If only CRO was so easy: find the exact point at which the user loses interest in a page. Figure out why. Fix it. Eat a bagel.

If you’re reading this, it’s likely that you’re familiar with the obstacles that prevent this dream from fruition.

For over a decade we have worked hard to figure out ways to simplify this. CRO is never that easy. But identifying problems and figuring out why can be easier than one thinks.

People believe that the key ingredient to making an attractive and useful webpage lies in its design quality. But the real underlying current that drives a visitor forward is the site’s usability and navigation. User satisfaction significantly depends on the informational architecture of a website and how it delivers the necessary information.

When it comes to understanding your customer’s experience, there’s really no easy way. Many turn to customer journey maps. There are positives and negatives that come with customer journey maps, and like any other marketing research and documentation, it comes down to two things:

Identifying the goal and purpose behind it, Knowing how to actually apply and use it.

If you go with customer journey maps, we highly recommend you keep the two criteria in mind.

Editor note: This is a guest post by McKenzie Gregory who is a content writer on the marketing team at Emma.

Consider these two scenarios:

Scenario #1: You’re grabbing a cup of coffee on the way to work. You order what you want, pay for it, get your coffee, and go on your way.

Scenario #2: You’re grabbing a cup of coffee on the way to work. The barista smiles and greets you by name – in fact, he started making your regular order as soon as you walked in. You pay for it (adding a nice tip, of course), get …

It’s true.

Visitors who complete purchases, subscribe to plans, or hire your services, do so because they are laser focused on accomplishing a task to fulfill life and business goals.

This sharp focus makes visitors see and engage with only limited sections of your page, depending on their goals at each visit.

Related to unintentional blindness, change blindness, and selective disregard, a phenomenon called selective attention is responsible for this behavior.

Find out more on this human behavior, how it may affect your site conversion rates, and how to address it to increase conversions.