Companies in an ultra-competitive e-commerce landscape are constantly looking for new ways to acquire customers and increase their market share. When CRO and UX Research insights are combined, businesses can make more impactful changes to their digital experience, both in terms of higher conversion rates and larger improvements to the customer experience.
Combining Conversion Rate Optimization (CRO) and UX Research methodologies allows marketers to gain a better understanding of their user experience, discover new opportunities, and grow revenue more quickly and effectively. Learning and comprehending the fundamentals of UX Research and CRO principles is critical in order to maximize their customer acquisition potential.
Let’s dig a little deeper into what they mean.
eCommerce Conversion Rate Optimization (CRO)
It’s no secret that Conversion Rate Optimization (CRO) is one of the most important practices a business can implement. CRO programs assist customers in their “buyer’s journey,” all while driving scaled growth for your business.
Isn’t that fantastic? This is how it works:
CRO is primarily concerned with improving the e-commerce experience in order to increase the likelihood that a shopper will purchase a product or service from your website. We can get results by conducting evaluative experiments that guide shoppers through an experience that is both relevant to their needs and addresses their anxieties. This enables them to proceed smoothly through the checkout process.
CRO enables e-Commerce teams to track how different tactics affect behavior in order to optimize a digital experience. CRO, on the other hand, does not help us understand why this behavior occurred. It also does not assist us in understanding what our users expect. This is where UX Research comes into play.
How UX Research Enhances Customer Experience
Let’s take a step back: “How do I know what my users truly want?” “How can I iterate and build on previous successes while learning more about the buyer’s journey?”
Here’s another way of looking at it.
When designing and testing a user experience, we find two concepts particularly useful. First, we need to figure out why your customers are acting the way they are. It is necessary to understand the broader reasons for their visit to your website, as well as their user experience.
The second step is to provide them with a clear path to what they are looking for. Have you asked yourself, “Have I done this successfully?” Is there a better way to provide a more enjoyable experience? UX Research can assist us in answering these questions and expanding our understanding of customer behavior.
