When it comes to conversion rate optimization, there are many different strategies. Each E-commerce site is different and often requires a custom CRO campaign. Things like current conversion rates, products being sold, target audience, etc. have to be factored in when coming up with an optimization strategy. However, some conversion optimization ideas feature in all campaigns. Here are 5 that you should implement in your E-commerce site.
1. Enhance user experience
User experience greatly influences conversion. Potential customers are unlikely to convert if their user experience is bad. To enhance the user experience, you must improve the layout, style, and content on your landing pages. Online shoppers prefer pages that are easy to navigate, an attractive yet simple layout and clear, informative content. Do not clutter your site pages with too much content but do not provide inadequate information.
2. Increase visitor curiosity
Creating desire is an effective way to increase conversion. Providing your visitors a taste of your merchandise for example showing them a few key concepts in an EBook or a preview to a video can nudge them down the path of action.
3. Pay attention to your call to action
The call to action in an E-commerce site is the link/button that leads potential customers to complete the desired action on the site. It could be “Add to Cart,” “Buy now,” “Test it out now” or any other title that provokes shoppers to click on it. To optimize conversion on your site, you must pay attention to your call to action. You can experiment with different designs and locations of the button, but it should be the center of attraction with no distractions around it.
4. Classify your site visitors
To better serve your site visitors, you need to organize them into groups according to their behavior. For example, organic visitors tend to have lower bounce rates compared to those from paid campaigns. Returning visitors also tend to view more pages and spend more time on websites than new visitors.
Classification can help you devise different strategies for each group of people because they all want different things. For example, having a list of users who bounce can help you target them with a remarketing campaign.
5. Keep testing
The path to conversion optimization is paved with many tests. Relevance is king so you must keep changing before your customers change you. Integrate A/B testing and keep testing new possibilities and ideas.
— Kendu USA (@KenduInStore) 17 de abril de 2017