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User Experience & Persuasive Design

How does the site make you feel? Is it enjoyable to navigate? Does it feel seamless and fun? Does it just work?

These are just some of the many things that go into user experience. This is an archive of the best stuff on CXL on user experience and persuasive design.

When it comes to conversion rate optimization (CRO), the difference between success and failure often comes down to one thing above all else: strategy. 

Teams that have a clear, focused CRO strategy are able to build momentum and deliver strong return on investment (ROI) over large timespans. 

Teams that don’t – who focus on quick, tactical wins and low-hanging fruit – will find that their results begin to dry up pretty quickly.

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Nostalgia—that powerful emotional trigger that makes us yearn for the past—powered McDonald’s brilliant 2022 campaign and became a masterclass in emotional targeting.

They tapped into our childhood memories with a simple yet effective strategy: creating Adult Happy Meals. Adults were instantly transported back to a time before bills, mortgages, and taxes—the carefree days of youth.

The results? Massive.

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Capturing user attention and driving conversions on landing pages has become more challenging than ever. With only seconds to convince a visitor that your page is relevant, the layout, messaging, and design must work harmoniously. This is where AI steps in, bringing a new era of efficiency and precision to conversion rate optimization (CRO).

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UX Research

Experimentation is a cornerstone of modern digital strategy, supporting businesses in driving return on investment (ROI) and generative insights on user behavior. 

However, when companies are focused solely on experimentation, they understand what people are doing and how many are doing it. Still, they don’t know why they are doing it, which limits the value and actionability of their experiments. 

For many businesses, incorporating UX Research into their experimentation has been a game changer, allowing them to make decisions with more confidence, answer a broader range of questions, and deepen their understanding of their customers. 

This blog will delve into the benefits of integrating UX research into your experimentation practices. But first, it’s essential to understand a little more about the ideas behind a mixed-methods approach. 

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Paul Boag, an expert in user experience (UX) design and conversion rate optimization (CRO), shares how AI has revolutionized his work. He explains that AI has “made my job a lot easier,” offering tools that simplify user research and provide new ways to gather and analyze data. In this blog, we’ll explore how AI is transforming user research, the advantages it offers, and why user research is crucial for UX and CRO. We’ll also break down the step-by-step processes Paul uses to integrate AI into his workflow.

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Why is the gap between acquiring website traffic and converting a customer so big?

And how big is it really?

The answer depends on your industry and product but Morgan Brown and Sean Ellis highlighted in their book Hacking Growth that for every $92 spent on acquiring more web traffic, only $1 was spent on converting those visitors into actual paying customers.

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The goal of personalization is to make a consumer’s experience with your brand valuable and personal to positively impact critical business metrics like purchases or qualified leads. Personalization tailors an experience for a particular subset of users to accomplish this and is increasingly cited as both a revenue driver for businesses and an expectation for consumers.

Traditional segment-based personalization approaches are an important step in providing meaningfully differentiated experiences. However, these personalizations can lack the personal touch because they are built to provide a one-to-many experience vs a one-to-one.

As with any personalization, dynamic user experiences require relevant data and consumer trust, which is getting more difficult to obtain.

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