Conversion Rate Optimization : Facts for UX Designers
Building a strong relationship with the customer requires the business to engage the customer in the most effective and efficient ways possible. Customer loyalty can be influenced by a potent Conversion Rate Optimization (CRO) and UXO strategy. Conversion rate optimization directly impacts aspects like, traffic, user engagement and customer acquisition.
Conversion Rate Optimization and UX are not mutually exclusive. It is essential that we understand how the two depend on each other and can impact the success of the company.
A great UX is the foundation of engagement. Investing time, effort and money on the optimization of digital platforms only makes sense for the company if the interface is designed to engage and is without any technical issues in the app or website. The foundation of a strong UX is correlated to UX review and continuous feedback from various stakeholders.
So what does UX really stand for, do not confuse it with User Interface, a beautiful looking website can have a messy user experience? And two examples stand out in this, Yahoo and Google. A site like Yahoo wanted to monetize each and every part of its website so had links ranging from Automobile to finance on its homepage. Google took an entirely different approach by simply focusing on the search button on its homepage.
Getting the design right at the inception of the project is important for the success of a solution, as is often highlighted the cost of redesign is extremely prohibitive and impact user experience.
Post the initial design and development phase it is important to do a UX review and inform the stakeholders about the issues which exist in the platform so that they can be fixed before the website/app is launched and made available to the public for use. Another way of ensuring that the UX is in place is by undertaking A/B testing and getting feedback from a small set of beta users.
Usability testing allows the developers and the company to get a direct understanding of what needs to be changed on the platform. Customer feedback is a transparent way of finding out whether the website/app is delivering what it requires too. It is essential that the platform fulfils the needs of the customer and provides an enriching experience. A below average user experience will only frustrate the customer and act as a deterrent.
As mentioned earlier, once the user experience and customer feedback have been taken into account a corporation can focus on optimizing the same to give better services to the customers. One of the most impacting tools a part of Conversion Rate Optimization is analytics. Analysis of the interface gives an insight into the interaction which the users have with the platform. Analytics is essential to understand how they can be influenced and to comprehend various customer information available. It gives us answers to questions like-
- Is the customer exploring the website/app?
- Are they willingly engaging in a conversation with the company?
Negative conversion metrics like low time on page, are more useful as they let you decide the aspects which need to be changed. There are different tools and combinations like A/B testing, calls to action, value proposition etc. which are used to better the conversion. Quality content and a coherent interface attract more and more audience to the company website/app.
UX optimization must be focused on the business metric, customer needs and engagement. Designers need to work with the customers and focus the designing of the website/app which suit the demands of the end user but also fulfils the business requirements. The company needs to define scale on which the success and effectiveness of the UX will be measured. The behaviour of the user on the website can be analyzed by looking at information including, active users, most visited pages, average time spent by a user on the app, Session interval, session length, screen flow etc. The metric of each company will be different depending on the value proposition they are offering and the business goal they are trying to achieve through the platform.
UX review must be done on the basis of the following factors:
- User onboarding
- Conversion optimization
- Engagement optimization
- Trust & credibility
- Gradual engagement
- Conversion optimization
- Engagement optimization
Once the UX review is done and the basic issues of the digital platforms are sorted. The Designers can move on to Usability testing. There are different tools available for that as well, they can be laboratory tool (Morae is one of the most commonly used tools) or simple user interviews. There are people who can volunteer to test the platform and then give the first-hand experience as to how they feel about the interface.
Conversion Rate Optimization (CRO) and UX together
A strong relationship can only be built if the user experience is tailored according to the needs of the customer. The business goals and the customer need to be aligned. Engaging the customers with your platform and understanding their behaviour patterns is key to the success of any business. CRO and UX need to go hand in hand with a company to provide a seamless experience to its customers. For a new company, understanding the process of conversion is important so that they can grow their customer base and for bigger firms, the conversion funnel will become wider with proper execution of CRO and UX optimization.
Some best practices ensuring mobile based conversion optimization-
- Use contrasting colours for actionable items
- Minimize Typing
- Optimize Autosuggest
- Build Intuitive Interactions
- Tabbed Navigation is Better
- Avoid Dropdowns
For a successful implementation of CRO and to garner the maximum attention through UX, the company must work and focus on getting the audience profile right in terms of preferences, demographics, customer feedbacks. To attract and retain customers, optimization of the conversion and the engagement needs to be done. Delivering value to the customer should be the primary motive of the organization which will push them to create a wonderful digital product, which the users will be compelled to use and recommend to others.