by Mike Ricotta - February 21, 2019
In my earlier post, Digital Strategy Is Micro-optimization I discussed the three primary macro-data points that determine the success of an e-commerce website, traffic, conversion rate, and average order value (AOV). In a later installation of this series, The Micro-optimization of Website Traffic, I detailed the components and the optimization strategy for the macro-data point traffic. In this post, I will dig into the micro-optimization of your conversion rate. Conversion rate optimization (CRO) is a hot topic in the world of e-commerce and there are many CRO tools available on the digital marketplace. However, before you allocate any of your precious marketing ad spend, you need to first develop a detailed CRO strategy specifically tailored for your business. It is important to keep in mind that optimizing your conversion rate is an iterative process that involves the repeating cycle of planning, execution, analysis, optimization. CRO is an ongoing process and a critical part of successful e-commerce. Let’s dive right in!
The most obvious place to start is your website. Maintaining a functional is one thing but maintaining a high converting website is something completely different. It is important to take an honest look at the digital experience you are putting forth from the perspective on a first time visitor. This can be difficult for a couple of reasons. First, you are an expert user of your own website. Things that seem intuitive to you may not be as straightforward to a new visitor. It is important to understand how your customer experiences your website. Second, you love your business. It is hard to be critical of something we created and love. It is important to let customer data and feedback drive the optimization process. This may require you to move away from branded elements of your business that are not working. Sometimes this can be a difficult process.
Think about it like this, every action and improvement you make on your website should be data supported and designed to increase your conversion rate. Your website should be designed to help your customers decide to make a purchase. All efforts should be based on improving your conversion rate and increasing your sales revenue. If you have a great idea, test it. If it works keep it. If it does not, let it go. Improving your conversion rate is an ongoing process. Try to do something every day that will have a positive impact on your conversion rate.
If you would like to schedule a free conversion rate consultation session with one of our professional digital marketing specialists, just click here. We would love to know more about your business!
Other posts from this series: