5 Ways to Use Conversion Rate Optimization for Validating UX
Any tech idea must pass through concrete validation and any validation needs to be quantified in clear terms. As for your UX how and to what extent it helps business conversion needs to be measured. This is why conversion rate optimization or CRO is now considered as a crucial tool for validating UX.
As a UX developer, you can have a number of creative ideas. But how can you communicate them to your team members concerning their financial impact? Yes, however challenging it seems you need to communicate the outcome of your UX ideas in clear numbers. This is the crudest as well as the surest way get your UX idea validated.
Designers tend to think about the UX elements from visual and sometimes inspirational standpoint. We are less exposed to dry facts, hard reasons and bare-bone numbers. In complete contrast, our business analysts and leaders have more grasp on numbers, facts, and reasons than any creative and visual elements. Well, naturally to get our ideas stamped as valid we need to speak to them in their terms. We need to communicate with solid reasons supported by numbers and facts. This is what we mean when talking about conversion rate optimization (CRO) as a validating tool for UX.
Well, how can you explain the outcome of your UX in clear terms corresponding to business conversion? Let us offer below 5 time-tested ways to do that.
1. Working closely with CRO team
Often the business process and design process work as two secluded islands until the very end of a development process. Naturally, UX designers often have no clue about the validation metrics that CRO team is working on. This is something that must be changed by sharing process updates regularly and getting feedbacks. This would result in the more streamlined design process at par with the recommendations from CRO experts. Let us explain with some examples and insights below.
- You might have created a new layout design and scroll function and now testing it. But unfortunately, the same has already been tried by your CRO team and canceled. It results in wastage of resources and development time.
- An organization should have a consistent UX across various web and app interfaces. But such consistency cannot be achieved without regular sharing and CRO team coming to terms with UX designers.
- Lastly, working closely you can test your designs more frequently and can just be on the right track.
2. Know how to decipher insights in CRO data
Well, data lurks insights and designers quite naturally, are less exposed to them. But, for making CRO validated design you need to understand these data and know how to achieve these numbers. So, learning to read the conversion rate data and understanding their relation to the design process is really crucial. Actually, deeper an understanding you have of the various metrics and data-driven analysis, better you can develop well-informed, insight-driven design. How to start the learning? Well, consider these few steps.
- Communicate with the CRO team to know how they reach a decision through data.
- Follow any data analytics tool closely for some time to know which elements drives results and what are considered pulling factors.
- Take help from resources on the web and through interacting with other designers.
3. Making use of the insights in designs
CRO works through insights fetched from the data of user interaction. Well, sometimes data are confusing, especially for a designer. Naturally, they need to seek help for insight-driven design. For offering design proposals also they need to know how data-driven insights can help proving their points.
- When it come utilizing insights to drive conversion across their platform it is best to seek help from CRO experts whenever you feel clueless about it.
- You need to support your design proposals with solid reasons and back the reasons further with concrete data.
4. Do not stress so much on ‘best practices’
Do not think of supporting your design idea referring to some best practices. Actually, there is no universal best practice as such. How and to what extent your design can drive conversion depends on several factors like audience, business focus, etc. So, the result of same design approach may vary widely across websites. Here are some aspects to consider.
- Do not talk of best practices vaguely without enough data to justify it. Without quantifiable data, any so-called best practice stands on the ground.
- Best practice varies from business to business and naturally, so-called external research will not help in this respect. The best design practice should be determined only by internal resources like CRO. CRO team can determine guidelines with specifics for UX that the particular business needs.
- So called best practices rumored and discussed around are like ready catches that may not work for your business. So, without validating with internal business logic and data you cannot take any practice in face value.
5. Make a streamlined UX process
The UX development process should have a clear path comprising of research, diagnosis, meticulous planning and testing. A streamlined process with all these steps will allow an integrated approach with CRO.
- Research helps to gather data on the users, user interactions and UX elements that need to be addressed.
- Based on the data diagnosis helps to identify various issues and shortcomings in UX.
- On the basis of diagnosed issues, a UX design plan will be initiated to address the issues and shortcomings.
- CRO team will determine success metrics on the basis of which the success of the design will be measured.
- Lastly, the design will be tested and CRO team will determine the success and issues. Designers learning from the findings will fix the issues further.
So, the mandate is clear. No longer, designers can work independently of considerations for CRO guidelines. More, CRO and UX team work closely the better it is for the business.
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