Driving traffic to your website is all good and well, but if your site isn’t appropriately optimized for these visitors, your SEO/advertising efforts will prove to be fruitless (and costly) when it comes to generating actual sales. Conversion rate optimization is the process of turning visitors to your site into customers. You could even argue that the optimization is essential for generating repeat business too.
CRO is probably one of the most important parts of running a successful ecommerce business. Though it’s not a technique to be used alone. Alongside an effective SEO strategy, it can mean the difference between generating a few hundred, or, more preferably, a few thousand sales. If you’re unfamiliar with the basics, you can read more about conversion rates and how to calculate them specifically for ecommerce before we get started.
So why should you be paying attention to CRO on your site?
PPC Is Getting More Costly
AdWords PPC platform was once a super cheap way to get good, converting traffic to your website, especially for newbies who were being “sandboxed” by Google and not getting their SEO traffic. Although the traffic that you get from the likes of PPC is still relatively good, the cost per click is rising rapidly, meaning that, if you’re not optimizing your site to its full potential, your advertising costs are going to go up, while your sales may stagnate or even go down.
You Can Create More Revenue Without Having To Increase Traffic
By optimizing your site effectively, you can essentially make more money without ever attracting new people to your website. Let’s say for example you sell one product on your site that costs $100. You currently get 3000 hits to your site per day with a 3% conversion rate. Your sales are $9000 per day. If you could up your conversions to 6%, you’d be making $18,000, a 10% conversion would see sales of $30,000. New traffic is always great, but why not focus on your existing traffic and learn why people are leaving your site without buying.
It Will Help You Understand Your Customer More
In order to effectively optimize your site, you will need to analyze metrics so you can get to know your visitors a little better. Metrics that play a key role in CRO include the average time spent on page, bounce rate, page views, page speed and user experience. Many of these elements can be observed just by logging into Google Analytics. You can also install heat maps to your site to see where users are clicking when they visit your site. By doing the above you will get to know what your visitors like about the site, which content is effectively useless, and perhaps even work out why they may be leaving your site without purchasing.
It may be something as simple as losing them because of site loading time (remember, anything over 2 seconds is bad news) or lack of mobile optimization.
Including A/B testing will also help you discover how visitors to your site react to different CTAs, layouts, headings and even images on your site. All of the above will help to create a perfect picture of the visitor to your site that converts into a sale. You can then tailor your ecommerce ads to this type of customer when trying to generate new leads in the future.
There are, of course, some best practices when it comes to optimizing your site, the experts behind Opp Chamber have a whole host of suggestions that will get you off to a flying start in increasing your conversion rate. However it is worth noting that there really isn’t a one size fits all approach to this process. You will still need to collect the data about YOUR site visitors, analyze it accordingly and then create something that they respond to. What works for one company may not work for another and vice versa.