With product thinking starting to be more widely accepted as a user experience methodology, we explain why you should be incorporating Conversion Optimisation into the process too.

It used to be that researching, designing and building a website was seen by many businesses as a one-off project with a set budget and delivered in a set time. Other than page content updates and blog post additions along with the SEO and Social Media side projects this was deemed to be it until the next refresh a few years down the line.

Times have changed however and more and more businesses are waking up to the fact that the initial build of a website is just the beginning and in fact it should be constantly evolving to suit the needs of those using the website.

So, what is Product Thinking?

Product thinking is a modern approach and process to developing customer-facing digital products, using customer-centric problem solving design techniques combined with modern engineering practices (such as lean development).

It’s an approach that ensures digital products are continually addressing real customer needs, and evolving, while simultaneously delivering real, measurable value for the organisation.

Product thinking is not a process in itself. It an ability to understand products along with the ecosystem they will exist along with people who will use and be indirectly affected by the product.

So, how can this work with CRO?

By focussing on particular sections of a website and ascertaining what the user wants you’ll likely end up with a couple of solutions that meet the users requirements but have a different visual appearance, whether that’s layout or content.

One of those design solutions would then be selected to be pushed into production however there’s an important step missing if it’s done that way.

Rather than select one of the viable design solutions, consider utilising them all and A/B test them as to which performs the particular task best by getting them all built by the production team.

Some might consider this wasted effort and argue that it increases costs but if you think in terms of increased interaction which could be the difference between a user purchasing an item from your website or not then it becomes obvious how this can be of benefit.

Even with a well thought out solution that covers the users requirements, it’s still possible for different ways of showing this visually to perform differently, don’t be left in any doubt what works best for your users but pushing any design out permanently without having tested it first.

Product thinking enables designers to build better products. It’s a way of examining every design decision in context with the problem the user wants to solve. By working in this manner you can continually evolve your website, section by section and by adding CRO into the equation you’ll be able to justify your design choices with hard numbers and more importantly, increased profit.