Prioritise the User’s Experience to Drive Sales - Paul Boag, Founding Partner of Boagworks & CRO Expert

Paul Boag (Founding Partner of Boagworks) is a CRO (Conversion Rate Optimization) expert whose goal is to help companies better understand the new generation of connected consumers. Over the last 30 years he’s worked with hundreds of clients, including huge names such as Puma and Shell.

Many of today's marketers had a social media account by the time they were in middle school. Paul started working in marketing back when the internet was a completely new concept. During those super early days he got obsessed with user experience and the concept of optimizing the way we serve our potential buyers. 

What really attracted Paul to UX was the opportunity to decrease friction for users and ultimately lead to more sales. While the rest of the market was trying to be deceptive and entice FOMO, Paul was always focused on serving the user - which is a great way to stand out.

CRO and UX are essentially the same thing. Paul likes to challenge the traditional thinking of prioritizing the businesses goals over the users experience, as a great user experience will ultimately drive outcomes either way - and with a smiling buyer on the other end of the transaction.

Tune into the full episode to learn how to master UX & CRO!

HIGHLIGHTS:

0:00 Intro

2:53 Marketing before the internet
5:03 The beginnings of UX
7:55 Truly serving the user
11:01 CRO vs UX
20:29 Decrease their cognitive load 

Connect with Mikael - https://www.linkedin.com/in/mikaeldia/

Connect with Paul - https://www.linkedin.com/in/paulboag/