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Conversion Rate Optimization UX: 7 Best Practices

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Regardless of what kind of website you have, you’ll want visitors to take some form of action. Whether that action is signing up for your weekly newsletter or purchasing your products, making things easier for your site’s visitors should always be the goal. For example, a Pop Machine Agency web design can ensure that your site is well-optimized so visitors can easily navigate the different pages.

Key elements of ensuring that your site’s visitors find what they’re looking for are conversion rate optimization (CRO) and user experience (UX). 

It is estimated that more and more business will continue to be conducted through digital channels. This means that having well-optimized websites will continue to prove crucial in having an edge over one’s competition. CRO and UX are integral parts of that.

UX is all about how a website is, at least from the site visitor’s perspective. Regardless of how advanced your site is, it won’t mean much if visitors keep “bouncing” off of it quickly due to difficulty in navigating it. UX is all about clear directions, ensuring that visitors can quickly find what they’re looking for without being overwhelmed with a ton of information.

Crucial components of UX include:

i) Information structure

ii) Experience strategy

iii) User research

iv) Interaction design

What is Conversion Rate Optimization (CRO)?

CRO involves making the UX more convenient in a way that directs visitors to take action. For example, if you want visitors to find your call-to-action (CTA) button quickly, the idea is to ensure that is easily visible without seeming forced. This is one of several ways through which CRO enhances your site and increases the probability of them taking a desired action.

How to Boost Your CRO Efforts

1)Credible Social Proof

Human beings are social creatures. As such, they tend to copy a lot of the actions of their peers. This concept is extremely useful in marketing. Knowing that others approve of a certain business or establishment goes a long way toward convincing other people to do the same. To ensure a higher conversion rate, having social proof is crucial. Such social proof can be in the form of testimonials, reviews, and ratings from customers. 

Guard against posting fake reviews though. This will undermine your credibility in the long run and undo all your hard work. Positive reviews and ratings can do wonders for your CRO efforts.

2) Have an Accessible Website

Most people today are busy. This means that they would rather spend their time wisely. You want a website that doesn’t waste visitors’ time – it should be easy to navigate. From the moment visitors log on to your site, there should be clear directions to the information they seek. Ensure that such information is easily readable and has appropriate images and texts. When choosing your site’s content management system, ensure that it enhances accessibility.

3) Use a Dedicated Landing Page

A landing page is the entry point to your site for those directed from other sites. You want this to be as relevant as possible. If your site has only one landing page, this may prove to be an inconvenience for many visitors. For example, if your site provides information on several types of products or services, you want potential customers to find that information quickly from the moment they land on your site. It is likely your visitors were directed to your site from a search engine or some third-party site where they were researching a specific pain point. By having a “one-size-fits-all” landing page, you’ll cause frustration for many of your site’s visitors. 

Ideally, you want to have different landing pages for different products, services, or information. This ensures that visitors are directed to what they’re looking for without much information overload. Ensure that every landing page has a persuasive copy with minimal distractions like outward links or other irrelevant information.

4) Run User Experience Tests 

You want your website to be as user-friendly as possible. This means getting the right information to direct your website design. What better way to get this information than by asking the users themselves?

Before any UX prototyping takes place, you want to get the right information about site mapping and information architecture (AI). Ask users to group information on your site according to logical groups. This will give you key insights into how users think and what you can do to enhance their experience throughout your web design process. Of course, other methods like interviews, questionnaires, and A/B testing can also work to gather the necessary information.

5) Create Persuasive CTAs

Call-to-action (CTA) buttons are crucial features for CRO. They’re important for increasing the conversion rate. From their wording to where they’re placed on a page, CTAs heavily impact a site visitor’s decision on whether to proceed with a purchase or not. Ensure that CTAs are brief and direct to the point. Avoid placing them in cluttered sections of your site. Experiment with the right background color, one that is popular and exudes positivity. All such details go a long way toward increasing conversion and hence improving CRO.

6) Always be Aware of Analytics and Tracking

Website analytics and tracking systems are your best friend when attempting to improve your CRO. You want to know which pages are getting more visitors, which ones have the highest bounce rates, and whether or not your CTA buttons are getting the conversion rates you expect. Google Analytics is one tool that can provide you with critical information about visitor trends and patterns. This will help you tweak certain aspects of your site accordingly. 

In addition to the numerous tracking and analytic tools available, user testing can also help you identify areas where you can improve the things that affect your CRO.

7) Conversion Copywriting

The right copy can make all the difference when it comes to enticing visitors to purchase your products or services. Simplicity and clarity should be the main focus when it comes to writing persuasive copy that increases the conversion rate. You want to speak directly to an individual, not a group. Being aware of a potential customer’s pain points through any copy you write will make all the difference. The copy should identify a customer’s pain points and how your service or product is better suited to resolve that pain point. Such copy will greatly improve your CRO. 

The bottom line is, utilizing all the above tips properly can set you apart from your competition, significantly boosting your CRO in the process.