Understanding Conversion Rate Optimization (CRO) for Ecommerce: A Beginner’s Guide

What is conversion rate optimization?

Conversion rate optimization (CRO) is the process of improving your website or ecommerce shop to increase the percentage of visitors who take a desired action, such as making a purchase, signing up for a newsletter, or filling out a contact form. The goal of CRO is to make your website more effective at converting visitors into customers.

What is a conversion?

A conversion is when a visitor to your website takes a specific action that you want them to take. This could be making a purchase, signing up for a newsletter, or any other action that aligns with your goals. The percentage of visitors who complete this action is your conversion rate.

What is the average conversion rate?

The average ecommerce conversion rate is around 2-3%. However, this can vary widely depending on factors such as industry, target audience, and the quality of your website. It’s important to track your own conversion rate and work on improving it over time.

How to calculate your conversion rate

To calculate your conversion rate, divide the number of conversions by the total number of visitors to your website, then multiply by 100 to get the percentage. For example, if you had 100 conversions and 10,000 visitors, your conversion rate would be 1%.

Where to start with CRO

Product pages

Product photography

High-quality, professional product photography can make a huge difference in your conversion rate. Make sure your photos are clear, well-lit, and show the product from multiple angles.

Product descriptions

Compelling, informative product descriptions can help persuade visitors to make a purchase. Use persuasive language and highlight the benefits of your products.

Brand voice

Your brand voice should be consistent across all product pages. Use language that resonates with your target audience and reinforces your brand identity.

(Popular) blog posts

Optimize CTAs

Make sure your call-to-action buttons are clear, eye-catching, and persuasive. Experiment with different wording and colors to see what works best.

Lead generation

Use your blog posts to capture leads by offering valuable content in exchange for an email address. This can help you build a list of potential customers to market to.

Landing page

Information hierarchy

Organize the content on your landing page in a clear, logical way. Use headings, subheadings, and bullet points to make it easy for visitors to understand your message.

Iterative testing

Test different elements of your landing page, such as headlines, images, and calls-to-action, to see what resonates best with your audience.

10 CRO strategies to increase your conversion rate

1. Use Shopify Checkout

Shopify Checkout is a streamlined, secure checkout process that can help reduce friction and increase conversions.

2. Simplify CTAs

Keep your call-to-action buttons simple and clear. Use action-oriented language and make them stand out from the rest of the page.

3. Run A/B tests

Test different versions of your website or landing page to see which performs better. This can help you make data-driven decisions to improve your conversion rate.

4. Add pop-ups

Pop-ups can be an effective way to capture leads or promote special offers. Just be sure to use them sparingly and make them easy to close.

5. Use a hello bar

A hello bar at the top of your website can be a great way to draw attention to a special offer, promotion, or newsletter sign-up form.

6. Share social proof

Displaying customer reviews, testimonials, and social media mentions can help build trust with potential customers and increase conversions.

7. Make search bars smart

Implement a search bar that provides relevant suggestions as the user types. This can help visitors find what they’re looking for faster and increase conversions.

8. Use heat maps

Heat maps can show you where visitors are clicking, scrolling, and spending the most time on your website. This can help you identify areas for improvement.

9. Send abandoned cart emails

Many visitors abandon their carts before completing a purchase. Sending a follow-up email with a reminder or special offer can help bring them back to complete the purchase.

10. Make your site fast and mobile responsive

A fast, mobile-responsive website is essential for providing a good user experience and can help improve your conversion rate.

Top conversion rate optimization tools

There are many tools available to help you with conversion rate optimization, including Google Analytics, Hotjar, Optimizely, and Crazy Egg. These tools can provide valuable insights and help you run experiments to improve your conversion rate.

More experiments = higher conversion rates

The key to successful conversion rate optimization is running continuous experiments and making data-driven decisions. Don’t be afraid to try new things and see what works best for your audience.

Conversion rate optimization FAQ

What are some CRO tactics?

Some common CRO tactics include A/B testing, improving website speed, optimizing CTAs, and using social proof to build trust with visitors.

Is conversion rate optimization hard?

CRO can be challenging, but with the right tools and mindset, it is definitely achievable. The key is to be patient, persistent, and willing to experiment.

How do you improve conversion rate optimization?

Improving CRO involves analyzing data, identifying areas for improvement, and running experiments to test different strategies. It’s an ongoing process that requires dedication and a willingness to learn.

What is a CRO strategy?

A CRO strategy is a plan for how you will optimize your website or ecommerce shop to increase conversions. This could include specific tactics, goals, and metrics for measuring success.

How do I run a conversion rate optimization experiment?

To run a CRO experiment, start by identifying a specific goal or problem you want to address. Then, create a hypothesis, set up a test, and measure the results to see if your changes had a positive impact on your conversion rate.