Read time 8 mins

Improving your Ecommerce Store Conversion Rates with CRO Analysis

13/09/2017 - Digital Marketing

The customer journey is becoming increasingly important in understanding online user experience. However, user experience requirements often change over time, with an increase of web visitors using different devices to visit sites.

If you’ve noticed that your conversion rates have stagnated or may have dropped over time, or perhaps your website is several years old now and is looking dated, it’s probably a good idea to undertake some deep dive analysis across your website performance, using analytics to unlock barriers to conversion and new opportunities to drive new growth. Here at Un.titled, our digital marketing team of technical SEO’s and analysts are undertaking CRO work on behalf of our clients every month, helping to drive conversion rates to the next level.

Man using a tablet device, with coffee on table

So what exactly is CRO and what does it do

CRO, or Conversion Rate Optimisation, is a digital marketing tactic involving analysis of the user journey and website performance across a range of devices that will highlight your site’s strengths and weaknesses. The recommendations served up from CRO report enables an online business to optimise the customer journey, in order to boost conversion rates.

CRO helps to increase the percentage of visitors to a website that either convert into customers, or take a desired action on a web page. By conducting analysis into buyer behaviour, mobile friendliness, UX design and other key areas including technical SEO elements, CRO can help you to convert your visitors into buyers.

How to get started

The best way to evaluate what CRO you need to do would be to undertake analysis using a variety of tools which can include Google Analytics, Search Console, Screaming Frog, Moz, Crazy Egg, Hot Jar and more. Top level CRO involves investigating user friendliness of the site, speed, search facilities and Goal Funnel rates, using these to understand the customer journey and how users are interacting with the website.

There are different dimensions that analysts would look at such as Landing Pages and Devices. In addition, the key metrics CRO analysts look at are bounce rates and exit rates – these help in immediately identifying pages that require attention.

Once the CRO process has highlighted any areas for improvement for these main features, you can work on improving them to attract new users by creating a great user experience and a seamless user journey on your ecommerce site.

Other effective methods to try

Conversion rates can also be impacted through the use of;

Stock indicator to show only x left in stock.
Time-sensitive shipping with a live countdown to the next despatch
Free shipping and next day delivery (most customers will look for low or free shipping)

Make important information, such as pricing and discounts clear and obvious
Offer a smooth easy to use navigation through your site
Provide excellent customer services, hassle free returns policies highlighted, clearly visible phone numbers and customer reviews across service and products.
And of course, website speed, all important.

If you’re considering a website redesign or interested in understanding how you can unlock further sales on your ecommerce store, a CRO analysis could be a very good idea. For further information on understand a CRO analysis on your website, get in touch with the Un.titled team.

Our CRO experts use multiple data sources to create a comprehensive report that will provide a list of prioritised recommendations to improve your conversion rates.