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UX Bites #10 ‘CRO: How to use design thinking to increase conversion’ – Video and Q+A

UX Bites #10 ‘CRO: How to use design thinking to increase conversion’ – Video and Q+A

In UX Bites #10, we explore how deconstructing the problem and using design thinking techniques can drive up conversion rates.

CRO: How to use design thinking to increase conversion

Video: UX Bites by Fathom webinar 10 ‘CRO: How to use design thinking to increase conversion‘. Find this webinar and more on Fathom’s YouTube channel.


Q1. What is the most effective research method to understand what research customers need when deciding which product to buy?

A1. I don’t think there is a single method that we would recommend. Answering a question like that requires looking at the problem through a number of different lenses and using a number of different methods.

You would certainly want a combination of qualitative and quantitative research and a mixture of attitudinal and observational research. Data from Google Analytics or Hotjar would help – but couple with some human stories from customer interviews or focus groups.

You would then use that to run tests on your site to see their impact, you would probably do some usability testing, and once you’ve done that you would begin to see what performed best. If that’s the information that you are going after, don’t go after it with a single research method, you have to get after that in a number of different ways.

Q2. I noticed every step recommended user testing apart from fulfilment which recommended user surveys. Why is that?

A2. Because up to the point of fulfilment the user is in control. So, the user is in control of finding stuff, of selecting things, of deciding things and of checking out. The user interacts throughout of all that stuff but once the user gets that email which says, “your products are coming at 5 o’clock tomorrow” then the user can’t do anything other than wait for their products.

So, there is no usability to test, no interaction that you can look at. All you could measure is sentiment rather than behaviour because the user has no behaviour to exhibit other than just waiting. That’s why a usability test has changed to a user survey in that last piece.

Q3. What can one do if the organisation is small scale and doesn’t have the budget for research?

A3. What I would say is that you might be surprised how readily available some research is. I use the word ‘some’ advisedly. There’s a phrase in publishing which says, “no draft of a book ever got worse as the result of an encounter with an editor” and it’s kind of the same with design. No design ever got worse because of an encounter with a user. So even if you can do some research, whilst it’s not as good as doing lots of research it’s still better than doing none.

Certain online survey tools are no cost, or low cost, Google Analytics is free of charge to build into your site. Many customers will probably speak to you if you ask them for some of their time. Automated usability platforms, whilst we wouldn’t recommend them in all circumstances, can allow you to do automated tests for as little as £100 a go.

I do understand that every organisation works within time, resource and constraints when it comes to research. However, you can do desk research, you can read industry research, you can do some of your own primary research. It doesn’t have to be expensive but do embrace the simple idea that some research, as long as it’s not bias, is always better than none.

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You can watch more of our webinars and talks about UX and service design on our YouTube channel.

By Leanne Matthews

Leanne was a UX Planner with Fathom in the first half of 2021, after which she moved on to take up a role with Dawson Andrews.

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