Interface design today is not just a question of aesthetics, but above all of efficiency. It is about solutions that make a real difference to the outcome. At the heart of any digital product is not only the user, but also the business, which expects measurable results. The true value of design is revealed when a well-designed product translates into tangible results: higher conversion, lower customer acquisition cost, better return on investment.
It is not without reason that as many as 84% of consumers declare that the experience offered by a company is as important to them as the product or service itself, as data from the sixth edition of Salesforce’s “State of marketing” report shows. This sends a clear message that the way a user uses a product, how quickly and intuitively they can complete their goal, and how comfortable the entire interaction is has a direct impact on purchase decisions and brand loyalty. At a time when the customer experience is becoming one of the main competitive differentiators, CRO, or conversion rate optimisation, activities make it possible not only to design more accessible and user-friendly interfaces, but above all to translate them into real business growth.
Why is CRO so important?
Conversion rate optimisation is the process of systematically improving a website or application in such a way as to increase the percentage of users who perform a desired action. It depends on the specific industry and the goals the business wants to achieve. This could be buying a product, filling in a contact form, submitting an application, completing an errand in a self-service channel, signing up for a newsletter, downloading a file or even spending a certain amount of time on the website.
Implementing well-thought-out CRO activities allows us to get the maximum potential from our existing website traffic. Rather than focusing solely on acquiring new users, which is often more costly, CRO focuses on converting those who have already come to us into loyal customers or potential leads. By analysing user behaviour, we identify bottlenecks that prevent them from reaching their goal. Our recommendations are not based solely on experience or intuition, as they are based on data from analytical tools that allow us to accurately diagnose problems and identify areas with the greatest potential for growth. As a result, the proposed changes have a real impact on increasing the conversion rate.
CRO in practice or benefits beyond the world of e-commerce
Although CRO is often associated with e-commerce, the application of this service is much broader and can bring tangible benefits in other sectors. In fact, conversion rate optimisation can be extremely helpful wherever there is a need to encourage a user to perform a specific action. So it’s worth taking a closer look at which sectors CRO can find practical use in and exactly what it can help with. Here are some examples of industries that are increasingly using this service:
Finances
In the financial sector, CRO can significantly increase the efficiency of activities such as customer acquisition, credit applications, account opening, insurance sales or registration for advisory services. Simplifying forms, improving the clarity of communication and reducing the number of steps in the user path are key here. Even small changes such as changing the order of fields or a clearer CTA can increase the number of conversions by up to several tens of per cent.
We found this out when working with one of our clients from the financial industry. They came to us with a problem of low conversions in their cash loan configurator, which had a direct impact on poor sales. To get a good understanding of the situation, we conducted a UX audit and a series of workshops with the client’s team. Based on this, we proposed minor changes to the interface including adjusting contrasts and reorganising the content in the form, resulting in almost 10x more sales.
This shows that small but thoughtful modifications based on analysis and tailored to the business context can bring very tangible benefits.
Education
Language schools, universities or e-learning platforms can successfully use CRO to increase enrolment in courses and programmes. Through data analysis and A/B testing, for example, it is possible to find out which way of presenting an offer most appeals to prospective students, thereby shortening their path to registration.
Medical care
For medical clinics and practices, CRO means an increase in appointment bookings, more efficient organisation of online registration or clearer access to information. Often, simply improving the performance of a contact form or making a telephone number more prominent is enough to significantly improve results. In an industry where trust is crucial, the right website structure can also increase the credibility of the facility.
Automotive
Important CRO activities in the automotive industry include: simplifying and optimising test drive sign-up forms, improving the visibility and appeal of CTA buttons, facilitating contact through online forms to collect leads, and streamlining the vehicle set-up process. Each of these elements can significantly improve the user experience, increase the number of valuable contacts and accelerate purchase decisions.
For one of our automotive clients, we proposed a change to the view of presenting products in a list, which we then verified in A/B tests. The tests showed that users were happy to switch between the traditional list view and the new grid (grid) view. This was important because it allowed us to default to the higher-converting version without restricting users’ freedom to choose according to their preferences. The result was an 8% higher number of users switching to the product tabs and more interest in specific models.
Technology
Software development companies, including SaaS platforms, use CRO to optimise the funnel, which has a significant impact on the number of active users. Personalisation, appropriate micro-copy and testing of interface elements are of paramount importance here. Increasing user retention and engagement translates directly into increased revenue and brand loyalty.
Tourism and hospitality
In the travel industry, every second counts – the user wants to quickly find, compare and… click “book”. CRO helps to make this journey not only as short as possible, but also enjoyable. An intuitive booking process, a well-designed product card, including visible reviews from other travellers can significantly increase trust and influence purchasing decisions. Sometimes a small change, such as better displayed information on available discounts, is all it takes for the number of abandoned forms to drop noticeably.
Media and entertainment
Streaming services, news portals or video content platforms use CRO to increase subscriptions, page views or interactions. Headline testing, content personalisation or mobile optimisation are just some of the techniques used. Increasing user engagement translates not only into better results, but also into more advertising revenue or premium content sales that drive business.
In summary, CRO today is not just a matter of better designed buttons or shorter forms. It’s a way of thinking about user needs that translates into real business decisions: faster, more efficient and with a greater return on investment. Whatever your industry, this service allows you to get more out of what you already have: data, traffic or resources. And in a world where the battle for attention lasts seconds, it’s not just about who has the bigger budget, it’s about who understands the user better.
