Optimizing for Impact: How UX and CRO Collaborate for Conversion Success

Conversion Rate Optimization (CRO) is the methodical improvement of websites or apps to boost the percentage of visitors who take desired actions, such as making a purchase or filling in a lead generation form. It involves data-driven analysis and optimization of various elements to enhance user experience and achieve specific goals.

UX and CRO are interconnected in their goal to enhance website performance. While UX focuses on creating a positive user experience through intuitive design, CRO specifically targets optimizing elements to maximize conversions. A positive UX often contributes to higher conversion rates, making it a foundational aspect of effective CRO.

CRO benefits from UX approach by avoiding testing random ideas and instead focusing on user behavior analysis. It tackles significant issues first to achieve impactful conversions and takes a comprehensive look at the user journey for overall improvement. The collaboration between CRO and UX teams goes beyond enhancing conversion rates; it encompasses a holistic approach to improve the entire user journey, fostering a harmonious balance between conversion optimization and a positive user experience.

How a photovoltaic startup increased the multi-step form conversion rates

Goal: Increase multi-step form conversion rates

Test: Ongoing analytics, A/B tests and optimisations

Results: Increased conversion rates on the homepage and marketing landing pages

Context

The client is a Berlin-based photovoltaic systems startup, one of the leading providers of photovoltaic systems for private use in Germany. The startup uses a multi-step form to generate leads for their pre-sales agents to contact. The multi-step form guides users through a series of questions to get detailed information regarding their house as a way to qualify them as leads. The client aims to boost its conversion rate by optimizing and improving the usability of its multi-step form.

Challenges

• Conversion rate of multi-step form is declining due to increased competition and seasonal trends within the market of photovoltaic systems.
• The market is currently saturated with providers offering similar-priced solutions, potentially overwhelming customers.

Solutions for increasing multi-form conversion

• Refine value propositions
• Identify and implement value-added feature
• Enhance and incorporate trust and prove competence in the multi-step form
• Optimize content across the website and landing pages to increase form conversions.

Optimization process:

1. Design sprint to refine value propositions

We conducted a design sprint to explore the impact of providing users with product-related information as incentives for completing a multi-step form. We gathered insights through interviews with Pre-Sales agents, focusing on cost and installation time concerns, and identifying the “Wow” moment during consultation calls. Using these findings, we revamped the form. To identify the most effective incentive to our users, we created two forms with different incentives based on user selection:

• The technical-oriented form, tailored for photovoltaic systems-savvy users, offers detailed price estimates, comparisons, and savings.
• The simple form targets users unfamiliar with photovoltaic systems, providing summary of estimated total price, ROI, energy production, and savings.

Encouraged by the positive response from the test, we were committed to further refine this concept.

2. Identify and implement value-added feature and micro-interactions

Following our design sprint, we recognized the importance of incorporating relevant value-added features and micro-interactions to distinguish our multi-step form from those of the competitors. One strategic approach involves optimizing the entire process—from form submission to pre-sales consultation—by introducing a photo upload feature on the confirmation page. This strategic addition not only bridged the gap between the inquiry and consultation phases but also minimized the chance of users missing this crucial step due to not receiving the follow-up email.

Additionally, we aimed to simplify the user experience, particularly in form completion. For instance, we meticulously curated our questionnaire, ensuring that we only ask questions that are necessary to provide a summary of price calculation and benefits that we offer users upon completing the form.

To elevate the overall user experience, we implemented micro-interactions, including a progress bar and animated calculations, within the multi-step form. These enhancements serve the dual purpose of providing users with feedback while also making the interaction more engaging and enjoyable. From previous testings and competitor’s analysis, we found the optimal variant of these elements and implemented them in the multi-step form.

3. Implement elements of trust and competence

In a quick competitor analysis, we observed the strategic use of trust badges on competitors’ multi-step forms, acting as visual assurances of a business’s reliability and credibility. To enhance our own trustworthiness, we leveraged our industry certifications and affiliations, including those with esteemed agencies like ADAC and the German Solar Industry Association (BSW Solar). Our strategy involved designing badges that spotlight our strengths, which are exceptional consulation and customer service, competitive pricing and high quality components. We made sure that these certifications and affiliations are updated and prominently displayed in our multi-step form. Through rigorous testing, we identified the optimal combination and placement for maximum conversions.

4. Optimize content for conversions

The homepage undergoes regular updates based on analytics insights. Using insights from analytics, heuristic review and previous tests of content versions and placements, we aimed to make the form easy to find throughout the homepage.

Similarly, on the landing page, we conducted a quick heuristic review, competitor analysis and referred to analytics to come up with informed UX and CRO improvements. For instance, we noticed that users tend to look for certain information before filling out the form, so we ensured this information is easily accessible on the page without obscuring the form. We employed storytelling methods to optimize content coherence and placement. Last but not least, to ensure a seamless user experience, we made sure that the content displayed on the landing page aligned with the sites or ads from which users originated.

Conclusion

In our effort to optimize our client’s conversion rates, the strategic application of UX principles emerged as a game-changer. Simple yet impactful tests revealed an impressive increase in the pages conversions, by up to 30% compared to the baseline. Our approach covers various aspects, from refining value propositions to seamlessly incorporating micro-interactions and creating user-friendly multi-step forms. It goes beyond just increasing conversions, focusing on cultivating a seamless and enjoyable user journey. This highlights the efficacy of carefully integrating UX principles into the CRO process in boosting conversion rates and ensuring a delightful user experience.

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