Top 12 conversion rate optimization strategies for your online shop
If you own an online shop, you most probably had heard about CRO or conversion rate optimization. So what exactly is CRO and what tricks can you use in order to raise your conversion number?
Don’t worry, Champaigns! team to the rescue! Further down you’ll see a checklist of top strategies that, if used for your online shop, will surely conduct to a conversion rate improvement.
First of all, let’s settle what we refer to with conversion rate optimization. The conversion rate tells you how many of your website’s visitors have performed the actions that qualify as conversions. A conversion does not only mean a purchase. According to the stage at which users finds themselves in the purchase process, you can establish (as it is recommended) more types of conversions.
The most popular are:
- Add to basket
- Initiate checkout
- Add to wishlist
- Subscribe to newsletter
Let’s suppose traffic is good on your online shop, but conversions are not as great. What elements do you need to check and what can you do to convert visitors to customers? Read along.
Check the purchase flow
It’s crucial to check all the steps your website visitors must go through before reaching checkout. The flow must be as simple and as clear as possible for users; you must not have any disturbing elements that may distract users from the purchase. Try to limit the information users need to type in order to make a purchase – put only the absolutely necessary ones.
Finding products – how difficult is it for users?
Be careful that your online shop has a friendly structure, so that it helps visitors find the products they are interested in. Product categories must be clearly highlighted, visible and very easily accessible; you also need to offer product filters on the given page. For example: price, colors, new products etc. At the same time, it’s good to limit the number of filters only to the most necessary ones.
Don’t forget about the search bar on which users can look for other products. According to the latest user experience trends, the search bar must go on the upper central part of the page.
Use high-quality images
If you think your shop is not one of those online shops where the visuals really matter (such as fashion shops) and that you may be spared from using quality images, you’re wrong. Even if you sell tillers, it’s really important that your products have attractive images, on which their most important features are very noticeable. You can show close-ups or videos to show how the products work. Another important thing is offering users the possibility of zooming in on the products.
Tip: Don’t show more than 3 columns of products. Using 3 columns, products’ images are bigger and it is possible to attract a higher Click Rate.
Attention! Never show images that could deceive the users or that could create unreal expectations. As a rule, the shown product must be the product that users will receive.
Don’t forget about CTAs
The Call-To-Action buttons are a very important element in eCommerce. Their message has to be short and clear and their design must make them easily differentiated from the other elements and must be very attractive for clicks J
Be sure that your Call-To-Action buttons are used for actions truly important for your website and business. In other words, use them only for generating conversions.
Authentication? No, thank you!
Do not constrain the user to create an account for being able to order something. If you really want to have one’s personal information, the best way to do this is to offer some benefits that the user can access only if they create an account. But do not stipulate your users with authentication for making a purchase, because most of them will give up in the ordering process.
Give vouchers or discount coupons
Vouchers and discount coupons are very “in vogue” these days and users are looking for them continuously. If you have the option to offer this kind of incentives to your online store visitors, be careful to develop, in the page where users are able to see the products they have in cart, a field where they can introduce the discount code and, then, the algorithm should recalculate cart’s value.
More about the shopping cart
The cart page, where users can see their desired products, is very, very important in the purchase funnel. The activity that users have in this page must by continuously followed up and it must be optimized where you see elements that interrupt users in finishing the order process.
What does it has to have:
- A clear list of the desired products, with a link to each product
- Product’s details, like size and color
- Stock availability
- Quantity – preferably in an editable field
- Price per single item and total price (where there are more than 1)
- Remove button for each product
- A field for discount codes, if applicable
- Call-To-Action for finishing the order
Tip! It is very good to have the possibility of cart preview in all the product pages.
If your online store is certificated by an entity that represents a proof that your shop respects the good practices, show this thing on your website for giving a boost of confidence to your clients.
Simplify the return policy
Most of users verify the return policy before ordering a product. Your task is to make the return process as simple as possible.
Optimize your website for mobile devices
This is a crucial step considering the fact that the percent of purchases came from mobile devices is growing up each day. The best option is to have a separated website for mobile but, if you haven’t reach this phase yet, make sure that, at least, the desktop version is also optimized for mobile.
Ok, we know this one is not that easy to implement, but if you could give this chance to your clients, you would receive a big like. One of the reasons that users do not purchase online and they prefer to do this offline is that they are supposed to pay the delivery. One of the possibilities to offer free delivery could be to include delivery costs in your products’ prices.
Tip! Also, you can create campaigns offering free delivery, if you cannot offer this all the time.
This is it for now. We hope that you are not scared by all these strategies for improving your conversion rate and we truly hope that you will take advantage of our tips & tricks for rising your online shop sales.