UX Design for Conversion Rate Optimization (CRO)

In this day and age of almost every business becoming digital or starting its online presence, One very important metric that is useful to identify if the website is performing or not is Conversion Rate. Conversion Rate simply means the percent of first-time visitor in your website that become a user and comes to the website again. Conversion Rate Optimization is one of the most effective method to improve the conversion rates in your website. Conversion Rate Optimization is the process of performing specific tests and implementing certain changes depending on the results of those tests. All this is done in order to create a better user experience and improve the conversion rate. It is a widely used optimization technique used by many professional UX designers in their workflow.

In this article, we will discuss what Conversion Rate Optimization (CRO) actually is? and how it can help you with your UX design.

Conversion Rate Optimization (CRO)

Conversion Rate Optimization (CRO)

In technical terms – “Conversion Rate Optimization or CRO method is a data-drivenfirst-time method that is used by designers in order to enhance the design performance of any website, application or any other piece of software.” In simpler terms, Conversion Rate Optimization is the process of performing specific tests and implementing certain changes depending on the results of those tests in order to create a better user experience and hence improve the conversion rate.

The average conversion rate of a website is 1% to 4%. Conversion rate is one of the most important metric for any website’s success. And improving this is the job of CRO (Conversion Rate Optimization).

What is UX Design?

UX design or User Experience design is the process of creating the experiences or the interactions that a user has with a product, website, application or piece of software. User experience refers to the overall experience of a customer or a user using a product, platform or service.

How to Implement Conversion Rate Optimization (CRO) on UX Design?

Here are a few techniques that you can use in order to improve the Conversion Rate Optimization (CRO) of your UX design:

Customer pain points:

For Conversion Rate Optimization (CRO), one of the most important step apart from testing is Focusing on the customer pain points. When someone first lands on a website or a landing page, your highlighted text and visual elements will really help the customer decide whether or not the customer is interested. Make sure to use the main section of your website in order to target the pain points and frustrations that the customer will face. This will motivate them to explore your entire website.

Creating Irresistible offer:

Another very important thing that you can do in order to improve your Conversion Rate is creating an irresistible offer. Whenever someone is landing on your website or landing page that you’re designing, think of what can you provide them so they can’t say no. It should be irresistible and exactly what they want.

For example, if you are offering a service, you can provide a free 30 days trial in order to create a irresistible offer.

Ongoing testing – A/B testing:

A/ B testing or split testing is a method of comparing two versions of a webpage or an app with each other to find out which performs better. A/B testing is done after the product is launched, therefore we make smaller changes to the product. These are mostly testing copy changes, choosing between colors and positioning of elements just to see which one drives usually higher conversion rates or higher click-through rates.

Usability test basically is evaluating a product/service (in this case UI/UX of the product or service) by testing it with some users and implementing the feedback provided by them. In the Usability test, participants have to complete some tasks created by professionals and these professionals watch the users and take notes.

Through usability tests we give users access to the product or platform so that they can play around with it. We can give them a specific task to do and then while they are figuring it out, you can observe and see what problems that they were facing.

Give your tests enough time to collect data:

When optimizing for conversions, we must remember that timing is the key. Stopping an A/B test too early can lead to statistically insignificant results.

For example, If a page normally gets 1000 visitors in a week and you make a decision after 10 visitors, you’re not looking at the full picture of data. Those remaining 990 visitors can make a big difference. So, how do to find a balance? Check in on your test regularly. Your testing tool, like Google Optimize, will be able to automate your statistical analysis.

Make you product Accessible:

Accessibility is designing products or services and environments in an all-inclusive manner. In simpler terms, it means designing for everybody, keeping in mind the people who might have some special needs and taking care of those needs in the product experience and interface.

Test out personalized content:

Personalized content is very appealing to the customer and is a great way to convert users into frequent customers. More than 60% of consumers looks at a brand in a more positive light when that brand shares content they consider relevant, valuable, or interesting to them. You can use this technique to not only improve conversion but this also helps build the brand.

Conclusion

Conversion Rate Optimization is being the metric in order to judge professional UX design and more and more companies are dedicatedly focusing on Conversion Rate Optimization. Remember, few steps like A/B testing , Usability testing and personalized content can change the way your customer perceives your website’s value.

Make sure to integrate these Conversion Rate Optimization (CRO) techniques in your UX design workflow like in order to achieve better Conversion Rate and increase your perceived value.