everything blue? How do I undo that?â after hitting a random, and often unknown, button when you pick up the remote. W
F E B R U A RY 2017 UX & CRO
UX & CRO
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WHAT IS CONVERSION RATE OPTIMISATION AND USER EXPERIENCE? SARAH FABER PETERSEN, HEAD OF CRO & UX
www.greenlightdigital.com
www.greenlightdigital.com | +44 (0)20 7253 7000
UX & CRO
Over the years, I’ve met quite a few clients
We all use remote controls, probably daily (depending
asking for ‘conversion experience’ and
on your TV viewing habits, of course), yet we’ll rarely use
‘user rate optimisation’ – this is, of course,
more than a few of the buttons. In fact, if we’re being really honest, very few of us (engineers and avid techies
an exaggeration, but the point remains:
aside) are likely to know the functionality of 90% of the
user experience (UX) and conversion rate
buttons on them.
optimisation (CRO) are often confused, combined as one or thought of as two terms
So, why are they there? All they do is clutter up the ‘interface’ and cause frustrating moments of “why is
for the same practice. By having a look at the
everything blue? How do I undo that?” after hitting a
ever popular ‘granny remote’ analogy, it’s easy
random, and often unknown, button when you pick up
to understand what CRO and UX really mean
the remote. Wouldn’t life (read: TV watching) be much
and how they operate in different spaces.
easier if we removed all the clutter and kept the most used buttons on display with a ‘view more buttons here’ option, should you ever need them.
www.greenlightdigital.com | +44 (0)20 7253 7000
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UX & CRO
The illustration below shows three remote controls. The first remote is your standard non-optimised festival of buttons – the functionality you need is there, but it takes effort to find them, and making a mistake is easy.
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Remote #1
Remote #2
Remote #3
Standard
UX optimised
CRO optimised
www.greenlightdigital.com | +44 (0)20 7253 7000
UX & CRO “Your site isn’t really serving a purpose that’s of true value to your business unless it’s optimised to your user base and their behaviour and makes the user journey clear and simple in order to engage and convert.”
After extensive user research and data analysis of
Now, let’s apply this logic to your website: does it
button use (not really, but you get the point) we’ve
offer content, navigation and functionalities that may
optimised the user experience of the second remote;
confuse users and distract from the main purpose of
the most used buttons stand out and are further
your site? Is it clear what users are meant to do on
enhanced with supporting titles, and all remaining
your site, how it benefits them and how to proceed?
buttons are hidden but remain available. This makes
These are the questions that we need to ask ourselves;
for an easy to use remote, an effortless user experience
your site isn’t really serving a purpose that’s of true
where you’re not required to do any thinking or
value to your business unless it’s optimised to your
endless searching. This is a remote my two-year-old
user base and their behaviour and makes the user
niece and seventy-year-old mum can both use – it
journey clear and simple in order to engage and
excludes no one.
convert. What’s interesting is how often the seemingly greatest of websites are, in fact, not serving their
Moving on to the third remote which has been further
audience correctly and aren’t making their most
optimised with a bit of conversion rate optimisation
valuable touchpoints visible – and that’s exactly where
(CRO) logic. In this example, we want viewers to pick
UX and CRO come in to help improve those journeys
up the remote, turn on the TV and keep it on for as
and maximise the value of touchpoints you want users
long as possible. We encourage them to do so by
to engage with.
applying a few psychologically persuasive cues. We separate the ‘on’ and ‘off’ buttons and enhance ‘on’ while ‘off’ is discretely placed to the side. To really get people excited at the prospect of watching TV, we add a few prompts or USPs to remind users why TV is the best. We highlight channel 2, because that’s the one we make most money on, and add some urgency with a countdown to when the next show will begin. Finally, we add some social proof for good measure – other people love TV, you probably will too! This fully optimised remote is not only easy to use, but also encourages users to engage with it. www.greenlightdigital.com | +44 (0)20 7253 7000
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www.greenlightdigital.com The Varnish Works, 3 Bravingtons Walk, King’s Cross, London, N1 9AJ +44 (0)20 7253 7000
[email protected] 