In this blog post, we are going to delve deeper into CRO experiments, including how they work and the different ideas you can use. Continue reading to discover everything that you need to know.
In order to understand CRO experiments, you first need to understand what CRO is. CRO stands for Conversion Rate Optimisation. Conversion rate optimization is a vital part of online marketing. It refers to the art and science of capturing the attention of a website visitor so that they move along the customer journey and ultimately fulfill a certain action. This could be purchasing a product or downloading an eBook, for example.
Now that you know what CRO is, let’s take a look at CRO experiments. This refers to different experiments that a business will carry out so that areas of their website are assessed and analysed in terms of their performance. This helps the business to understand what areas of the customer journey are working and which areas need to be improved for an increased conversion rate.
How does a CRO experiment work?
In an experiment, different variations of a site are designed, with distinct content. Visitors on a website will be forwarded to any one of these variations. We will then assess their behaviour to make conclusions regarding which design is the most effective. Their difference in behaviour is what is key here.
Why are CRO experiments important?
Now that you have a good understanding of what CRO experiments are and why they work, it is important to take a look at why these experiments matter. Why should ecommerce sites bother? Well, it’s quite simple, if you’re going to increase your number of conversions, you’re ultimately going to increase your revenue, and isn’t this what every business wants to achieve?
Different CRO experiment ideas
Call to Action (CTA)
There is only one place to begin, and this is with your CTA. After all, Call to Actions play a huge role when it comes to conversion, and so you should definitely experiment with the size, placement, colour, and shape of your CTA in order to see the differences that are made in terms of customer behaviour. It is important to understand how your customers convert and what sort of CTAs are most effective.
There are a number of different options you can try when it comes to this. Why not start off by changing the colour of your CTA or making the button bigger? If you feel that your current CTA is buried on your homepage, these are the sort of changes that are worth making. You’re looking to find the best way to make your CTA stand out more. Another option is to make your CTA button an irregular shape. Try something different from the normal square or oval button and see if people interact more because it has caught their attention. Another approach that we see work a lot is the hovering CTA. Allowing the CTA to hover with visitors while they are scrolling down your website can make a big difference, so this is something else we would certainly recommend trying out.
Headline & Title Wording
In addition to trying out different Calls to Action, we would also recommend trying out different sorts of headlines and title wording. After all, the headline is the first thing that people are going to see when they land on your website or onto your product. Therefore, you need to make sure that it is compelling. It could be that your headline is not hitting the mark at the moment, so try out different wording and see if it makes a difference in terms of improve conversions. You may be shocked by how much of a difference this can make!
Aside from the tests that we have discussed so far, we would definitely recommend doing some CRO experiments on your product pages. Trying out different variations of your product pages is important. There are lots of different things that you can try here. For example, why not test both long-form and short-form copy to see what resonates more with your consumers? Long-form copy is becoming more and more popular today, but it needs to be presented in the right way and it is not going to be appropriate 100 percent of the time.
You may also want to try adding interactive elements and videos to your product pages to see the difference that this has. Demo videos can make a huge difference in terms of conversions. Other tests that we would recommend include using bigger photos and adding reviews to your product page.
Another method to use in order to boost conversions is to test out different social proof statements across different parts of your website. What are social proof statements? These are statements that your customers have made or that have been made about your customers in order to help create a feeling of confidence and trust amongst your website visitors.
Some of the most popular and effective forms of social proof are as follows…
- The numbers of products that you have shipped or sold
- Product reviews
- The number of customers that have purchased from you within a specified time frame, for example, the past hour, day, or week
- The total number of customers that have purchased from you
The aim here is to prove that other customers love your brand and your product. After all, people are more likely to listen to other customers than they are to listen to a brand wax lyrical about themselves!
Therefore, we recommend trying out different forms of social proof in various areas of your website, and assess the results. Some ideas include adding a video testimonial onto your homepage, changing your headline to incorporate a statistic regarding your customers or products sold, and adding a review section right below the fold. Make changes like this and then test your website to see the difference it makes.
Tags on Product Images
Another type of CRO experiment that you can use in order to improve your conversion optimization is testing different product image tags. The way in which products are displayed plays a huge role in terms of whether a customer decides to make a purchase or not. You should try adding different tags to your products and see the difference that is made. For example, some of the most popular and effective tags at the moment that can compel customers to purchase include ‘new’ ‘sustainable’ and ‘reduced.’ Needless to say, you can’t add any old tag – it needs to be factual!
Does your data show that a lot of customers are abandoning their shopping carts and leaving your website in the middle of the checkout process? This can be incredibly frustrating! You will often find that a lot of people do this when the checkout process is too complicated and too long-winded. You need to make it less confusing and more convenient. Here are some ideas to try…
- Reduce the number of steps needed to checkout – You should always start with this!
- Offer social log-in – This will get rid of barriers in terms of logging in to checkout. How frustrating is it when you need to buy a product and you have to complete a registration phase first?
- Remove navigation once a visitor enters the checkout phase – This may prevent people from leaving your checkout by removing other distractions and ensuring they are focused on checking out!
Last but not least, recommending products is a great way to improve conversions. Personalization has become a massive factor when it comes to ecommerce and online marketing today. People don’t want a generic experience; they want something that is tailored to suit them. So, by offering recommended product suggestions, it increases conversions you make but the amount of money that is spent per conversion.
Not only are you advised to use A/B testing in order to try this feature out, but you need to experiment with the different elements of the feature. Firstly, how are products going to be recommended? Are they going to be based on the customer’s past use of your site or purely previous orders? Trying out different methods is a must. You then need to test different product recommendation placements. Where on your website will you place this feature? How many products will you recommend? What sort of wording and images are you going to use? It’s important to test these factors as well.
All in all, there is no denying that conversion rate optimization is something that all businesses need to focus on today if they are to increase revenue. One of the most effective ways to boost your conversion rate is to engage in CRO experiments to determine what works and what doesn’t. Try out the optimization ideas that we have mentioned above and see the difference they make!
Timur Köklü is a passionate digital marketer. Timur is interested in everything related to SEO and eCommerce. He is working for Vectornator as the SEO-Manager and operating an eCommerce shop as a side hustle. In the past, he used to help local businesses with their SEO.