When it comes to digital strategy, there are two terms that pop up frequently—user experience (UX) and conversion rate optimization (CRO). They are two separate topics, but just like Taylor Swift and Travis Kelce, when you team the two together—wow, they make a great pair. Let’s take a closer look at how a great user experience can increase user engagement that naturally drives conversion rate optimization.
User experience is the overall experience a user has while engaging with a website, software program, or application. User experience is important because, done right, it can be a powerful but subtle way to provide a positive, more meaningful experience for your product or service.
In the digital realm, the user experience is pretty much your customer experience. It’s your storefront. It’s your sales force. It’s how your store is organized. A great user experience plays a pivotal role in driving user engagement.
User engagement is how a user responds to the user interface of a website or application.
Simply put, if they don’t engage, they don’t stay. When users are engaged with your site, they spend more time on it. They make purchases, share content, sign up for newsletters, follow you on social media, and come back regularly—ultimately expanding your reach and helping your business grow.
An increase in user engagement naturally drives your conversion rate optimization.
Conversion rate optimization is the practice of increasing the percentage of users who perform a desired action. A desired action could be purchasing a product, completing a sign-up form, sharing content with others, or simply clicking on a link. Essentially engaged users perform desired actions.
Tracking and improving conversion rates is essential for any business that is looking to increase sales and grow. Traditional conversion rate optimization approaches tend to be talked about in numbers—percentages, averages, benchmarks.
However, 45/RPM, we believe conversion rate optimization starts with understanding your customers and giving them what they need.
Hands down, one of the most effective ways to boost your conversion rate is to deliver a seamless user experience. Make it easy for users to perform the desired actions you want them to do.
Consider the following tips for creating smart user experiences that increase conversion rate optimization:
At the core of user experience and conversion rate optimization is a deep understanding of the user—their needs, interests, values, abilities, and limitations.
At 45/RPM, we take the time to learn what moves users forward, what stops them in their tracks, what they love and don’t love in order to design an intuitive user interface that delivers the best user experience possible.
An important element of user experience design is usability. Usability focuses on how easy it is for a user to achieve their goals. How many clicks does it take to complete a transaction? How many steps do they have to perform to sign up for a newsletter? When it comes to conversion rate optimization, less is always going to be more.
At 45/RPM, there is nothing we love more than a seamless user interface. We create intuitive, easy-to-use user experiences that provide users with what they need when they need it. When users find a platform easy to navigate and engage with, they are more likely to perform the desired actions, thus increasing conversions.
A hard truth is that most users don’t need to tolerate a poor user experience online— because there is typically another similar product or service just a few clicks away. In a recent Zendesk survey, 85% of respondents said they would pay 25% more for products that come with a great customer experience.
At 45/RPM we work hard to ensure your customers keep coming back. We design websites and applications that deliver consistent and reliable experiences that are optimized on both desktop and mobile devices.
Interested in finding out how 45/RPM’s user experience expertise can help you increase user engagement and optimize conversion rates? Let’s talk.