Why Is Creative UX Design Crucial For CRO? Why UX Design Matters.
Conversion rate is a critical metric for all businesses. And, conversion rate optimisation (CRO) is vital to ensuring your efforts translate into cold, hard sales.
In case you’re out of the loop, user experience (UX) designs plays an essential role in CRO. Not only does it boost brand recognition and drive customer loyalty, but it helps your team understand your target audience with greater clarity.
So, what is UX design? What is interaction design in UX? And how can top-quality, modern UX design help your company thrive in an increasingly competitive business landscape?
In this article, we’ll explain what UX design is and why UX design matters. Let’s get started.
What is UX design?
UX design is all about delivering meaningful and relevant experiences to users – both on your website and through various other real-life and digital touchpoints. UX design encompasses the entire process a user goes through to acquire and integrate your product or service into their lives, including the following critical features:
- Design – including web design
- Interaction design – in UX, this refers to the design of the interactions between users and products
UX design starts before the user is even aware of your company. What’s more, it doesn’t stop with a sale. It doesn’t even stop if a user chooses a competitor’s product over yours. UX design goes on indefinitely, evolving and optimising to provide the best experience possible.
User experience design is sometimes used interchangeably with phrases like ‘usability’ and ‘user interface design (UI).’ Usability and UI are important features of UX design, but UX design covers a much vaster, big-picture array of interactions and experiences.
Why UX design matters
UX design is crucial for so many reasons. And improving your UX design can have positive repercussions in just about every aspect of your business.
Here are three significant reasons why UX matters.
1. Positive UX design bolsters your business’s reputation
UX is a lot like writing. Excellent writing is often invisible. It allows the reader to get lost in the story. The characters are multi-faceted, and the landscapes are nothing short of visceral. Poor writing, on the other hand, is plainly obvious. It sticks out like a sore thumb, making it difficult for the reader to follow, let alone enjoy the story.
Great UX design is effortless – it allows your customers and prospects to interact with your brand in a way that feels natural and intuitive. It delivers on its promises and doesn’t stand in the way of customer experience. Instead, it gives users what they want, when they want it.
When you make things easy for your users, your users will respond. They are likely to spread the word to their friends, family, and colleagues, and even across online review platforms and social media networks.
2. Excellent UX design enhances customer loyalty
Excellent UX increases customer satisfaction. And satisfied customers are more likely to become repeat customers, even loyal customers. It really is that simple.
We all know just how valuable loyal customers are. It can cost up to five times more to attract a new customer than to nurture and retain an existing customer. What’s more, boosting customer retention by just 5 per cent can drive a 25 to 95 per cent increase in profit.
3. Great UX keeps visitors on your website longer
First impressions count. Online, you have less than 10 seconds to capture the interest of a web visitor. In that time, the user will determine whether a) the website delivers what they are looking for, b) the website is good or bad, and c) the brand is trustworthy. UX design plays an incalculable role in these judgements.
How UX design aids CRO
We’ve established what UX design is and why it matters. Now, it’s time to dive into modern UX design’s impact on conversion rate optimisation.
Here are four critical ways in which proper UX design can boost your business’s CRO and increase your bottom line.
1. Undertaking UX design gives you an insight into your user’s behaviours
Let’s say you want to improve your website. Maybe it isn’t driving leads. Or perhaps it’s looking a little off-brand and outdated. Before you can make meaningful, CRO-boosting changes, you need to know why your web visitors are behaving the way they are.
Analysing your users’ actions from the moment they land on your site to the second they exit the page will reveal the website features, messaging, graphics, or link structure that just aren’t working. From there, a UX designer can implement and test changes, ultimately resulting in a higher conversion rate.
2. UX design can improve your forms’ conversion rates
What is the goal of your web page? What action do you want your visitors to take? Maybe you want them to purchase a product or sign up to your email newsletter. Perhaps you want them to contact you for a quote or schedule an appointment. Whatever it is, chances are, your web users will have to fill out a form.
How your forms convert is, therefore, an essential metric, one that you should measure, test, and review regularly.
When you make your forms more user-friendly through UX optimisation, you will generate more conversions.
3. UX design connects your design to your business goals
Again, what actions do you want your web visitors to take when they land on your website? What is the goal of your business?
As we mentioned, optimising your forms through UX design can help increase conversions. But a whole lot more goes into the CRO process.
A UX designer will analyse everything from the content and image relation to the colours, branding consistency, and call-to-action placements. They take these features and work to align them with your business’s goals.
When your design is in-line with your business goals, the lead generation process becomes intuitive. The next step feels natural. Your visitor has found what they want, and taking action is an easy, positive experience.
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