Every Visit Counts: The Basics of Conversion Rate Optimization
By Shuup|2021-12-02T14:33:30-08:00October 20th, 2020|
Conversion Rate Optimization
Conversion rate optimization (CRO) is all the rage at the moment. Like a lot of marketing growth techniques, CRO sounds complex but it’s actually pretty simple and can have big results. By the end of this article you’ll know how CRO works and how and what to test to improve your conversion rates.
What is CRO?
CRO is the method of testing changes made to a website, landing page, signup flow etc. to increase conversions. Conversions are specific to each business or campaign but we’re usually talking about demo or free trial submissions, newsletter signups, content downloads, or straight product sales.
You’ve probably heard of A/B testing. It’s talked about a lot in marketing. Our SaaS homepage example used A/B testing. It took the original page (A) and tested its performance against the altered page (B).
A/B testing needs to be done with a good amount of traffic over a reasonable time period for it to return statistically significant results. In other words, you can’t make performance judgments with only a few website visits over a couple of days. If you’re low on organic traffic you could try pushing paid traffic instead. That’s interesting in itself because you’d be able to test certain audiences with certain CRO changes.
There are plenty of A/B testing tools on the market but one that’s free and has almost all the features you need is Google Optimize—contact us and we’ll walk you through integrating it into your Shuup account.
Google Optimize is so simple to use. Just add your original URL and test variant and define your audience based on things like location, on-site behavior, devices (e.g. Android, iOS) or use one of your existing Google Analytics or Google Ads audiences. Set the time period and launch. When the test is finished Google Optimize will calculate the winning variant.
Test tag lines associated with specific customer personas or segments
Try using statements, questions, or alternative tones of voice
2. Value propositions
Include multiple USPs (unique selling propositions—the great features of your product) or just a single standout product feature or benefit
Use a value proposition with a data point or statistic
3. Calls-to-Action (CTAs)
Change CTA positions: above/below the fold on desktops, on navigation bars, on footers
Switch the color of the button (it’s often debated but orange is usually considered the best)
Play with button text: short and sweet (“download!”), assertive (“buy now!”), personalized (“Get your free whitepaper”)
Test embedded forms vs pop-outs
Reduce or increase the number of form fields
Change form placement on a page
5. Product page
Test different images of the same product
Add sales badges to product images
Test product videos against static images
Add social proof to a product page e.g. “340 businesses signed up this month”
Use them where appropriate: most people hate them but the data shows they work
Test trigger types: time elapse, scroll percentage, exit intent
Test pop-up offering variants: discount code, content download, newsletter sign up
Test automated responses vs live chat
Try offering content, demos, call-backs, quotations etc.
CRO helps you remove the guesswork from what changes to make and where. Make data-driven decisions combined with instinct and experience to create a simple and cost-effective tool in your lead generation and sales strategy.
Ready to build your multi vendor marketplace? Get a personalized demo today.
Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
Cloudflare sets this cookie to identify trusted web traffic.
This cookie is used by the WPForms WordPress plugin. The cookie is used to allows the paid version of the plugin to connect entries by the same user and is used for some additional features like the Form Abandonment addon.
This cookie is managed by Amazon Web Services and is used for load balancing.
Associated with Amazon Web Services and created by Elastic Load Balancing, AWSELB cookie is used to manage sticky sessions across production servers.
Set by the GDPR Cookie Consent plugin, this cookie is used to record the user consent for the cookies in the "Advertisement" category .
This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".
The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
This cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.
This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".
This cookie is set by the provider Salesforce. This cookie is used for ensuring client requests hits the same proxy hosts and are more likely to retrieve content from the cache.
This cookie is set by the provider Salesforce. This cookie is used for properly routing server requests within the Salesforce infrastructure for sticky sessions.
This cookie is set by the GDPR WordPress plugin. It is used to store the cookies allowed by the logged-in users and the visitors of the website.
This cookie is native to PHP applications. The cookie is used to store and identify a users' unique session ID for the purpose of managing user session on the website. The cookie is a session cookies and is deleted when all the browser windows are closed.
This cookie is set by the Salesforce. This cookie is used for properly routing the server request within the Salesforce infrastructure for sticky session.
PayPal sets this cookie to enable secure transactions through PayPal.
This cookie is provided by PayPal when a website is in association with PayPal payment function. This cookie is used to make safe payment through PayPal.
Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
The _ga cookie, installed by Google Analytics, calculates visitor, session and campaign data and also keeps track of site usage for the site's analytics report. The cookie stores information anonymously and assigns a randomly generated number to recognize unique visitors.
This cookie is installed by Google Analytics.
Set by Google to distinguish users.
Provided by Google Tag Manager to experiment advertisement efficiency of websites using their services.
Installed by Google Analytics, _gid cookie stores information on how visitors use a website, while also creating an analytics report of the website's performance. Some of the data that are collected include the number of visitors, their source, and the pages they visit anonymously.
This cookie is used for registering a unique ID that identifies the type of browser. It helps in identifying the visitor device on their revisit.
16 years 3 months 6 days 6 hours
YouTube sets this cookie via embedded youtube-videos and registers anonymous statistical data.
The pardot cookie is set while the visitor is logged in as a Pardot user. The cookie indicates an active session and is not used for tracking.