Conversion rate optimization means that an increasing number of people who visit your website or online store will also make a purchase. This conversion of a visitor to a customer, is measured by the conversion rate.
The conversion rate is calculated by dividing the number of customers who made a purchase by the number of website visitors. The resulting ratio (percentage) is what CRO aims to improve.
Conversion rate optimization should be done as a long-term process by constantly measuring and developing the performance of your online store. However, conversion rate optimization often has a high ROI (Return On Investment), and for this reason should be prioritized both in a small and newly started company, as well as in a large and long-established company.
Although conversion rate optimization is a continuous and planned process, it is still quick and easy to start. Here are 5 ways to improve your CRO and boost your online sales.
1. Use high-quality images and videos on your product pages
Online shopping is highly product-oriented. And no matter how excellent your products are, they need high-quality images and captivating product descriptions if you want to make sales.
A customer's interest will be gained or lost in a matter of seconds. Product pictures or videos are usually the first thing a customer sees on your website and create the first impression immediately.
You can ensure the customer's interest in your products by using sufficiently large and visually attractive images and videos.
Naturally, an online store doesn't work like a brick-and-mortar store: When shopping online, you can't touch or try on the products. Therefore, high-quality images are the only way to give customers a good impression of your products.
The basis of conversion rate optimization is to show your customers detailed photos and videos of the products and services you sell. This way, your customers know exactly what they are buying.
Finally, make sure that the images and videos, like the entire online store, also work smoothly on mobile devices. Online shopping is increasingly done on mobile phones or tablets; More than 70% of customers make purchases on their mobile device. If the images do not scale correctly or load slowly on a mobile device, they will likely result in a low conversion rate.
2. Price your products competitively
Today, online shopping is very common and it's extremely easy to compare products. Therefore customers are very price conscious and often buy from where they can get the products at the lowest price.
If you want to succeed at CRO, you must price your products competitively. However, you do not need to start a price competition with e-commerce giants such as Amazon.
A good starting point is to price your product in such a way that you can offer your customers free delivery. Free shipping is basically standard, so offering it ensures that customers don't leave your online store to look for cheaper shipping options elsewhere.
Another factor that improves the conversion rate is to offer periodic discount codes or coupons. Offer your customers discounts valid for a limited time: This affects the purchase decision subconsciously, because few people want to "miss out" on a good offer. Many times, discounts also make customers buy more than they had planned.
Also, think about whether your company has something that you can offer your customers for free. Free gifts, such as e-books or, for example, the aforementioned free delivery, help customers commit to your online store. Getting something for free creates a sense of debt of gratitude and helps create a meaningful emotional bond with your company.
3. Test and optimize the checkout process
Making the checkout process as easy and fast as possible is essential if you want to improve the conversion rate in your online store.
If checkout takes too long or the process is too complicated, you will very likely lose many customers. Testing and optimizing the checkout process with the help of data analytics and A/B testing helps to significantly improve the conversion rate.
In addition to identifying and fixing problems, try to make buying as easy as possible.
Make sure that:
- The "Add to cart" and "Checkout" buttons are constantly and prominently displayed
- The checkout form is as simple as possible
It is easy to fill in the payment information - Paying is effortless with banks' payment buttons or digital wallets (e.g. Apple Pay)
- Customers can buy without logging in
The software offers several good options to attract visitors who have abandoned the shopping cart to complete the checkout process.
For example, you can send a reminder via e-mail about the abandoned shopping cart. You can also offer an additional benefit to the customer if they complete the transaction. Based on customer data, you can target ads for the products in the shopping cart to your customer's social media accounts.
4. Use live chat software and chatbots
A quick response to the customer's questions is essential in improving the conversion rate. A visitor interested in your products may have questions that he cannot find the answer to on your website. Live chat is an invaluable tool when your goal is a better conversion rate.
Online shopping should include online customer service channels. Nowadays, few will want to call and wait in line for customer service. Live chats and chatbots help visitors find answers to their questions right away.
Both the chatbot and the live chat serve their own purpose. Often they work best together. The chatbot is always there, while live chat is available when customer service is open. The chatbot can also be the first contact with the customer, and the customer is forwarded to live chat if necessary.
Website visitors who get quick answers to their questions have more confidence in your company and become paying customers more easily. The result is a better conversion rate and increased sales.
5. Personalize the user experience
There is so much data available from your website visitors, that there is no reason to leave out the personalization of the user experience.
Personalization is one of the most effective things you can do to improve your conversion rate. According to studies conducted in the United States and Great Britain, close to 90% of personalization measures lead to improved conversion rates in online stores.
It is advisable to make online shopping effortless and tailored to the customer's needs. Give your customers the opportunity to filter products based on their needs. Using the data from the filters, you also get more opportunities to offer products that are just right for them.
When you know your customers' preferences, you can offer them suitable products throughout their website visit. The accumulated data can also be used later in marketing. In addition, in the future you can make even more detailed recommendations as soon as the customer visits your online store.
Summary
Conversion rate optimization of your website, especially online store, is the most effective thing you can do to increase sales.
Conversion rate optimization has a high ROI, and optimization should therefore be prioritized regardless of the size or age of your company.
Use these 5 tips on your website and online store for CRO:
1. Use high-quality images and videos on your product pages
Show your customers detailed photos and videos of the products and services you sell, so they know exactly what they're buying.
2. Price your products competitively
Price your products wisely to optimize conversion rate. Try to offer your customers free shipping and discount codes and coupons.
3. Test and optimize the checkout process
Make shopping as effortless as possible if you want to improve the conversion rate in your online store. Utilize an abandoned cart software.
4. Use live chat software and chatbots
A quick response to the customer's questions is essential in improving the conversion rate. Live chat and chatbots help visitors find answers to their questions right away.
5. Personalize the user experience
Personalization is one of the most effective things you can do to improve conversion rate. 90% of personalization measures lead to better ROI in your online store.
Need help in Conversion Rate Optimization? Sitely uses the SuccessFunnel for CRO and converts your customers into loyal brand ambassadors through your online services. Contact us and we will help you find the best solutions for increasing sales 👉
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