Why CRO and UX are Inseparable?

February 5, 2019

Why CRO and UX are Inseparable?

Conversion Rate Optimization (CRO) and User Experience (UX) come up whenever there is a discussion about website performance. Now the terms are often used interchangeably, but they aren’t the same. But they definitely go together as perfectly as peanut butter and jelly, milk and cookies, bread and butter, you name it. Both CRO and UX assist the website owners to get things done in the best manner and that, too, with minimum efforts.

Let’s take a look at these terms:

CRO - Conversion Rate Optimization

CRO is a designed process of getting people to act after they visit your website. The process is intended to boost the customer experience and the completion of their visit after arriving on your website. With the help of data and user insights, points of friction are identified and other issues that hinder the conversion process.

After their identification, a logical hypothesis is devised to determine and understand the reasons behind the issues. The hypothesis is then proven/disproven using a number of experiments. And then, the results are used to better the website.

UX – User Experience

As it states itself, it is the interaction that takes place between a website and the user along with how they will use the website.

Here is what this ideal combo does

Random Ideas are not tested by the CRO Team:

CRO performs on the principle of introducing changes to the website, and then testing them and while doing that, continuously enhancing it with tweaks which assure better performance. CRO team depends a lot less on guesswork with the help of UX research findings and hypotheses.

There are a plethora of methods which the UX way uses to study user behavior. These include user surveys, customer feedbacks, usability lab studies, and eye-tracking studies. The surveys and feedback help in formulating hypotheses and what are the user needs. A/B tests rely on the ideas which the UX research method generates. Also, they have a higher chance of producing results. CRO informs you of the change you need to implement in the current experience and UX research assists to understand where you are supposed to begin from.

Identification of Design Issues:

The approach to UX allows a Conversion Rate Optimization team to concentrate on the areas that have a substantial impact on a website. It is also treated as one of the factors when multiple testing hypotheses are prioritized.

You could change the colors of the layout and few buttons and then run an A/B test for conversions. But conversion rates are bound to suffer if there are major issues in the design. So, although it is crucial to focus on conversions, you cannot succeed without improving your website’s user experience.

Apart from that, there are usability tests that help in the optimization of a website for the areas that hinder or interrupt conversions such as missing details, uncommon languages, inapt text, ad inappropriate filters, and presentations.

CRO Team Paves the Path to the success of a website:

UX not only improves the usability of the web pages, rather it betters the path users take to reach the destination on a website and that is the user journey.

What does the UX approach entail? It involves identification of the various user journey paths which we call the conversion funnels as well. One could even opt for this 4-step UX design process that involves:

•    Discovery of Product

•    The Ideation Process

•    Prototyping and;

•    The UI design

This process lets the Conversion Rate Optimization team identify the friction areas and exit points across the conversion funnels on a website. It is important to know that friction exists on some pages because users fail to find what they expect. The CRO team recognizes this and then creates hypotheses that intend to remove or considerably reduce the friction for better user experience.

Design Optimization in line with device capability:

Mostly, when professional design hypotheses, a desktop site is kept in mind. But, nowadays, an approach strictly limited to desktop could prove to be a terrible strategy. This is because the number of mobile users has greatly increased. When you do the Conversion Rate Optimization according to UX, you are bound to venture into new areas as UX designers think while keeping multiple devices in mind. Also, they have better knowledge and understanding of what changes that would perform better on a certain device.

UX Team benefits from useful tools:

With the help of CRO, UX team becomes more effective as useful tools are brought into use. Traditionally, UX teams use a certain set of tools for researching user behavior. As Conversion Rate Optimization caught grip over a decade ago, an expansive range of user behavior research tools has emerged. These tools have found their place in the CRO team as well as the UX team. Both can benefit from it.

Some of these tools are heat maps. Form analysis, website funnels, and visitor recordings.     

Ideas Validation with A/B Testing:

UX team has to carry out usability testing to enhance the usability of the website. Another way to do this is via A/B Testing that allows for validation of UX ideas. On the other hand, A/B testing assists UX teams in realizing how the users react and respond to changes in the website. No matter it is a successful or failed A/B test, it always provides with insights on the user behavior. Conversion Rate Optimization team could also provide assistance to the UX team to know about the past A/B tests. This knowledge could be quite beneficial and provide designers with a new angle and help them in avoiding the ideas which were tested and failed in the past. In case the experiment was successful, it can indicate definitively if the change enhanced the user experienced or worsened it.

Final Words:

There is no denying that for a website to make an impact, it should have a strong bond between conversion optimization and boosting user experience via design. One can achieve this only if he takes UX Design and CRO side by side. We have a skilled and experienced team that could help you in achieving the goal of optimum conversion and user experience the website visitors remember. For more information contact…

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Wednesday, September 12, 2018