From Goals to Growth: Utilizing UX for impactful CRO

By Cansu Kıpırdı
06 December 2023, 12:44

In the pursuit of optimizing digital experience for growth, the collaboration between User Experience (UX) and Conversion Rate Optimization (CRO) forms a dynamic strategy for boosting conversion rates. UX, focusing on user-centric design, provides a foundation of intuitive interactions. CRO strategically refines this foundation, employing data-driven insights and targeted optimizations to drive specific user actions aligned with business goals. This seamless integration ensures a comprehensive and iterative process, refining both user satisfaction and conversion rates.

UX and CRO construct a streamlined approach to elevate digital success, creating a user-friendly landscape that purposefully drives meaningful conversions. Here’s what the structured approach could look like:

1. Define goals and Key Performance Indicators (KPIs)

Clearly defining the objectives of the website or landing page, identifying key actions for visitors (e.g., making a purchase, signing up for a newsletter), and establishing measurable KPIs are essential steps in ensuring success. Without these, it’s challenging to determine if desired actions are achieved, hindering informed optimization decisions. For instance, an increase in revenue coupled with decreased user engagement may signal a need to improve the overall user experience.

2. Understand your audience

Create user personas for a comprehensive understanding of the target audience and analyze user behavior using tools such as Google Analytics to identify patterns and preferences.

3. Conduct a website audit

Evaluate the current state of your website or landing page and identify potential issues, such as slow loading times, broken links, or confusing navigation. Optimizing the user experience through a UX audit can lead to improved site engagement, increased trust, and a more seamless conversion process, ultimately contributing to higher conversion rates and better overall CRO performance.

4. Set a baseline

Determine the current conversion rate as a baseline for comparison, and assess where the website stands before making any changes. For instance, measure the percentage of visitors who make a purchase or subscribe to a newsletter. Understanding these metrics is crucial for effective decision-making in website optimization.

5. User feedback and surveys

Collect feedback from users through surveys, interviews, or usability testing. For example, conduct a survey to gather opinions on the user interface and overall experience. Gain insights into user preferences, identify pain points, and pinpoint areas for improvement. Understanding user feedback is essential for enhancing the usability and effectiveness of your product or service

6. Competitor analysis

Analyze the competitors’ websites to identify best practices and potential areas for differentiation. For instance, a financial services company looking to improve their multi-step form completion rate can adapt successful strategies from competitors, such as interactive progress trackers, innovative features and personalized assistance.

7. Create hypotheses

Based on your research and analysis, form hypotheses about what changes could improve the conversion rate. For example, hypothesize that simplifying the checkout process may lead to higher conversions. Prioritize hypotheses based on their potential impact, such as anticipating increased user engagement, and feasibility, considering the resources and time required for implementation.

8. A/B testing plan

Develop a plan for A/B testing to experiment with different variations of the website or landing page. For example, you might want to test variations in headlines, images, or calls-to-action to determine which combination yields the highest conversion rates. Identify the specific elements to test, allowing for a systematic and data-driven approach to optimizing the user experience.

9. Implement changes

Make the necessary changes to the website or landing page based on the hypotheses and A/B testing plan. For example, if A/B testing reveals that a particular call-to-action performs better, implement that change to improve conversion rates. Ensure that these adjustments align with the overall business goals and maintain consistency with the brand identity, fostering a cohesive and purposeful user experience.

10. A/B testing and monitoring

Implement A/B tests and monitor the performance of different variations. For instance, you might A/B test different color schemes on your website’s call-to-action buttons and monitor user engagement metrics. Gather data and analyze the results to determine the impact of each change, enabling informed decisions on which elements contribute positively to the overall performance and user experience.

11. Iterate and optimize

Based on the results of A/B testing, iterate and optimize further. For example, if A/B testing indicates that a specific layout leads to higher conversion rates, iterate on that design for further improvements. Continuously refine the website to enhance user experience and improve conversion rates over time, aligning with evolving user preferences and industry trends.

12. Review and repeat

Regularly review website performance and repeat the CRO process as needed. For example, if you notice a decline in conversion rates, revisit the optimization strategies to identify and address potential issues. Stay informed about industry trends and changes in user behavior to ensure that your website remains responsive to evolving preferences and maintains its effectiveness in meeting business objectives.

Case study – Conversion Rate Optimization in 6 country shops

Europest Biggest Online Pharmacy

A Multinational Approach to Elevating E-commerce Performance: A Conversion Rate Optimization Case Study

This business case study delves into the strategic initiatives undertaken by a leading European pharmaceutical marketplace operating across six different countries. The primary objectives were to amplify conversion rates, boost revenue, and double subscription numbers by identifying optimal strategies and user experience patterns through A/B testing, aligning closely with country-specific management teams.

Client Overview

The client, a prominent player in the European pharmaceutical sector, caters to over 8 million active customers by offering a diverse range of over-the-counter medications, beauty, and personal care products online. With a commitment to delivering an exceptional user experience, the client emphasizes loyalty programs, expedited delivery, and innovative medication management through both webshops and apps.


To maintain a competitive edge, the client focused on continual innovation, testing new business strategies, and concepts. The overarching goal was to enhance user experience, key performance indicators (KPIs), and customer journey, while simultaneously increasing interest in own brand products and the marketplace.


A/B Testing for Enhanced User Experience

Conducting A/B tests on various business cases and strategies allowed us to pinpoint improvements in user experience performance. This, in turn, led to a remarkable increase in conversion rates across multiple services within the online shops.

Customer Journey Improvements for Reduced Exit Rates

By scrutinizing and refining the customer journey map, we successfully decreased exit rates, ensuring a seamless and engaging experience for users navigating through the platform.

Innovative Business Strategies for Revenue Boost

Implementing new business strategies, rigorously tested and approved through A/B testing, played a pivotal role in driving revenue growth. These strategies were meticulously tailored to align with customer preferences, ensuring a positive impact on the bottom line.

Value Proposition Refinement for Enhanced Trust

Focused on refining value propositions to strengthen customer trust. This approach contributed to increased customer confidence, ultimately influencing purchasing decisions.

Optimizing User Experience for Brand Awareness

An integral part of the strategy involved optimizing user experience across various services to elevate awareness of own brand products. This not only contributed to increased brand visibility but also fostered customer loyalty.


The implementation of these comprehensive strategies delivered impressive results:

  • Significant percentage increase in conversion rates across all online shops.
  • Substantial revenue growth attributable to the adoption of innovative business strategies.
  • Doubling of subscription numbers on psecific services, indicating a strengthened customer base.
  • Marked reduction in exit rates, underscoring the success of the refined customer journey advancements.


This case study highlights the effectiveness of a multi-faceted approach to conversion rate optimization, revenue growth, and customer engagement. By leveraging A/B testing, refining user experience, and aligning strategies with country-specific goals, the client not only stayed ahead of competitors but also solidified its position as a leader in the European pharmaceutical marketplace.