Here’s an open secret: In the digital age where customers routinely discover brands and seek out products online, the user experience (UX) of a brand’s site, whether web or app, can be an untapped game changer for business.
When the UX is optimized, products are more effectively showcased and marketed to customers on the site, making it effortless for them to take actions like add items to their shopping cart or make payment to complete a purchase. These conversions drive growth and help brands increase their profits.
Optimizing your site’s UX helps to drive conversions, and correspondingly, improve ROI for your ads.
So if you’re looking to increase the percentage of online visitors who become your customers, consider conversion rate optimization (CRO). It’s a systematic approach to analyzing information about your site and users, and finding ways to improve the UX.
How CRO works to improve your bottom line and ROI on ads
CRO uses A/B tests to strategically experiment with possible site designs, layouts, and content on a subset of your customers. This lets you readily assess the potential impact of a UX update to your site, and quickly establish which test variant will deliver the most optimal experience and business results.
The method means you’re able to respond to UX needs in a fast-changing online environment. An A/B test yields findings in weeks, as compared with a more traditional design-and-launch cycle that typically takes months.
With your site’s UX optimized for conversions, it’ll provide more conversion signals to the AI-powered ad solutions you use, and help to improve your ROI on ad spend.
In addition, CRO is easy to implement. You can work with CRO providers such as AB Tasty, Optimizely, and VWO, or tap on in-house talent to build A/B testing tools.
While CRO is an ideal approach for optimizing UX, knowing how to apply it strategically is critical to increasing sales and profits. The following three case studies show how brands’ marketers and CRO providers use savvy strategies to improve business results.
They found that replacing text-heavy product descriptions with clear and sticky call-to-action buttons like “Customize this ring” helped shoppers move more quickly on to check out.
Angara’s COO Hitesh Singh Baid said: “By analyzing user behavior and testing new UX ideas through live experimentation, we achieved great results.” Its checkout rate jumped by 25% and its revenue from purchases of rings on its mobile website increased by 32%.
Better yet, the CRO process took just one month and Wakefit started seeing improved conversion and sales results. Wakefit’s VP of Online Revenue and Demand, Chetan Sharma, said: “This was certainly faster and more impactful than directly implementing and testing UX changes in production.”
FNP’s Head of Customer Lifecycle Management Akshay Walia said: “The improvement we saw from this CRO project gives us the confidence to run more experiments like this.”
When it comes to finding ways to drive growth through marketing, one doesn’t always have to look far. These opportunities may be before you. By optimizing the customer journey on your site with these strategic CRO approaches, and partnering with CRO providers to supercharge your UX experiments, you’ll be ready in no time to increase sales and profits, and improve ROI for your ads.
Contributors: Pratyush Sinha, Mobile Transformation Lead; Vaibhav Chachra, Strategic Partner Manager