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For years, online marketers proudly displayed irrelevant visitor numbers.

If you had 100 people enter your shop but not one of them decided to buy anything, you’d quickly not be in business.

Online, visitor figures are the same. They are largely irrelevant to whether your business is successful. What really matters is how many of your visitors turn into paying customers.

What are UX & CRO?

User Experience (UX) and Conversion Rate Optimisation (CRO) are sister subjects. Where one begins and the other ends is debated, but unimportant.

Together, they aim to take as many of the visitors to your site as possible and turn them into customers by ensuring that everyone has a fantastic experience with your website.

Typically, projects will start with user research – which can take many forms – and go through a series of improvements to the website which are ideally split tested.

User research

Supermarkets have known for decades that guessing how shoppers will react to their products leads to business failure. They have dedicated tasters who will feed back about the food.

Similarly, guessing about how users feel about a website – is it easy or confusing, for example – isn’t helpful.

For this reason, we survey users using a number of methods in order to determine what they are happy with, and more importantly, what they dislike or are frustrated with.

Visitor session recording

The most effective quick answer for users pain points on your website is using visitor recording. It is suitable for all websites, regardless of the amount of traffic that site receives.

A small piece of code is installed onto your site and from there every single mouse movement, click and keystroke can be watched back. 

After watching thousands of videos, you gain a sense of where people are struggling and it allows for very effective test ideas.

Split testing

For sites with significant levels of traffic, one of the advantages of online marketing is that suggested website changes can be checked to see their effectiveness before they are implemented.

Users are shown different versions of a web page and the key actions are tracked. This allows the versions to be compared against each other and Key Performance Indicators, like filling in contact forms, reported back. 

This allows for purely scientific decision making, avoiding costly mistakes and helping to determine what really matters to your users.

An example split testing project in Visual Website Optimizer

Best practice

Even though testing is always the best option, there are also some changes which we can virtually guarantee are going to be effective. These typically will be to make a smoother user journey, remove confusing and unnecessary text and to improve the text of buttons.

These kinds of changes are often done in one step and analytics measured to ensure that they haven’t reduced any Key Performance Indicators.

Discuss how UX & CRO can make you a more profitable business.