Conversion Rate Optimisation (CRO)
Driving traffic to your website is the first challenge as you continue to build your brand online and sell your products on your eCommerce store. But it is only the start of a journey.
Converting that traffic to sales is the process of conversion optimisation. That task of optimisation is not a destination but an ongoing journey.
So what does the process of conversion optimisation involve?
Optimising your online store is both an art and a science that involves creative ideas with ongoing trial and error, constant testing and scientific analysis. This will continue for the life of the online business.
It requires tweaking, testing and trying different tactics that may only achieve an improvement of 5% for each element
but together can increase conversions and sales by 200-300% over time.
So what are some of the key optimisation tactics to increase your website sales?
Streamline the checkout process Some research shows that up to 15% of shoppers abandon their checkout for each page they are required to fill in.
Video reviews of productsThe online shoe giant, Zappos, discovered that even simple inhouse produced video reviews for their products increased conversion rates by 10-30%.
Show security badges for credibilitySome testing has revealed that you can have a conversion rate uplift of 50% if you place the security certificate at the start of the buying process rather than at the checkout.
Reminder emails for abandoned cartsOn average, about 70% of shopping carts are abandoned! Sending shoppers a reminder email for their abandoned carts can improve sales by over 15%, according to the email cart abandonment specialist, “Triggered Messaging”.
Personalised shopping experienceThis technology dynamically tailors personalised content according to the preferences and behaviour of each shopper. Emailvision’s “Predictive Intent” technology has shown:
- Typical increases of 35% in conversion rates
- 14% increase in sales
- 16% reduction in click to buy distance
Colours and size of buy buttonsYou’d be surprised at how colour can influence people to click on a buy button or not. Changing it from red to green can see improved click throughs and hence more sales.
Location of banners and buttonsTop, bottom, left and right. Testing overtime will help tweak this to improve results.
Offer free deliveriesEconsultancy research shows that offering free deliveries can lead to a 25% increase in sales.