See a Live Conversion Rate Optimization Audit | E-Commerce Website Conversion Rate Optimization

Watch as Robb Fahrion, Co-Founder and Partner of Flying V Group Digital Marketing, audits DoorJammer USA's e-commerce website to identify ways to improve conversion rates.

Conversion rate optimization is extemely important when it comes to converting more of your website traffic. By making minor adjustments to CTA placement, imagery, text and more, you can dramatically increase the conversion rate of your website by over 20-30%.

Conversion optimization or conversion rate optimization (CRO) is the process of optimizing and increasing the percentage of visitors to your website who undertake some sort of desired action like filling out a form, purchasing something, or agreeing to be a customer, among other things. The entire CRO cycle deals with developing a better understanding of how a visitor moves through your site, what actions they take, and what roadblocks they encounter that prevent them from performing the desired action.

A conversion in simple terms means that the visitor to the site completes the goal or goals of the site. It is important to understand that this goal can take on many different forms and types.

For example, if you have built a website around selling products, the primary goal (known as the macro-conversion) for the site would be to ensure that the visitor purchases something from the site. Then there is a micro conversion which may happen, such as the customer signing up to receive e-mails from the site before making a final purchase decision.

It is important to understand that CRO cannot be directly related to driving organic traffic to the website or improving ranking results returned by search engine (SERP). However, there are many other ways in which CRO can boost your SEO efforts. Here are some of the ways:

CRO Offers Better Insights into Consumer Behavior
Conversion rate optimization can help you identify your target audience, but more importantly the type of communication (what, when, how, where, etc) that will appeal to them the most. Conversion rate optimization, in other words, helps your business grow by pointing out the right target audience for you and how your website should be designed around them.

The word you need to pay attention to here is ‘right’ as your cause is unlikely to be served the way you desire if the audience that comes to your site is not interested in your offerings. For example, if you sell winter wears, a visit from a person from tropical regions is most likely to not result in a conversion.

Better Return on Investment
Higher conversion rates mean that you are achieving more with the resources you have at your disposal. By studying how to get the most out of your acquisition efforts, more conversions can be achieved with the same customer. More traffic via SEO should lead to more conversions.
Better Scalability
There is a possibility that your audience size may not keep up with your business growth rate, but CRO aids in your growth without any worries of your business running out of either customers or resources. Your customers are not infinite. CRO helps you convert the same set of customers who repeatedly visit your site into buyers and brand loyalists.

Enhanced User Experience
Conversion Rate Optimization (CRO) is all about identifying what is most likely to click with your target audience. Identification of the right metrics and working on optimization for that audience will enable you to engage more closely with your target customers which will generate additional loyalty from them.

Higher Level of Trust
The purpose of your site is to sell your offerings. People are only going to buy from your site if they trust your site and are comfortable enough to share their personal details, credit information, etc. with you. Remember that your website’s goal is to take the leading initiative when it comes to promoting your sales. Just like an internal sales team, your site should be polite, interactive, and answer any visitor’s questions and concerns in a professional and courteous manner.

In order to optimize your conversion rate, you need to be aware of what you want to optimize and for whom. In the absence of proper data, you will be making decisions based on your gut feelings, which is not the right way to proceed considering the mass amounts of data that is available. Popular methods which could help you determine ways to optimize your CRO are as follows:

The Analytics Method
This method, also known as quantitative data analysis, presents you with facts and numbers, which gives you a clear idea of how people are behaving after visiting your site. Use of tools like Google Analytics can give you a fair idea of how users engage with your site i.e. how they reached your website, where they landed, where they spend the maximum time, etc.

The People Method
This method also known as, qualitative data analysis, deals with the ‘why’ of your visitors behavior.