reading Time: 8 minutes
Have you ever thought of the possibility of improving the conversion rates of your eCommerce without having to lower a lot the prices or without investing significant amounts in marketing campaigns? Although it may seem complicated, there is an experimental method that can make this goal more achievable: the CRO.
Do you know, really, what is a Conversion Rate Optimization and what is its activity?
CRO can be translated as Conversion Rate Optimization or what is the same: optimization of the conversion rate. A lot of people believe that it is a metric, but it is not. The CRO is a process, a set of techniques that seek to increase the conversion rate of the pages of the website.
But… what really take a web surfer to become a customer, to buy in a virtual store?
In addition to the basic issues, such as price, product availability, time of delivery, convenience and other aspects, it is possible to list also a series of factors linked to the attractiveness of a website and your browsing experience. Some examples are the following:
- Positioning in search engines.
- Speed of loading of pages.
- Information, photos and videos about the products.
- Contents of quality.
- Ease of navigation.
- CTA (Call to Action).
- Steps of Checkout.
- Adaptation for mobile devices.
The CRO works with all these points to promote an optimized experience for visitors and customers on your website. The goal is to eliminate the objections of purchase, as well as boost conversions.
Why is it so important to the CRO?
Because the main objective of the CRO is that the website manages to sell more, although this will require a minimal increase in conversion rates (which is most common to occur in practice). It is worth mentioning that this increase is derived from the efficiency of the store, and not from the investment for the increased traffic. The implementation of the CRO will make the conversion eCommerce increase on a recurring basis through a usability more appropriate. With this, the ROI (return on investment) and profitability of the store will increase.
Some signs that make it clear that you need to implement CRO into your e-commerce are:
The first is when you think that just because the site is ready, no need for updates. Remember that the behavior and the preferences of the public, as well as the search engine algorithms change with time and are influenced by various factors. Therefore, if you do not test the elements, you cannot know what is best for the visitors. If until now you had not stopped to think in the importance of usability, think of how Facebook has evolved in such a short time. The evolution is generated because the user changed his behavior quickly, and that is also important.
The second signal is when the percentage of departures and abandonment of cart are very high. The fact that the customers don’t find what they were looking for on the web, or desist from making a purchase at the last moment, it hurts enough the conversion of the company, making clear the need to implement CRO.
In summary, all the elements that act as a barrier to the growth of the conversion rates imply a warning for the use of the CRO. After all, without sales, other KPIS will be highly affected, such as the ROI and cost of customer acquisition. On the other hand, the implementation of the CRO helps you to increase sales and, consequently, the profitability of your business.
How to optimize conversions on your eCommerce?
The first step of the art of CRO is the segmentation. If your eCommerce belongs to a niche, it is important that your potential customers will feel comfortable when they visit your website. That is why it is so important to correctly direct the contents of the e-commerce.
An example of segmentation of design is the moment in which the menu of the web highlights, left to right, the product categories most sought after and sold. This greatly facilitates the navigation and anticipation of the conversion on the part of consumers. The understand the preferences of customers, as well as the know the way in which they seek, and to segment your search, help you constantly improve these elements. To do this, I recommend using Google Analytics to understand the pages visited. Also you can use HotJar, an excellent tool of usability that identifies where they click, visitors, how far does scroll on a page, it generates heat map and even make screen recordings of users.
A simple example and you can modify highly your conversion is based on how to display the price of a product. For example, in the event that you have a public very sensitive to the price that you prefer deferred payments, it is best to choose to highlight the value of deferred compared to the total value of the product.
Another example may be about the complexity of the product. If you work with very specific elements, you need to show the tab detailed description of the product as well as the comments. This will help new customers understand the product.
2. Usability testing
The A/B tests are a more common means to implement the Conversion Rate Optimization on a website. These experiments put in high, two variables of the same web, to know what it is that makes more.
It is highly recommended that only one element is evaluated for the test. For example, a product page with the button “add to cart” button green and the other red to know whether this factor interferes in the clicks to the public. It is also possible to perform multivariate testing, in which the different items are examined at once. However, it is more difficult to measure what is the decisive factor for a given behavior of the visitors.
But, what is to be assessed in these tests? You can test elements such as CTA’s, page titles, positioning of the buttons, the images of the products, requested information on the ways of checkout, the colors of the menus, etc. The ideal is to have a document, such as a table in Excel, where you can write the items and variations that you want to evaluate. It is important to think also in evidence, “different”, such as putting the buy now button to the left and the photo to the right. With the help of this document, you will be able to record all tests performed, the number of visits, the observed results and what are the scenarios that showed improvement, and how much it was. In this way, you will be generating a history of changes and you’ll be able to test evolutionary scenarios over time.
3. High-quality content
The useful contents and quality are important for attracting the right users. By means of blogs, posts, eBooks, videos, infographics and other materials, your company can become a reference for your customers, while they -in turn – identify their problems and/or seek solutions.
The quality content to help people learn more about your company and your products. For this reason, your purchasing decisions become more intelligent and successful. The concepts of marketing content are very present in this aspect. This strategy is even more important for specific products and with technical descriptions.
Before you think about converting customers to visitors of your ecommerce website, it is necessary that they reach your site. This is the link of the CRO with SEO, defined as the set of optimization techniques for search engines, such as Google and Bing. Therefore, all the good SEO practices can also be considered as initial part of the process of CRO. In this range, we can highlight the definition of key words, optimization of page titles, link building (techniques used to get the highest quantity of external links relevant and varied to your site) and everything that contributes to positioning your eCommerce within the top results of Google.
The most important link between CRO and SEO is, not only in attracting more traffic, but in which it is qualified, to generate conversions, i.e., sales. If you attract an audience is not qualified or is in the initial stages, there is no usability, the more amazing it is. Therefore, to assess whether your organic traffic is generating conversions, make a segmentation in Google Analytics to see the source of each of the requests made. So, you’ll be able to compare the conversion of organic origin with the other.
What do you need your web store to implement these tests?
- Integration with tools of measurement
Ideally, your eCommerce platform offers a native integration, and advanced analytical tools such as Google Analytics, HotJar and Optimizely. Without them, you will not have a good vision and you will not be able to implement the CRO. Therefore, you should always properly assess the capabilities of your platform, choosing correctly the best platform for your website. I advise you to read our eBook, as it will help you in this choice.
2. Module CMS to edit the pages
CMS means “content management system“. An e-commerce platform should provide this module, since that is what allows you to create and change pages. But… be careful, the system needs to take account of some specific capabilities such as:
- Free access to the HTML structure and CSS of all pages of the store.
- Possibility to change the HTML without any limitation of standard structure.
- Creation of multiple pages to create the page and the test, B.
- Integration with Google Tag Manager to manage the analysis systems.
Without that, you will not be able to implement the most important strategy of the CRO, the A/B test. These capabilities cited give the trader full capacity to make continuous improvements in usability, focused in the conversion, the main part of the strategy.
The Conversion Rate Optimization, the experimental method, requires the continuity of evidence and analysis in an eCommerce. It is a process of pragmatic, permanent, and able to generate, not only a better understanding about the preferences of the customers, but also a brand more strong and more sales for the business.
If it has been useful for you to learn what is CRO and how it can help your e-commerce to grow, take the opportunity to sign up to our newsletter. So, you’ll have access to more content like this in your inbox!