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Conversion Rate Optimization

What Is Conversion Rate Optimization?

Improving a website’s overall performance by analyzing and adjusting elements influencing users’ ability to complete the intended action.

Common Stages Of Conversion Rate Optimization

The conversion rate optimization (CRO) strategy may be realized via the following steps:

  • Define crucial website objectives/KPIs.
  • Gather data on visitors’ behavior for desktop and mobile versions.
  • Address visitors directly to know more about how they see their experience.
  • Develop hypotheses regarding the improvements based on the obtained data.
  • Test the hypotheses.
  • Pay extra attention to the funnel leaks in each option.
  • Analyze the received data to determine efficient and null changes.
  • Focus on the data related to your key metrics.
  • Start with the most potentially impactful changes.
  • Continue monitoring, identify new opportunities, and invest in CRO.

Examples Of Conversions In eCommerce

Conversions happen when your client:

  • Adds an item to their cart and then completes the purchase.
  • Submits their valid email address to receive a newsletter.
  • Engages with promo gamification and makes a purchase using a promo code.
  • Recommends you in social media to receive certain bonuses.

Additional Metrics For Measuring eCommerce Conversions

  • Bounce rate. How many visitors closed the page immediately once it was loaded?
  • Exit rate. What part of visitors left the site seeing a single page only?
  • Click-through rate (CTR). How often someone clicks on an ad or link in comparison to how often that ad or link appears in a person’s browser window?

Tips For eCommerce Conversion Rate Optimization

Conversion rate optimization tips from our SEO, UX and data operation experts:

  • Increase the product pages’ readability: easy to scan, no clutter, no confusion about what you’re selling, and all product scenarios are clear.
  • Use persuasive copywriting: speak directly to the visitor, use verbs instead of nouns, and cut on passive voice.
  • Don’t demand too much information upfront: get information from customers before they make a purchase, but prioritize checkout over forms.
  • Don’t make people jump through hoops: think about how different clients (e.g., those without active credit cards) can pay for your product without contacting support (e.g., PayPal).
  • Optimize for mobile devices: both desktop and mobile versions should give users access to the same information at all times without having to “over scroll” down or sideways.

Conversion Rate Optimization FAQ

What are some tools helping improve Conversion Rate?

Types of tools for conversion rate optimization for eCommerce:

  • Analytical tools to reveal and describe general visitors’ patterns.
  • Heatmaps for scrolls, eye movement, and click sequences.
  • Carts monitors.

eCommerce conversion rate optimization (commercial tools):

  • Google Analytics
  • Quantcast Measure
  • HotJar
  • CrazyEgg
  • BigCommerceAnalytics

Why is CRO important?

Conversion rate optimization eCommerce companies receive true value from decreasing customer acquisition costs, economizing on extra ads and promotions through improving website usability, and minimizing the number of abandoned carts.

Is it possible to implement CRO tactics in-house?

Conversion rate optimization tactics can be implemented through the following approaches:

  • Hire a full-time CRO specialist.
  • Outsource the work to a third party.
  • Use software that automates the process.

How to check if my store needs CRO?

Ask yourself:

  • Do my clients bounce right after entering the target page?
  • Do visitors leave after reading just one page, or continue clicking through multiple pages?
  • Do visitors stay for long but break the funnel and abandon carts?

Extra metrics:

  • ROI (Return on investment)=(Revenue — Costs)
  • Conversion rate = (Total revenue)/(Total costs)
  • Life Time Value = (LTV/Cost of Customer Acquisition) x 365

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