User Experience (UX), in the context of website optimization, refers to the overall experience a user has while interacting with a website, app or online platform. It encapsulates everything from the design and layout of the site, to how intuitive and easy it is to navigate, and to how satisfying the overall interaction feels for the user.
A well-optimized user experience is user-friendly, seamless and enjoyable, thus making it more likely that the user will complete the desired actions on the website, thereby positively impacting conversion rates. Ensuring an effective UX is a fundamental part of Conversion Rate Optimization (CRO) as it directly influences a visitor's decision to convert into a customer or lead.
It can be daunting to know where to start to improve your website’s user experience. Use the table below as a checklist for your website to make note of common UX pain points to investigate using CRO tools.