Move aside peanut butter and jelly, there is another perfect couple in town. We’re talking about the magical relationship between UX and CRO.
Conversion Rate Optimization (CRO)
A customer’s purchase journey can be chaotic. In order to promote customer conversion rates, the process must be optimized to remove barriers and friction that might hinder a customer’s satisfaction. CRO can typically entice users by guiding them towards a specific end goal like making a purchase or subscribing to a newsletter. CRO is a means of optimizing marketing strategies and e-commerce store design to give users the best experience possible that will lead to a conversion.
User Experience (UX)
UX is short for User Experience and it is used to describe the interactions of a user and a website. Have you ever been frustrated by a website only to bail on whatever you were there for in the first place? Or have you been impressed by a website so much that you make a purchase and feel satisfied after the encounter?
According to a survey, 52% of online shoppers are more loyal to sites that load quickly and seamlessly. UX has everything to do with these emotions and your overall satisfaction has a direct impact on whether or not you make a purchase. Your “user experience” also affects your overall feeling towards the particular brand. And this is where Conversion Rate Optimization (CRO) comes into play.
Bonus: Mobile Optimization
Take mobile optimization for instance. Not every website used to be optimized for mobile. But studies show that over half of users with bad mobile experience caused them to be frustrated and in turn have a negative feeling towards the brand. Thus, almost every site nowadays is mobile-friendly to stay ahead of the game.
As you can clearly see, UX and CRO go hand in hand when it comes to creating the best experience for users and boosting sales and visibility. Alas, only 50% of companies these days conduct proper user experience testing.
