Conversion Rate Optimisation (CRO) is the practice of enhancing the user experience (UX) and user interface (UI) design of digital products to increase conversion rates. In other words, it’s the process of making sure that the website, app, or any other digital product is as user-friendly as possible, and that users can complete their desired actions without any hurdles. It’s a crucial part of digital business strategy as profitability is directly linked to the number of leads that are acquired and the improvement of the conversion funnel. 

As a UX/UI designer myself, I’m often asked what is its I do and how my expertise can improve CRO. In a nutshell, UX and UI designers are essential in CRO strategy as they have a crucial role in identifying user pain points and enhancing the product design to overcome them (for more context about UX design, read this blog titled: UX Design: The Past, Present and Future). They can help increase the visibility and ease of use of the website or app, making it more intuitive and engaging for the user.

Design improvements are the key to increasing conversion rates. Through careful analysis of user behaviour and pain points, designers can identify the areas of the product that need attention and can create solutions to those issues. It’s important to ensure that the design is consistent, aesthetically pleasing, and provides an enjoyable experience for the user. A 2% improvement in checkout for a million-pound business represents a very significant increase in sales, and that’s why design improvements can have a huge impact on a business’s profitability. 

Improved navigation and user experience can widen the conversion funnel, which can lead to more initial leads converting at the end of said funnel. The easier and more enjoyable it is to navigate the website or app, the more likely users are to stay and complete the desired action. Through design improvements, users can be guided towards the desired action, and their pain points can be addressed, making them more likely to convert. 

One of the primary benefits of CRO is that it helps to improve the user experience by making it easier and more intuitive for visitors to navigate and interact with a website. By addressing pain points and optimising the user journey, you can create a more seamless and enjoyable experience for your visitors, which can ultimately lead to increased conversions and customer loyalty. 

Here are my top tips for using CRO to improve UX:

  1. Use data to identify problem areas: Analyse your website data to identify areas where users are dropping off or experiencing difficulties. This can include analysing bounce rates, exit pages, and user behaviour data. 
  2. Optimise your user journey: Once you have identified problem areas, work on optimising the user journey to make it more intuitive and user-friendly. This can involve making changes to navigation, content layout, and calls to action (CTAs) to guide users towards conversion. 
  3. Make it easy for users to convert: Ensure that your CTAs are clear and prominent, and that the conversion process is as streamlined as possible. This can involve simplifying forms, reducing the number of steps required to complete a purchase, and optimising checkout flows. 
  4. A/B test your changes: Use A/B testing to evaluate the effectiveness of your changes and to identify the most effective design and content variations. This can help you to refine your approach and identify the most effective CRO strategies for your website. 
  5. Continuously monitor and improve: CRO is an ongoing process, and it is important to continuously monitor and improve your website to ensure that it is providing the best possible user experience and maximising conversions.

From my perspective, CRO is an essential part of digital business strategy, and UX and UI designers play a critical role in it. By identifying user pain points and creating solutions to them through design improvements, conversion rates can be significantly increased, and the business’s profitability can be improved. The wider the conversion funnel, through improved navigation and user experience, the more initial leads convert at the end of said funnel, resulting in more sales and increased revenue for the business. 

To read more about the UX Design Service here at One Beyond, click here.