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So, you’ve spent months labouring over your online business, ensuring that the quality, range and aesthetic value of each and every product is perfect. However, in eCommerce, the battle is far from over. Your website may be the one and only gateway connecting consumers with your unique goods, and research clearly shows that the visuals, functionality and performance of your homepage alone is crucial in determining whether potential customers stay or stray. A website that is difficult to navigate, does not look trustworthy, or does not immediately prove its value to the page visitor is going to cause that visitor to click away whether they have already added an item to their basket or not.

After all, with 64% of consumers opting to shop elsewhere after suffering a poor first experience-and with plenty of competition out there- can you really afford not to make sure your site is truly optimised to achieve your goals?

Understanding CRO: the truth behind the acronym

Luckily, there is a wealth of information at your fingertips when understanding Conversion Rate Optimisation, including how users move through your site, what actions they take and what’s stopping them from completing your goals and abandoning their baskets. This is an ongoing tracking process, unique for every retailer and often requiring involvement from a third-party expert. We recommend HotJar, an intelligent visitor analysis plug-in that incorporate features such as heat maps, visitor recordings and conversion funnels to guide recommendations on positive site changes.

Where to start

Here are just a few of the many things to consider when optimising your home page for your customers:

  • Relate to your customers: Put yourself in your consumer’s shoes. If you’re a B2B retailer, focus on creating a swift, straightforward process that signposts any key benefits to the business of your audience.
  • Convincing Call-to-actions: Make it easier for your customers to reach the end of their buying journey and direct them there through tactically placed CTAs. To do this, assess your visitor recordings to see the exact stages where bounces occur.
  • Decrease friction: Ask yourself- is every field in your new visitor forms is necessary? Simply avoiding the words ‘account’ and ‘registration’ when inserting forms can reduce abandonment on eCommerce sites by up to 50%.
  • Colour changes and empowering graphics: Even something as small as a change in colour can make all the difference. This is a constant process of trial and error, but editing your site’s colour scheme to make more integrated, professional looking pages can often create the additional layer of trust needed for consumers to complete their purchase.

Why bother?

There is an overwhelming range of benefits that ongoing conversion rate optimisation can provide. These include:

  • Improved ROI: A higher conversion rate means making the most of the resources you have. Working on the existing site traffic you already have will drastically improve your revenue without any additional spend on customer acquisition via other paid channels.
  • Enhanced trust: In order for your customers to part with their credit card details, email address and hard-earned cash, they have to trust your website. Your website can often sell your products better than any sales person, so positioning it in the best possible stead is crucial.
  • Improved customer insights and user experience: In an age where customer attention span is shorter than ever before, improving your website speed, functionality and visuals will subsequently improve your user experience and even secure return visitors. If nothing else, investing in CRO also provides invaluable customer insights.
  • Better scalability: CRO allows you to grow without running out of resources and prospective customers. Audiences aren’t infinite! By turning more browsers into buyers, you’ll be able to grow your business without running out of potential customers.

Food for thought

Make the most of the hard work put into your products and showcase them on the best possible platform through the above conversion rate optimisation techniques. For more first-hand advice on boosting the strength of your eCommerce business, look out for announcements on our monthly eCommerce meet-ups, where we cover everything from branding to packaging!

by Liz Churm on 07/03/2019

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