CRO vs. UX

by David Hyman August 17, 2018

The ultimate idea for any business’s website is to convert a particular goal that helps to increase revenue. In recent times though, there seems to be a push to ensure that the user experience and navigation is also optimal. So, what is the real difference between conversion rate optimisation and user experience? Let’s find out.

Conversion Rate Optimisation

With so many digital marketing abbreviations floating around it’s understandable that you’re asking yourself how CRO and UX fit into your business model. They both relate to your website and both also involve how a user interacts with your website, but they have very subtle difference between each strategy.

Conversion Rate Optimisation or CRO can be simply defined as turning traffic into an action on your website. This doesn’t always have to be an eCommerce purchase of a product. It could very well be a contact form. It could be signing up to a newsletter, or it could be a call to your business by the telephone. A conversion all depends on what you want to measure as a business, and what you’re trying to achieve.

As an example, the process of CRO could be about testing and tracking the highest converting technique, or piece of content on your website. A digital marketing agency may very well have a call to action on their homepage banner saying, “Contact us today to talk about your digital marketing”. If they were to change this to something along the lines of, “Book your free 30 minute consultation”, you would see a change in the conversion rate, and then you would be able to choose the best performing call to action based off that.

User Experience

User experience on the other hand is more visitor based, and it involves testing how easy the website is to navigate, and how effective it is to use. Making your website easy to use seems like common sense, but it’s crazy how many people out there are more worried about the content, or the aesthetics of their website, and they can completely forget the process of user experience.

The major difference between UX and CRO is that it focuses entirely on the user’s needs and not the end result. Some examples of this might be putting important or popular content in highly visible locations on your website, or having a clear and concise menu structure, so that people can find information as easily as possible.

The reason that these two strategies can often be confused is because whilst you’re optimising your user experience, you’re also assisting in making your conversion rate optimisation strategy a lot better. And this makes sense because as the user experience improves you actually promote the amount of time that somebody stays on your website and therefore, you increase the chances of that becoming a conversion.

In addition to this, CRO can actually help provide more focus to your user experience strategy by identifying problematic elements within your website. When you have a goal in mind, or a feature on a particular page, UX testing is the perfect tool to fine tune the design of your website, and also increase usability. So yes, there is a slight difference between user experience and conversion rate optimisation, but understanding how they both work, and how they work together, allows you to make some really quality changes to your website to get it as optimal as possible. If you have any questions please leave them in the comments section below and I’d be happy to answer. Cheers, guys.

With over 5 years experience in digital marketing for entertainment, lifestyle and retail industries, Dave began taking on clients in a freelancing environment from 2015 onwards. Currently working as the Digital Marketing Account Manager for StewArt Media, Dave has a passion for digital marketing and ensuring that all clients are achieving rapid digital growth. Additionally, Dave also assists in Social Media Marketing, Conversion Rate Optimisation and Search Engine Optimisation strategies.

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