The conversion rate optimization (CRO) is a set of actions that help to increase overall efficiency in ecommerce, increasing lead to customer conversion rates.
This tool is particularly helpful for companies that need to convert traffic into sales.
Conversion is a way to take visitors to a website to perform actions a company desires: opening an email, signing up for a newsletter, making a purchase, call-to-action clicks or just an average time spent on a website. Conversion rates, on the other hand, represent the proportion between the number of actions carried out and those that have been completed differently from the desired ones.
To help you optimize the conversion rate is the team expert in UX (User Experience) that, by combining creativity, technology and analysis, is able to make applications, services and e-commerce sites usable, easy and appealing. And this team will consequently direct the user path to a specific action, increasing the website conversion rate.
Conversion rate optimization strategies
The exist numerous CRO methods that could be implemented gradually, starting with an optimization of the data already present in the company.
A CRO activities initially involve the website analysis, the extraction of user visit information and their segmentation, determining common features and critical elements to interfere with upgrade solutions. The user habits and paths analysis is crucial to understand where there are areas in which improvement is required.
These activities are followed by website tracking study, that is the analysis of the distribution of clicks and information of the interaction with the elements present on different pages.
At this time it is possible to enhance the images, the contents and the site architecture: subjects of high value that satisfy customers information needs at every stage of the purchasing process are essential.
The operational CRO uses such software as Google Optimize, that can sample and segment traffic audiences, making possible A / B Test, Multivariate Test, Redirect Test actions to evaluate which version of a page generates more interactions and conversions.
The objectives of this analysis are twofold: improving service for the consumer and increasing conversion rates following determined steps. For instance, a significantly high return rate most likely indicates the misinformation regarding the wear of the product.
The analysis of results, measuring conversion on selected actions and KPIs, should be considered an integral part of the Conversion Rate Optimization activity.
Using conversion rate optimization procedures constantly allows companies not only to gain visitors and potential customers, turning leads into customers, but to spread the costs of platform renewal over time as well.