The Journey to Conversion: How a UX & CRO Collaboration Can Drive Conversions on your Campaign Landing Pages

In today’s competitive landscape, the seamless integration of UX and CRO is crucial for website success, allowing your business to stand out from your competitors, while helping you increase those all-important conversion rates.

Jonny Pears, User Experience Director at Mediaworks, said: “Creating a striking, visual landing page, designed to elevate your brand and captivate the attention of online visitors, is a great way to engage your audience. However, it’s not the only ingredient for the perfect customer experience.

“As well as having a high-impact design, your website should be able to effortlessly guide your consumers to act. That’s why a UX-CRO collaboration is a must.”

But what are the core principles of UX and CRO? And what are the benefits of aligning CRO’s data-driven approach with UX’s focus on user-centric design? Read ahead to learn all you need to know.

CRO and UX: what are they?

First, it is important to understand what UX and CRO are, as well as their differences.

CRO - which stands for ‘conversion rate optimisation’ - is the process of optimising the user experience with the aim of increasing conversions through campaign landing pages or a website platform. Conversions are different for every business, but can regularly look like purchases, enquiries through contact forms, or subscribing to a service.

Jonny explained: “CRO aims to get a potential consumer from A to B in the smoothest, easiest way possible, both understanding customers’ behaviour and eliminating any barrier that might affect their journey.

“This might include identifying patterns and actions that drive people towards a desired outcome, as well as optimising the whole experience to increase the likelihood of consumers completing a goal.  

“Ultimately, if users find your website easy to navigate and with clear call-to-actions, they are more likely to browse for longer, engage with your offerings, build trust with your brand, and hopefully make a purchase.”

This said, CRO very much relies on UX to make things work – and vice versa. UX, which is the acronym for ‘user experience’, concentrates on people’s overall experience when interacting with your brand, services and products.

To craft a good experience, UX strategies aim to design your website in a way that’s intuitive and visually appealing. They are also focused on creating emotional connections that might spur a user to eventually make a purchase or subscription.

In short, UX adopts a fully user-centric design and approach. Through well-thought content, meeting accessibility requirements, well-structured hierarchy, and straightforward navigation tools, the final objective is to generate an engaging journey for the user, keeping them browsing for longer and encouraging them to return for more.

The benefits of a UX-CRO collaboration

Uniting the user-centric strategy and focus of UX with the data-driven approach of CRO and can bring about a wide range of benefits. Combining UX and CRO can increase the chance of consumers taking desired actions while enjoying the whole experience in the process.

Here are a few you may want to take into consideration:

• Enhance consumer engagement: One of the most noticeable benefits of merging UX and CRO is that it increases user engagement. As well as creating an experience that’s stimulating and appealing, the UX-CRO collaboration gives you the chance to build a functional journey. Through intuitive design and relevant content, users are likely to spend more time on your website, reducing bounce rates and paving the way to your desired end goal.

• Increase conversion rates: Let’s be honest – at the end of the day, positive conversion rates are what it’s all about. Data from CRO is extremely useful to pinpoint where and when users tend to drop off in the conversion funnels. UX can then be applied to address these obstacles, whether it is by simplifying the site’s layout or improving its usability, leading hopefully to better conversion rates. Analysing and tracking the end-to-end user experience and marrying that up with business goals gives us that all important increase in conversion rates.

• Drive conscious decisions: By using CRO’s data-driven approach and identifying regular consumer patterns, you can ultimately make more informed decisions. By analysing user behavioural data, you will be able to determine what works best for your target customers and implement user-friendly changes to enhance and optimise the experience.

• Improve customer satisfaction: A well-designed website, built on accurate user data, not only converts better but also leaves a positive impression on your visitors. If a customer is happy with their experience, there is a good chance they will come back for more and recommend your services to like-minded people, too.

To maintain a competitive edge in today’s fierce landscape, making the most of UX-CRO collaboration can act as the perfect ace up your sleeve.

From enhancing customer engagement and satisfaction to driving informed decisions and increasing conversion rates, mixing a data-driven approach and user-centric design is just what you need to take your website – and business – to the next level.