The average eCommerce conversion rate is 2%, but what if it increased to 4% or even 6%? That would double or even triple the number of transactions on an eCommerce site. By using a hefty serving of Conversion Rate Optimization (CRO), you can test your way to a more successful and profitable 2017 and see those kinds of increases. That’s why CRO should top your marketing resolution list, get to know better and add to your digital optimization tools this year.
CRO has now become an essential aspect of a strong digital marketing strategy. Unlike SEO and PPC campaigns which focus on increasing visitors, CRO focuses on improving engagement from people already on your website, ultimately leading to more customers.
Conversion Rate Optimization is a process of analysis and implementation based on real visitor feedback and behavior to make your website more efficient. It is a continuous cycle of experimentation, analysis and growth. Maybe that’s why 62% of top marketing professionals believe CRO is highly critical to the financial success of their company. Your website exists to turn visitors into customers; CRO merely perfects it.
1. Have a clear idea of what you are testing
If you are testing your customers’ buying behaviors, have a clear idea of your end goal and how you will get to it.
Are you testing whether or not your customers will spend more if they have a greater incentive to buy? Or are you offering a discount on all products to maximize your reach and attract the highest number of total transactions? Regardless of what you are testing, you should have a strong grasp of your hypothesis and metrics, and know how to measure your success.
2. Accept that design is fluid
Physical stores are designed to keep visitors shopping to convert them into buyers. Shouldn’t your digital store (website) also be designed to increase conversions?
Supermarkets specifically are designed with the intent to draw people into its depths, since purchasing patterns predict that the longer a shopper spends in the store, the more they will purchase. For this reason, a supermarket will often put dairy products on one side, meat at the back, and fresh produce on the other side. The typical shopper must make an entire circuit of the store, tempted by everything the supermarket has to offer.
Just like physical storefronts, your website should be designed with the intent of turning visitors into buyers. Your design is a fluid process, always evolving to optimize web traffic, and the only way to know what’s working is to test it.
3. Place products strategically
Just like products are strategically placed throughout a store, elements on your website should be positioned with care. Try to emphasize one product more than another as a test to determine if the lighting, prominent display or greater visibility plays a role in conversion rates.
Other elements such as icons, featured areas and CTAs can also be strategically placed to maximize visitor retention and conversions, but the primary goal is to see what makes your customers take action – then replicate your findings to increase revenue.
4. Learn from top experts
What better way to get to know CRO than to learn from some of the top experts? We’ve compiled a list of our top five to help guide you on your path to CRO know-how.
Belo + Company: We help companies acquire and convert traffic. (shameless plug?)
Oli Gardner: Unbounce Co-founder. Passionate international speaker on conversion-centered design on a mission to eradicate marketing mediocrity.
Brian Massey: Founder of Conversion Sciences and author of Your Customer Creation Equation.
Hiten Shah: Started two SaaS companies, CrazyEgg and KISSmetrics with Neil Patel. One is self-funded and the other is venture backed. I enjoy helping others think.
Sean Ellis: Key early growth/marketing executive at Dropbox, Eventbrite, Lookout, LogMeIn (IPO), and Uproar (IPO). CEO and founder of GrowthHackers.
By following these four keys to CRO success, your brand can apply marketing strategy to your digital property. So why not make CRO your top resolution this year? With CRO as your cornerstone of your digital marketing strategy 2017, there’s no telling what you can accomplish.