USER EXPERIENCE (UX) AND CONVERSION RATE OPTIMISATION (CRO)
Wouldn’t it be great to take your fantastic website and make it work even better over time? I-COM can ensure that visitors to your website can find the information they need, and will implement a comprehensive programme of analysis and testing to constantly improve the user experience and to drive up the conversion rate.
People who visit your website are looking to complete a task - whether that is finding information, making a purchase or killing 15 minutes on the bus ride home from work. They don’t generally care about what you want them to do. The best websites enable them to complete their own task, but find a way to make what they want coincide with the needs of the website owner.
This is why user experience (UX) is crucial to ensuring that visitors become customers and customers keep coming back.
I-COM’s UX and CRO experts will design a site that looks great, is easy for customers to understand, runs smoothly and then they will work to constantly improve the user experience and drive up conversions.
To find out how we can help you help your users, and make more sales as a result, fill in the contact form or call us on 0161 402 3170.
WHAT IS THE DIFFERENCE BETWEEN UX AND CRO?
While UX and CRO are complementary practices, they have different end goals. UX focuses on helping the user complete his objectives while CRO focuses on encouraging the user to complete the objectives of the website owner.
WHY WORRY ABOUT UX WHEN I COULD FOCUS ON CRO?
Providing a great user experience should always be your first consideration. Visitors who can find what they need on your site are happy visitors and happy visitors will be more likely to become leads and customers. They are also more likely to come back to your website and to recommend your website to their friends and connections.
Having a website that enables visitors to fulfill their own goals can help you build trust with searchers and customers by letting them know that you care about the overall experience that you provide and that you want to provide easy solutions for them.
In addition, delivering a great user experience has the added benefit of demonstrating to Google that your website is one that they should rank prominently in their search results for relevant keyword searches. If Google shows your pages in its index and visitors remain on your site, then Google knows that you’ve helped Google’s customers so will be more likely to show your pages in future.
SO WHERE DOES CRO COME IN?
While you need to help users find answers to their questions and complete their own goals, you also want to guide them into taking action - whether it’s watching a video, subscribing to a newsletter, asking for a quote or making a purchase. The design, layout, language and even the process of becoming a customer can all help or hinder the web visitor’s route to an easy purchase.
In addition, we know that web users have short attention spans and are often distracted, so we need to guide them into taking the actions that we want them to take.
Conversion rate experts look at where people drop off from your website and try to find ways to keep them engaged - and to encourage them to take action. They try and understand the psychology of the web visitor, remove obstacles to checkout, and create a sense of urgency.
GET MORE FROM WHAT YOU HAVE NOW
Ultimately, engaging in UX and CRO is a win-win situation. You make your website better for users, which in turn helps your search rankings, but in the meantime you get more business from the traffic that you currently have - and who wouldn’t want that?
If you want to know more about how we can help you improve the user experience on your website in order to drive more conversions, then phone us on 0161 402 3170 or fill in the quick contact form on this page.