Creative - 27.09.2022


#CRO and UX DESIGN, a book co-authored

A Data Strategist, a UX Strategist, and a Brand Strategist combine their skills to explore approaches and tools helpful in guiding the design of products, environments, tools, and digital platforms.

Federica Brancale, Antonio Paolo, Jacopo Pasquini co-author a book to guide consultants in translating brands into interfaces that convert.

New professions for designing high-performing brand experiences: Sustainability also means optimizing costs.

Intarget, long dedicated to raising awareness among brands on CRO (conversion rate optimization), is delighted to promote the work of Federica Brancale, Data Strategist, Jacopo Pasquini, Studio Manager, and Antonio Paolo, Brand Strategist – founders of UX Boutique and our partners. The three authors of #CRO and UX DESIGN have combined their expertise to introduce useful approaches and tools for guiding the design of products, environments, and digital platforms toward performance objectives that should always precede any project, translating into measurable and tangible business results.

Here are the words of Nicola Tanzini, our Executive Chairman and Founder: “Since mid-January 2023, Chinese travel beyond their national borders has returned to 62% of pre-pandemic levels, with around 250,000 Chinese travelers per day. A significant increase in air traffic abroad is estimated (+110,000 air trips in 2023), and around 180 million trips outgoing from mainland China are expected in 2024. These past two years have shaken brands. Many have had to establish new and meaningful relationships with people: among new users and the need for interface redesign. Adding to this, we are witnessing a race for attention, leading to rising advertising costs. At this juncture, the consequences are clear: UX, UI, usability, and CRO become invaluable disciplines as they shape the brand-person experience, regardless of where interactions occur, respecting precise ways, times, and moments, while optimizing and converting in a high-performing manner.”

User experience (UX) and conversion rate optimization (CRO) collaborate to address two questions entrepreneurs ask: “Why am I not selling?” and “How can I sell more?”

They do so through four pillars detailed in the book: using data to uncover causes, providing direction and priority through strategies, implementing and testing improvement versions, and constantly monitoring performance. Whether a website, an e-commerce platform, a landing page, or an app, one can optimize every flow starting from advertising campaigns and bidding strategies, even experimenting with new brand placements.

However, the authors emphasize that conversions do not always have to mean sales: “It is crucial to monitor and measure conversions like newsletter subscriptions, alerts for updates, technical document downloads, wish list entries, form completions, content sharing, writing or reading reviews, video views, and more,” as stated in #CRO and UX DESIGN. It is clear that from this standpoint, a brand should not merely differentiate and identify itself uniquely but should literally take a stand and draw people to its domain through shared values. By clearly defining its value system and communicating it unambiguously, a brand takes shape, becoming a bridge between the brand and people, serving as a tool to motivate and inspire individuals.”

#CRO and UX DESIGN, published by Franco Angeli, aims to delineate the scope of digital professionalism and how to create an effective customer journey, capable of conversion, through two key activities employed at different stages: UX design and conversion rate optimization (CRO).

While knowledge remains the crucial variable for organizing processes, it is the combination of scientific approach and design, known as conversion design, that, by leveraging analytical and creative realms, allows for the hope of achieving better outcomes compared to using these approaches individually.