What is the Role of UX in CRO?

page experienceWhen it comes to conversion rate optimization (CRO), you want to ensure that your website is designed with the customer in mind so you can generate leads and sales that align with your company’s goals and initiatives. That’s why, now more than ever, user experience (UX) should be utilized in your website design and development.

Read on to learn more about UX design, and how it can contribute to an increase in conversion rate for your company.

What Is UX Design?

As industry experts are aware, user experience design is the process of creating either products or services that also provide a meaningful encounter for the consumer. UX design can encapsulate a variety of areas that make up the user’s experience, including the following:

  • Branding
  • Usability
  • Design
  • Function

Why Is UX Design Important to CRO?

The goal of UX design is to completely fulfill the user’s needs throughout their online experience in the hopes that they will “answer the call,” whether that is filling out a contact form, purchasing a product, or even requesting more information from your business. Plus, it’s important to note that an effective UX design can increase your conversion rates by up to 400% if created and implemented effectively.

Additionally, UX design should be utilized as just one of the tactics in your digital marketing strategy as a way to further bridge the gap between the customer and the brand. Once rapport is established, potential customers will think more highly of your business, and a successful conversion is more than likely to be achieved.

5 UX Strategies to Boost Your CRO

Here are a few ways you can help your conversions from our team:

1. Streamline Navigation and Page Heirarchy

Cut out all of the unnecessary steps of the buyer’s journey by providing simple, yet easily accessible ways to navigate your website. This can include eliminating unnecessary steps when trying to reach specific pages on the site and creating a menu bar that is clearly visible and simple to understand.

Ultimately, the best way to approach adjusting your navigation for optimal user flow is by mapping out the ideal user journey, deciphering various entry points on your website, and enticing viewers with rich, helpful content and engaging graphics to help increase both the user experience and CRO.

2. Adjust Form Design

A lot of the time, the main reason behind a lack of form submissions is that your forms are not properly optimized to generate conversions for your business. Because of this, our team wants to provide you with the tools you need to create a visually appealing form for your potential customers to complete. Some tips include the following:

  • Limit the number of fields on your form (3 fields is ideal!)
  • Avoid asking for customers’ phone numbers if you can
  • Change your CTA color and optimize your button text
  • Perform A/B testing to try out different variations of your form
  • Ensure that your form is located above the fold
  • Keep the form free of any unnecessary distractions 

3. Incorporate Social Proof

User-generated content (UGC) has become a highly prevalent factor when it comes to humanizing and improving the user’s experience. Whether you are commenting on how a product or leaving a detailed testimonial of what it’s like to work with a company, the goal of social proofs is to help the consumer get a better understanding of a product or service, as well as view the business as a credible source and leader in their chosen industry. These are both contributing factors that can ultimately help increase the conversion rate of an organization.

Besides the forms previously mentioned, just some other ways to showcase social proof on your website include:

  • Case studies
  • Influencer or celebrity endorsements
  • Media mentions
  • Client logos
  • Referrals
  • Certifications or awards

4. Create Strong Calls to Action

Considering the final step of the customer’s user experience, incorporating a clear and concise call to action (CTA) is essential when optimizing your website to coincide with UX guidelines. With that in mind, some of the best strategies for producing an enticing CTA include the following:

  • Create a sense of urgency using action words
  • Keep your CTA short and sweet
  • First-person phrasing is best
  • Incorporate several CTAs throughout your page

If you’re wondering which CTA is right for your website, test out various options over some time before coming to a definitive conclusion because some results will be more effective than others. And if you’re looking to learn more about what makes a strong call to action, check out our post about 10 statistics to know about CTAs.

5. Conduct Usability Testing

Once creating a comprehensive design for your website, now it’s time to see if your website visitors are adapting to your design adjustment, as well as turning into qualified leads or sales for your business.

One way to conduct usability testing is by submitting snapshots of various pages on your website to Crazy Egg, a software platform that assesses and generates a complete report on consumer click behaviors, scroll mapping, and more.

To gain a better understanding of what the results of your analysis should look like once conducted over a period of time, here’s an example of a Crazy Egg audit we tested for our Columbus SEO page:

crazy egg

After receiving the results from your own analysis, you can adjust your website design accordingly to directly reflect the needs of your consumer base!

Want to Learn More? Read More About Website Design from Our Blog!

Rachel Calvis

About the Author

Rachel Calvis

Rachel is an Online Marketing Specialist at Sixth City Marketing. Her main role is constructing and editing concise marketing copy for our B2B and B2C clients.

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