Getting an amount of targeted traffic is crucial for any online business. However, the real challenge lies in converting that traffic into customers. Considering the 2.8% eCommerce conversion rate, it becomes important to understand the factors that influence conversion rates. This is where Conversion Rate Optimization (CRO) plays its role.
CRO enables eCommerce websites to develop tactics for transforming traffic into valuable customers. With the growing number of consumers, it has become more important than ever to implement these strategies in order to achieve growth and improved outcomes.
In this article, we will go through conversion rate optimization and different strategies to boost conversions on your eCommerce websites.
Conversion Rate Optimization (CRO)
Conversion Rate Optimization (CRO) in simple words, is defined as enhancing the overall performance and reliability of a website with the aim of converting more and more visitors into frequent customers or subscribers. The main goal of any organization or eCommerce store is to increase the Conversion Rate Optimization or actions taken on your website, for instance, buying a product, signing up for a newsletter, filling out a form, or giving positive reviews.
By improving elements like the shopping cart search bar, UX features, and lead acquisition forms, you can encourage more visitors to make purchases.
Implementing CRO on your eCommerce websites offers advantages, including;
- Increased conversion rates; By optimizing your site, you can boost the number of visitors who ultimately make a purchase.
- Cost-effective growth; CRO is a strategy for businesses seeking expansion as it produces significant results without requiring substantial financial investment.
By giving priority to CRO, you can transform your website into a sales engine that drives revenue growth and enhances your online presence.
Conversion Rate Optimization (CRO) Techniques
In simple words, the higher the Conversion Rate Optimization, the more successful the business and revenue will be. According to Conversion Rate Optimization analysis conducted by Kibo eCommerce Quarterly in 2023, 12% of customers add to carts, and 80% abandon their carts. There are several Conversion Rate Optimization techniques that you can use to improve conversions.
Here are the best Conversion Rate Optimization practices to boost conversion rates:
Personalize Customer Experience
According to the Accenture Pulse Survey, 91% of consumers prefer to buy from companies that recognize and provide relevant offers. To increase Conversion Rate Optimization, you need to develop good terms and experiences with visitors and offer a good product. You can boost your online business by providing personalized client journeys to your website visitors and integrating a customized platform.
Personalizing the customer experience will help you modify your website according to the requirements of customers so that you can reply with appropriate information.
Resolve Website Abandonment
According to Zenreach, 70% of first-time visitors never return to your website after leaving. Website abandonment is a complex issue for e-commerce marketers; however, most customers leave for one of the following reasons:
- Product does not meet the requirements
- Unconvincing logo
- Products are costly and expendable
- Website usability issues
- Found a cheaper alternative on another website
People make quick decisions while looking for online business. Therefore closing a browser tab is easier than walking out of a physical store, so you must respond quickly to prevent potential customers from leaving your site. One way to prevent it is to use eye-catching overlays. These overlays activate when a customer shows exit intent and can be used to offer discounts, free shipping, or other attractive offers to keep the customer engaged and on the website. Moreover, you can optimize your website’s performance, manage your product prices as high prices will draw fewer customers, use clear deals, and give fast services.
Apply Welcome-Back Strategies
If a visitor comes back to your website, it means they’re interested in your products. By applying ‘welcome back’ methods to your returning customers, you may increase Conversion Rate Optimization and foster brand affinity.
Depending on where your visitors are in the buying process, you can modify these methods. For instance:
- Send them messages about stock shortages.
- Offer discounts after a certain number of website visitors.
- Surface opt-in forms for SMS and email
- Display messages to remind people to buy the products saved in carts
Show Recently Viewed Products
When buying online, it can take some time to find the product you want to purchase. It’s uncommon that a consumer will immediately check out after finding what they’re looking for, but that does not mean they won’t convert later.
You can speed up the checkout process and significantly increase Conversion Rate Optimization by highlighting your customers’ most recently seen items.
For instance, incorporate a “Recently Viewed” display into your website to remind visitors about their favorite products so they will buy them, ultimately positively impacting your online business.
Use Videos to Market Your Products
Your website’s video content can boost brand association and purchasing intent by 139% and 97%, respectively. Videos may effectively promote goods and increase Conversion Rate Optimization.
Videos provide a more interactive and engaging experience compared to text or images. They can also help you establish credibility and trust with your audience. Moreover, using video marketing can increase interaction, raise brand recognition, and eventually lead to increased sales. By using videos to promote your products, you can:
- Display products’ benefits
- Share the brand’s journey
- Detail FAQs and specifications
- Highlight testimonials and reviews
Progress Bars
During promotional times of the year, it is common to provide free gifts, delivery perks, or discounts when a customer’s cart value exceeds a specified threshold. A progress bar shows clients how close they are to reaching the minimum spend, which helps you make the most of these deals.
Progress bars will increase your Conversion Rate Optimization and increase average order values by pushing clients to add more items to their carts. Progress bars, like countdown timers, are not limited to promotional times. Many banks, for example, used progress bars to encourage customers to complete their on-site credit inquiry form, resulting in a 10% uplift in new customer acquisition.
Conduct A/B Testing
If you’re not using A/B testing to optimize your website content, you’re probably dropping conversions, losing revenue, and falling behind your competition. For example, a small change in the position, design, or activation of a call-to-action (CTA) could cost you hundreds, if not thousands, of dollars per month.
By comparing different website updates, you can double-check assumptions and ensure you’re converting the maximum number of surfers into buyers.
In addition to testing, data privacy is an important factor in improving website credibility. Using a VPN can help protect your customers’ data from being sold to third-party companies. Many websites and services track user data and sell it to advertisers, but with a VPN, your customers’ data is encrypted and can’t be easily accessed by these companies. If you’re looking for a reliable VPN service for your website, you might want to check out this comparison between NordVPN and ExpressVPN.
Use Trust Badges
Trust badges, like social proof, resolve clients’ doubts about your brand or product. The fundamental distinction is that trust badges are often used to provide customers with confidence in your payment methods, data security, and shipping and return policies. Use these trust badges to assure customers of your confidentiality and provide crucial information about your brand to customers:
- Free shipping and return policy
- Safe and secure checkout badge
- Third-party endorsements
- Money-back guarantee
- Accepted payment methods
Conclusion
To effectively convert website visitors into customers, eCommerce websites need to employ strategies for Conversion Rate Optimization (CRO). So it is crucial to implement these techniques in order to achieve growth and improve outcomes. This article aims to provide an understanding of CRO techniques for eCommerce.
A website that generates conversions is crucial for online business. Moreover, you can consider seeking assistance from Webone, a web agency based in Thessaloniki, Greece. They offer an array of services that can help businesses unlock the potential for eCommerce growth. These services include website design, internet marketing, search engine optimization (SEO) social media marketing, inbound marketing, and advertising.
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