Know one thing: no one will buy your product at first sight. There are multiple driving factors for your business. From website development to marketing and customer care, all these factors are integral parts of the business. Conversion Rate Optimization helps businesses sell products online by making their website informative and engaging to attract customers.

It is up to the business owner or manager to set conversion rate goals. You can use an analytics tool to set goals on the number of clicks, share a piece of content from your website, check out a pop-up on your site, and more.

Understanding Conversion Rate Optimization

Before diving into CRO, let’s look at the basics of conversion rate. In simple words, a conversion is when a consumer or a potential buyer achieves the desired goal. The goals can be:

  • Purchasing goods or services
  • Subscribing to a newsletter
  • Scheduling an appointment

ECommerce or buying online primarily focuses on a consumer purchasing a conversion. If we look at the conversion rate, it is the amount or percentage of website visitors that complete that goal or buy the goods or services in a particular time frame. You can understand the conversion rate with the help of this example:

Suppose your online store welcomed 5000 visitors in a month, and out of those, 1000 resulted in a transaction.

According to these stats, the conversion rate of that specific month is 2%. The simple formula for conversion rate is the number of purchases within a particular period/number of visitors in that same period.

Now that you have a better understanding of conversion rate and how you can calculate it, we will move on to conversion rate optimization. CRO helps businesses that sell online by improving their online store and overall user experience to drive more traffic resulting in higher sales.

Conversion rate optimization is a well-structured approach to improving your website’s performance. Insights, user feedback, and analytics make this optimization process more informed. It makes the most out of the traffic directed towards your website.

How does CRO help eCommerce Businesses?

As mentioned earlier, a CRO plan is essential for your business’s success. The results of CRO are not something you will only see in the long run. You will start seeing positive changes after you optimize your website to increase the conversion rate of your online business. CRO helps companies that sell online through various methods.

Optimize existing traffic

Conversion rate optimization helps you make your content more relevant and appealing to the customers. Your content needs to be on point while the graphics engage your visitors. This leads to visitors spending more time on your website than usual. Engaging your existing traffic on your website leads to the same 5000 visitors making 3500 purchases instead of 1000. This is how your current traffic is optimized, and you have a higher conversion rate.

Understand your consumers better

CRO is an online eCommerce business not only about purchasing through a website. This is also about collecting consumer information through forums and chat boxes. CRO helps you collect visitor information. This information is a goldmine for business owners. You will have a better idea about their buying behaviors and habits, and you can use this information to provide a product tailored according to their needs.

Better overall SEO

Since everything has gone online, websites need to have a better SEO ranking. Better SEO helps them rank high on search engines. Optimizing your website for conversion means you will have a lower bounce rate. The content on your website will be according to the keywords and search terms, making it a more SEO-optimized website. The buyers will spend more time on the website buying the products instead of going back to the search engine for other sites.

Gain a competitive advantage

If your business has a competitive advantage, you can quickly boost your traffic, resulting in higher sales. A CRO strategy helps businesses focus on customer experience, giving them a competitive advantage. Not every company is working on providing customer care facilities and effective support systems. Furthermore, if your check-out pages are faster, easy to understand, and don’t require sign-ups, this might help you win over more market share.

Boost your audience

Growing an audience is the most critical aspect of CRO. This strategy will help you grow your audience and direct more traffic toward your website. You have to work on your website’s overall outlook and make proper adjustments. This will lead to browsers turning into buyers. SEO ranking and relevant content play a huge role in increasing your audience. This is how CRO helps businesses that sell online.

Top Conversion Rate Optimization Tools

As most businesses move their stores online for better reach and conversion rates, the owners need to keep themselves aware of more CRO software options. This software can help business owners to collect valuable data about their website, traffic, sales, and consumer buying habits. The following tools can help you with the smooth conversion rate optimization process.

Google Optimize

Google optimize is an effective platform for CROs. This platform provides A/B testing, which helps businesses analyze the best web pages with the customers regarding design and outlook. You can also use the multivariate and split-URL features provided by Google Optimize. This tool also provides you with personalization tools that allow you to tailor your platform according to the interests of visitors.

Google Analytics

Google Analytics is the giant in this area. Business owners widely use this tool to collect data regarding their website traffic and conversions. This tool gives you a report of the entire process, from how the visitor found your website. Analytics can also tell you whether they’re returning or not. Google Analytics is a must-have tool for eCommerce businesses. It also gives you the demographics of your visitor and the type of device they are using to access your website.

Dynamic Yield

Another go-to tool allows businesses to form and synchronize tailored customer experiences to optimize conversion rates. There are plenty of features offered by this tool, including:

  • A/B testing
  • Targeting
  • Behavioral messaging
  • Customer data management

If you opt for Dynamic yield for your CRO, you will have the option of automatically sending push notifications and targeted emails. This will help you reach customers directly, without an intermediary on the occasions they’re most likely to make a purchase. These features and processes will lead to more conversions.

Adobe Target

With Adobe Target, you can optimize your conversion rates with plenty of things. This tool allows you to create optimized and personal customer journeys by testing and targeting KPIs. You can also run A/B tests on your visitors’ experience on your website. This includes:

  • Landing pages and checkout pages
  • Imagery
  • Content (web copy)
  • Background
  • Colors
  • Clarity
  • Navigation

Adobe Target is an effective tool as it allows you to test multiple variations of your online store on your website and mobile phone. You can check the usability of different devices to have better information. An analysis across other devices will help you optimize your website for all types of users.

Crazy Egg

We have another tool called Crazy Egg that has heatmap and testing tools for conversion rates optimization. You can run tests with the help of these tools and make necessary changes to your website. This tool will help you observe how your users behave on your website. You will have access to visual data of your visitors on the website that will further help you in evaluation and assessment. This evaluation and analysis are how CROs help businesses that sell online.

Episerver – Optimizely

Episerver is a platform that works for businesses to increase their ROI. Episerver has AI software that helps it create the best user experience for the customers visiting your website. Episerver recently rebranded it to Optimizely. Along with the rebranding, they launched optimization as a service tool.

The CRO solution is relatively new. They analyzed the increasing use of CRO and launched their software with the essential A/B testing and industry-related targeting to enhance the overall user experience. This new tool is widely appreciated because it allows you to run multiple experiments simultaneously across various pages or even on a single page.

Conclusion

Businesses are moving online and along with other changes, optimizing your website for better conversion rates is essential. There will be times when you have considerable traffic but very poor conversions. CRO will help you tackle that problem. You will have the opportunity to enhance the customer experience on your website. This will help you increase sales, boost customer engagement and improve your products according to customer interest, behaviors, and buying patterns.