These acronyms are all used when talking about making website improvements, but they all mean different things. Here’s how to know what you’re talking about.
UI (User Interface), UX (User Experience) and CRO (Conversion Rate Optimisation) are all elements that can be improved to either give a user a more straightforward, enjoyable journey or to improve the likelihood of them taking a desired action on a website. Let’s break them down.
What is a user interface (UI)?
Basically, a UI is made up of the visual and interactive elements of a website – the pages, the blocks that make up those pages, every little animation or button that can be pressed. It’s the anticipation of everything your visitor wants to do and see on a website and putting elements in place to facilitate it.
So what’s user experience (UX)?
There’s a bit of overlap with UI, which is why you’ll sometimes (wrongly) see them used interchangeably. UX design considers the way that a person navigates through and interacts with your site – how they interact with those elements determined by UI design above.
UX is totally user-centric, taking into account different users’ preferences, requirements, journeys and accessibility requirements. Every time a new element is added to a site, any impact and benefit to the user will be considered, and – you’ll see these words time and again – they must be meaningful and relevant. No buttons for the sake of buttons, dead ends or 404s here, thank you.
Making website improvements
If you are working with an existing site, there’s plenty of ways you can make site improvements, but I’d start with getting hard data to back up your assumptions.
Visit the user testing or heatmap tracking blog to learn more about Faire’s recommended processes, and how and why it’s important to test your theories before making site changes.
Need some help?
Want to talk UI, UX or CRO? I’ve worked with clients of all sizes who want to invest in their websites to optimise the experience for both themselves and their users. Why wouldn’t you want happier site visitors and more conversions? Just give me a call or drop me an email.