What is Conversion Rate Optimization (CRO)?

CRO represents a valuable aspect of the online marketing strategy because it helps improve the percentage of users who take important actions on a website, such as clicking a page link or placing an online order, which has the goal to increase revenue generation. However, in an eCommerce context, the benefits of CRO go beyond improving the conversion rate, as it supports website development, generates high-quality leads of prospective customers, and helps maximize the results of your paid marketing campaigns.

There are many particular factors that influence conversions. And none of them is 100% responsible for your success. Nevertheless, here are some examples of the tactics you can adopt to boost your results:

• Run A/B tests on your landing pages to determine how your audience responds to different sets of content, text, images, CTAs, etc.
• Create urgency by using deadlines.
• Use social proof, such as customer testimonials and product reviews and ratings to build trust.
• Create a seamless navigation journey and shopping path on the website by structuring the product catalog visibly in all the relevant subcategories.
• Create clear and informative product descriptions.
• Try to reduce a high bounce rate using research and data analysis. Use an exit feedback form when users try to leave a landing page and ask them the reason for leaving so quickly.
• Try to reduce the cart abandonment rate, by running tests on the shopping page to identify any possible technical issues.
• Try offering incentives to quicken the purchasing decision on the cart page.
• Offer multiple shipping options.