Merging CRO with UX

CRO has typically concerned itself with the elements that directly affect conversions such as CTAs, headlines and copy because they tend to have the highest impact for the least amount of effort required to test and implement the change.

UX/Design specialists have championed making websites simple, easy to use and aesthetically pleasing.

However we are seeing where what was traditionally considered UX or CRO is beginning to merge and this is the reason why. if you start off with a badly designed site you can make it better and easier to use and ultimately convert but the time and effort required is much greater than doing this to start with.

So in the past where CRO expertise was brought to bear on sites that had already been built now we are getting a chance to make sure a site is conversion optimised before it is launched.

Much like how we are seeing SEO and Social merging as CRO specialists and UX specialist work closer together we will see more sites that will need less fixes once they are live and users getting sites they can use from day 0.

Will this mean the end of testing? I doubt it for the simple reason there will always be another headline, another way of displaying some piece of information or some other way to create trust or urgency.

I have heard some UX/CRO people are feeling like their areas are being encouraged by the other and I can understand the fear. However I would caution that sometime what is beautiful or simple or easy to use will not always convert the best because sometimes you need to make a user jump through a few hoops or make something obtrusive.

That’s why there is plenty of space at the table for both UX and CRO in the future.

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