Conversion Rate Optimization (cro): Basics For Shopify And Ecommerce

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Over the last couple of years, I’ve heard eCommerce business leaders discuss Conversion Rate Optimization (CRO). The goals can be unrealistic from a marketing perspective. What business leaders need to keep in mind is that just because one brand went viral from a campaign or a well-timed product, those brands are aspirational but start small and consistent. From my perspective, there is both a science and an art to driving a higher CRO, and several attributes and variables affect conversion.

For those who are just launching their store, Direct to Consumer (DTC), or Consumer Packaged Goods (CPG) products, here are a few places to start improving your conversion rate to be at or above the 2-3% average, according to Shopify.

Let’s find some common-sense ways to boost your conversions without breaking your budget. Many of these things you can do on your own—or if you need a hand, we can help your team via Chasing Creative and our partners.

Boosting Conversions on Your Website

Website Speed That Converts

What I will say is: the faster the speed, the better in terms of conversions. An easy ...
... way to test is by sending the website to a few friends or co-workers and asking them—does this seem quick enough?

Of course, there are lots of stats out there saying the top sites load in under two seconds, which makes sense. But you should really focus on how the customer feels, which the famed Neil Patel blog supports, stating that 70% of customers say speed affects buying—your conversion.

And yet, we often don’t attempt to improve the speed—instead, we add more onto our tech stacks, upload unoptimized images, and allow teams to edit freely. We should consider the impacts of these choices and audit them weekly with speed and SEO tools.

Education and Information That Converts

What information is most important to your customer?

Or let me ask it this way:

What information, when your customers learn it, drives them to buy?

What is the main thing?

No, most sites like SEMflow will say you need ~300 words (quick demo video) on a page to rank well. But I would challenge you to consider what information is the most valuable to your customer while shopping and often gets them to take another look.

Think about when you are in the store in person. Is the representative rattling off 20 facts about the product right when you pick up the item? No. You can keep your landing page or product page as an introduction and follow up with education via an email or SMS series.

Route Customers to Proper Store Products

When I meet with both DTC and B2B customers to work on their websites or improve CRO, the first thing I look at is what I call routing. How are you routing your customers to the right product?

If the customer is top of the funnel organic, they will want to see, front and center, your product and its benefits. If they are driven from an ad, then it's important the landing page closely reflects the copy and visuals of that ad to boost conversion.

A few tips to support routing:

- Healthy and easy-to-read navigation

- Clear H1 titling and copy (don’t try to get fancy, just tell them what the product is called)

- Create clear sections on the homepage to showcase best products along with social proof

- Consider using a chatbot that has routing and journeys built in (we use Warmly AI on our B2B website)

- Consider adding top-visited pages to the footer

- Consider having a top bar banner during campaigns that links to products

- Consider testing an exit pop-up (yes, when people go to leave without buying, give them a reason to stay)

Tracking Conversions and Behavior on Your Website

Server-Side Tracking, Google Analytics, and Axeptio

One way to level up your data tech stack is to use server-side tracking on your eCommerce store.

Why add this?

It allows you to not be solely dependent on cookies in browsers, which can be blocked by different platforms, tools, and web browsers. Think of it as a direct connection that plugs into your website's server, providing more data into Google Analytics, which can then be used for ads, pivot tables, and reporting.

You can add this yourself or with a developer in Google Tag Manager, or you can use a third-party app. The ones I am most familiar with and can recommend are Littledata and Elevar. Both of these tools also have other server-side connections for paid ads like Pinterest, TikTok, and Meta.

Most leading eCommerce websites are using advanced tracking to help reduce wasted advertising spend and increase conversions.

Axeptio and Chasing Creative have also partnered together to make sure that the data captured is compliant with rules and regulations like GDPR. Elevating your consent management experience with a third-party app like Axeptio can help you capture consent and integrate directly with your Shopify Store. Used on over 40,000 websites world wide its a no-brainer to have especially with Google Content Mode v2 being mandatory in the EU.

Read More: https://www.industry-techoutlook.com/cxo-viewpoint/conversion-rate-optimization-cro-basics-for-shopify-and-ecommerce-nid-492.html

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