User experience (UX) and conversion rate optimization (CRO) go hand in hand. A beautifully designed website is useless if it doesn’t drive action. In my work as a Lead UI/UX Designer and Digital Strategist, I’ve seen firsthand how data-driven UX improvements can significantly increase conversions. One of my most impactful projects was the Salesloft website redesign, which led to a 25% increase in demo request conversions in just three months.

Why UX and CRO Must Work Together

Many SaaS and B2B brands focus too much on either aesthetics or raw data, but the real magic happens when UX design and CRO strategy are aligned. Here’s how I made that happen for Salesloft:

• User Research & Heatmaps: Identified friction points in the customer journey.
• A/B Testing on Key Pages: Optimized CTA placements and messaging.
• Scalable Design System: Ensured UI consistency, reducing inconsistencies by 30%.

Case Study: Salesloft

By analyzing heatmaps and session recordings, we found that users weren’t engaging with demo request CTAs. We repositioned key CTA buttons, simplified form fields, and redesigned the navigation—this led to a 25% increase in demo requests and an 18% improvement in user retention.

How You Can Apply This to Your Business

If your site isn’t converting, it’s time to ask: Are your users experiencing unnecessary friction? Optimizing UX based on data, not assumptions, is key. Consider:

• Running heatmap analysis to find where users drop off.
• Testing different CTA placements for conversion lift.
• Using a scalable design system to ensure UI consistency.