In the digital marketing world, we often hear CRO and UX being used interchangeably, but do you know the differences between them? It’s important to know the differences between CRO (Conversion Rate Optimization) and UX (User Experience) because they should each have different goals and strategies. In this blog, I’m going to discuss the basics of CRO and UX, the differences between them, and choosing the right strategy for your website.

CRO

  • Focus: Improve the performance of the website
  • Goal: Turn visitors into customers

According to Tim Ash, CEO of SiteTuners, “Conversion Rate Optimization (CRO) is the art and science of getting people to act once they arrive on your website. It typically involves elements of visual design, copywriting, user experience, psychology, testing out different versions of your website content, and the neuromarketing to influence people to act.”

Simply put, CRO (Conversion Rate Optimization) is more business-centered. It focuses on how to generate sales and how to turn visitors into customers. CRO can be improved and measured using quantitative data such as eye tracking and heatmap analysis, analytics analysis, and A/B testing. In fact, A/B testing is the most common method of dracking CRO and where the customers are leaving the funnel. CRO is great for monitoring conversions and fine-tuning specific elements in order to maximize those conversions. Some examples of a conversion include a form submission, email sign up, adding a product to an online shopping cart, order placement, survey submission, etc.

UX

  • Focus: User Satisfaction
  • Goal: Provide a user-friendly, functional, and reliable website

UX (User Experience), on the other hand, deals more with the ease of use as well as feelings and emotions generated while a user is visiting your website. UX focuses on how to improve customer experience with the usability and accessibility of the site. UX can be improved using qualitative information such as user feedback. According to Laurel from TankDesign, “UX designers rely on wireframes, interactions, and storytelling to convey an experience catered towards the user.”

If the difference between UX and CRO is still unclear, it can be useful to think of each approach in terms of the metrics you use to track the success of each campaign.

Critical metrics for UX:

  • Site speed
  • Site structure
  • Page layout
  • Broken links
  • Site content
  • Word choice
  • Site redirects

Critical metrics for CRO:

  • Time on page
  • Bounce rate
  • Task flow
  • Exit rate
  • Average page views
  • Total conversions
  • Conversion rate

Choosing the right strategy for your site

Ultimately, UX and CRO work hand in hand. Creating the ultimate UX for the users of your website will also improve the conversion rate of your website. When choosing the right strategy for your website, consider the following:

  • What are your intentions?
  • What problem are you trying to solve?

Google’s recent mobile-friendly update once again reminds us how important it is to provide the best user experience. CRO and UX can both improve user experience. CRO and UX are both equally essential for a website. There is no absolute solution for every website.

Remember, “focus on the user and all else will follow.”

Adam Jackson