The company that I work for owns and manages several brands, one of which is a primarily ecommerce beauty brand. Lately, we have been focusing on the importance of implementing strikethrough pricing on our website, rather than solely reflecting discounts in shoppers’ carts, because it has proven to significantly increase the site’s conversion rate. Strikethrough pricing creates the perception that the buyer can purchase an item for less than it’s worth by crossing out the original price (illustrating value) and highlighting the discounted price (1).
I decided to dive further into the importance of effective user experience design in driving a company’s success and found that conversion rate is a huge indicator. The rising costs of modalities used to drive traffic to websites show the importance of increasing desired visitor behaviors of existing traffic through CRO, or conversion rate optimization. This has many benefits, including increasing overall efficiency and improving marketing ROI (2). For example, my company’s brand relies heavily on influencer marketing. If we pay an influencer to promote one of our products on their Instagram and include a “swipe up” link to the website, the potential buyer is statistically more likely to convert (in this case, purchase the item) if strikethrough pricing has been implemented. This results in a better return on the price spent collaborating with the influencer.
UX involves many practices that make the conversion funnel be most effective. It helps the user focus on the information necessary to help them convert on their user journey – the main goal of most companies and websites. It’s more than just an aesthetically pleasing design, but the guidance on a path that leads the customer to achieve the company’s goal. It has become a strategic field of expertise that highlights the fact that what may seem like insignificant details, actually may be obstacles in the user experience that result in negative outcomes such as drops in conversion (4). Overall, conversion rate optimization through user experience design is all about being analytical and innovative, and can have a major effect on the success of a company’s website.