CRO, ROI, B2B, AOV, CTR…I know, I know, there are so many acronyms to keep up with in the eCommerce and marketing space but today we’re focusing on one that’s been a buzzword lately…CRO. Conversion Rate Optimization is pretty big for brands right now, definitely in a time where so many brands have moved online, resulting in competing everyday with other brands. This is where conversion rate optimization comes into place. Has it been harder than ever to get people to convert? Well it’s time to take a look at what many aren’t willing to look at…the data. Because we all know "Numbers Don't Lie".
But first, lets talk about a few things that can help improve your website and conversions, and then we’ll get into the data. When considering ways to enhance a website, take into account these components:
Messaging: when you land on most brands websites, they are leading with their products without giving you any context on what it is they are selling or why someone should even purchase it. This is where your value proposition comes in. Why should your product be purchased? Is it unique from others brands? Is it the most reliable? Do you offer a money back guarantee? It’s key that your messaging informs visitors why they should purchase from you — and this should be done essentially ‘above-the-fold’ on your website, right when visitors land.
Credibility: Why are you qualified to sell this product? This can also be included in your messaging, but making sure to communicate this to your visitors and letting them know why you are the most credible person to buy this product from puts them at ease. Have you been featured in the press or have some accolades? This can help with credibility.
Page Organization: Effectively directing visitors across your website and leading them through a journey to reach the cart is crucial. When a visitor lands on your site, whether it’s directly on the homepage, on a product page, or the checkout page, they should know exactly what it is that you sell, why they should purchase from you, and how to navigate to make the purchase.
Trust: In the online selling world, a lot different from brick-and-mortar where people can physically experience your products, it’s imperative to build proof and trust around your products. Reviews, testimonials, star ratings, allow your potential customers to see that you are a real brand, with real customers, and providing real results.
Security: If you’ve worked with us before, you are probably already on one of the most trusted eCommerce platforms, Shopify, which provides great payment security and is PCI-compliant however if you’re adding in different payment options, such as Buy Now, Pay Later, subscriptions models, or try before you buy options, making security a top priority to protect your customers information will help with future conversions.
Once you get to the point where you need to optimize your conversion rates, you’ll want to take a look at the data. Using data tracking tools such as heat maps, A/B testing, and Google Analytics can help you discover where you need to focus. Heat maps, which are visual representations of user interaction on your website, displays data such as how far someone has scrolled on your product page, which pages people are clicking on, are people adding items to their cart, where people are dropping off in the checkout process. Heat maps will give you the visual representation, however, Google Analytics and incorporating A/B testing tools will also give you insights on how your customers are interacting.
If for example, visitors are on your product page but aren’t adding the items to their cart, then perhaps you aren’t providing enough details about the product and answering the questions they may have which may help in the buying decision. Maybe your return policy isn’t clearly stated or they don’t see a way to get in touch with you about the product first. If visitors are getting to the checkout page but not making the purchase, then that can indicate that the shipping cost/options may be what’s hindering them.
Conversion Rate Optimization doesn’t just stop at your online store, this also includes what you are doing in other marketing efforts such as social media and in your email campaigns. As you know, we are an advocate of email marketing, and getting visitors to convert through regular newsletters and automated emails are still a thing. Not sure what to email? Even though promotional emails will get you the most conversions, also providing informational content will help warm up your potential customers. Everything doesn’t have to be about sales, sometimes your customer just needs more information in order to get them to convert.
Analyze your data now so you can turn those clicks into conversions. As always, if you don’t know where to start, we’re here to help.