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The Importance of Syncing UX and CRO

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Whether your business focuses on selling a variety of products, offers paid services, or strives to attain business-driven conversions, driving potential customers with a strong intent to your website is ideal. As marketers, business owners, and frequent website visitors, it’s important to provide every bit of essential information to customers with effortless navigation – which is where conversion rate optimization (CRO) and user experience (UX) come into play. In fact, these two specialty areas go hand-in-hand to rank higher in the search results, see an increase in conversions, and optimize your site’s user experience with friendly designs and intriguing content.

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All of these not-so-user-friendly headaches strengthen just how important user experience and conversion rate optimization of websites are. Let’s explore each of these two aspects of creative design and take a look at the big picture to improve the overall usability and efficiency of your business’ online presence.

 

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What is UX?

How many of you have felt frustrated when visiting a website because you couldn’t quite find what you were looking for? Did you come across broken links? Was it hard to read text because a light colored font was paired with a light background? These are all examples of key factors that contribute to how user-friendly a website is.

 

UX, or User Experience, of a website analyses a person’s overall attitudes, perceptions, and emotional state both during and after they use a company's product, system, or service. Crafting an ideal experience is based on whether or not a product - or in this case, a website - is usable, desirable, valuable, findable, accessible, and credible. So what does this all mean? Well, you have ask yourself...

What Does it Take to Make a Website Usable?

Usability focuses on how the user effectively and efficiently navigates throughout the site and whether or not they were satisfied with their experience. It is important for your website to useable across all platforms - desktop, mobile and tablet, all while keeping the user’s goals in mind.

  • Are users navigating through the site seamlessly? It not, at what point are they exiting?

  • Are you coming across broken links to important website pages?  

  • Did you reach your final destination without any obstacles or confusion?

 

A marketer’s tip: Check out Google’s mobile-friendly testing tool for a score of just how friendly your website is on smartphones and tablets.

Is Your Website Informative and Desirable?

Developing a user-centered website design not only makes it easy for visitors to scroll through and click on content that meets their needs, but it assists with motivating them to take action that fulfills your business goals.

 

  • Is it clear what your business does? Syncing the wants and needs of your audience with enhanced website design and CRO best practices informs visitors who you are, what you do, and how users will benefit from taking an action. The image above showcases exactly what types of services are offered, the option to learn more, as well as a list of long-term benefits for users.

  • Is your website content in sync with your realistic targeted audience? Utilizing Google Analytics is a great method of digging into your website traffic. In fact, you can learn a lot about your visitors with this tool. From understanding which devices visitors are accessing your website from, to their demographics and location, and even seeing how long they spend on a website page, you can match up the overall success of your website design by taking a look at bounce rates and time spend on a site.