February 21, 2020 Steve Bell
Web Design UX

How UX Design and CRO Work Together

Every website visitor, regardless of background, shares a common goal: understanding what you offer. But simply attracting visitors isn’t enough. You need them to seamlessly navigate your site, engage with your content, and convert into paying customers. This is where the powerful duo of User Experience / UX design and Conversion Rate Optimisation / CRO comes in.

Benefits of Combining UX Design and CRO:

Gartner suggests that, by 2025, 80% of B2B sales will occur online, making a strategic website crucial for business success. Leveraging UX design and CRO in tandem can significantly boost your conversion rate, leading to:

  • Increased lead generation and sales
  • Improved customer satisfaction and loyalty
  • Enhanced brand reputation
  • Reduced bounce rates and abandoned carts

Key UX Strategies for Higher Conversions:

  1. Compelling Social Proof: Showcase customer testimonials, reviews, and ratings to build trust and credibility.
  2. User Testing: Conduct card sorting, focus groups, and A/B testing to gather user insights and optimise website design.
  3. Dedicated Landing Pages: Use targeted landing pages for each ad campaign with a clear, singular conversion goal.
  4. Enticing CTAs: Design clear, concise, and strategically placed call-to-action buttons with persuasive copy.
  5. Accessibility: Ensure your website adheres to accessibility standards to cater to diverse users and improve overall experience.
  6. Data-Driven Decisions: Leverage analytics, heatmaps, and user feedback to identify areas for improvement and continuously optimise your website.

Mastering Conversion Copywriting:

  • Use clear, concise, and customer-centric messaging.
  • Align messaging with each stage of the buyer’s journey (awareness, consideration, decision).
  • Craft compelling headlines, subheadings, and FAQs.
  • Optimise blog posts and website content for conversions.


  • Design, layout, and functionality all contribute to conversions.
  • Regularly test and analyse your website to ensure it’s up-to-speed.
  • Reduce friction points and streamline the buying process.

By implementing these best practices and leveraging the power of UX design and CRO, you can create a website that converts visitors into loyal customers, propelling your business growth.


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