CRO & UX – A Match Made in Heaven!


Various factors influence conversions. And your website’s UX is among the most significant ones that can make or break conversions. You can view UX and CRO as two sides of the same coin because they complement one another even when they use different strategies. They share a cause & effect relationship. And it is due to their complementary nature it is essential to have them moving in the same direction.

But first, let’s learn the actual meaning of conversion rate optimization & user experience and later move forward to know how they complement each other.

Conversion Rate Optimization

The primary goal of CRO is to attract visitors who will take desired actions on your site to enhance your user contact efforts. Here’sHere’s how you measure CRO.

CRO = Individual Purchase Orders / Session Count, where

Purchase orders: User interactions that lead to the purchase,

Session count: Total no. of site interactions

Therefore, a higher CRO score signifies that your efforts work effectively and generate more purchases.

What is User Experience design?

A well-integrated layout is the goal of user experience design to ease the user journey. Whenever a user interacts with your website, it leads to an experience that depends on how much work you put into the UX design. In simple words, UX reflects how a person feels while using your website.

How do CRO & UX go hand in hand?

User experience design aims to improve the visitor’s first impression of your website. Additionally, your Conversion Rate Optimization is immediately impacted when you work on enhancing user interaction with the website because a positive online experience increases the likelihood that a customer will perform the required action.

Reasons why CRO & UX must go hand-in-hand:

  • UX gains insights into user behavior

UX clarifies what the user wants by focusing on the “experience” aspect of user interaction. Understanding user needs will put you in a better position to increase conversion rates by tailoring your plan to match the tastes of your target audience. 

Consider UX as a phase of requirement collection that helps you take one step closer to your users as you will concentrate on improving their experience. You can now implement your CRO strategy using the knowledge acquired to improve conversion rate optimization. When you know why your users aren’t converting, coming up with a solution rather than just speculating is considerably simpler.

  • Helps optimize design across different devices

Device optimization plays a vital role in improving UX. Therefore, UX designers must strive to improve the UX design across various devices. Furthermore, it makes sense to look beyond desktops as most people use mobile devices (smartphones, tablets, laptops) for online shopping.

You’ll be able to make more informed and valuable UX decisions if you take the time to think mobile-first rather than trying to squeeze desktop designs into a mobile format. To accomplish this, you must adopt a content-first strategy, gathering all the data on the page before developing any wireframes or designs. And once you have the material, you can start establishing priorities based on what is required to accomplish the objective of the website or page.

Regardless of their device, serving up a dynamic, device-optimized experience can help you more successfully persuade them to do what you want them to.

  • Helps identify design issues

When focusing on UX design, minor adjustments to color and size could result in a significant improvement. Therefore, the first step is to address the UX if you focus on improving conversions.

For example, in the eCommerce sector, you will discover that many cart abandonment incidents occur when UX is not considered. And therefore, minor adjustments like customizing the CTA text may significantly impact.

UX and CRO can lower website friction points and streamline the purchasing process. In addition, with UX data available, the CRO team can first concentrate on and address the most pressing problems.

  • Shows what users think of your forms

It is no secret that consumers don’t like filling out forms, yet many businesses encourage them to do so for lead generation. It is because they know that users will convert on an offer despite the dreaded form if they believe the information they receive matches or outweighs the effort required to convert. Hence, UX optimization is essential to increasing conversions.

All you have to do is review your forms’ general design and placement, evaluate heatmaps to see how far people are going and verify the types of leads you are getting from them to understand what is happening with them.

You could discover that users often quit filling out your 10-field eBook form after getting halfway through. This can be because the form is too long, the questions are too complicated, or a programming fault prevents users from finishing the form.

Since it can be challenging to pinpoint the precise location of your form’s issues, consider developing a hypothesis and conducting A/B testing against the previous iteration. Then, you can start creating new theories for ongoing improvements after seeing how your users respond to the changes.

  • Aligns design with business goals

When deciding what will be incorporated into a brand’s website, designers must ensure that their UX strategy focuses on business goals, notably conversion rates. This covers everything, including wireframes creation, content and image relationships, placement of conversion points, colors, branding, etc.

The first step is understanding the project’s goal and what the user should gain from it. When you have a firm grasp of these concepts, you should ask yourself, “What do you want to move the user toward?” Is it downloading an offer, registering for a demo, or setting up an appointment?

You can start formulating the design and layout based on the answers to those questions to help you create solutions that support your business goals. But the bottom line is that you’re setting yourself up for failure if your design and user experience aren’t in sync or generate any returns.

Reaching the objective and boosting the organization’s revenue will be tremendously aided by creating a thorough UX strategy for each project focused on CRO.


CRO and UX together lead to an optimized website. If you do not adhere to their sync, you will likely lose easy conversions. Furthermore, there is a significant probability that your efforts won’t yield the outcomes they ought to if you don’t keep one at the forefront while improving the other. Best results can only be produced when UX and CRO are worked on together, and the teams share their insights.

The user journey is established by UX, which places the client at the center of the process. The CRO team is aware of the user’s journey touchpoints. However, they still function correctly when taken alone. They work as a team to provide you with an advantage over rivals.

We want you to be the brand/business your consumers/customers want you to be. So contact us if you require guidance or like to revamp your website or develop an entirely new site. We will help you in the best possible ways, reaping fruitful results.

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