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What You Need to Know About the Relationship Between UX and CRO

The relationship between UX and CRO is a match made in heaven. You can’t talk about a great website without circling back to the link between user experience (UX) and conversion rate optimization (CRO).

Although the two have many differences, they both come down to one goal — to help users accomplish what they need on a website, whether it’s finding particular information or adding items to the cart. As the benchmark for a functional website, UX and CRO complement each other.

When utilized effectively, these two strategies can help you achieve various business goals and make your business the success you’ve always been aiming for. To understand the relationship between them, it’s necessary to understand what each stands for and where they merge.

The Difference Between UX And CRO

UX is a term used for describing the interaction between the user and the website. It aims to make the user experience on a website as smooth and seamless as possible. It’s one of the most important website elements but one that’s easily overlooked.

In fact, 88% of visitors who had a bad experience are less likely to visit a website again, which leads to a missed opportunity to win them over and eventually convert them into paying customers.

CRO, on the other hand, is meant to increase the percentage of visitors who take the desired action. This process involves actions like purchasing a product, subscribing, requesting a quote, creating an account, or signing up for an email list.

So, where do the two merge?

UX Can Contribute to The CRO Goals

CRO has one particular goal  — to convince a customer to take a particular action. UX can help CRO in this endeavour by making sure that the website is attending to visitors’ needs, providing an experience that encourages them to explore and stay longer, and, if possible, come back for more.

UX Provides Insights Into User Behaviour

By optimizing the UX (user experience), you will be able to learn what works and what doesn’t. Some visitors might be bouncing back when they are halfway through the website page. Most of the time, users stop browsing because of disorganized content and inconsistent design. These are issues that UX often focuses on.

By looking into the cause of this particular issue, you’ll be able to diagnose the problem and improve conversion. You can easily accomplish this by studying user behaviour and obtain information from an efficient UX strategy.

UX Helps Set Your Business Goals

Another aspect where UX and CRO come together is the accomplishment of specific business goals. CRO requires the assistance of a good user experience so that a specific goal can be achieved, whether it’s subscribing to the website or adding items to the cart.

By focusing on the website design and the way users interact with different features, you’ll compel them to take your desired action. You can only lead them to your ultimate goal if there’s harmony between your UX and CRO strategies.


UX and CRO strategies are both essential to your business goals. You need to develop your UX strategy in accordance with your CRO targets. At the same time, you also need to understand your audience’s expectations and provide users with the best experience.

Both must go hand in hand to help you achieve your business objectives.

Infographic about the relationship between UX and CRO.

Shawn Byrne

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  1. Hey! I was doing some self-learning about CRO and I am glad that I found your article. I must say that your article is very informative. Thanks for sharing.

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