Too many visitors and too few sales: what’s the problem with your e-commerce? What is missing to improve your conversion rate? Follow this article to discover the best tactics to implement CRO in your e-commerce and drive more sales with just a few clicks.
It’s a long way from capturing a visitor to converting them into a qualified lead, to directing them to a landing page or e-commerce website to get the conversion you expect. And this opportunity can be missed if you don’t have a well-defined CRO strategy for your website.
That’s why we have prepared a complete post that will help you increase your e-commerce sales. If you want to know how to increase your sales with just a few clicks, follow us!
What is CRO?
CRO stands for Conversion Rate Optimization. This is a metric that defines the conversion potential of a website in relation to the number of visits.
Logically, we would want every visitor to become a customer on the first visit to the site, but that’s not very often the case, and CRO ‘s strategies are aimed precisely at reducing that difficulty. Check out the best tactics to implement CRO in your e-commerce and get more conversions with just a few clicks.
What are the best tactics to convert in e-commerce?
1. Find and optimize hot spots with data mining
Since this is a predictive domain where performance is constantly improving, every first step must be data-driven.
The data mining phase is the first contact between the online store and CRO, where all phases of the macro conversion flow are mapped and detailed in the micro conversion. For this purpose, we create dashboards with the required events that allow us to closely monitor each metric.
By tracking this data and crossing the information generated, it is possible to evaluate elements such as the text, colors, components, and navigation used on the website to find out what influences e-commerce conversion.
It is possible that the CTA is not well designed and accessible, that it has an error along the way, or that the size selector is affecting the quality of the macro conversion. Or it may be that the page does not give the user enough credibility to make the purchase.
This optimization view is critical for you to test and act on the right elements to improve your site’s performance, which will also greatly improve the adherence of the media that attracts visitors.
2. Track reports constantly
Regular analysis of the data and operations on your website goes beyond the components that the customer sees on the screen. In addition to the traffic and media that most influence page views, we can track page load times and look at and analyze the pages with the highest rejection rates.
It’s also possible to identify the most commonly used devices for access and the screen resolution of those devices, for example, to suggest mobile-first development (a digital strategy that prioritizes building virtual channels for mobile devices), as this is the most common and fastest growing screen model, to tailor the presentation to your highest resolution screen.
These are more immediate tactics for continuous improvement. For example, if we talk about smartphones, we can target an important point of consumption, which is the speed at which a decision is made in mobile navigation. Thus, a sudden action, such as buying a product during breakfast, can be easily implemented through a simple application with a navigation suitable for the user.
3. Create a seamless tune between data and UX
In practice, a user must decide to make a purchase within a few seconds. And that means compiling data and UX (user experience) to provide the most fluid and user-friendly shopping experience possible. For this reason, it is important to have information and make any necessary changes with new layouts that meet the real needs of these users.
Therefore, when designing an e-commerce website, care should be taken to present the most important elements for converting a product in a clear and understandable way, such as:
- payment method;
- purchase button.
Everything in perfect alignment, combined with a user-friendly, clear and tested user experience for the website’s target audience, promises to have a positive impact on conversion.
4. Strategy – Mapping opportunities
As a predictive testing area, the strategy is to regularly track the store’s metrics dashboard. This is the right time to investigate potential issues and develop action plans for the next improvement cycles.
For example, if you see a sharp decline in one of your key metrics, we trigger a “yellow light” for analysts to evaluate this point and develop a strategy to validate and recover the rate in question. This point goes into the data expert’s (the analyst’s) analysis, is worked on with the design expert, and is passed on to the development expert who proceeds with testing or implementing the improvement.
5. Design (solution design)
During the design analysis, we can equip the website with the already existing components.
At this stage, our designers evaluate a favorable change in the position of the component to reduce the number of clicks, eliminate the excess of visual information and explore consumer behavior. These actions ensure fluid navigation of the user’s buying journey.
For this process, we use methods to listen and observe the customer and use the data collected in the data mining phase. This is important to meet the user’s needs on the website and immediately develop and test alternatives that accommodate this visitor.
6. Experimentation/Implementation with A/B and MVT Tests
A/B testing is critical to increasing a website’s conversion. In some cases, just changing the color of a buy button can significantly improve a website’s conversion rate.
It’s important to always run two pages at the same time that contain these small optimization differences, observe which one produces the best result, and then focus on these tactics to reduce the number of clicks to conversion.
The most important thing is to perform these tests directly with your website’s target audience, as they fully match the buying profile. This is how we carry out this process at Corebiz.
What can Corebiz do for you?
Corebiz is a global agency specializing in conversion rates, experience, technology and marketing. We are the largest company in Latin America.
We provide services for the configuration of platforms, the implementation and integration of digital marketing solutions and the improvement of the customer experience throughout the customer journey.
If you analyze our clients, you will see significant success stories that show the importance of the performance of a qualified marketing agency in CRO strategies. Take a look at our best cases.
ChilliBeans is a company that specializes in eyewear and accessories. One of the main problems the brand was facing before we started working with them was the low repurchase rate, which was around 8%.
We decided to group the customer profiles and target them in each of the scenarios. We developed promotional materials for each profile and bought media in strategic cases, in addition to e-marketing for each of them.
The result was a 64% increase in transactions and revenue. Most importantly, we saw a 350% increase in customers.
c&c had a need for brand awareness beyond building materials and décor items, and reduced conversion time in both physical and digital stores. We increased e-commerce sales by 35% and physical shop sales by 17%. Access to the digital channel enabled us to drive 1.5 million visits to physical stores.
The SemParar brand has set its sights on a 20% sales increase for Black Friday 2019. After working with Corebiz, the company achieved record conversion during the period with an impressive 67% of customers acquired and a 328% increase in transactions.
For a closer look at CRO’s strategies, as well as other projects like performance marketing and OmniChannel, check out our Digital Transformation Framework!
The Motorola brand increased its sales by +49% in a year in which one of the innovations was the partnership with Corebiz. The website CRO is one of the factors that contributed to the growth, as the number of transactions increased by 70%, while the number of users decreased by 2%.
In this post, you learned the best tactics to implement CRO in your e-commerce and generate more sales with just a few clicks.
Did you like the content? Contact Corebiz and find out how we can increase your e-commerce conversion rate.