If you have an eCommerce store and have not optimised your website to increase conversions, what are you waiting for? To grow your online business and create a sustainable eCommerce store, conversion rate optimisation is essential.

What is conversion rate optimisation?

CRO, short for conversion rate optimisation, is the process of improving a website to increase the number of users who complete a desired action. This could include the purchase of products, booking a service, filling an online form, requesting a quote or any other action that is valuable to your business.

A website with a high conversion rate is a website that is well-designed, fully optimised and appealing to a specific audience who are encouraged to complete a variety of actions on site. This makes conversion rate optimisation key to long-term, sustainable growth.

How is conversion rate calculated?

To calculate this metric, divide the total number of visitors by the number of conversions and then multiply the result by 100. The conversions are the desired actions mentioned above. So, if your eCommerce website had 100 sales yesterday and 2000 visitors, the conversion rate is 100 divided by 2000 and then multiplied by 100, which equals 5%.

According to Statista, online shopper conversion rates rose to over 4% in Great Britain, during the second quarter of 2022. It is also interesting to note that in the second quarter of 2021, 3% of eCommerce visits via mobile devices were converted into purchases while desktop users made up a conversation rate of 7%. Today, the current gap between mobile and desktop conversions is much slimmer.

Where to implement a CRO strategy?

Everywhere. Yes, there are main areas you should focus on, from the homepage to the checkout page. However, you should aim to implement a CRO strategy across the board. At Ad Lab, we can put together achievable strategies to increase conversions, no matter the industry, business goals and website platform. We offer Magento Conversion Rate Optimisation strategies for eCommerce businesses, and much more.

Conversion rate optimisation tips.

Stand out from the competition.

Let’s be honest, most users will compare your products to the competition and choose the cheaper one or at least the one that will come hand-in-hand with specific attributes the user is looking for e.g. free shipping. So, what sets you apart from the others?

Stand out from the competition by clearly showcasing the advantages of using your company and your products. You can take this one step further and ensure the design of your website also includes these special features.

Give customers an incentive to act.

This does not mean giving things away for free, not that free things will not help. Sales, free trials, free downloads or even a special gift with a purchase over a certain amount – these are things that will encourage shoppers to act but there are also other ways to incentivise shoppers to act.

The quality of your website will be a good incentive too. Why should users buy from your website? Is it a trustworthy website with real reviews and good quality product imagery? Are people talking about your company and products outside your website? Does your “About Us” section give enough information about your company to make new users feel confident in buying from you? These are all things to consider.

Remove obstacles that reduce conversions.

From a slow-loading website that is impossible to browse through to a search functionality that does not show what the customer is looking for – these are things that get in the way of your customers. They get frustrated and then they leave. So, it is imperative to remove obstacles like these to improve conversions and overall user experience.

Keep your website simple, straight to the point and easy to use. This will include not overcrowding the website with unnecessary text and imagery. The homepage should feature the most important message and call-to-action at the top of the page, so customers see it as soon as they visit the website. Homepages with best-selling products and special offers might also encourage users to act.

Product pages should be clear, descriptions should be easily readable and accompanied by real-life images that portray the products perfectly. Do not make the “Buy Now” button hard to find, and ensure that both mobile and desktop users have a good experience.

These are some of the CRO tips for today, given by our team at Ad Lab. If you want to improve your eCommerce website and growth your business, contact us today. We can help you optimise your website to increase conversions and help your business bloom online. Give us a call on 01279 655187 or email us at [email protected].