5 Easy eCommerce Conversion Optimization Principles

Conversion optimization is not as easy as it is made out to be. It demands an investment of time and resources. It involves collecting customer insights, finding the hindrances to conversion then testing your optimization ideas.

The whole process usually involves shooting in the dark trying to find a strategy that works. However, there are some basic e-commerce conversion optimization principles that you can follow to get the results you desire without trial and error.

1. Always target the right customers

The first rule of marketing is to design a strategy for the ideal customer not the entire traffic.  For a CRO campaign to work, you have to target the customers who are right for your product. Learn what your target customers really want and incorporate it in your marketing and landing pages.

2. Eliminate hassles from your site

You need to make your website as easy to use as possible. There is nothing as infuriating as having trouble signing up or making a payment or navigating a site not optimized for mobile on your gadget. Tackle any problem inconveniencing users on your site, make information about your business clear, concise and easily accessible and finally have a section addressing frequently asked questions.

3. Earn your visitor’s trust

If customers do not trust your brand, chances of conversion are nil. You need to prove to your customers that they can trust your brand. Here are some powerful ways to achieve this:

–    Keep your brand honest and upfront. In case of any mistakes or issues, address them directly and with transparency

–    Use client feedback and testimonials to market your brand. You can also display logos of companies you have worked with

–    Whip up a top notch about us page making sure to include your brand’s history, philosophy and what it offers

5. Increase recognition and context with visual content

Great pictures and videos of your product provide shoppers with an approximation of reality. Since online shoppers tend to focus on photos and ignore decorative pictures, make sure to use pictures of exactly what you are selling. To further promote this approximation of reality, you can include a feature of “how to use” on every product page.

6.  Designing quality landing pages

A good landing page should be interesting and compelling. It should capture the visitor’s attention directing their eye to the call to action without distraction. The basics of a quality landing page include:

–    Captivating headlines

–    An appealing call to action

–    Attractive design

–    Clear and relevant content