Conversion rate optimization (CRO) is something that should go hand in hand with user experience (UX). Both can contribute to making sites and applications easier for users, while CRO and UX share a lot in terms of objectives and techniques. In the world of conversion rate optimization (CRO), data-driven decisions often originate from web analytics and SaaS tools, such as heatmaps and session replays. While these are useful tools, relying too much on analytics and under-utilizing other research methods means that many optimizers only see a partial picture and may not discover the deeper reasons why website visitors don't convert into customers.
Similarly, relying only on qualitative methods can sometimes lead to a biased understanding of the seriousness of certain design problems. From a conversion rate optimization perspective, we're sure to place it at the top of the list of best practices. So, perhaps, to increase organizational efficiency, we need UX and optimization teams (as well as SEO) to work together to increase those ever-crucial business metrics. Maybe you think your conversion rates could be better, or you know the CRO and want to see how it could improve the performance of your site.
During the dot-com bubble around 2000, e-commerce sites had average conversion rates of around 1%. For an overall streamlined experience for your users, it's imperative that your CRO and UX design go hand in hand. It's a very safe bet to assume that removing any question from a form will result in a higher completion rate for the form and, therefore, a higher conversion rate for the associated action. I see that conversion optimization occurs first as a skill that is applied when establishing performance indicators, second as part of design decisions that drive development, and third, as part of ongoing maintenance tasks.
It's very likely that these new visitors are different from your normal users and won't convert at the same rate. Once you've discovered the issues that are affecting conversion rates, the next step is to make improvements and test if your hypothesis was correct and if they deliver better results. For me, it's not so much about UX optimization and conversion complementing each other, but about the need for a product manager to understand when and where optimization should take place. So somewhere at the intersection of analytics and experience is conversion optimization, or at least one form of quantifiable UX that Spool talks about.