E-commerce companies have become quite adept over the past few years in driving buyer-ready traffic. E-commerce businesses face a real challenge in increasing their eCommerce conversion rates. You must remember that your website is constantly changing and you may need to use the same practices as last year. Or you risk falling behind your competitors, so it’s important to keep up with the times and embrace new technology.
You need to know how to increase conversion rates, whether you want people to sign up to a newsletter, purchase a product, or subscribe to a service. Conversion rate optimization is the science behind this. This guide will cover all aspects of CRO and provide a list to help you increase conversion rates. We also list some CRO tests that you should run on your website.
What is Conversion Rate Optimization (CRO), and How Does It Work?
CRO is the practice of increasing conversion rates by increasing the number of users performing a specific action on your website. These actions could include product sales, form fills or video views.
CRO is about understanding your users and how they are converting. It also focuses on what obstacles your users face. These factors will help you create a user-friendly experience that encourages users to convert.
What is Conversion Rate Optimization Testing?
Conversion rate optimization testing involves making modifications to your design and processes in order to determine if your conversion optimization efforts have been successful. Conversion rate optimization testing can include:
- A/B testing Tools allow you to test multiple versions of a webpage to determine which version is most effective. This tool is great for sites with high traffic because it allows you to send large amounts of traffic to both versions.
- Heat Mapping lets you track users and see their actions on your website. You can see where the user clicked and how far they scrolled down the page. It will also show you where they left off to exit your website.
- Website Feedback Tool allows you to collect qualitative feedback to help you compare the before and after responses to any changes you make.
What are the benefits of doing CRO on your website?
Although there is no direct correlation between improving search engine rankings and increasing organic traffic, SEO has specific benefits.
Customer Insights: Conversion rate optimization is about understanding your key audience and making optimizations to improve their user experience. Google Search Bots rewards this hyper-focus on user experiences.
Increase your ROI – By increasing your conversion rate, you can reduce the amount of resources that are needed to acquire new customers. This ensures that you get the most from your marketing efforts.
Scalability – CRO helps you get the most from your existing audience and internal resources. Your audience is not infinite. Therefore, it is crucial to make your existing customers loyal for future growth.
Google rewards websites that provide a positive user experience. Companies can make the necessary changes to improve their user experience by identifying what is hindering or encouraging conversions.
Increased trust – By improving the conversion process on your website, you can increase trust that your company is safe for users to share their credit cards and personal information with.
How to Calculate the Conversion Rate
End-User May Purchase Multiple Times – To calculate the conversion rate, multiply the number of unique purchases by the total sessions performed.
End-User can Purchase Once – To calculate the conversion rate, multiply the number of unique orders by the number of unique users.
What are the Main Elements of CRO
CRO is concerned with conversion research, user experience and website effectiveness. Personalization is also a key focus. Focusing on these four elements will improve conversion rates and sales.
Conversion Research –It’s beneficial to gather data to help you create improvement ideas. Analytics, heat maps or surveys can all be used to do this research. Because it gives you real insight into your users’ interactions with your site, conversion research is one of the most important factors in CRO.
Website effectiveness -Increase end-users’ desire to purchase your product by using persuasive copywriting Social proof, scarcity, urgency and other compelling messages can encourage end-users to buy or convert.
User Experience –An improved user experience will make it easier for your customers to browse the web and find additional information. Conversions can be increased by improving navigation, forms, or information flow.
Personalization-Enabling personalization on your website will allow you to provide the best user experience.
Where to Start with CRO
We will now break down the tools that can be used to get started with CRO.
Google Analytics – Setting Up Conversion Goals & Funnels
Google Analytics is one the most powerful CRO tools. It can provide insight that will help you identify areas for optimization, testing, and changes. These are the top CRO analytics you should be tracking.
Conversions by browser
This will show you if there is any discrepancy in the user experience based upon the browser. You can see which browser is performing worse than others and determine what you need to do.
How To Track: Go to Audience > Technology > Web Browser & OS to create a report.
Mobile traffic might make up the majority of your website traffic. However, it is possible that your website’s display may not be optimal. Display issues or glitches can cause a decrease in conversions. If there are differences between tablets, smartphones, or desktops, you can check mobile conversions.
How To Track: Go to Audience > Technology> Mobile > Devices to create a report.
A fast load speed will lead to a better user experience and users will stay longer on your site. The goal is to load your website in 3 seconds.
How to Track: Go to Behavior > Site Speed to create a report.
Understanding Conversion Goals & Funnels To Inform Your Decisions
You will need to determine what content converts users and what content hinders them from converting if your website contains a lot of educational content. Analyzing your behavior funnel might reveal which content converts more than others.
This is crucial because it will help you to create a funnel that converts. An analysis of your funnel can reveal which pages users leave and highlight areas that are losing significant numbers of users.
How To Track: Go to Conversions > Funnel Visibility Ization to create a report.
Heat & Click Tracking – Setting Up Crazy Egg Data
A heat map visualization tool can be used by organizations to help them understand the user experience on their website. Users can visualize the changes they need by taking recordings and snapping images.
Crazy Egg will take a screenshot of the page you have selected. They then create a map that shows all the elements of your webpage. They then collect activity data from all users who interact with your webpage. Crazy Egg can identify if this user is unique to help prevent duplicates in your data by using custom code.
Once enough data has been gathered, you can view all the information in a dashboard.
How Crazy Egg can help with A/B testing optimizations
Crazy Egg’s visualization tools let you see what visitors do on different landing pages. You can see visually why a page converts better than others when you test call-to-action button locations, new copy or a new design.
How Crazy Egg can help with user experience optimizations
Visual tracking can help you get a better understanding of the needs of your users and make improvements. If you see a lot of abandoned shopping carts, you can try different checkout designs to improve the user experience.
Visual dashboards can help you see if your checkout button is difficult to find or if the chosen color scheme doesn’t work. Your conversion rate will improve if you remove distractions that cause users to abandon your site.
How to Set Conversion Rate Goals
Before you can set conversion rate goals, it is important to identify all micro-conversions required before you can complete your macro conversion.
The macro conversion is what you want to see. This conversion will guide your website copy, layout and design as well as the call to action button.
The micro conversions are small steps that need to be taken before the macro transformation can occur. These micro-conversions can help you educate and build trust among your customers.
Below is a list with both macro and micro conversions.
- Subscribe to our Newsletter
- Download the User Guides
- Social Media Sharing
- Formula Fills
Conversion Rate Optimization Testing Tools
Google Optimize – Google Optimize has been a preferred tool for many marketing agencies, including Kobe Digital. Let’s look at why this tool is so elite. Google Optimize analyzes the data on your website and can show you which experience is most appealing to your customers. They provide a list with solutions that you can implement to create the desired experience.
Optimize natively integrates directly with Analytics to identify areas where your site could be improved and then turns that insight into reports that can be used by your business.
AB Tasty AB Tasty AB Tasty AB Tasy is a Software as a Service Product that allows you to create A/B tests. This software allows you to create page variations and define objectives. You can also monitor your results.
Adobe Target– Adobe Target allows you to customize experiences for your customers. This product can help you optimize your website, apps and social media.
Intellimize – Intellimzie uses machine-learning to provide a customized experience for each user. Intellimize employs active machine learning to optimize real-time, personalize proactively, and create a perpetual automation engine.
Kameleoon– Kameleoon uses experimentation and personalization technology to determine a visitor’s buying intent. They can create customized messages and show dynamic content to each visitor by monitoring their activity in real time. This method maximizes sales and improves your margins.
Optimizely Optimizely – Optimizely – An optimization platform that uses AI to personalize and experiment to create a positive user-experience. There are many methods used to test the experiment, including A/B testing, multivariate and server-side testing.
15 Ways to Improve User Experience and Improve Conversion Rates
#1: Get to know your customers.
A good CRO strategy starts with understanding your customers and their behavior. You’ll waste your time and money optimizing things you don’t need. You have many tools that can help you understand customer behavior, including Lucky Orange and Hotjar. CrazyEgg is what we use at Kobe Digital to help our clients. We highly recommend CrazyEgg over other options. Customers can be offered incentives to take a survey. To understand your customers’ preferences, you can use their comments, reviews, and purchase history to gain insight. You can gain a deeper understanding of your audience to make more personalized recommendations and segment your marketing efforts. This will allow you to create a sight design that appeals to their needs and create a user experience that matches them. All of these things will help increase your conversion rates.
#2: Make it easy for people to find out about your product.
For a moment, think about shopping at a brick-and-mortar shop. If there aren’t people available to answer your questions, you become frustrated and move on. This is especially true when it comes to eCommerce, where shoppers expect instant convenience. Your FAQ section should be comprehensive and easy to navigate. You should also make sure that you offer a live chat option for customers to answer their questions and concerns. A chat can often turn into a sale if the customer’s needs are addressed and acknowledged. This allows the customer to be taken into consideration, and then to a decision.
#3: User-generated Content
Today’s social media age means that shopping decisions are often influenced largely by the activities of friends and family. This has led to a high level of trust among customers in User Generated Content. Videos and photos can be included in User Generated Content. Instafeed allows you to integrate your website with Instagram photos. Although written reviews are still very important, they can help to build trust by being accompanied with photos of the reviewers as well as their social media handles. This, of course, proves that they are real people. Loox, Okendo and other review apps are useful for Shopify.
#4: Make it mobile.
It’s obvious that your website must be mobile-friendly. Since 2017, mobile traffic has outpaced desktop traffic. Mobile visitors are more likely to visit the site than desktop traffic, and research has shown that they have a lower bounce rate. This makes sense, as focusing on a desktop site is more efficient than using your phone. It’s vital that your mobile site is beautiful and offers a seamless user experience to encourage users to return to your site later, when they have more time.
#5: Write an amazing copy.
If you are unable to do this, hire someone else. Your sales copy is your first line of defense against negative impressions of your product or services, especially in this age of Amazon where hackers are abundant. Consumers who are looking to avoid poor-quality products and services should be wary of spelling mistakes, grammar errors, and strange phrases. Your copy should convey the message you want your customers and clients to have about what you are selling. If you don’t have the skills to write copy, a good copywriter will be able to help you organize product information.
#6: Optimize the architecture of your website.
Your customers should be able to navigate your site as easily as possible. Customers who become lost in the mazes of internal links will not find what they are looking for and won’t purchase it. It is possible to improve store navigation by improving the site layout and architecture. This will increase your CRO as well as your SEO. Avoid cluttering the page with unnecessary content and making shopping difficult. Make it easy for customers to search products and find variants. Make it easy for them to checkout.
#7: Offer payment options…or a payment plan.
While most online shoppers use debit and credit cards to pay for their purchases, a good number use PayPal. An increasing number of people are also using mobile payment options such as those offered by Apple and Samsung. Multi-payment options, sometimes including cash on delivery or gift cards, are a great way of increasing your CRO. Flexible payment terms are even better. You’ll attract more customers if you offer payment plans. This purchase-on credit strategy is becoming more popular. We recommend that you tap into Klarna or AfterPay or Affirm. Shoppay Installments is available for customers who use Shopify (which 99 percent of our customers do). It is so simple and easy to use. It takes just five minutes to set up and you will immediately see an increase in sales.
#8: Display your products.
It is easy to take photos right from your smartphone. This works great if your business sells used items on Craigslist. However, if your eCommerce venture is new, it’s much more difficult. Hire a professional photographer to photograph your products in a lightbox. Look for models who can show your products in action, whether they are wearing them or playing with them. You should take multiple shots of the item. Good product pages will include multiple photos so customers can get a better idea of the item and are more likely to buy it. Good stock photos and quality action shots are essential for selling services.
#9: If they need it, deliver it quickly.
Customers can still get their goods right away, which is one of the greatest advantages of brick-and mortar stores. Amazon and other online retailers have offered services such as Prime. Although your eCommerce store may not be large enough to offer this expedited service, you can still offer customers options regarding shipping. You can give your customers options regarding how fast they would like the item, whether you manage the stock or outsource fulfillment to third parties. You can make everyone happy by offering a variety of options. Not all shoppers will be willing to pay for same day delivery.
#10: Provide ongoing support
Transparency, accessibility and transparency are two key factors in building trust in your product. This will help you get more people to buy it. Clients and customers will feel less anxious about securing a deal if they know they can get help 24 hours a day. Quickly resolving customer problems will build trust and build brand awareness.
#11: Get Scarce.
Since forever, the Scarcity Effect has been used to increase sales. There is nothing that will make a tray of baked goods empty faster than walking down the street shouting “Get ’em while you can!” The same psychological strategy can be used in eCommerce to promote products that make customers race against the clock to purchase before they run out. Also, scarcity can drive sales. Make your customers believe that the item will not be available forever.
#12: Create a beautiful-looking homepage.
You have put so much effort into SEO and social marketing that you want your customers to find something appealing. Remember those brick-and mortar days? You got into the spirit to buy when you arrived at a department store decorated with holiday cheer. Your store’s homepage should be a memorable first impression, no matter what season it is. Your Call to Action (CTA), whether you want people to purchase something or sign up for your newsletter, should be prominently displayed.
#13: Optimize your checkout experience
This is a great way to say “upsell your customers.” Many stores sell candy and small items right next to the cash register. In the hope that impulse purchases will encourage customers to spend more money on odds and ends, these impulse purchases are made. This strategy can be repeated with your online shop, with even more ease with automated product suggestions and upgrades.
#14: Targeting and retargeting
Once you have a list, create a targeted marketing strategy. Many businesses send weekly or daily emails that include advice, recipes, and gift suggestions. You can personalize emails to mark anniversaries, birthdays and other milestones with the variety of email marketing tools we have. Retargeting is a long-term strategy. Consumers need seven points of contact to make a decision before they can make a purchase. You should have a system in place to send emails to customers who have abandoned carts.
#15: Look legit
Although this may seem obvious, you must do more to make your site look legit and secure. If you are unable to do this, hire a programmer or designer to design your website. Include photos of employees and other relevant information in your “about us” section. Include language on your site regarding customer guarantees, return policies, and refund policies. To dispel internal obstacles and increase conversion rates, it is important to reassure customers.
These 15 tips are a collection of best practices that can be used to improve your website’s conversion rate. You shouldn’t rely solely on these tips. Instead, use all of them to help increase your customers’ satisfaction with your website. Once you have reviewed the suggestions and tested them, you can start conversion rate optimization testing for your website. This will allow you to split (A/B test) different elements on your homepage, category pages, and product pages. It will also help you reduce friction and increase your sales funnel.
Ten Amazing CRO Tests You Can Run on Your Website
You can test different headlines for your article or web page to determine which variations and keywords work best.
SEOs who are able to understand certain words and phrases can increase click-through rates and social sharing probabilities.
Test with Five High-Level Headline Types
You might want to start testing different headlines.
- Normal (Ways for Baby Wearing to be More Delightful)
- Question: What are the Different Uses of Your Baby Carrier?
- How to properly wear your baby carrier
- Number (Four Different ways to wear your baby carrier)
- Reader-Focused (Ways for Making Your Baby Wearing Experience More Delicious)
Image optimization to increase conversion rate optimization might include choosing images that help users understand your page and encourage them to keep engaging with your content.
Images are a great way to help readers learn, connect concepts, answer queries, visualize product benefits, make emotional connections, and create emotional connections with the solutions.
The right images can be used to achieve:
- Lower Bounce Rate
- CTR higher
- Improved user experience
- Longer Page Time
Optimize Video Positionment
Through CRO testing, identify the best location for your video content. Video content on ecommerce websites can be beneficial. Subscription-based businesses can also benefit from having explanation videos on their homepage. Other businesses may only focus on video on social media platforms.
You can identify the right location for your video content by testing placements
Optimized Video Type
It is important to consider your audience’s needs when optimizing video conversion rates. Your customers will be impacted differently by product promotional videos, business explanation videos and customer review videos.
These differences can help you when you test the placement of different types of videos.
While well-designed websites are great for attracting users to your site, your website copy can make or break the conversions of end-users. Engaging content will highlight the value of your product and show how your audience will benefit.
Written content that is clear and concise will help the audience to quickly identify the benefits of the product. A well-written copy should be clear, concise, and in line with your brand’s style.
Websites need to have well-written content. It should answer the fundamental question “What’s in store?” It must be concise, clear, and to the point. It should also portray your brand’s personality in the best way possible.
These are some of the things to consider when optimizing or testing content:
- To improve the readability of your content, create blocks.
- Use bulleted lists
- Use subheadings
- Follow a consistent style guide for your brand.
- All web pages should reflect your brand tone
- Answer your audience’s questions directly
- For easy take-aways, add key phrases to headings
We need to get involved
Although you may believe calls to action (CTAs) are easy, a well-optimized CTA can make a huge difference in the conversion rate.
CTA buttons should be placed above the fold so that end-users don’t have to scroll far to reach you. While this is still the best practice, there are other places that you should test.
- Pop-Up Message of Welcome
- Broken up throughout a blog post
- End of blog post
Although large buttons are sure to draw attention, too many can be overlooked or considered part of the banner. Small CTAs may be overlooked on the web page.
Mobile users should have a minimum of 44×44 pixels when clicking on any clickable element. To gauge engagement, your company should also test the button size.
To determine which button color draws the most attention from end-users, organizations can run tests. These are the characteristics to be considered when testing button colors by CROs:
- Defined shape
- Contrasting colors with the surrounding environment
- Visible Call to Act
Different content types can be tested within your CTA buttons. Marketers often create an urgency in their end-users. You can ask them to download a whitepaper or sign up for a webinar. Or register for a consultation.
It is important to think about how the button will be perceived by your end-user. It is important to be clear and concise so that your audience understands what they are signing up for.
CTA Copy to Consider Testing
- Get our whitepaper
- Let’s Talk!
- Click here to learn more
- Sign up for our email list
- Get a Free Sample
To compare the value propositions presented to customers by different organizations, A/B testing can be used. You can gather statistics by having two landing pages. This will allow you to decide which value proposition is most effective.
It can be difficult to communicate your value proposition clearly and convincingly to your target audience. These best practices will help you identify your most compelling value proposition for your company.
Here are some tips to help you create or improve a value proposition.
Clear – These value propositions are clear and to the point. They promise a clear solution that solves the problem of the end user.
Concise – Vocalizing your promise with no unnecessary words will make it easier for your audience to understand what you are promising.
Benefits – You may be selling a product but the end-user is buying a solution. Your customers will be able to navigate the sales funnel if you highlight how your product benefits them.
Your site navigation is a key factor in how prospects interact with your brand. Even though landing pages are well designed, users might find it difficult to navigate them.
End-users who land on the first page can navigate to other product pages, blog descriptions, contact pages, or the homepage using navigation.
Consider these things when testing navigation
- Optimize Mobile Navigation
- Drop down menus simplified
- Increase Site Search Tool Visibility
- Separate navigation by Audiences
- Enhance Footer Navigation
Credibility builds trust in your brand. Trust is a key factor in converting prospects into customers. To help customers see you as a trustworthy partner, there should be several trust indicators throughout your website.
You can test the following to determine which trust indicators are most beneficial for your end-users:
Future prospects will benefit from your customers speaking for themselves. The ability to hear from customers how your product has helped them will help them see how it could benefit them.
Policies (Shipping and Returns, Warranty)
Customers will be able to better understand when their product will arrive by knowing the details of how and when it will ship.
It is also important to have a clear warranty and return policy. This will allow your customers to trust your delivery process.
Clear Contact us
Your customer service details should be displayed prominently so that customers know how to contact you. Customers will share common information such as their phone number, email address, and business address.
To find the most effective solution for your business, you can test various forms of pop ups. There are many types of pop-ups that you can test:
Exit Intent Pop Up
Marketers can create exit intent popups that will encourage users to leave your site and return to your product.
Strategies to exit intent:
- Get a Discount Code
- Get a free whitepaper
- Display Reviews
- Display items in their Cart
A consumer likes your product so much that they add it to their shopping cart. However, they want to leave your website. A shopping cart abandonment popup trigger can be a great incentive to get your customer to buy.
A lot of effort can be put into improving conversion rates by collecting emails. You can test different types of email collection forms to get quality information that you can use by your team to target certain messages to a specific audience.
Support options for customers
It can be very beneficial to implement a communication tool for end users. You can choose between a chatbot or a live chat option for your team.
Your team can communicate with customers via live chat. This human touch can enhance customer service and convert prospects into revenue-generating customers.
Chatbots, on the other side, allow instant communication through automated responses.
Organizations can either test different chat solutions individually or in combination to find the best one for them.
You can improve conversion rates and increase revenue by cleaning up your website.
Are you looking for help in optimizing your conversion rates? Book a consultation today to see how we can help your business. If you are not ready, but still curious about what makes a Kobe Digital client a good one, take a look at our ideal customer description.