The Get It Done Guide To CRO: Part 5

18 May 2022

What can I Optimize?

In order to have a successful conversion rate optimization strategy, you need to ensure you know two main things. First, what on your website should be optimized? And second, who are you optimizing for?

Once you answer these two questions, you can move on to the fun part: figuring out which elements will have the most impact on ROI. Here are a few ideas to get your juices flowing. We’ve often seen that optimizing these items on your site can be highly impactful.

Parts of your site

  • Call to action (CTA): Used to tell your users exactly what to do next or what action to take. For example, you could test a button that says “Register” vs. one that says “Save my spot”.
  • Home Page: Do you have the most important information above the fold? This might be a form you want users to fill, or a special promotion you’re running. You don’t want people to have to scroll to find what they’re looking for. To slightly misquote a popular marketing joke, “Where does a digital marketer hide a dead body? Below the fold!” Ha, ha.
  • Product Detail Page (PDP): This is the page where you tell page visitors all the details about your products. Ask yourself (or even better – ask users or compare with competitors) if there is anything missing. Are there questions about sizes, dimensions, reviews, or colors that you frequently receive in your contact form? Integrate this info (through text and graphics) to ensure a good user experience.
  • Search or Search Results pages: If you have a search feature integrated into your website, does it actually help users find what they are looking for? Do you have filters (e.g. for size, color, availability, price)? How are results presented (do you simply give them the results or add a few other product suggestions)?

Moments in the journey

  • Conversion funnel: When a user visits your site, they must take a series of steps to complete a goal, e.g. purchasing something. Is it clear where they are in the checkout process (for example with a tracking bar on the page)? Do you show security information to your users to help them feel that your checkout is secure? Do your forms ask only the necessary information to complete the process?
  • Usability: This refers to the general best practices for ensuring your site is user-friendly. Think about the last time you had a smooth e-commerce experience – you were probably encouraged to come back to the site (and you might’ve even told a friend about it). You are also ensuring that friction points are being removed which in the end will help increase conversion. It also must be easy to navigate your site, with proper search functionality. And, of course, you should show the right content at the right time in the right place. 
  • Other areas to consider testing:
    • Pages that are of high quality and value on your website
    • Pages that are underperforming & have a high bounce or exit rate.

Always remember that everything mentioned above should be rooted in data. Otherwise, there is no point to begin an optimization process at all.

How to get started with Conversion Rate Optimization

First, understand the basics of CRO and get the right tools in place. Then, you can start to really optimize your site.

Shoot us a message to get started today ;-). And remember: always be testing.