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What exactly is UXO and what is CRO — should marketers even care if they're similar or not?
User Experience Optimization (UXO) has, for far too long, played second fiddle to Conversion Rate Optimization (CRO). Although they are both important players in any digital strategy, UXO is essential for increasing conversations and improving usability. Yes, you want your leads to move down your funnel quickly. But there's nothing worse for your conversions than a user struggling to perform critical actions on your website.
In today's episode, Tom Meredith sits down with Maria Dobreva to discuss the difference between a CRO and UXO and which is more important in performance marketing. Maria is a funnel specialist and lead of the Conversion Architecture Department at Tier 11.
00:00 Introduction
00:40 Maria's origin story and her journey to Tier 11
03:21 What is a Funnel?
05:29 A customer-focused way of managing funnels
07:36 The difference between a CRO and a UXO
08:48 How to fit UXOs into your conversion goals
11:55 Understanding UXOs and CROs from a value perspective
12:39 Using UXOs to support your customer retention activities
14:09 Improving user experience though accessibility, usability, and efficiency
17:04 What it means to have an efficient user experience
20:08 The first step to designing the perfect user experience
21:19 Designing user experiences for different age groups
24:25 Writing copy from a UXO point of view
28:17 How UXO fits into the broader conversion architecture
30:44 Maria's definition of an offer
31:41 Closing notes
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