{"id":38529,"date":"2019-12-16T20:00:25","date_gmt":"2019-12-16T14:30:25","guid":{"rendered":"https:\/\/vwo.com\/blog\/?p=38529"},"modified":"2026-04-06T14:33:55","modified_gmt":"2026-04-06T09:03:55","slug":"cro-and-ux-match-made-in-heaven","status":"publish","type":"post","link":"https:\/\/vwo.com\/blog\/cro-and-ux-match-made-in-heaven\/","title":{"rendered":"Why CRO and UX Are A Match Made in Heaven?"},"content":{"rendered":"\n<p><span style=\"font-weight: 400\">Note: This article was updated recently.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">While discussing website performance, the commonalities between <a href=\"https:\/\/vwo.com\/conversion-rate-optimization\/\">Conversion Rate Optimization<\/a> (CRO) and User Experience (UX) come in very handy. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Both <a href=\"https:\/\/vwo.com\/platform\/\">CRO and UX aim to help users get things done with minimum effort<\/a>. They both involve the use of certain tasks such as user feedback and <a href=\"https:\/\/vwo.com\/usability-testing\/\">usability testing<\/a>. However, they are not the same.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">The question, \u201cIs CRO a part of UX, or UX a part of CRO?,\u201d can still lead to a debate among designers and marketers, but this post is not about that debate.&nbsp;<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><em><a href=\"https:\/\/vwo.com\/customer-experience-optimization\/#guide-download\"><span style=\"text-decoration: underline\">Download Free: Customer Experience Optimization Guide<\/span><\/a><\/em><\/h2>\n\n\n\n<p><span style=\"font-weight: 400\">You will learn how CRO and UX complement each other and how CRO and UX teams can achieve business goals effectively while working together.&nbsp;<\/span><\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"UX Provides Long-Term Benefits to CRO\" id=\"ux-provides-long-term-benefits-to-cro\" data-menu-id=\"ux-provides-long-term-benefits-to-cro\" style=\"text-align:left\">UX Provides Long-Term Benefits to CRO<\/h2>\n\n\n<p><span style=\"font-weight: 400\">The approach to UX design is simple: You ensure that every task on your website is intuitive and the complete flow across the website is in line with the expectations of users. Moreover, you actively identify areas of friction experienced by your website visitors and try to fix those. Here is the definition of UX design from Wikipedia:\u00a0<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">\u201cIt is the process of enhancing user satisfaction by improving the usability, accessibility, and pleasure provided in the interaction between the user and the product.\u201d&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">This approach assists CRO in the following ways: <\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Analyze your eCommerce website for free<\/h3>\n\n\n\n<div class=\"Bgc(--color-light-grey-1) Bdrs(4px) P(20px) Mb(20px)\">\n    <form class=\"js-vwo-form-validate-and-submit D(f) Fld(c) Fld(r)--md Gp(10px) Pos(r)\" method=\"post\" action=\"\/wp-json\/action\/deep-ux-analysis-step1\" novalidate>\n        <label class=\"Fxg(1)\">\n            <input type=\"url\" class=\"input-text W(100%) H(100%) input-text--white\" name=\"url\" placeholder=\"Enter your website URL...\">\n        <\/label>\n        <div class=\"Pos(a)--md Start(0) B(-20px) C(--color-red) Fz(11px) Trsp(--Op) Trsdu(0.15s) Op(0) invalid-input+Op(1) invalid-reason\">A value for this field is required.<\/div>\n        <button type=\"submit\" class=\"button btn-modal-form-submit\">\n            <svg  width= \"18\"  height= \"18\"  class= \"Mend(8px) Va(m)\" ><use xlink:href=\"#icon-bulb\"><\/use><\/svg>            Analyze My Website        <\/button>\n    <\/form>\n    <div class=\"D(f) Ai(c) Gp(5px) Mt(20px) Pos(r)\">\n        <div class=\"D(f) Ai(c) W(100%)\">\n            <p class=\"Fz(--font-size-14) M(0) Fw(500) Mb(0) deep-ux-widget\">\n                <span>Why analyze?<\/span>\n            <\/p>\n            <div class=\"tooltip Mstart(5px)\">\n                <svg  width= \"12\"  height= \"12\"  class= \"C(--color-purple) Cur(p) tooltip-icon\" ><use xlink:href=\"#icon-question-mark-2\"><\/use><\/svg>                <div class=\"tooltip:h_D(b) tooltip-icon:h+D(b) D(b):h D(n) M(0)\">\n                    <div class=\"Bxsh(--box-shadow-grey-3) Pos(a) Z(1) Start(0) Start(-58px)--md T(25px) Bd Bdc(#d5d7da) Bgc(--color-white) C(--color-black-light-3) Maw(285px) W(90%) P(16px) Bdrs(4px) Cnt(noq)::b Bdw(10px)::b Bds(s)::b Bdc(t)::b Bdbc(#d5d7da)::b Pos(a)::b T(-20px)::b Start(50%)::b--md Start(30%)::b TranslateX(-50%)::b--md Cnt(noq)::a Bdw(10px)::a Bds(s)::a Bdc(t)::a Bdbc(--color-white)::a Pos(a)::a T(-19px)::a Start(50%)::a--md Start(30%)::a TranslateX(-50%)::a--md\">\n                        <h3 class=\"M(0) Mb(10px) Fz(--font-size-12) Fw(400) Lh(--line-height-headings) deep-ux-widget\">Get a free UX audit powered by VWO Copilot<\/h3>\n                        <ul class=\"P(0) M(0) List(n) Fz(--font-size-12) deep-ux-widget\">\n                            <li class=\"Mb(5px) deep-ux-widget\">\n                                <svg  width= \"12\"  height= \"12\"  class= \"C(--color-green-new-1)\" ><use xlink:href=\"#icon-right-check-circle\"><\/use><\/svg>                                <strong class=\"Mstart(5px) Fw(700)\">Spot Gaps:<\/strong> Reveal hidden conversion leaks.                            <\/li>\n                            <li class=\"Mb(5px) deep-ux-widget\">\n                                <svg  width= \"12\"  height= \"12\"  class= \"C(--color-green-new-1)\" ><use xlink:href=\"#icon-right-check-circle\"><\/use><\/svg>                                <strong class=\"Mstart(5px) Fw(700)\">Data-Backed:<\/strong> Get a prioritized list of fixes.                            <\/li>\n                            <li class=\"deep-ux-widget\">\n                                <svg  width= \"12\"  height= \"12\"  class= \"C(--color-green-new-1)\" ><use xlink:href=\"#icon-right-check-circle\"><\/use><\/svg>                                <strong class=\"Mstart(5px) Fw(700)\">Test Smarter:<\/strong> No more guessing what works.                            <\/li>\n                        <\/ul>\n                    <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n        <p class=\"M(0) Flxs(0) deep-ux-widget\"><span class=\"Fz(--font-size-12) Px(12px) Py(1px) Bdrs(30px) Bgc(#ffba00) D(ib) Fw(600)\">Beta<\/span><\/p>\n    <\/div>\n<\/div>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"CRO Team Doesn\u2019t Test Random Ideas\" id=\"cro-team-doesnt-test-random-ideas\" data-menu-id=\"cro-team-doesnt-test-random-ideas\" style=\"text-align:left\">CRO Team Doesn\u2019t Test Random Ideas<\/h2>\n\n\n<p><span style=\"font-weight: 400\">Following the approach to UX design, the CRO team studies user behavior on a website extensively and creates A\/B testing hypotheses based on the learning. The team steers clear of building hypotheses per \u201cbest practices\u201d or \u201cHiPPO.\u201d The UX way of studying user behavior on a website includes a range of methods.\u00a0<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">The popular methods include user surveys, <a href=\"https:\/\/vwo.com\/blog\/eye-tracking-website-optimization\/\">eye-tracking studies<\/a>, usability lab studies, and customer feedback. For instance, the iconic eye-tracking study \u201c<\/span><span style=\"font-weight: 400\">F-Shaped Pattern For Reading Web Content<\/span><span style=\"font-weight: 400\">\u201d by <a href=\"https:\/\/www.nngroup.com\/articles\/f-shaped-pattern-reading-web-content\/\" target=\"_blank\" rel=\"noopener\">NN Group<\/a> delivered highly actionable insights on web user behavior. The study concluded that the gaze of web users travels in an F-shaped pattern. <\/span><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"785\" height=\"364\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/CRO-eye-tracking.jpg\" alt=\"f-shaped heatmap pattern generated for web content\" class=\"wp-image-47877\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/CRO-eye-tracking.jpg 785w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/CRO-eye-tracking.jpg?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/CRO-eye-tracking.jpg?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/CRO-eye-tracking.jpg?tr=w-375 375w\" sizes=\"(max-width: 785px) 100vw, 785px\" \/><figcaption class=\"wp-element-caption\">An <span style=\"margin:0;padding:0;text-align:left\">eye-tracking<em>\u00a0study<\/em><\/span><em> that reveals the F-shaped reading pattern of web users<\/em><\/figcaption><\/figure>\n\n\n\n<p><span style=\"font-weight: 400\">Based on this study, a CRO team could build a hypothesis that \u201cplacing critical elements of a website on the left side would lead to higher engagement and conversions.\u201d <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Similarly, CRO teams can take the help of <a href=\"https:\/\/vwo.com\/website-surveys\/\">website surveys<\/a> to gather user feedback and create hypotheses based on what users want.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">A\/B tests run on ideas that are generated from <a href=\"https:\/\/vwo.com\/blog\/ux-research\/\">UX research<\/a> methods have a higher chance of delivering results than tests based on a spray and pray approach.&nbsp;<\/span><\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"CRO Team Prioritizes Major Issues\" id=\"cro-team-prioritizes-major-issues\" data-menu-id=\"cro-team-prioritizes-major-issues\" style=\"text-align:left\">CRO Team Prioritizes Major Issues<\/h3>\n\n<p><span style=\"font-weight: 400\">The approach to UX design allows a CRO team to focus on areas that have a profound impact on the conversions on a website. The team can also treat this as one of the factors while prioritizing multiple testing hypotheses. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Surely, optimizing an element such as an add-to-cart button on an eCommerce product page can increase conversions, but you should make sure that if there is a bigger issue, it needs to be addressed first.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">What if\u00a0 the <a href=\"https:\/\/vwo.com\/blog\/ecommerce-product-page-design\/\">product page requires larger product images<\/a>? <\/span><span style=\"font-weight: 400\">Or what if the landing page doesn\u2019t lead a sufficient number of visitors to the product page and it\u2019s the home page that needs optimization. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Kuba Koziej, CEO and Co-founder at Zety, explains how thygtfdhe UX approach helped him in conversion optimization:\u00a0<\/span><\/p>\n<p><em><span style=\"font-weight: 400\">\u201cCRO is all about user experience. Personally, I have never been able to make a huge impact by making changes that were only visual by nature. You can increase sign-ups by tweaking your copy or \u201cmaking a bigger promise.\u201d But you will never be able to make a significant impact if user experience is not your primary focus.\u00a0<\/span><\/em><\/p>\n<p><em><span style=\"font-weight: 400\">We recently restructured the sign-up process for our \u201cresume builder\u201d web app. Originally, the user was asked to sign up at the beginning of the process. We spent some time tweaking the <a href=\"https:\/\/vwo.com\/blog\/sign-up-form-examples\/\">sign-up form<\/a>; we tried a modal window, welcome screen, and other similar features.\u00a0<\/span><\/em><\/p>\n<p><em><span style=\"font-weight: 400\">The results were modest. But that was until we focused on user experience. Before getting personal information from the users, we provided them with something \u2014the fun part. Users could customize their resume by choosing the template and color from a range of choices.\u00a0<\/span><\/em><\/p>\n<p><span style=\"font-weight: 400\"><em>Moving these two steps to the beginning of the funnel increased our sign-ups by over 90% and the sales went up by 17%.\u201d<\/em>\u00a0<\/span><\/p>\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"CRO Team Understands the User Journey\" id=\"cro-team-understands-the-user-journey\" data-menu-id=\"cro-team-understands-the-user-journey\" style=\"text-align:left\">CRO Team Understands the User Journey<\/h3>\n\n\n<p><span style=\"font-weight: 400\">UX is not just about improving the usability of web pages but of the entire path that users take to reach the goal on a website\u2014the user journey. The UX approach involves recognizing various user journey paths, or conversion funnels, available on a website. Uxstudio suggests a more holistic look at the product or business when defining the user journey.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">This UX design agency follows a 4-step UX design process which includes: product discovery, ideation, prototyping, and UI design. This helps a CRO team identify friction-areas and exit points across user journey paths on a website. The friction often exists on certain pages because users do not find what they expect.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Consider a travel website for example: When users search for hotel rooms and encounter high prices and low vacancy across all hotels, there exists friction. A CRO team could recognize this and build hypotheses aimed at removing (or at least reducing) the friction.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Travelocity, for instance, gets around this issue by offering a helpful suggestion to users right on the search results page.&nbsp;<\/span><\/p>\n\n\n\n<p><span class=\"s1\">It is an ideal situation when both CRO and UX teams assist each other and share their learning. Kieron Woodhouse, head of UX at MVF, adds to this: \u201cUX and CRO are intrinsically linked. As both disciplines grow in breadth, it is impossible to champion one over the other. Instead of making one a part of the other, the best approach is to have an open dialogue among teams and ensure that each department is learning from the other all the time and passing on learning and new developments.&nbsp;<\/span><\/p>\n\n\n\n<p><span class=\"s1\">At MVF, our teams have open Slack channels to discuss findings as they go and UX and CRO are very much seen as complementary disciplines that work together to get the most out of each other\u2019s expertise.\u201d&nbsp;<\/span><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"633\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/travelocity-CRO-1024x633.jpeg\" alt=\"optimal user experience on the website of travelocity\" class=\"wp-image-47876\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/travelocity-CRO-1024x633.jpeg?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/travelocity-CRO-1024x633.jpeg?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/travelocity-CRO-1024x633.jpeg?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/travelocity-CRO-1024x633.jpeg?tr=w-375 375w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Image source: <a href=\"https:\/\/www.travelocity.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Travelocity<\/a><\/figcaption><\/figure>\n\n\n\n<p><span style=\"font-weight: 400\">Similar to the above example, CRO teams can study user journey paths and build hypotheses to eliminate friction points.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">The hypotheses should be built considering users\u2019 anticipations and what motivates them. Of course, the hypotheses then need to be put to test through <\/span><span style=\"font-weight: 400\">A\/B testing<\/span><span style=\"font-weight: 400\">.<\/span><\/p>\n\n\n\n<p>Listen to this episode from the VWO Podcast to learn some more best practices of CRO and UX.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-pocket-casts wp-block-embed-pocket-casts\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"How Chris Marsh Added +$3M to Client Revenue With CRO &amp; UX - VWO Podcast\" src=\"https:\/\/pca.st\/embed\/pm0ex448\" style=\"border: 0; border-radius: 8px; width: 100%; height: 200px;\" allowfullscreen=\"true\" frameborder=\"0\"><\/iframe>\n<\/div><\/figure>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"CRO Makes UX Team More Effective\" id=\"cro-makes-ux-team-more-effective\" data-menu-id=\"cro-makes-ux-team-more-effective\" style=\"text-align:left\">CRO Makes UX Team More Effective<\/h2>\n\n\n<p><span style=\"font-weight: 400\">CRO can help UX teams do better user behavior research and validate their ideas. <\/span><\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"UX Team Gets Useful Tools\" id=\"ux-team-gets-useful-tools\" data-menu-id=\"ux-team-gets-useful-tools\" style=\"text-align:left\">UX Team Gets Useful Tools<\/h3>\n\n\n<p><span style=\"font-weight: 400\">UX teams have traditionally carried out research on user behavior through a certain set of tools. (A few of them have been mentioned earlier in this post.) <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">An elaborate list of such tools has been compiled by the <a href=\"https:\/\/www.nngroup.com\/articles\/which-ux-research-methods\/\" target=\"_blank\" rel=\"noopener\">NN Group<\/a>. <\/span><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"750\" height=\"574\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/20-UX-CRO.png\" alt=\"elaboration of the best 20 UX methods compiled by NN group\" class=\"wp-image-47875\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/20-UX-CRO.png 750w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/20-UX-CRO.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/20-UX-CRO.png?tr=w-375 375w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption class=\"wp-element-caption\">Image source: NN Group<\/figcaption><\/figure>\n\n\n\n<p><span style=\"font-weight: 400\">Interestingly, with the advent of CRO, numerous other user behavior research tools have surfaced.&nbsp;These tools have found their place in the suite of <a href=\"https:\/\/vwo.com\/conversion-rate-optimization\/conversion-rate-optimisation-tools\/\">CRO tools<\/a> and can be effectively used by UX teams as well. Some of the tools worth mentioning are visitor recordings, <a href=\"https:\/\/vwo.com\/insights\/form-analytics\/\">form analytics<\/a>, and website funnels.&nbsp;<\/span><\/p>\n\n\n\n<p><a href=\"https:\/\/vwo.com\/insights\/session-recordings\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400\">Visitor recordings<\/span><\/a><span style=\"font-weight: 400\">, for instance, let you playback sessions of users on a website. <br>When compared with usability lab studies, visitor recordings help you monitor behaviors of users on a website who have a higher probability of converting as customers. <\/span><\/p>\n\n\n\n<p><a href=\"https:\/\/vwo.com\/insights\/form-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400\">Form analytics<\/span><\/a><span style=\"font-weight: 400\">, on the other hand, lets you analyze how users interact with your web forms. You can monitor and compare how each form-field performs. You can identify the form fields that create maximum friction for users.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">With the \u201crefill-rate\u201d of a form field, you can realize if it is confusing the users. The \u201cdrop-rate\u201d would let you highlight the exit point on the form.&nbsp;<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"563\" height=\"356\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/CRO-UX-Refill-rate-.png\" alt=\"breakdown of a form analytics report configuration\" class=\"wp-image-47874\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/CRO-UX-Refill-rate-.png 563w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/CRO-UX-Refill-rate-.png?tr=w-375 375w\" sizes=\"(max-width: 563px) 100vw, 563px\" \/><figcaption class=\"wp-element-caption\">An example of form analytics<\/figcaption><\/figure>\n<\/div>\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"UX Teams Can Validate Their Ideas\" id=\"ux-teams-can-validate-their-ideas\" data-menu-id=\"ux-teams-can-validate-their-ideas\" style=\"text-align:left\">UX Teams Can Validate Their Ideas<\/h3>\n\n\n<p><span style=\"font-weight: 400\">When a UX team has ideas to improve the usability of a website, how does the team know if the ideas would work? One way is to conduct <a href=\"https:\/\/vwo.com\/glossary\/usability-testing\/\">usability testing <\/a>on the newer version of the website. The other is A\/B Testing.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">A\/B testing lies at the heart of CRO, but it also proves to be an <a href=\"https:\/\/vwo.com\/testing\/?utm_source=page&amp;utm_medium=website&amp;utm_campaign=interlinking\">effective tool for validating UX ideas<\/a>. A\/B testing helps UX teams understand how users respond to website changes. Whether it is a winning A\/B test or a failed one, it always leads to insights on user behavior.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Furthermore, a UX team can take help from the CRO team to know about past A\/B tests. Results from past A\/B tests can prove to be a gold mine of insights on the user behavior on a website.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Additionally, UX teams can also avoid creating ideas that have already been tested by CRO teams.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><em><a href=\"https:\/\/vwo.com\/customer-experience-optimization\/#guide-download\"><span style=\"text-decoration: underline\">Download Free: Customer Experience Optimization Guide<\/span><\/a><\/em><\/h2>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"CRO and UX Teams Need to Work in a Collaborative Manner\" id=\"cro-and-ux-teams-need-to-work-in-a-collaborative-manner\" data-menu-id=\"cro-and-ux-teams-need-to-work-in-a-collaborative-manner\" style=\"text-align:left\">CRO and UX Teams Need to Work in a Collaborative Manner<\/h2>\n\n\n<p>It is an ideal situation when both CRO and UX teams assist each other and share their learning.<\/p>\n\n\n\n<p class=\"p1\"><span class=\"s1\">Kieron Woodhouse, head of UX at MVF, adds to this: <em>\u201cUX and CRO are intrinsically linked. As both disciplines grow in breadth, it is impossible to champion one over the other. <\/em><\/span><em><span class=\"s1\">Instead of making one a part of the other, the best approach is to have an open dialogue among teams and ensure that each department is learning from the other all the time and passing on learning and new developments.&nbsp;<\/span><\/em><span class=\"s1\"><em>At MVF, our teams have open Slack channels to discuss findings as they go and UX and CRO are very much seen as complementary disciplines that work together to get the most out of each other\u2019s expertise.\u201d<\/em> <br><\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Kieron shared five quick tips on how a UX team can maintain synergy with a CRO team:<\/span><\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"1) Become a part of each other\u2019s processes and share knowledge regularly\" id=\"1-become-a-part-of-each-others-processes-and-share-knowledge-regularly\" data-menu-id=\"1-become-a-part-of-each-others-processes-and-share-knowledge-regularly\" style=\"text-align:left\">1) Become a part of each other\u2019s processes and share knowledge regularly<\/h3>\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s2\">Organize regular catch-ups with your CRO team and offer your UX expertise to the team \u2014 they\u2019ll love you for it. It will also help you control UX consistency across the business.&nbsp;<br><\/span><\/li>\n\n\n\n<li><span class=\"s2\">Work with CRO to test most (if not all) of your designs.&nbsp;<br><\/span><\/li>\n\n\n\n<li><span class=\"s2\">Share intel across teams to avoid covering the ventured ground. The last thing you want to hear is that the CRO team has already tried the design that you have been perfecting for two weeks!<\/span><\/li>\n<\/ul>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"2) Learn how to read CRO data and results\" id=\"2-learn-how-to-read-cro-data-and-results\" data-menu-id=\"2-learn-how-to-read-cro-data-and-results\" style=\"text-align:left\">2) Learn how to read CRO data and results<\/h3>\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s2\">The more you understand insights and data points, the better you can build informed, bulletproof designs.&nbsp;<br><\/span><\/li>\n\n\n\n<li><span class=\"s2\">Ask your CRO team to go through their analytics platforms with you. Ask them how they come to their decisions and attribute value to results. It is also important that you know how to pull intel from this data to inform your UX work.<\/span><\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1013\" height=\"815\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/CRO-data-and-result.jpeg\" alt=\"post analysis of a website survey results\" class=\"wp-image-47870\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/CRO-data-and-result.jpeg 1013w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/CRO-data-and-result.jpeg?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/CRO-data-and-result.jpeg?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/CRO-data-and-result.jpeg?tr=w-375 375w\" sizes=\"(max-width: 1013px) 100vw, 1013px\" \/><\/figure>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"3) Use this data to enhance your designs and proposals\" id=\"3-use-this-data-to-enhance-your-designs-and-proposals\" data-menu-id=\"3-use-this-data-to-enhance-your-designs-and-proposals\" style=\"text-align:left\">3) Use this data to enhance your designs and proposals<\/h3>\n\n\n<p><span class=\"s2\">In order to get buy-in for your proposals, you need to sell the reasoning behind your plans. Make sure you have concrete data to back up all of your plans and make your suggestions indisputably the best course of action.&nbsp;<\/span><\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"4) Universal \u201cbest practice\u201d is dead. Oh, and so is blagging\" id=\"4-universal-best-practice-is-dead-oh-and-so-is-blagging\" data-menu-id=\"4-universal-best-practice-is-dead-oh-and-so-is-blagging\" style=\"text-align:left\">4) Universal \u201cbest practice\u201d is dead. Oh, and so is blagging<\/h3>\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s2\">Forget about it. Don\u2019t use this phrase to justify your ideas unless you have data to back it up. A good CRO team will ground themselves with the same principles. Align your UX strategy to think the same way.&nbsp;<\/span><span class=\"s3\"><br><\/span><\/li>\n\n\n\n<li><span class=\"s2\">\u201cBest practice\u201d based on external research is the easy way out and may have no relationship to your business model, customers and\/or product. Use internal resources such as CRO to build strong best practices specific to the needs of the business\/service\/product.&nbsp;<\/span><span class=\"s3\"><br><\/span><\/li>\n\n\n\n<li><span class=\"s2\">Nobody has time for a blagger. As a UX expert, this shouldn\u2019t ever be a fallback mechanism. Back up what you say with data and results. If someone throws a curveball, catch it, and throw it back with results. Think of yourself as an architect: would an architect build a house without a solid foundation? No.<\/span><\/li>\n<\/ul>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"5) Base your UX spec on a hypothesis-driven process\" id=\"5-base-your-ux-spec-on-a-hypothesis-driven-process\" data-menu-id=\"5-base-your-ux-spec-on-a-hypothesis-driven-process\" style=\"text-align:left\">5) Base your UX spec on a hypothesis-driven process<\/h3>\n\n\n<p class=\"p1\"><span class=\"s1\">A very important part of your CRO effort is creating strong hypotheses built around findings, coming from your previous tests or research. Try and spec out UX projects in the same way. The points below come from MVF\u2019s own internal CRO guidelines.&nbsp;<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s3\"><strong>Research:<\/strong> Increase your potential success rate by really understanding a problem.<br><\/span><\/li>\n\n\n\n<li><span class=\"s3\"><strong>Diagnose:<\/strong> Using the research and data you have gathered, identify specific issues<br><\/span><\/li>\n\n\n\n<li><span class=\"s3\"><strong>Plan:<\/strong> Based on research and diagnoses, create a more honed-in plan of how you will be treating the diagnosed issues or problems. It is also important at this point to establish your success metrics. How will you measure success?&nbsp;<br><\/span><\/li>\n\n\n\n<li><span class=\"s3\"><strong>Treat:<\/strong> Test your designs and iterate. Learn and build from every implementation.<\/span><\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"668\" height=\"337\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Flowchart.jpg\" alt=\"the conversion optimization process in a nutshell\" class=\"wp-image-47867\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Flowchart.jpg 668w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Flowchart.jpg?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Flowchart.jpg?tr=w-375 375w\" sizes=\"(max-width: 668px) 100vw, 668px\" \/><\/figure>\n<\/div>\n\n\n<p>Watch the webinar to learn how Dell Technologies offers a superior experience to users and enhances the business KPIs:<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-wp-embed is-provider-wistia-inc wp-block-embed-wistia-inc\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" title=\"UX Analytics and Experimentation for eCommerce Growth_R02 Video\" src=\"https:\/\/fast.wistia.net\/embed\/iframe\/vg1zf86dtf?dnt=1#?secret=2VkzEo0Bhg\" data-secret=\"2VkzEo0Bhg\" frameborder=\"0\" scrolling=\"no\" width=\"690\" height=\"388\"><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\">VWO Webinar on Masters of Conversion<\/figcaption><\/figure>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Conclusion\" id=\"conclusion\" data-menu-id=\"conclusion\" style=\"text-align:left\">Wrapping up<\/h2>\n\n<p><span style=\"font-weight: 400\">Understanding your users\u2019 expectations and ensuring a seamless experience on your website should be a measure of your success.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">In order to achieve this goal, harmony between optimization for conversions and enhancing user experience through immaculate design is of paramount importance.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">For an overall optimized experience for your users, it\u2019s imperative that your CRO and UX design go hand in hand. After all, these are the type of businesses that never stop growing.<\/span><\/p>\n\n\n<p>Tools like VWO simplify collaboration for teams and streamline CRO initiatives such as A\/B testing. To illustrate its capabilities, here\u2019s a fun comic strip that highlights its potential:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/cro-communication-1024x1024.jpeg\" alt=\"Comic strip on VWO's in-app comment feature.\" class=\"wp-image-92400\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/cro-communication-1024x1024.jpeg?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/cro-communication-1024x1024.jpeg?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/cro-communication-1024x1024.jpeg?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/cro-communication-1024x1024.jpeg?tr=w-375 375w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Comic strip on VWO&#8217;s in-app comment feature<\/figcaption><\/figure>\n\n\n\n<p>Intrigued by what VWO can do? Dive deeper into the in-app comments feature, by checking out the <a href=\"https:\/\/vwo.com\/product-updates\/in-app-comments-on-vwo\/\">detailed product update<\/a>. It\u2019s packed with insights to help you make the most of your optimization efforts.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Both CRO and UX aim to help users get things done with minimum effort. They both involve the use of certain tasks such as user feedback and usability testing. However, they are not the same.<\/p>\n","protected":false},"author":373,"featured_media":38534,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":11,"footnotes":""},"categories":[1850],"tags":[],"feature":[10526,1861,1872,1858],"industry-type":[],"product":[10627,10626],"role":[10632,10640],"region":[],"class_list":["post-38529","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conversion-rate-optimization","feature-experimentation-platform","feature-form-analytics","feature-session-recordings","feature-website-heatmap"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why CRO and UX Are A Match Made in Heaven?<\/title>\n<meta name=\"description\" content=\"CRO and UX both aim to improve the usability of websites and apps. This post shares how CRO and UX teams can help each other achieve their business goals.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/vwo.com\/blog\/cro-and-ux-match-made-in-heaven\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why CRO and UX Are A Match Made in Heaven?\" \/>\n<meta property=\"og:description\" content=\"CRO and UX both aim to improve the usability of websites and apps. This post shares how CRO and UX teams can help each other achieve their business goals.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/vwo.com\/blog\/cro-and-ux-match-made-in-heaven\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/vwoofficial\/\" \/>\n<meta property=\"article:published_time\" content=\"2019-12-16T14:30:25+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-06T09:03:55+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2016\/09\/post1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"250\" \/>\n\t<meta property=\"og:image:height\" content=\"200\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Nida Zehra\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@VWO\" \/>\n<meta name=\"twitter:site\" content=\"@VWO\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nida Zehra\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"12 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/vwo.com\/blog\/cro-and-ux-match-made-in-heaven\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/vwo.com\/blog\/cro-and-ux-match-made-in-heaven\/\"},\"author\":{\"name\":\"Nida Zehra\",\"@id\":\"https:\/\/vwo.com\/blog\/#\/schema\/person\/8eefaee79469e7dfd9740169a9fee27a\"},\"headline\":\"Why CRO and UX Are A Match Made in Heaven?\",\"datePublished\":\"2019-12-16T14:30:25+00:00\",\"dateModified\":\"2026-04-06T09:03:55+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/vwo.com\/blog\/cro-and-ux-match-made-in-heaven\/\"},\"wordCount\":2393,\"publisher\":{\"@id\":\"https:\/\/vwo.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/vwo.com\/blog\/cro-and-ux-match-made-in-heaven\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2016\/09\/post1.jpg\",\"articleSection\":[\"Conversion Rate Optimization\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/vwo.com\/blog\/cro-and-ux-match-made-in-heaven\/\",\"url\":\"https:\/\/vwo.com\/blog\/cro-and-ux-match-made-in-heaven\/\",\"name\":\"Why CRO and UX Are A Match Made in Heaven?\",\"isPartOf\":{\"@id\":\"https:\/\/vwo.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/vwo.com\/blog\/cro-and-ux-match-made-in-heaven\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/vwo.com\/blog\/cro-and-ux-match-made-in-heaven\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2016\/09\/post1.jpg\",\"datePublished\":\"2019-12-16T14:30:25+00:00\",\"dateModified\":\"2026-04-06T09:03:55+00:00\",\"description\":\"CRO and UX both aim to improve the usability of websites and apps. This post shares how CRO and UX teams can help each other achieve their business goals.\",\"breadcrumb\":{\"@id\":\"https:\/\/vwo.com\/blog\/cro-and-ux-match-made-in-heaven\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/vwo.com\/blog\/cro-and-ux-match-made-in-heaven\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/vwo.com\/blog\/cro-and-ux-match-made-in-heaven\/#primaryimage\",\"url\":\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2016\/09\/post1.jpg\",\"contentUrl\":\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2016\/09\/post1.jpg\",\"width\":250,\"height\":200,\"caption\":\"How CRO and UX teams complement eachother\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/vwo.com\/blog\/cro-and-ux-match-made-in-heaven\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/vwo.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Conversion Rate Optimization\",\"item\":\"https:\/\/vwo.com\/blog\/conversion-rate-optimization\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Why CRO and UX Are A Match Made in Heaven?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/vwo.com\/blog\/#website\",\"url\":\"https:\/\/vwo.com\/blog\/\",\"name\":\"Blog\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/vwo.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/vwo.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/vwo.com\/blog\/#organization\",\"name\":\"VWO\",\"url\":\"https:\/\/vwo.com\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/vwo.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2018\/09\/VWOLogo.png\",\"contentUrl\":\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2018\/09\/VWOLogo.png\",\"width\":780,\"height\":492,\"caption\":\"VWO\"},\"image\":{\"@id\":\"https:\/\/vwo.com\/blog\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/vwoofficial\/\",\"https:\/\/x.com\/VWO\",\"https:\/\/www.instagram.com\/vwoofficial\/\",\"https:\/\/www.linkedin.com\/company\/vwo\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/vwo.com\/blog\/#\/schema\/person\/8eefaee79469e7dfd9740169a9fee27a\",\"name\":\"Nida Zehra\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/vwo.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Author-DP-96x96.jpg\",\"contentUrl\":\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Author-DP-96x96.jpg\",\"caption\":\"Nida Zehra\"},\"description\":\"As a marketing professional and storytelling enthusiast, I prioritize understanding data and insights over everything else while crafting a new story for experimentation. Besides work, you can find me reading fiction and, at times, metamorphosing into an artist through some discerning sorcery, which leads me to maintain an art and poetry blog on Instagram. Towards an innate linguistic inclination, I am currently looking forward to learning Persian to read and understand layers of the 14th-century Iranian poet Hafez's work\u2014one of my most treasured literary possessions.\",\"sameAs\":[\"https:\/\/www.linkedin.com\/in\/nidazehra\/\"],\"url\":\"https:\/\/vwo.com\/blog\/author\/nidazehra\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Why CRO and UX Are A Match Made in Heaven?","description":"CRO and UX both aim to improve the usability of websites and apps. This post shares how CRO and UX teams can help each other achieve their business goals.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/vwo.com\/blog\/cro-and-ux-match-made-in-heaven\/","og_locale":"en_US","og_type":"article","og_title":"Why CRO and UX Are A Match Made in Heaven?","og_description":"CRO and UX both aim to improve the usability of websites and apps. This post shares how CRO and UX teams can help each other achieve their business goals.","og_url":"https:\/\/vwo.com\/blog\/cro-and-ux-match-made-in-heaven\/","og_site_name":"Blog","article_publisher":"https:\/\/www.facebook.com\/vwoofficial\/","article_published_time":"2019-12-16T14:30:25+00:00","article_modified_time":"2026-04-06T09:03:55+00:00","og_image":[{"width":250,"height":200,"url":"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2016\/09\/post1.jpg","type":"image\/jpeg"}],"author":"Nida Zehra","twitter_card":"summary_large_image","twitter_creator":"@VWO","twitter_site":"@VWO","twitter_misc":{"Written by":"Nida Zehra","Est. reading time":"12 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/vwo.com\/blog\/cro-and-ux-match-made-in-heaven\/#article","isPartOf":{"@id":"https:\/\/vwo.com\/blog\/cro-and-ux-match-made-in-heaven\/"},"author":{"name":"Nida Zehra","@id":"https:\/\/vwo.com\/blog\/#\/schema\/person\/8eefaee79469e7dfd9740169a9fee27a"},"headline":"Why CRO and UX Are A Match Made in Heaven?","datePublished":"2019-12-16T14:30:25+00:00","dateModified":"2026-04-06T09:03:55+00:00","mainEntityOfPage":{"@id":"https:\/\/vwo.com\/blog\/cro-and-ux-match-made-in-heaven\/"},"wordCount":2393,"publisher":{"@id":"https:\/\/vwo.com\/blog\/#organization"},"image":{"@id":"https:\/\/vwo.com\/blog\/cro-and-ux-match-made-in-heaven\/#primaryimage"},"thumbnailUrl":"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2016\/09\/post1.jpg","articleSection":["Conversion Rate Optimization"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/vwo.com\/blog\/cro-and-ux-match-made-in-heaven\/","url":"https:\/\/vwo.com\/blog\/cro-and-ux-match-made-in-heaven\/","name":"Why CRO and UX Are A Match Made in Heaven?","isPartOf":{"@id":"https:\/\/vwo.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/vwo.com\/blog\/cro-and-ux-match-made-in-heaven\/#primaryimage"},"image":{"@id":"https:\/\/vwo.com\/blog\/cro-and-ux-match-made-in-heaven\/#primaryimage"},"thumbnailUrl":"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2016\/09\/post1.jpg","datePublished":"2019-12-16T14:30:25+00:00","dateModified":"2026-04-06T09:03:55+00:00","description":"CRO and UX both aim to improve the usability of websites and apps. This post shares how CRO and UX teams can help each other achieve their business goals.","breadcrumb":{"@id":"https:\/\/vwo.com\/blog\/cro-and-ux-match-made-in-heaven\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/vwo.com\/blog\/cro-and-ux-match-made-in-heaven\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/vwo.com\/blog\/cro-and-ux-match-made-in-heaven\/#primaryimage","url":"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2016\/09\/post1.jpg","contentUrl":"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2016\/09\/post1.jpg","width":250,"height":200,"caption":"How CRO and UX teams complement eachother"},{"@type":"BreadcrumbList","@id":"https:\/\/vwo.com\/blog\/cro-and-ux-match-made-in-heaven\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/vwo.com\/blog\/"},{"@type":"ListItem","position":2,"name":"Conversion Rate Optimization","item":"https:\/\/vwo.com\/blog\/conversion-rate-optimization\/"},{"@type":"ListItem","position":3,"name":"Why CRO and UX Are A Match Made in Heaven?"}]},{"@type":"WebSite","@id":"https:\/\/vwo.com\/blog\/#website","url":"https:\/\/vwo.com\/blog\/","name":"Blog","description":"","publisher":{"@id":"https:\/\/vwo.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/vwo.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/vwo.com\/blog\/#organization","name":"VWO","url":"https:\/\/vwo.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/vwo.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2018\/09\/VWOLogo.png","contentUrl":"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2018\/09\/VWOLogo.png","width":780,"height":492,"caption":"VWO"},"image":{"@id":"https:\/\/vwo.com\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/vwoofficial\/","https:\/\/x.com\/VWO","https:\/\/www.instagram.com\/vwoofficial\/","https:\/\/www.linkedin.com\/company\/vwo"]},{"@type":"Person","@id":"https:\/\/vwo.com\/blog\/#\/schema\/person\/8eefaee79469e7dfd9740169a9fee27a","name":"Nida Zehra","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/vwo.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Author-DP-96x96.jpg","contentUrl":"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Author-DP-96x96.jpg","caption":"Nida Zehra"},"description":"As a marketing professional and storytelling enthusiast, I prioritize understanding data and insights over everything else while crafting a new story for experimentation. Besides work, you can find me reading fiction and, at times, metamorphosing into an artist through some discerning sorcery, which leads me to maintain an art and poetry blog on Instagram. Towards an innate linguistic inclination, I am currently looking forward to learning Persian to read and understand layers of the 14th-century Iranian poet Hafez's work\u2014one of my most treasured literary possessions.","sameAs":["https:\/\/www.linkedin.com\/in\/nidazehra\/"],"url":"https:\/\/vwo.com\/blog\/author\/nidazehra\/"}]}},"_links":{"self":[{"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/posts\/38529","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/users\/373"}],"replies":[{"embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/comments?post=38529"}],"version-history":[{"count":70,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/posts\/38529\/revisions"}],"predecessor-version":[{"id":107656,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/posts\/38529\/revisions\/107656"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/media\/38534"}],"wp:attachment":[{"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/media?parent=38529"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/categories?post=38529"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/tags?post=38529"},{"taxonomy":"feature","embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/feature?post=38529"},{"taxonomy":"industry-type","embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/industry-type?post=38529"},{"taxonomy":"product","embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/product?post=38529"},{"taxonomy":"role","embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/role?post=38529"},{"taxonomy":"region","embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/region?post=38529"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}