INNOVATION

What is CRO? How does this relate to UX?

If you are a marketer, you might have heard of CRO. But what is it? Conversion Rate Optimization, or CRO, is the practice of improving the performance of a website or landing page with the goal of increasing the number of visitors who take the desired action, such as subscribing to a newsletter, downloading a...

Last updated: 8 Dec 2022 - 7 mins read

Dylan Laseur Digital marketing

CONTENTS

If you are a marketer, you might have heard of CRO. But what is it?

Conversion Rate Optimization, or CRO, is the practice of improving the performance of a website or landing page with the goal of increasing the number of visitors who take the desired action, such as subscribing to a newsletter, downloading a file, or making a purchase.

Sometimes people consider this CRO approach to UX to be the same, but it is actually a little different. We’ll discuss what CRO is and the relationship between CRO and UX.

What is CRO?

Conversion Rate Optimization, or CRO, is the practice of improving the performance of a website or landing page with the goal of increasing the number of visitors who take the desired action, such as subscribing to a newsletter, downloading a file, or making a purchase.

In short, CRO is activities that increase the conversion rate.

The essence of CRO is a user-centric approach. In some cases, you can increase your conversion rate by removing technical bugs on your website. However, this cannot be categorized as a CRO approach even if it resulted in an increased conversion rate. CRO is more like activities and improvements that make users take the desired action more smoothly.

How to calculate a conversion rate

Before exploring the specific CRO processes, let’s recap the concept of a conversion rate to understand CRO better.

The conversion rate is calculated by dividing the number of conversions by the total number of site visits.

If you set the number of clicks on your website as a conversion and have 60 clicks out of 300 site visitors, the conversion rate is 20%.

Is there any standard conversion rate?

There is no standard conversion rate because conversion rates can vary widely depending on a number of factors, including the type of website, the quality of the traffic, and the relevance of the offer to the target audience.

For example, a website that sells high-end luxury products may have a lower conversion rate than a website that sells everyday items, because the cost of the products and the perceived value to the customer can impact the likelihood of a purchase.

Additionally, the quality of the traffic can also impact conversion rates. If a website receives a lot of low-quality traffic, such as bot traffic or people who are not interested in the products or services being offered, the conversion rate will be lower. Finally, the relevance of the offer to the target audience can also impact conversion rates. If an offer is highly relevant to the target audience, it is more likely to be successful. Therefore, there is no standard conversion rate because conversion rates can vary depending on the unique factors and circumstances of each website.

You can refer to the average conversion rate below. However, as illustrated above, these numbers vary a lot depending on each business situation.

What should marketers do for CRO?

For conversion rate optimization, marketers should focus on making the user behaviour on their website as smooth and effective as possible. This can be achieved through a combination of design, copywriting, and data analysis. Some specific things that marketers can do for conversion rate optimization include:

Identifying the desired action:

The first step in conversion rate optimization is to identify the specific action that you want visitors to take on your website. This could be making a purchase, filling out a form, subscribing to a newsletter, or something else. Once you have identified the desired action, you can focus your efforts on improving the user experience and making it as easy as possible for visitors to take that action.

Various Conversions

Designing a user-friendly website:

The design of your website can have a big impact on conversion rates. A well-designed website will be easy to navigate, visually appealing, and intuitive to use. This can help to improve the user experience and make it more likely that visitors will take the desired action.

Writing compelling copy:

The text on your website, known as copy, is also an important factor in conversion rate optimization. Well-written copy can help to grab the attention of visitors, explain the value of your products or services, and persuade them to take the desired action.

A single sentence can change a conversion rate

Analyzing data:

Conversion rate optimization also involves analyzing data to understand how visitors are interacting with your website. This can help you identify any issues or areas for improvement, such as pages with high bounce rates or a low average time on the page. By analyzing data, you can identify what is and isn’t working on your website, and make changes to improve the user experience and increase conversion rates.

AB testing:

To determine the effectiveness of changes made during conversion rate optimization, marketers should test their hypotheses and research by implementing design, copy, and technical changes and measuring their impact on conversion rates, revenues, and customer retention. This can involve testing different design elements, such as colours, buttons, and navigation, as well as changes to the copy on the website. By putting these changes to the test, marketers can determine whether they are effective in helping customers achieve their goals and increasing conversion rates, revenues, and retention. (How to conduct A/B testing)

How does CRO relate to UX?

Conversion rate optimization(CRO) and user experience(UX) are related but distinct concepts.

Conversion rate optimization is the process of improving the performance of a website or landing page as described above. User experience, on the other hand, refers to the overall experience of a user when interacting with a website, product, or service. This encompasses factors such as the design of the website, the ease of use, and the relevance of the content to the user. User experience is an important factor in conversion rate optimization, as a positive user experience can make it more likely that visitors will take the desired action on a website.

Many people believe that the goal of user experience (UX) is to create an unforgettable experience for users, which can sometimes lead to the creation of overwhelming and fancy designs with many creative innovations. However, this can often result in a poor user experience, as these designs can be confusing and difficult to use. Instead, the aim of UX should be to create a user experience that is smooth, intuitive, and effective, allowing users to easily achieve their goals and have a positive experience on a website.

UX for CRO

While the concepts of UX and CRO are slightly different, the goal of UX and CRO should be the same: to maximize the number of loyal customers.

As you do your business to make a profit, all of your business activities should be connected to increasing sales. CRO aims to increase the conversion rate and UX is one of the methods to achieve that.

“Any UX professional should look into CRO to learn the basic “attention-driving” principles. These principles can be applied inside the application, too — to direct user focus.”

Jane Portman ((UI/UX consultant at UI Breakfast

Conclusion

In conclusion, conversion rate optimization (CRO) is the process of improving the performance of a website or landing page in order to increase the rate at which visitors take the desired action, such as making a purchase or filling out a form. This is typically achieved through a combination of design, copywriting, and data analysis, with the goal of creating a user experience that is as smooth and effective as possible. User experience (UX) refers to the overall experience of a user when interacting with a website, product, or service, and is an important factor in conversion rate optimization. By focusing on both CRO and UX, businesses can improve the user experience on their website and increase the number of visitors who take the desired action.

Visit Flatline Agency’s website to learn more about how our outstanding designers can help grow your business and reach your goals!

SIGN UP FOR THE NEWSLETTER

    By signing up you agree with our privacy policy

    GET IN TOUCH

    To speak with us, call (+31) 613 326 179, send us an email, or reach out to us by chat or What’s App.

    THINKING

    Shopify Summer Editions ’23 – our favourites

    Imagine my Business – Imagine my Store – Imagine my Future This is the hook, Shopify introduces us to the Summer Editions ’23. One of the most powerful updates until now. There have been some changes in the digital world, which automatically affect the eCommerce industry – bringing a lot new opportunities to the field. Personalisation...

    Shopify’s one-page checkout

    By now, we’ve all heard of the Shopify Editions | Winter ’23 and the amazing upgrades that the eCommerce platform will be offering soon.  Shopify is one of the biggest players in the industry, holding a substantial market share in the United States and accounting for over $444 billion in global economic activity. The new...

    B2B with Shopify: Unlocking the Power of Business-to-Business Commerce

    In today’s digital age, eCommerce has revolutionised the way businesses operate and connect with their customers. Shopify, one of the leading eCommerce platforms, not only caters to direct-to-consumer (DTC) businesses but also provides robust features, which Shopify Plus merchants can utilise for business-to-business (B2B) transactions. This article explores the world of B2B on Shopify, its...

    Shopify Markets Pro: The Ultimate Solution for International eCommerce Businesses

    Are you looking to expand your eCommerce business and take over the international market? Yet the complexities of international transactions made you reconsider your decision? Shopify Markets Pro delivers an all-in-one solution that simplifies the process of selling globally. We’ll be showing you all the things you need to know about the new toolkit of...

    The logo of Klaviyo One, a comprehensive customer data platform (CDP) that revolutionises business growth and customer engagement.

    What is Klaviyo One?

    Klaviyo One is the all-in-one platform to grow your business. Klaviyo has always been a powerful email marketing tool, but with the release of Klaviyo One, they are now a complete customer data platform (CDP). This means that you can now manage all of your customer data in one place, and use it to drive...

    Various equipment such as camera are put on the white background

    Omnichannel versus Multichannel

    Omnichannel and multi-channel: what’s the difference? We’re going to be elaborating on the differences between omnichannel and multi-channel. So let’s jump straight into it! So let’s start off with a few definitions. The defintions First of all, when we speak about channels what we mean is a medium through which a brand is able to...

    Discover the power of HubSpot with Flatline Agency

    Discover HubSpot: Transforming Business with Flatline Agency

    At Flatline Agency, we understand the importance of leveraging powerful tools to drive business growth. One such tool that has revolutionised the way companies manage their marketing, sales, and customer service is HubSpot. As a gold HubSpot partner, Flatline Agency is committed to helping businesses unlock the full potential of this platform. In this blog,...

    a black background with white text: May edition newsletter from Flatline Agency

    Your Digital Pulse May Edition: Navigating Tomorrow’s Trends, Today

    Welcome to the May edition of Your Digital Pulse, brought to you by Flatline Agency ®️. As we approach the vibrant summer months, our team at Flatline is thrilled to share a monthly compilation of our most recent updates, expert insights, and strategic collaborations designed to redefine the digital marketing, eCommerce landscapes and beyond. In...

    My Shopify URL

    Your Shopify store URL serves as much more than just an address—it’s the gateway to your brand’s digital identity. So, understanding how to manage and optimise your Shopify URL is crucial. We will show you what a Shopify URL is, how to find and customise it, and tell you why it plays a pivotal role...

    How to activate Shopify Plus from Shopify

    Upgrade to Shopify Plus seamlessly with our guide. Discover the benefits, steps to activate, and advanced features for your growing eCommerce business. As eCommerce continues to evolve, businesses are seeking platforms that offer robust features, scalability, and seamless integration. Shopify Plus stands out as a top-tier solution for large-scale eCommerce operations. If you’re currently using...

    TCO blog featured image

    TCO in eCommerce platforms: an in-depth comparison

    Understand the TCO for top eCommerce platforms. Compare initial and ongoing costs for Shopware, Shopify, BigCommerce, and more! When it comes to selecting an eCommerce platform, understanding the Total Cost of Ownership (TCO) is crucial. TCO encompasses all expenses associated with purchasing, implementing, and maintaining a solution over its entire lifecycle. For businesses looking to...

    How to optimise your ad campaigns with the latest AI tools

    Discover how AI can transform your ad campaigns with tips on targeting, personalisation, creative optimisation, and programmatic advertising. Boost your ROI now! We all know that it is crucial to stay ahead of the competition when in comes to the world of digital marketing. One of the game-changing tools we have today is artificial intelligence....

    Hubspot Spotlight Spring ’24

    Hubspot just released their Spotlight Spring ’24 Editions… and let’s put it like that – they definitely did not dissapoint…. Since our favourite CRM-software just released over 100 new updates making all our work even more seamless to use we’re excited to show you the biggest ones. We will guide you through the 3 new...

    Flatline Marketing Services: Your digital pulse

    Discover how Flatline Agency tailors digital marketing solutions to boost your eCommerce success with the right tools and effective collaboration. Introduction At Flatline Agency, we know that understanding and connecting with your target audience is a crucial part of digital marketing. Our strategies include targeted SEO, engaging social media campaigns, and more. We believe that...

    HubSpot vs Salesforce featured image

    Season 3/5: HubSpot vs Salesforce: find the best CRM for your business

    Explore the benefits of HubSpot and Salesforce to determine which CRM best suits your business needs. Introduction Choosing the right Customer Relationship Management (CRM) system is crucial for efficiently managing customer interactions and business processes. Among the myriad of options available, HubSpot and Salesforce stand out as industry leaders. Each offers distinct advantages depending on...

    HubSpot Email Marketing

    Season 3/4: HubSpot Email Campaigns: manage and optimise responses

    Learn how to boost your email campaign’s effectiveness using HubSpot’s tools for tracking, optimising, and personalising your email strategies. Introduction Email marketing remains a cornerstone of successful digital marketing strategies. As businesses seek more refined analytics and automation capabilities, tools like the HubSpot Email Marketing become indispensable. The platform not only provides robust email marketing...

    This site is registered on wpml.org as a development site. Switch to a production site key to remove this banner.