What is the common denominator among all prospective clients who visit your website? They are considering what you have to offer. To convert that interest into a conversion, you need them to all follow the same procedures and click the same buttons, regardless of their differences in age, background, needs, and preferences.
However, how can one facilitate that journey?
This is where conversion rate optimization (CRO) and user experience (UX) design come together. Together, UX and CRO help prospects advance through the sales funnel.
Eighty percent of business to business sales exchanges will take place online by 2025. This presents companies with a fantastic opportunity: a well planned website can bring in a lot of money.
We will describe in this article how you can boost your conversion rate by combining CRO and UX.
What is User Experience Design?
The success of a website depends on its UX design. It emphasizes usability to make a website easier to navigate, recommend relevant content, position CTA buttons
thoughtfully, and create a better user experience overall.
Strong messaging, intuitive navigation, and pertinent content guide website visitors to the next logical step in the process, no matter where they land on the page. This is the result of well designed user experience (UX).
The four main categories of UX design strategy are:
Experience strategy
Interaction design
User research
Information architecture
What is Conversion Rate Optimization?
On page geolocation
If you want your site’s pages to appear at the top of the SERP for localized searches, you must create dedicated content for this purpose. Not only should you place your exact location in the hot zones, but I also strongly recommend using a whole lexical field that precisely defines your catchment area.
For example, if you want to rank your business in Paris, consider including local information, such as:
Districts
Postal codes
Key establishments
Nicknames and synonyms
Metadata optimization
The goal of CRO optimization is to raise the proportion of visitors that complete desired actions on your website. These could be adding something to your cart, registering for a service, or subscribing to a newsletter. It is essential for lead generation.
In order to help you create a user centric online strategy, boost customer engagement, and see your leads grow, let’s dive into our top seven UX tips and tricks.
Seven UX Practices to Boost your CRO Efforts
Provide Multiple Forms of Credible Social Proof
Since human psychology is the foundation of both UX and CRO, what better way to get started than by showcasing high levels of customer satisfaction? A diverse range of relatable social proof will increase the likelihood that your customer will trust your offering.
The statistics demonstrate that humans are prone to herd mentality. Before making a purchase, the average consumer reads at least ten online reviews, and 57% of consumers will only use or purchase a business service that has at least a 4star rating. For a conversion rate to be high, social proof is necessary. It costs little or nothing at all and is reliable and educational.
Your various forms of social proof might include:
Customer testimonials
Trust badges
Reviews and ratings
Social media presence
Case studies
Run User Experience Tests
When developing a website or getting ready for a redesign, try beginning with information architecture exercises, card sorting, and site mapping before moving on to UX prototyping.
Perhaps you’re wondering, “What is card sorting?” In essence, it’s a UX research technique for assessing website content. Using cards that each represent a concept or object, users are asked to arrange the information into logical groupings.
In order to help website designers, optimize information architecture (IA), the results should demonstrate how people understand information. Card sorting is widely used as an accurate, affordable, and straightforward technique to learn more about your users’ thought processes and the places they anticipate finding particular content.
Use a Dedicated Landing Page for Ads
The “save time” justification for homepages, which accounts for 77% of top ad landing pages, may be costing leads and decreasing conversion rates.
This is the reason why:
Your website’s homepage serves as an entry point and is cluttered with pop ups, callout blocks, menus, and social media links.
Every piece of content on a specific landing page has the same objective: directing visitors to a single, well defined (and typically lucrative) task
The issue with using a homepage as a landing page is that users will end up on the same page regardless of where they came from. This implies that by lumping all of the target customer groups together, the subtleties of each such as their aspirations or pain points are lost. Additionally, it leaves too much space for the visitor to stray or just bounce, placing the burden of selecting a path to conversion on them. It’s much more effective to have different landing pages for each customer segment, and each conversion goal.
A landing page should be clear and easy to navigate. Make sure your landing page has a minimal number of outbound links, a discreet navigation bar, compelling copy for sales, and colours that draw attention to the call to action.
Create Enticing CTAs
When it comes to CRO, call to action buttons are among your website’s most important elements. The UX choices they make regarding their placement, appearance, and copy all affect conversion rates. Increasing that conversion rate quickly and effectively can be achieved by optimizing your call to action. Did you know that the largest barrier to a positive user experience on a website is, according to 54% of marketing experts, a cluttered one? Use popups and videos sparingly, and make sure that calls to action (CTAs) are obvious, alluring, and seem like logical next steps.
Going back to the significance of human psychology, colour is important. When used properly, colour can greatly boost conversions in web design. The use of colour psychology on business websites is becoming more and more common, and there is a wealth of information available on the subject.
Ensure Your Website is Accessible
In addition to increasing CRO, website accessibility is essential for meeting the various needs of your website’s visitors. You can take many measures to make your website as accessible as possible, such as enabling keyboard navigation and using appropriate alt text for images.
Make sure your website is as readable as possible, and select an accessible content management system. In order to update your website to comply with accessibility standards, you might need to hire a developer or agency.
By fostering more positive user experiences, an inclusive website will increase conversions and increase the likelihood that visitors will spend time and money with your company rather than one with a confusing website.
Stay on Top of Analytics, Tracking, and Testing
Although it might seem apparent, one easy, high return CRO strategy is to use the data you gather. To increase your CRO, make use of user qualitative feedback and digital analytics. Look at the data and determine why, for instance, a page or even a CTA button on your website isn’t generating conversions the way it ought to. More than 29 million websites use Google Analytics, which is a veritable goldmine of information. It reveals important trends and patterns and is free. You can gain invaluable insights into how potential customers are interacting with your website by even having a basic understanding of how it operates. Installing a heatmap is also recommended for this type of UX research. These tools produce graphic depictions of user interactions with each element on a page. The majority of heatmap tools can even secretly record sessions, so you can watch videos to see where users break and stop trying to convert.
Make sure you’re carrying out enough user experience research. Users can be grouped into audiences based on needs or pain points, which facilitates customer understanding and helps you target relevant content to the right customer.
Usability is the most important UX design principle for CRO, so don’t forget to test. Test your website before launching it. Up to 85% of website problems can be avoided with as few as five users.
Conversion Copywriting
In the context of marketing, copywriting is any writing that seeks to influence the reader to take a particular action, in this case, a step toward the purchase of a good or service. Contrarily, microcopy writing is the process of crafting the brief passages of text that instruct visitors on what to do on your website. Examples include menu labels, CTA buttons, form labels, and notifications that appear when a user completes a task or encounters an issue.
For conversions, all of these kinds of copy are necessary. Your writing must be succinct and clear, with a single, straightforward conversion objective in mind. A common strategy used by conversion copywriters is to begin at the conclusion and ask, “What do I want this to achieve?”.
When it comes to building trust and creating the interest and excitement required to complete a transaction, customer centric messaging is the best approach.
Determine the customer’s stage of the purchasing process so that you can make your message appropriately:
Awareness: help potential buyers diagnose their problems
Consideration: showcase the benefits of your product or service
Decision: prove that you’re the right company, use social proof to gain trust
Top Takeaway
The key to a successful conversion focused user experience is meticulous testing along with outstanding clarity in both messaging and navigation.
Make an effort to comprehend your prospective clients so that your website is designed with them in mind. A user friendly website that meets your CRO goals must be made with a customer centric mindset. It is best to think of CRO and UX as complimentary practices and combine them to get the greatest outcomes. Convincing users to convert is aided by design, layout, and functionality. You won’t be reaching your conversion goals if your functionality is subpar, even if your design is best in class. In order to optimize your website for more conversions, you must use UX data and practices. Act upon your research findings, and continue to test and analyze to make sure your website is up to date. Simplify the purchasing process, cut down on friction points on your website, and see an increase in conversion rates.
