Without the guidance of an experienced consultant, experimenting with CRO can be a long and costly process. A CRO consultant can help you avoid common mistakes and focus resources on the areas that offer the greatest return on investment.
CRO & UX – Conversion Rate Optimisation & User experience
We turn your site visitors into loyal customers
These are the key questions behind Conversion Rate Optimisation (CRO), a set of strategies that aim to optimise the conversion rate.
Our CRO consultancy guides you through this complex process, providing customised strategies and data based on in-depth analysis.
What is CRO?
Conversion Rate Optimisation (CRO) is a digital marketing practice aimed at increasing the number of users who take a conversion action on a website. This action can be, for example:
- a purchase;
- the completion of a form;
- a request for a quote.
CRO focuses on optimising conversion funnels, user behavioural analysis and usability testing to identify and resolve weaknesses that prevent users from completing a conversion.
In this way, CRO improves Return On Investment (ROI), generating a positive and measurable impact on business success.
Why is CRO important?
CRO consultancy plays a vital role for any digital business because it optimises the performance of all marketing initiatives, reducing the cost per customer acquisition and improving the conversion of existing traffic.
Using robust data and extensive testing, CRO helps to better understand user behaviour, providing valuable insights into what motivates or deters them from taking a particular action.
In addition to increasing conversions, CRO improves the overall user experience, making the site more intuitive and pleasant to navigate.
CRO is important because it offers the best user experience
With an effective CRO strategy, we can offer the users the best possible browsing – and conversion – experience. How? By removing the obstacles that separate them from performing the desired action and increasing the performance of the platform they are using.
CRO improves overall channel effectiveness
With a CRO strategy that takes multichannel into account, we can improve the effectiveness of the various channels. CRO, in fact, is not only about SEO, but is crucial for all channels that lead to conversion.
Continuous data collection enables continuous improvement
With an integrated CRO activity, data can be collected to understand how changes in the site will impact visitors. In this way, we can try as much as possible to avoid errors and issues that can cause loss of money and time.
CRO for e-commerce:
a key element
For e-commerce, CRO is particularly crucial as it ensures that the site not only attracts visitors but converts them into paying customers. Identifying errors to avoid and removing obstacles in the path to purchase and optimising the user experience leads to increased sales and customer loyalty, crucial for long-term success.
How is a CRO strategy developed?
The CRO activity consists of several steps, from the initial analysis to the testing phase. Like other Digital Marketing activities, CRO does not have a beginning and an end point, but is (ideally) a continuous activity over time.
UX / UI Design
UI/UX service design focuses on designing intuitive graphical user interfaces and optimising the user experience. The aim is to create aesthetically pleasing and functional digital solutions, with a user-centred approach and starting from a behavioural analysis to put the users’ needs at the centre and ensure simple, smooth and conversion-oriented navigation.
Why is UI/UX design important?
Improves user experience
A well-designed design makes navigation through the messy middle intuitive and pleasant and improves speed and responsiveness, which are key factors for customer loyalty. A user-friendly site also increases user dwell time and improves ranking in search engines, which is why investing in UI/UX also supports SEO.
Increases conversions
A clear and functional interface guides users to the desired action, improving site performance.
Increases brand perception
A good user experience improves, in the eyes of users, not only the perception of the website, but also of the brand as a whole, allowing it to stand out in a competitive market. Conversely, if a user has an unsatisfactory experience on one site, they are unlikely to interact with the same brand, even in other channels.
Creating an effective UI/UX design requires a strategic approach structured in several steps.
How is a UI/UX strategy developed?
Preliminary analysis
We start by analysing the target audience and objectives in order to propose the best paths. In particular, personas are created that represent the real audience, identifying their needs, behaviour and expectations. In the case of existing sites in need of improvement, the analysis includes the use of specific tools such as heatmaps, clickmaps and scrollmaps, useful for understanding user behaviour and identifying any strengths and weaknesses.
UI design and visual communication
The actual design phase includes the logical organisation of content and the definition of navigation, the creation of sitemaps, wireframes and mockup to structure the design. The development of the visual appearance includes the choice of colour palettes, spaces, contrasts, typography, icons, buttons and images made to make the user experience better.
Monitoring and optimisation
Continuous monitoring allows improvements to be made and new or additional friction points in the user experience to be identified.
FAQ – Frequently Asked Questions about CRO and UX
How does a CRO and UX consultancy work?
CRO and UX consulting begins with an analysis followed by the setting up of tools for collecting useful data and monitoring. Tailor-made strategies are then implemented to carry out targeted actions to improve site performance and usability. The consultancy also includes user surveys, comparisons with other teams and constant monitoring of results: this is in fact an ongoing activity that enables constant improvement.
What does a UX designer do
The UX designer works to improve the user experience when interacting with digital services. He or she designs the graphic interface of websites, e-commerce, applications and software to create the best possible browsing and conversion experience. To do this, the UX designer analyses users’ motivations and expectations and searches for solutions that are efficient and functional for the purpose: guiding the user to perform actions in an easy and fluid way.
What tools are used to analyse data and behaviour?
The tools that are used to collect data and analyse user behaviour on digital platforms are diverse and include Google Analytics, Hotjar, Clarity, Figma and specific tools to perform A/B tests.
How do you measure CRO and the success of a strategy?
The success of a CRO project can be measured by calculating the conversion rate, which is obtained by dividing the number of conversions generated by the number of visitors, all multiplied by 100. Analysing the data obtained from heatmaps, click maps, scroll maps and session recordings also allows us to see if there has been any improvement. Last but not least, on-site surveys and tests with real users provide direct feedback to evaluate the effectiveness of the strategy.
What is the cost of CRO/UX consulting
A CRO/UX consultancy is a tailor-made project and as such the costs are not fixed. The price of a CRO/UX consultancy can vary depending on several factors: the business objectives, the complexity of the website and the resulting amount of data to be collected and analysed.
What is a good conversion rate?
Generally speaking, the average conversion rate of an ecommerce store varies between 2% and 2.5%, but this figure can vary greatly depending on the target market and sector and the sales channel.
What are the signs that indicate the need for CRO/UX activity?
The main alarm bell is the lack or very low level of conversions. Especially when we have invested in activities aimed at capturing users (SEO, ADV, social) but have not seen a significant increase in conversions, this may indicate that users are encountering obstacles on the path to conversion. In this case a targeted CRO/UX activity can certainly help us solve the problem by identifying the critical issues.
The benefits of CRO and UX
-
Increase sales
-
Increase conversion rate
-
Improve return on investment
-
Strengthen customer relations and develop customer relationships
-
Achieve a beneficial effect on SEO
Why choose our CRO / UX consultancy
-
We use the most effective tools to carry out preliminary analyses and monitor the effectiveness of our interventions, in order to offer concrete answers based on real data.
-
Our transversal skills and multidisciplinary teams allow us to have a continuous confrontation with SEOs, PMs, Ideas and Tech teams in order to have useful insights for service improvement through the contamination of experiences.
-
The experience of our CRO and UX consultants makes it possible to avoid common mistakes and to focus on the points that achieve a higher ROI.
Tell us your objective, we will achieve it together.