Most ecommerce businesses experience a few good marketing wins and then they get stuck.
And their first reaction is - what are we missing? Is there a new channel that we should explore? Perhaps another ecommerce expert that we should hire?
Maybe you’re stuck in the same situation.
Sometimes it’s not a matter of expanding to new channels, and throwing more money into ads, but you should do is optimize existing channels first.
And that starts with your own site.
Before you start chasing new and better channels (which is important by the way) we urge you to look at your site’s conversion rate. Perhaps there are tools, plugins or design modifications that you could make to dramatically improve your site conversion, as part of your wider digital marketing strategy.
And improving your conversion helps all of your marketing channels, whether that’s PPC, SEO, affiliates, influencers, social media, you name it.
Conversion rate optimization (CRO) has been around since the early 2000s and it’s an incredible way to improve everything you are doing in your ecommerce store.
Here are 3 benefits of investing in CRO:
-Improves the bottom line
-Improves the sales and efficiency of multiple marketing channels at once
-Empowers your marketing team and saves costs
In this guide, we are going to show you exactly how to go about doing all of that.
We’re going to cover the right strategies, tools, and platforms that you will need to boost your conversions.
Let’s dive in.
We’ve talked about this a little bit and I want to show you how focusing on conversion rate optimization can help your business.
Let’s say you sell shoes and your average order value (AOV) is $100. You get 20,000 unique visitors to your site every month, and your conversion rate is 1%.
So how many customers would you have on average every month?
Paying customers (conversions) = 20,000 * 0.01 = 200
Revenue = 200 * $100 = $20,000
So let’s say you have a Google Ads expert on your team and he is responsible for bringing you 50% of your traffic. That means that he is bringing $10k in sales every month or half of your total revenue.
What if you could increase your 1% conversion rate to 2%?
Let’s do the math.
Paying customers (conversions) = 20,000 * 0.02 = 400
Revenue = 400 * $100 = $40,000
Improving your conversion rate just doubled your sales. Your PPC guy is looking amazing because his sales just doubled as well, and Google is giving him priority and better placement (because of the higher conversion rate). You’re happy because you’re making more money. You now have the funds to hire a full-time social media manager and grow your brand.
So how do improve your conversion rate?
By using data.
The importance of data
All conversion rate optimization campaigns have to be based on data.
If you don’t know what your users are doing on your site, and if you don’t know your current conversion rate, then how would you know if you’ve improved it? Also, once you make a change, how would you know whether it helped or hurt your conversions?
Every step of a CRO campaign has to be based on the data to have a positive impact on your bottom line. And this is really how the top ecommerce brands make decisions.
Now, I wish that doubling your conversion rate was as easy as writing about it. It’s a difficult and often complex process but we’re going to break it up into tiny bite-sized chunks and present you with some amazing tools that will help you simplify the process even more.
Before we do that, there’s one type of problem that CRO won’t solve - if you’re not getting enough traction at the top of the marketing funnel.
Focus on the top of the funnel first
If you’re not getting enough traffic to your site then your conversions won’t do much for you.
So the first thing you need to do is to make sure that your top of the funnel is set up - that you are acquiring traffic and enough of your visitors are reaching your category and product pages. If you don’t have that many visitors going through your funnel then CRO efforts won’t do much for you.
For example, if your 90% of your sales are coming from Amazon/eBay/Wayfair and your site presence is very small then you should work on growing your brand and acquiring more traffic before you venture into CRO.
That being said, this is relative to your business and industry, but it’s an important consideration.
Now that we’ve got that out of the way, how do you go about it improving your conversion?
How to set up an A/B test in 3 easy steps
There are three basic steps to any CRO campaign:
1. Design an A/B test
Once you have the data you need on the specific page or part of the marketing funnel that you want to optimize it’s time to create an A/B test. You will need to use software for that like Google Optimizer or Optimizely or another alternative (we will talk about this later in the article).
2. Run the A/B test
Now it’s time to run the A/B test. When you launch it, make sure that you give it enough time to gather enough data and this again depends on the traffic that your site gets.
3. Analyze the results
Don’t give up or get discouraged if the variation that you made was a failure. A/B testing is all about learning and now you have more data about your visitors so create the next iteration and test again.
How do you check if the A/B test results are significant enough? Use an A/B testing calculator.
If you don’t get significant results you might not have identified the correct customer pain point. In this case, you need to go back to the drawing board and the customer journey map and see if there is a larger issue you could tackle.
For example, maybe you were testing your product pages while your customers are getting stuck on the category page. So you would need to go back and optimize the category pages first, before going down the funnel.
If you want to learn more about setting up A/B tests correctly and using data for design decisions, read up on agile methodology and growth-driven design. Here’s a really great in-depth video from Hubspot that goes through a lot of the concepts you need to know:
Now that you know how to set up an A/B test let’s talk about all the various tools that the top brands and marketers are using to improve their conversions.
Top CRO Tools
There are so many great CRO tools out there and to make it simpler we are going to break them down into a few categories - tools for A/B tests, data and analytics, site conversion, and popups.
Tools for A/B tests
This is the most popular free tool for setting up A/B tests that should pretty much have all the features you need to get started. Features include A/B testing, multivariate testing, personalization and redirect tests. It also directly connects to Google Analytics where you can see detailed reports and a dashboard with your test results.
Optimizely is one of the most popular paid tools for A/B tests and conversion rate optimization. It has a visual editor where you can manually build variations without using any code. Marketers - get excited. You won’t need to bug the development department to get this done.
It also has some advanced targeting and segmentation tools and a bunch more built-in. This is a very powerful solution.
Tools for data and analytics
Hotjar is one of my favorite tools. It’s one of the most popular plugins for heatmaps and it can also provide actual recordings of your users going through your site (live). It gets you the data on everything you need to know in order to set up a successful A/B test.
LuckyOrange is another heatmap tool and it’s specifically geared towards Shopify sites. They have a really easy Shopify integration that takes no time to set up and works flawlessly.
On-site Ecommerce Conversion Tools
Ever seen those notifications that someone has recently bought the product that you’re looking at? Those are called urgency or cart notifications. There are a ton of tools that can help you and Nextsale is one of the more popular ones. It easily integrates with Shopify, Woocommerce, Bigcommerce and even WordPress. This versatile app lets you customize urgency notifications, create regular popups, and make sale countdown timers.
One of the most popular ways to improve your conversions is to display photos of your customers using the product. A great way you could do that is by using a review app that automatically collects customer reviews for you and displays them on your selected pages. Loox is one of the most popular Shopify apps that does that and it’s really powerful because it’s specifically built for Shopify.
It has a special popup and a sidebar element that prompts your customers to leave a photo review and it can send automated emails to them offering discounts as well.
Pixlee is another UGC app that has some really powerful features. It can collect specific images from Instagram posted by your customers (based on a hashtag or a mention) and display them on their corresponding product pages on your site.
You can also use Pixlee to create social photo contests & campaigns, lookbooks and review pages on your site, and homepage galleries. Last but not least, you can also connect your Shoppable Instagram to Pixlee and track your conversions.
This is really cool tool that allows you to not only build chatbots on multiple channels but also lets you combine them all into one unified inbox. This way you can see all of your customer responses from Messenger, SMS, WhatsApp, Facebook conversational ads, AdLingo ads, and a host of other channels in one place.
Jumper.ai provides a really powerful way to engage with your customers quicker and increase your conversions.
Privy is one of my favorite popup tools especially for brands that are using Shopify. We’ve used this tool repeatedly to get 10%+ conversions on our popups. They have a really great wheel popup that is really popular and provides that extra fun element that users love.
Sumo is probably the most well-known popup tool out there and they integrate really well with Shopify and WordPress. It’s a really versatile tool, has all the standard features you need and some advanced customization as well.
Top CRO Strategies
1. Add pictures of people to improve your conversions
This sounds like a no brainer but so many companies still have these homepages without any people or faces on them. Faces of people have been proven to increase conversions. In one recent study, 37Signals added a person’s picture to their home page and it increased their signups by 102.5%.
2. Use psychological validation
One amazing psychological principle that makes the user more likely to convert is validation. Airbnb uses this really well. They validate the password field when a user puts in a strong password and the other fields turn green when the user puts in their information.
This seems like a really simple change but it’s become part of Airbnb’s overall CRO and UX strategy.
3. Experiment with the CTA button text
The click to action button on your site is probably the most important element you need to optimize. There are several standard CTA buttons that we’re going to cover. First, there’s the classic case study from Dewalt where they tried changing the button text from “Buy Now” to “Shop Now”. This one small change resulted in 17% more clicks.
4. Experiment with your grid layout
One critical element of your site is the layout you use for your category pages. It seems like a trivial thing, who cares if I display three products in each row or four? That’s what Smartwool thought too until they tested this out.
Their control version had one product displayed larger than all the rest. For their variation, they created a standard grid and made all the products the same size. This small change lead to an increase of 17% in average revenue per visitor.
5. Optimize your site for mobile
I can’t tell you guys enough how many sites I see that completely ignore their mobile users. Studies show that by 2021 54% of all ecommerce sales will be coming from mobile users. So it’s imperative that you not only make your site responsive but also test your site on all possible devices (desktop, mobile, tablet) and make sure that everything looks good.
6. Add filters to product category pages
The users that have the highest purchase intent often use the site search to find exactly what they are looking for. Make it easier for them to use by adding more filters such as featured, new arrivals, most popular, $$$, A-Z, or highest rated.
7. Use exit-intent popups
Popups are an amazing tool to convert your site visitors to leads and what’s even more powerful is to use exit popups. These popups display right when a visitor is about to exit your site and they have proven to be even more effective.
8. Upgrade your site chat
The basic functionality of site chat widgets is just that - the ability to chat with your customers and site visitors. But marketers know that chat is much more useful than that.
If you use a customer chat widget from Recart then you can turn this into a whole new marketing channel. This would connect to Messenger as well and once a visitor clicks on that prompt about discounts, they automatically subscribe to your Messenger list.
9. Show customer reviews visually
We’ve already spoken about UGC tools in this article but they are so cool we’re going to mention them a second time. Brands are seeing crazy improvements in their site conversions by displaying their customer photos. Studies show that 88% of consumers take peer reviews into consideration.
The clothing brand Leonisa started using Pixlee for their UGC which lead to site visitors being 1.85x more likely after interacting with the UGC images, spending 46% more time on the site and being 273% more likely to return and purchase again.
10. Offer alternative payment methods
Make your customer’s checkout process easier by offering alternative payment methods. These could include Google Play, Apple Pay, Paypal, and other e-wallets.
11. Launch a referral program
Referral programs are a way to encourage and monetize word-of-mouth and improve your site traffic. Use an easy tool like Swell Rewards to quickly launch a referral program on a Shopify, Magento, or BigCommerce site.
12. Offer Free Shipping
Free shipping is not just a fad, it’s actually a really powerful way to increase your conversions. Studies show that 79% of US consumers say that free shipping would make them more likely to purchase online, and 54% of US consumers under the age of 25 years said that same-day shipping is their number one purchase driver.
Considering the fact that 35% of the US are Millenials, and more than half of them prioritize same-day shipping right at the top, it’s no wonder that Amazon is the largest online marketplace in the US.
79% of US consumers say that free shipping would make them more likely to purchase online.
13. Display shipping charges early
One of the biggest rookie mistakes in the eCommerce world is offering a really good price on a product, and then displaying the extra shipping charges at the very end of the checkout process. Studies show that 21% of shoppers get turned off and leave online shops because of this mistake. So don’t disappoint 1/5th of your online shoppers and display an “estimated shipping” cost early in the checkout process, even on the product page if possible.
21% of online shoppers abandoned orders because the total cost of their purchase wasn’t displayed before they started the checkout process.
Now that you know all the fundamentals of CRO it’s time for you to go back to your site and start optimizing. Everything that we covered could be summarized into 3 steps:
1. Use data to set up a good A/B test
2. Use the right tools
3. Pick the right CRO strategy for your site
At the end of the day, everything depends on your user data and how your customers interact with your website and brand. So if you ever feel stuck, reach out to your customers with a quick survey and ask for feedback. Your customers are your best advocates.
And let us know which strategies or tools you’ve been using for your CRO campaigns in the comments, we would love to hear from you! 😊