Using Conversion Rate Optimisation To Boost Your Ecommerce Funnel
Running an ecommerce business is no easy feat. You’ve got great products, invested in marketing to drive traffic, but those visitors aren’t converting like you hoped. Enter conversion rate optimisation (CRO) – the process of systematically improving your website to boost conversions from your existing traffic.
For online stores, CRO can significantly increase sales and revenue without spending more on ads. Even small conversion rate lifts can mean big revenue impact. So what exactly does a conversion rate optimisation company do? Let’s explore some key CRO strategies and techniques.
A/B Testing
At its core, CRO relies on A/B testing (or split testing) to gather data and insights. This involves creating different versions of a webpage or funnel step and showing the variations to users at random. You can then analyse which variation drove more conversions.
Common A/B tests include changing headlines, calls-to-action, images, form fields, pricing presentations, and more. Over time, you learn what resonates best with your customers through real user data rather than guesswork.
Heatmapping and Session Recordings
To further uncover areas for optimisation, CRO experts use heatmapping tools that visually represent how users interact with and move around your site through features like:
– Scroll maps exposing how far people scroll
– Click maps highlighting popular and missed clickable elements
– Movement maps showing cursor movements across pages
Additionally, session recording software captures visitor browsing sessions, allowing you to see their journey through your funnel first-hand.
Conversion Copywriting
The right copy can make or break a sale. CRO copywriters craft persuasive, benefit-focused product descriptions, value propositions, CTAs, and more. Tactics like the Persona Mindset Method promote writing copy precisely aligned with your target customer’s desires and pain points.
CRO copywriting also optimises text for scannability and clarity – critical for guiding visitors towards conversion.
CTA Optimisation
Calls-to-action (CTAs) are conversion gateways, so their design, placement, and copy require careful planning. For instance:
– Using actionable, benefit-focused text (e.g. “View My Order Details” vs “Click Here”)
– Ensuring CTAs are appropriately prominent and visible
– Reducing “accidental” clicks through smart spacing and visual cues
– Split testing CTA variations to identify high-converting versions
Whether it’s your add-to-cart button, checkout process, or newsletter signup – CTA optimisation can meaningfully boost conversion rates.
And More…
The CRO toolbox contains numerous other techniques like funnel analysis, landing page optimisation, cart abandonment surveys, and more. Top practitioners leverage quantitative and qualitative data, formulate hypotheses, design experiments, and analyse results on an ongoing basis.
For ecommerce businesses ready to turn more traffic into customers, working with a conversion rate optimisation company could be a game-changer. Even small conversion wins can substantially accelerate revenue growth and ROI from your existing marketing efforts.
