For any successful e-commerce business, boosting web traffic is one of the most salient marketing goals. But even more important is to learn how to improve your conversion rate. Increased web traffic alone doesn’t guarantee more sales. It’s a question of quality over quantity, this is the eCommerce CRO.
Given that the average click-through rate is around 2 percent, even small changes can have a strong impact. There is no need to reinvent the wheel, however. A good strategy is to pay attention to the most popular e-commerce sites and see what they’re doing.
How to Improve Your Ecommerce CRO Marketing?
Instead of focusing on driving more traffic, you can grow your ROI by working with the traffic you already have. With conversion rate optimization (CRO), you can identify and react to any conversion issues on your website.
Only about 22 percent of businesses are satisfied with their conversion rates. You can increase the number of visitors who take action by optimizing your website. As a result of your ecommerce CRO efforts, you get more leads and sales. It’s a dynamic process that leads to improved ROI and a better understanding of your customer data.
Here are 10 ways how you can improve your ecommerce CRO marketing for your business:
Offer valuable content
Your products should be accompanied by useful and valuable content. Your customers are more likely to buy your products or services when you provide detailed and valuable information. This doesn’t only concern your landing pages but also blog content which is a good way to inform and engage your target audience. Blog content can also increase your organic SEO traffic.
Use calls to action
Using those actionable buttons that stand out from the surrounding text is not outdated. They have their function of telling your customers what they should do.
As long as you’re not overusing calls to action (CTAs), there is no reason to leave them out. CTAs can have a strong impact on conversion rates. But keep in mind that asking for too much commitment in the CTA can have a negative effect on conversion rates.
Deciding which CTAs to use depends on the stage of your customer’s journey. For example, using a “Buy” CTA at an early stage could be too much to ask. You need to understand what the customer is thinking at each stage and what is the next logical step. Test and see what works for your customers.
Focus on your navigation menus
The goal of your navigation menu is to make it easy for your visitors to find what they’re looking for in as few clicks as possible. Poorly designed navigation can make the checkout process too complicated for customers to finalize their order. It’s better to use intuitive navigation menus that are straightforward to use.
Optimize for mobile devices
Your e-commerce business needs to work on mobile devices, too. An increasing number of customers are making their purchases on mobile devices. In fact, 62% of smartphone users have purchased a product or service online using a mobile device in the last 6 months. This calls for the need to optimize your website for both desktop and mobile.
Customers who are browsing your e-commerce website on mobile devices need to fill in their information, read your text, and click interactive buttons on a smaller screen. That’s why you should make sure that your mobile version is both functional and comfortable to use. You can find out, for example, by using Google’s mobile-friendly test.
Limit your requested information
Too many fields in the registration or purchase stage can be annoying to your customers. It even offers a reason to abandon the process entirely. This is why you should limit your requested information. You can simply reduce the number of fields your customers have to fill out.
Be clear and avoid jargon
Your conversion rate and the effectiveness of your CTAs can be severely damaged by jargon and other complicated terms. Even if it may be tempting to use such industry-specific terms, it’s not worth using language that not all potential customers can understand. Successful conversion requires using clear and understandable language that resonates with the majority of people.
Highlight the benefits
Instead of only describing the details of your product or service on your landing pages, you should focus on the benefits. Don’t just explain what your product can do but convince your customers that it can improve their lives. To optimize your conversion, you must highlight the benefits and appeal to your customers’ emotions.
Improve your about us section
Customers want to know who is behind the e-commerce site. They want to minimize their risk and make sure that the seller is reliable. You can take advantage of this by telling about yourself and your business, your mission and values. Create content that builds your credibility and drives trust from customers. It doesn’t need to be long, some 200−300 words will do.
Use high-quality images
Visual content resonates with people faster than text. Since your customer cannot physically touch the product online, the best you can do is to provide high-quality images. Many customers also appreciate the option to zoom into the image. Images are usually responsible for the first impression. Make sure that your visitors have a positive first impression and increase your conversion rate with detailed, high-quality images.
Proofread your content
You need to make sure that the content on your e-commerce site is always polished. In case your content could use some editing, there are many tools and services that can help. For example, you can check Grammarly, Handmade Writing, or ProWritingAid.
We hope that these tips will help you improve your CRO marketing for your e-commerce business. Try to follow these strategies and see how it affects your conversion rate.
If you want to read more about CRO marketing, you can check our earlier post about creating a high converting landing page.