If you have an online store, you’ve probably heard of CRO or conversion rate optimization so far.
But what exactly does conversion rate optimization mean, and what tactics can you apply to increase your conversions?
But first, let’s find out what exactly we mean by optimizing your conversion rate. Well, the conversion rate tells you how many of your site visitors performed the actions that qualify as conversions for you. A conversion does not mean a sale. Depending on the stage a user is at in the purchase stage, you can set (and it is indicated) several types of conversions.
The best known would be:
- Adding a product to the cart
- Initiation of the order completion process
- Adding a product to your wishlist
- Newsletter subscription
Suppose you’re doing pretty well with traffic to your online store, but you’re not as good at conversions. What elements do you need to look at, and what can you do to turn visitors into customers? Read along.
Check the order flow.
It is crucial to check all the steps that store visitors have to complete an order. The flow should be as simple and straightforward as possible for users, and there should be no elements that distract users from making a purchase. Try to limit the number of information users have to enter to complete the order only to what is necessary.
How hard is it for users to find the products?
Make sure your online store has a structure that helps visitors find the products they are interested in. Product categories should be clearly delimited, visible, or easily accessible and provide ways to filter products on the page. Ex: price, colors, new products, etc. Simultaneously, it is good to limit the number of filters to only those that are necessary.
Don’t forget the search bar through which users can search for specific products. According to the latest user experience trends, it should be positioned centrally at the top of the page.
Use high-quality images
If you think that maybe your store does not fall into the categories of online shops where the visual is very important (e.g., fashion stores) and that this absolves you from using quality images, you are wrong. Even if you sell chainsaws, your products must have visually attractive photos, in which you can see their characteristics very clearly. Eventually, you can show a detailed picture or videos that show how the products work. Another thing you can do is give users the ability to zoom in on products.
Tip: Do not display more than 3 product columns. Using three columns, the displayed products’ images will be larger and may attract a higher clickthrough rate.
Careful! Never display images of products that mislead users or create false expectations. The development in the picture must always match the product that users will receive.
Don’t forget the Call To Action.
Call-to-action buttons are an essential element in e-commerce. Their message should be short and concise and have a design that makes them very visible and distinguishes them from the other elements on the page.
Be sure to use the call to action buttons for actions that are important to you. In other words, use them only for conversion actions.
Account login? No, thank you.
It does not force the user to create an account to complete an order. If you want to have his data, the best option is to offer him a series of benefits that he can only access to create an account. But do not condition the completion of an account authentication purchase because most users will give up completing the ordering process.
Offers vouchers or discount coupons
Vouchers or discount coupons have been in vogue for several years, and users look for them on every occasion. If you can provide such incentives to visitors to your online store, be sure to implement a field in the cart view page where users can enter the discount code and automatically recalculate the cart’s value.
Let’s stay in the basket…
The product view page in the cart is very, very important in the purchase funnel. The users’ activity on this page must be continuously monitored and then optimized to notice elements that prevent users from completing the ordering process.
What to check in general:
- an exact list of products, with a link on each product page
- product details, e.g., size or color.
- stock availability
- quantity – preferably appear in an editable field
- price per piece and total cost (if there are several pieces)
- button to remove products from the cart
- the field for entering discount codes, if applicable
- call to action to complete the order
Tip! It is good to implement the possibility to preview the products in the cart from the product page.
If your online store is certified by a specific entity that is a testament to your shop’s acceptable practices, post this on the site to give your customers a confidence boost.