User-centric CRO is a holistic approach to digital marketing that focuses on the needs and motivations of your target customer. It’s more than just focusing on users as they perform certain actions (e.g., clicking on an ad, signing up for your newsletter, etc.) User-centric CRO involves taking a step back and evaluating how your website, ads, and other assets are influencing user behavior. Are you sending them in the right direction by emphasizing what’s most important to them? Or are you inadvertently pushing them away from key conversion points? User-centric CRO puts the user at the center of your marketing strategy so that your message is crystal clear.
What is Conversion-Centric CRO?
Conversion-centric CRO, or conversion-focused CRO, is a process that’s entirely focused around increasing conversions at all costs. Conversion-centric CRO is the opposite of user-centric CRO because it neglects the needs and motivations of the user. It focuses on “tricking” users into taking the action you want, rather than actually helping them. Conversion-focused CRO is not sustainable in the long term because it will soon grow to resent your customers and your brand. You’ll quickly find yourself in a position where the only way to increase conversions is to reduce the quality of your visitor experience.
Why Is User-Centric CRO Important?
User-centric CRO is important because it prioritizes the needs and wants of your target customers to increase your conversion rates. A customer-centric approach to CRO involves conducting user research, analyzing data, creating personas, and identifying user pain points. It’s an investment in your future customer relationships. If you make it easy for people to purchase from you, they’re more likely to become repeat customers. You can reduce your customer acquisition costs and increase your average order value by converting more of your website visitors.
3 Steps To Achieve User-Centric CRO
There are a few key steps to achieve user-centric CRO. The first is conducting customer research. When you understand your customers and their motivations and pain points, it becomes much easier to create content that resonates with them. Next, you’ll want to create personas to help you visualize your target customers as real people. It’s much easier to create content that resonates with real people than it is to appeal to an abstract “average” customer. The third step is to identify user-intervention points. What are the key moments when you can influence the customer journey to make sure visitors are pointed in the right direction? From there, you can build your digital marketing strategy around those points. Keep in mind that user-centric CRO is a continuous process. You don’t have to “do it” once and be done with it. You should constantly be evaluating the impact of your marketing efforts to ensure they’re still user-centric.
2 Benefits of User-Centric CRO
– Increased conversion rates Visiting your website and clicking the “buy” button is the ultimate conversion rate. By putting yourself in your customers’ shoes and determining what’s most important to them, you can make it easier for them to take that action. – Improved customer relationships You want to create an experience with each customer that makes them want to come back again and again. If you’re constantly trying to “trick” them into buying or signing up, they’ll soon catch on. If you put their needs first, on the other hand, you’ll build loyalty. – Better search engine rankings There’s a correlation between conversion rates and search engine rankings, which is why you should strive for user-centric CRO. The more conversions you get, the more organic traffic you’ll receive from search engines. If you ignore visitor experience in favor of conversions, you’ll only hurt your rankings in the long run.
Key takeaway
User-centric CRO is all about putting your customers first, whereas conversion-centric CRO is about manipulating them. The former is sustainable and will lead to increased revenue, whereas the latter is not. You can achieve user-centric CRO by conducting customer research, creating personas, and identifying user-intervention points. Doing so will help you optimize your conversion rates and increase your search engine rankings.
