If You’re Only Using CRO for A/B Testing, We Need to Talk

If you’ve been led to believe that CRO and A/B testing are the same thing, we have news for you.

They’re not.

CRO is a process and A/B testing is one of many tools that can be used as part of that process. When we’ve discussed CRO with prospective clients, we’ve come to learn that many of them have a narrow definition of what CRO is, often using it interchangeably with A/B testing.

But it is so much more than that. Once your eyes have been opened to all the tools in your CRO tool belt, you’ll start to see how it can provide the solution to a variety of business challenges.

CRO is About Understanding Your Users’ Behavior

CRO (or Conversion Rate Optimization) is the process of improving the effectiveness of a website or digital platform in converting visitors into customers or achieving other desired actions. User Experience (UX) Research is an invaluable part of that process because incorporating UX principles into CRO practices can significantly enhance its effectiveness.

UX Research is the study of user behavior, preferences, and pain points. By integrating UX research into CRO, businesses gain insights into how users interact with their websites or apps, allowing them to identify barriers to conversion and areas that need improvement.

Ultimately, CRO aims to reduce the number of stumbling blocks in the conversion process. UX Research can help you identify friction points by analyzing user journeys, conducting usability testing, and collecting feedback. Addressing these friction points enables you to enhance your overall user experience and increase your conversion rates.

It’s Also About Understanding How Your Users Think

You may be building your user experience based on “best practices,” but best practices will only get you so far — at least if they’re not rooted in science.

Welcome to Decision Science.

Decision Science is the use of scientific methods, data analysis, and behavioral psychology to understand and optimize decision-making processes. CRO works hand-in-hand with Decision Science to improve the efficiency and effectiveness of decisions made by website visitors.

Utilizing a variety of data sources and inputs, Decision Science enables CRO strategists to better understand the invisible forces that shape how and why people make buying decisions. Once you understand what motivates your users, you can shape your conversion path to better complement your users’ decision-making process.

CRO Can Lift Every Aspect of Your Marketing

CRO acts as the common thread that ties together all of your digital marketing efforts, ensuring each tactic is serving your bottom line by improving conversion rates, increasing sales and revenue, and maximizing the value of website traffic.

For example, when the landing pages for your pay-per-click campaigns are optimized for conversions, you’re more likely to see a better return on your paid media spend because the landing pages have been designed to drive users to take the desired action.

CRO can also lend a helping hand to your Search Engine Optimization (SEO). User experience is a crucial factor in Google and other search engines’ rankings. By optimizing for conversions and providing a better user experience, you are more likely to rank higher in search engine results.

If you’re ready to do more than scratch the surface of CRO, let’s chat.