Top Takeaways from LEARN: UX & CRO

On Wednesday 22nd May, we hosted our sixth #LEARNbyVERB event at Shoreditch House which covered how to improve a website’s conversion rate through optimising User Experience’s Design.  The workshop was hosted by Verb’s Senior Digital Designer, Joe Sayer. Brands who attended included Guerlain, Creed Fragrances, Aspinal of London and Corbin & King to name a few.

Here are some top takeaways from the event:

UX & Design: Get the balance right

During the introduction, UX was defined as: “The overall experience a user has with a brand while interacting with their products or services”. Sayer summarised the relationship between UX & Design, explaining how often a product can look great, yet may not work very well and vice versa. Here, we see an example of the iconic Tomato Ketchup bottle. The first design looks much more visually appealing than the second, however the second is a lot easier to use and therefore, the user would choose the second one. These same principles can be applied to a website and it is extremely important to get the balance right between UX and design.  

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Tweak your website to optimise conversions

We were taken through five actionable UX and design tips that can be made to a website to help increase conversions. One of these was to implement subtle capture points throughout the site so that users have the option to sign up if they so wish. Often, we land on web pages and are faced with large, intrusive pop-ups asking us to sign up to a newsletter or become a member. Sayer highlighted how these pop-ups can actually convert very well, if implemented properly.

Another tip was to design your web pages with the “Z pattern” in mind. The Z pattern is the route that the human eyes naturally taken when scanning a web page. We saw an example from the The Wolseley’s website, a client of Verb, whereby the page had been designed so that all of the key information sat within the imaginary Z shape on the page.

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Use tools to identify UX problems

If your site isn’t converting as well as you’d like, it’s well worth investing time in tools to help you identify where you could be losing potential conversions. Google Analytics will help to determine any problem pages by seeing where traffic is being lost. Warning signs for problem pages that can be picked up through Google Analytics are things like a high amount of time being spent on particular pages and high bounce rates. Tools such as HotJar will create heat maps on various pages to see where people are clicking the most. This particular tool will also provide screen recordings which helps to take a deeper look into user behaviour.

We then ran through a case study showing before-and-after examples of how we enhanced the UX and design on a particular eCommerce website which led to impressive results. Finally, the workshop concluded with an interactive workshop, whereby we were shown three examples of poorly designed pages from an eCommerce site and asked to come up with the solutions. Through implementing simple changes to that website, such as clear category pages, calls to action and benefits of purchase, the brand saw incredilbe results on theirconversion rate optimisation.

If you would like to learn more about improving the user experience of your website and increasing conversion, please get in touch. If you’d like to receive a copy of the presentation from the event, please email Alice at alice@verbbrands.com.

What’s next?

The next LEARN event will take place at Shoreditch House in July 2018 and will cover paid social. Our experts will be giving an overview of how to improve your brand’s presence through paid social as well as tips and tricks to maximise the effectiveness of your budget. Stay tuned for more info #LEARNbyVERB.