CRO or conversion rate optimisation is the process of increasing the percentage of conversions from websites or mobile apps. This allows you to optimise your conversion rate by increasing the value from each visitor you already have, rather than increase costs via customer acquisition – although that is also a part of it. Thus, you increase value per visitor, reduce costs and grow your business.
Let’s take a look at some of the conversion rate tactics.
1. Display Products from Multiple Angles
The better the pictures, the higher the chances are of visitors purchasing from your store. That being said, you may also want to consider giving them a good idea of how the product looks from various angles so that they can get a proper feel of it, and make well-informed purchase decisions. This will also benefit you, by reducing your post-sales jobs.
2. Offer Free Shipping
Shoppers tend to switch to another brand website if they find that the shipping isn’t free. And why not? There are multiple options out there. So, to keep up with competitors and to retain customers, make sure you always offer free shipping.
3. Offer Videos for Complex Products
Video is a great tool to draw users’ attention and continues to grow in popularity and importance. In 2020, 92% of marketers say that video is an important part of their marketing strategy. This has grown from 78% in 2015, showing that the importance of video is only growing (Wyzowl State of Video Marketing Survey, 2020). Adding to this, 88% of marketers say that video marketing gets them a positive ROI.
4. Influencer Marketing
According to Tomoson data, influencer marketing was the fastest-growing customer acquisition channel, beating organic search, paid search, and email marketing. It was also the most cost-effective. “Businesses are making $6.50 for each $1 spent on influencer marketing, with the top 13% earning $20 or more. A resounding 70% are earning $2 or more, with the rest either breaking even or failing to generate a return on investment”, Tomoson says. It was also found that 51% of businesses found that they got a higher quality of customers based on influencer marketing.
5. Mobile Responsive Sites
Pew Research Center found that mobile devices are responsible for 71% of America’s digital traffic. Other developed countries aren’t far behind: 75% of Mexico’s internet usage is mobile, as is 71% of China’s and 67% of Spain’s. Mobile sites that have lags or are difficult to navigate will probably leave a bitter taste in a customer’s mouth, subsequently ruining your brand image.
6. Identify High-Value Keywords
High-value keywords are not valued just for their relevancy but also for how they affect the campaign overall. Make sure the relevant keywords are also optimised for the bidding. Tweaking bids for the keywords can also help you optimise your cost per click and keep the campaign running efficiently.
Remarketing is a way of targeting people who have already shown tendencies of being interested in products that you may be selling. By targeting them repeatedly, it may be possible to influence them to buy your product.
Remarketing has proven to be a very important way of getting conversions at a much lower cost, as these users have already proven to be interested in whatever product you are selling, but just didn’t go through with that process. It is estimated that this number may be as high as 70% or more.
8. Make Checkouts Quick and Easy
A user might drop off your site if they find there are too many fields to fill for checkout. Therefore, ask for only the necessary ones. You can even allow for guest access, in case somebody doesn’t want to be a member. The lesser the steps, the higher the chances of a purchase.
CRO is presumably more significant than SEO with an e-commerce based site since it’s a question of the survival of the business. When you’re getting site traffic, but your items aren’t selling, the issue is usually with the design and layout of the site, the item page, or the checkout cycle. To make changes and improve the deals from the page, you need conversion rate enhancement.