Imagine that you are standing in a room full of people, look at them closely. Everybody is different, every single person is doing something else. Now imagine that you are in a restaurant full of people, everybody is different but all of them are eating in the same restaurant. Why is that?
This is called user experience and customer satisfaction. The food is great, the serving is fast and the music is good. But there are hundreds or thousands of similar restaurants, how come the people are eating there and not in a different one? This is where the CRO part kicks in.
It is important to build a solid product because as much as different people are, everyone reacts to certain stimuli in the same way. Stimuli can be triggered via a landing page or a marketing campaign. It’s a battle between traditional marketing and growth hacking. It depends on how much you want to spend.
How can we build a strong landing page for our clients?
The fun part is that you can’t. Why is it fun? Simply because you have this great power called: A/B Testing.
A/B testing (sometimes called split testing) is comparing two versions of a web page to see which one performs better. You compare two web pages by showing the two variants (let’s call them A and B) to similar visitors at the same time. The one that gives a better conversion rate, wins!
Sometimes a headline is worth a million dollars, or a fancy picture, maybe a colorful call-to-action, but in the end the growth has to be substantial and the results insightful.
Is there a perfect landing page out there?
Depends on the business!
Some of you probably read my article where there were some principles of how you should create a landing page. Eliminate distractions, simplify the design or have a bright color for your CTA.
The perfect landing page comes from testing. Lots and lots of A/B Testing, surveys, validating the idea, watching user recordings, learning about user behavior and repeating every step until you get your page slightly improved.
Why is it only slightly improved?
One good score doesn’t mean that the team will win the championship. With one improvement comes another and another. But don’t get angry when you fail. With great A/B Testing comes great responsibility.
You have to find the right mix of everything. It’s helpful to clearly delineate the perceived goals of both conversion optimization and UX. Both UX and conversion optimization needs close attention and a lot of testing. For the UX part, it occurs early from design, with conversion optimization it occurs after initial deployment.
In conclusion, UX and conversion optimization are both about optimizing, providing more value to both the customer and the business. The goals are the same!