Until recently, marketers used to focus only on getting much traffic on the website rather than analyzing the conversion rate in eCommerce. But how is this useful if they are not converting and the conversion rate is low? Well, that’s why you need a conversion rate optimization plan included in your marketing strategy.
Conversion rate optimization can be applied on any website that has a considerable amount of traffic. Therefore, conversion rate optimization is the process that should be done once a website is big enough. Otherwise, the results will not be valid, due to the low number of visitors who were exposed to the experiment. With conversion optimization the focus switches from getting more organic or paid traffic, to fully taking advantage of the present traffic.
Why is Conversion Rate Optimization important?
The power of conversion rate optimization lies into the ability to increase the number of customers without further requiring more traffic investments. So, it helps marketers to grow their business with the current numbers.
CRO techniques are adapted to each website’s profile, its history, the target audience and the traffic it gets. Optimization is a continuous process that means analyzing, drawing conclusions, testing and further improving. The main conversion rate optimization techniques one could use are:
1. Online segmented surveys;
Surveys are the main part of the qualitative research phase of any conversion rate optimization process. The surveys are very useful because the reveal insights straight from the customers and you can discover the reasons behind their behaviour and actions.
Every company should know it’s audience, with all its characteristics, problems and concerns to address the right message at the right time, according to the sales funnel stage your visitors are.
You can use surveys to:
- investigate customers/visitors behaviour;
- find out the Net Promoter Score (NPS);
- find out the customer satisfaction index and visitor satisfaction index;
- collect qualified leads for your business;
Comparison of response patterns between customers and visitors can show you the differences of perception between these groups.
2. A/B Testing experiments;
Being called the reigning king of optimization tools, A/B testing is the process of taking two different pages, splitting the traffic, and seeing which increased your desired conversion metric.
Setting up A/B Testing to determine what changes will lead to higher conversion rate is not enough nowadays in eCommerce. Even though A/B Testing is the most used method for improving conversion rate and the use of testing among companies has increased from 27% to 38%, it is just a step in the whole optimization process.
Each A/B Test should be based on clear plan, including the next steps: research & analyze, design testing hypothesis, test and validate. Of course all these steps must be done having in mind the online marketing and conversion goals. Otherwise, the A/B Testing experiments will lead to ineffective results.
Here’s one testing idea that can boost your conversion. It certainly did for one of our clients, MeliMelo, an European luxury fashion and accessory brand. MeliMelo has both bricks-and-mortar outlets and an eCommerce website.
We tested the impact of adding the main benefits of the products, having in mind the main goal: increase the number of shopping cart entries.
The Control Version
The test had a 99,9% confidence level.
Curious on the results?
61.6% Increase In Shopping Cart Entries
3. Web personalization experiments;
The personalization experiments are the best way to address your audience in a personal way and make them feel more close to your products. This type of experiments will let customers know the human side of your website. And, once again, even though it is an important technique to engage customers, it cannot work by itself: web personalization is directly linked to customer’s needs and preferences (data from analytics and segmented surveys) and A/B Testing.
When it comes to web personalization the numbers are clear: companies personalize the customer experience using on-site behavior, user preferences, browser history, purchase history and, last but not least, personal data. 6% of them use “social graph” to personalize content, and 42% say they can personalize using anonymous data. (source)
The first step in a web personalization experiment is to identify the traffic segment you want to address the personalized piece of content. With the advanced segmentation from Omniconvert, you can combine more than 30 data points to create the traffic segment that fits your current needs:
- traffic source (organic, paid, direct)
- referring URL
- temperature at location
- weather conditions
- location: city, region, country
- UTM parameters
- landing page
- operating system
- complete segmentation criteria here
Check out this case study to see how a web personalization experiment increased conversion rate.
Here’s an infographic to prove how conversion rate can drive up sales and revenues. It’s long term investment that will pay great benefits if done properly.
In conclusion, consider including a conversion rate optimization plan in your digital marketing strategy as it has great benefits for your eCommerce company. Omniconvert is an easy way to increase conversion because it has the three main optimization methods under the same roof: segmented surveys, A/B Testing and web personalization.