Conversion Rate Optimization (CRO): All Facts You Must Know

In order to provide smooth buying experince you should avoid:

• Distractions: Too many pop-ups or forms to fill can distract your customers.
• Difficulty of checkout: The site may not offer a friendly check-out option, which may complicate the purchasing efforts of first-time users.
• Hidden costs: Most visitors get intimidated by hidden costs such as additional shipping charges, other taxes, and more.

There are two primary ways to study the behavior of your target audience:

• Conducting tests and taking in-person interviews: These can include, the pages they most visit, the amount of time they spend on your website, the areas where they’re facing maximum problems such as finding difficulty in filling a form, unable to generate passwords, payment drop-off, and much more.
• Reading case studies and following guidelines on user behavior: Many existing pieces of research and case studies can vastly aid in understanding the collective psyche of your customers.

Here’s an example of a good hypothesis.

“I believe adding social proofs on product pages will result in 5% more add to carts because it instills confidence about my purchasing decision.”

Based on this hypothesis, you make the necessary changes on your product pages. These new pages are known as variations. The primary objective of the test will check whether or not the new variation would get better conversions.

Understand, CRO isn’t a once and done process. It is rather an ongoing process which demands constant analysis. There’s always some room for improvement no matter how tests you’ve run. Having a well-planned, well-designed CRO process effectively helps in identifying areas of improvements and implement optimization efforts to get better conversions, further drive more revenue.

A successful marketer isn’t the one who predicts which test will win basis opinion or inspiration, instead the one who doesn’t let biasness win over statistical data.  

Image carousels do not allow users to explore the site at their own pace. Instead, they hinder with a visitor’s experience and create banner blindness. Here are some reasons to back this theory: 

1. The human eye strongly reacts to movements. If images scroll faster than the human eye can see or read, it will definitely miss out on the important stuff.
2. Too many messages means no message at all. Instead, focusing on adding on the primary message on your banner images and the required action is always more effective.

Remember that the purpose of a website is not to look pretty, but to achieve certain objectives. And, of course, people like to deal with humans, not websites.