuasion focused designs and accomplishes everything without any confusion.
As a UX designer, your goal is to formulate a persuasive experience for the users that do not make you compromise on the conversion rates. Following the advice mentioned above, you will not only meet your UX goals but achieve optimum conversions.
Remember, the above practices might not bring results to every business. Consult, take advice and do your research. But adopt the method which you can back up with testing. It would bring plenty of benefits for your business.