E-commerce is a challenging domain, where sustenance and success come with dedication, diligence, and perseverance. The huge competition in the domain is one of the biggest hindrances as you have to beat all the competitors to stand out and be visible to the shoppers out there. At the same time, it is not only about getting people in but also about making them convert. Conversion refers to enticing the visitor to complete the purchase before he leaves the website.
The metric that measures conversion is conversion rate which is defined as the percentage of visitors that have converted by completing the purchase. The seller would want to maximize this rate to drive higher sales and revenues for his business. For this reason, Conversion Rate Optimization (CRO) is regarded as one of the main strategies for enhancing the performance of an e-commerce store. Let us try to understand the significance of this metric as a part of a digital marketing campaign.
CRO-The Building Block Of A Digital Campaign
CRO refers the process of optimizing the e-commerce website for boosting its conversions. The basis of a successful CRO strategy is creating high-end user experiences by working on the user interface of the e-commerce store. Here, it is important to consider parameters such as the website design, placement of CTA’s, loading speed, etc. The idea is to combine data with creativity for redesigning the customer journey to drive more conversions.
Typically, digital experts work on the shopping carts, product pages, landing pages, and sign-up pages as a part of a CRO strategy. There is also a need to focus on mobile conversion rates. There are two ways in which stores can increase the CRO- firstly, by boosting the traffic while maintaining the conversion rate and secondly, by increasing the conversions with the same number of visitors. The latter is more feasible as there is need to put efforts only on hiking conversions rather than trying to boost traffic too (as it is required in the first option). Therefore, a smart digital marketer will make an effort to lift the ROI to boost the website’s CRO.
Crafting An Effective CRO Strategy To Drive Sales
Understandably, an effective CRO strategy can have a far-reaching impact on the sales that an e-commerce store makes. Here are a few ideas that can be applied in crafting a new strategy or fine-tuning an existing one.
User Analysis: Everything depends on the user
To begin with, one has to understand the users, their expectations, demographics, and preferences. There is also a need to know the most searched keywords to assess what they are exactly looking for.
Design Workup: Capture their attention
Whether it is the landing page, home page, checkout page, or sign-up page, design matters the most when it comes to conversion. Ensure that the design is appealing, minimalistic, and intuitive, with clear messaging and well-placed elements.
Navigation: Make their journey easy
Navigation is another key aspect of conversion optimization as it enhances the customer journey and drives them to convert. Focus on simplifying the navigation with filter options. Work on speed optimization as well.
A/B Testing: Aim for perfection
With CRO, you can take no chances because if you are not serving perfection, the visitor will move on. Go for A/B testing and multivariate testing to ensure that the store runs seamlessly and gives perfect shopping experiences.
Relevant Messages: Give them that special feeling
Relevance is the key to success and there is a need to serve relevant content that conveys the right messages to the prospective shoppers. Reminder exit pop-ups can bring back the users leaving the site without purchasing, while Thank You pop-ups for conversions bring them back.
In the end, there is a need to ensure that everything works, from the online store to the m-commerce mobile app, from home page to landing page, checkout page, and product page. The idea is to serve perfection at every step that leads to conversion. At OrangeMantra, we are a team of expert digital marketers offering a full range of online marketing services. We use our expertise to get in high traffic for your e-commerce store and boost conversion rates as well. Choose us as your digital marketing partner and make your online store a favorite shopping destination.