Many Australian SMEs focus heavily on conversion rate optimisation (CRO) – and rightly so. More customers through the door (or, in this case, completing a form or making a purchase) is vital for growth. However, we often see businesses push so hard for conversions they inadvertently damage the user experience (UX). This is a false economy. A short-term boost in conversions at the expense of long-term customer satisfaction will ultimately hurt your business.
The key is recognising that CRO and UX aren’t opposing forces, but complementary ones. Think of UX as the foundation and CRO as the refinements. A poor UX will actively prevent conversions, no matter how clever your CRO tactics. Here’s how we advise clients to strike the right balance:
- Prioritise usability testing: Before A/B testing button colours or headline copy, ensure your website is easy to navigate and understand. Watch real users attempt key tasks – can they find what they need quickly and without frustration? This identifies fundamental UX issues blocking conversions.
- Focus on value first, conversion second: Your website should genuinely help visitors. Provide useful information, solve their problems, and build trust. When you deliver value, asking for a conversion feels natural, not pushy.
- Don’t disrupt the user journey: Aggressive pop-ups, intrusive chatbots, or auto-playing videos can increase conversions in the short term, but they’re incredibly disruptive. They create a negative experience that makes people less likely to return.
- Mobile-first indexing is critical: With Google continuing to prioritise mobile-first indexing, a seamless mobile experience isn’t optional. A clunky mobile site will kill both UX and your search rankings, impacting conversions significantly.
Ultimately, a great user experience *is* good conversion optimisation. By focusing on making your website genuinely helpful and easy to use, you’ll naturally see improvements in your key metrics. Don’t chase quick wins that sacrifice long-term customer relationships. If you’re unsure where to start, we recommend conducting a comprehensive UX audit to identify areas for improvement. This will provide a solid foundation for sustainable growth into 2026 and beyond.
To learn more about how a UX audit can benefit your business, contact us today for a free consultation.
