Is your online store missing the one thing it needs to be successful — sales? If your site is generating traffic but missing cart fills and checkouts, there’s a solution. It’s called conversion rate optimization (CRO) — your new best friend in the quest to transform casual browsers into loyal customers.
What Is CRO?
CRO is all about getting more visitors to take the action you want on your website. It’s basically the magic that turns window shoppers into excited customers who can’t wait to click that purchase button. Whether you’re a newbie in the eCommerce world or a seasoned pro looking to up your game, mastering CRO can unlock growth and skyrocket your sales.
Here are 20 ways to make that happen.
20 Tips to Enhance Growth & Boost Sales
Customer Behavior
- Implement and optimize the right tools and techniques for tracking customer interactions.
It’s important to understand how your customers think and feel. Heat mapping tools, for example, can show you exactly how visitors interact with your site. This helps you see where they’re clicking, what they’re loving, and where they might be getting stuck.
- Map user journeys to highlight the importance of key touchpoints in the shopping process.
Look at the entire path a visitor takes from the minute they land on your website to when they (hopefully) make a purchase.
Website Design and Navigation
- Ensure your platform has a clean, intuitive design.
You want a user experience that’s fresh, easy to navigate, and engaging. Think neat and professional. Embrace color but don’t be afraid of white space — it can let your products shine.
- Provide effective navigation and the ability to quickly access key info.
Make it easy for your customers to find exactly what they need. Go with well-labeled categories, a logical layout, and clear menus. Don’t play hide-and-seek with your products.
Cart Summary Visibility
- Provide a detailed cart summary that’s visible throughout the checkout process.
Consumers typically feel more confident completing their purchases when they can see exactly what they’re buying. Make sure everything is clear and visible, including the total costs, taxes, and shipping. An easy checkout process means your customers are far less likely to abandon their cart.
Guest Checkout Option
- Offer a guest checkout option to reduce friction for new customers.
The last thing you want to do is alienate a new customer by requiring them to create a new account. In fact, almost half of customers (43%) prefer to check out as a guest.
Error Handling and Messaging
- Provide clear, specific error messages to guide users.
Who wants to see an error message that says “Error 4567”? No one. Even though error messages are an unfortunate reality, you should tell customers exactly what’s wrong (if you’re able), such as “Please enter a valid email address.”
The Checkout Process
- Consider implementing single-page checkouts.
Your customers shouldn’t feel as if they’re completing a marathon when it’s time to check out. Make it easy and seamless by avoiding a bunch of “next page” buttons. Plus, more checkout steps means there are more chances for consumers to get frustrated and abandon ship.
Final Confirmation Page
- Provide a final review page to confirm order details.
We’ve all been there — you’re in a hurry and accidentally type the wrong shipping address or select the wrong size. A final review page lets consumers catch those mistakes before it’s too late. Plus, it’s easier to fix things before purchasing than deal with returns or missing packages later.
Security and Trust Signals
- Display security badges to reassure users.
It seems like every day there’s a new headline about a data leak or security breach, so it’s no wonder that some consumers are hesitant to enter their personal info on a new website. Showing off those security badges tells customers that you’ve got their back and that you’re doing everything you can to offer a secure shopping experience. Pro tip: Display badges prominently on your site, and the more the merrier! (But make sure they are up-to-date. Showing off an expired badge is just poor business practice.)
Payment Options
- Offer multiple payment methods, including digital wallets.
Some people love their credit cards while others swear by Apple Pay or PayPal. By offering a variety of methods, you’re making sure everyone finds their favorite way to pay.
Autofill and Input Formats
- Optimize checkout forms for autofill and flexible input formats.
Who doesn’t appreciate a slick autofill checkout form? It not only turbocharges the process but also proves invaluable when snagging that must-have item before it sells out.
High-Quality Product Images and Videos
- Include high-quality visual content.
When you first hop onto a website, what catches your eye? Yup, it’s those vibrant photos, sleek graphics, or even that captivating video. High-quality visuals instantly grab your attention and keep you engaged. Pro tip: Visual content should be more than just a pretty picture — it should tell a story. Whether you’re showcasing your products, sharing behind-the-scenes moments, or highlighting customer experiences, visuals can help bring your brand to life.
Detailed and Optimized Product Descriptions
- Craft clear, concise, and SEO-friendly product descriptions.
Ever wondered how people find your products online? SEO-friendly descriptions work their magic by helping your products show up in search engine results. Think of them as little breadcrumbs that lead eager shoppers straight to your virtual doorstep. But your descriptions also need to be well-written. Be specific, use keywords wisely, and avoid overly technical language (unless, of course, your audience expects it).
Customer Reviews and Ratings
- Display customer reviews and ratings prominently.
When a website displays customer reviews and ratings prominently, it’s like they’re saying, “Hey, we’re confident about our stuff, and we want you to know what others think, too.” It shows transparency and trust, and it’s a fantastic way to give potential new customers a glimpse into what your already-loyal consumer base thinks.
Price Visibility and Comparison
- Make product prices clear and provide context for value.
When you are upfront about prices, it shows your consumers that you’re respecting their time and giving them all the information they need to make a decision. No one likes surprises when it comes to product prices, so give the people what they want — details. And it’s not just about the price. It’s also about understanding what consumers are getting for that price. Is it a top-of-the-line gadget with all the bells and whistles? Or maybe it’s a budget-friendly option that still gets the job done? Explaining the value will help consumers effectively weigh their options.
Availability and Shipping Information
- Provide a clear explanation on product availability and shipping times.
For eCommerce sites, keeping an eye on product availability is extremely important because it directly impacts customer satisfaction. If customers frequently find items out of stock, they might head elsewhere, and that’s business lost.
Fast and reliable shipping can be a major selling point. People love knowing they can get their purchases quickly, especially if they’re buying something for an upcoming event or as a last-minute gift. Offering various shipping options — like standard, expedited, and overnight — gives customers flexibility based on their needs and budget. But be honest. If a customer knows it will take two weeks for an item to arrive, they can plan accordingly. But if they’re promised quick delivery and it doesn’t happen, they’re likely to feel let down. Clear and honest shipping timelines prevent disappointments and ensure customers know exactly what to expect.
Product Variations
- Make it easy for users to browse and select product variations.
When a website makes it super simple to find exactly what you’re looking for — whether it’s that cozy sweater in the right shade of blue or those sneakers in your size — it creates a smooth, enjoyable shopping experience. Customers can quickly filter through options, see what’s available, and make a decision without any hassle. It’s like shopping in a well-organized store, where everything is easy to find.
Calls to Action (CTAs)
- Write clear, strong CTA language.
You want to entice your users to take action, which is why crafting clear, compelling CTAs is key. Here are some straightforward examples: Add to Cart, Buy Now, and Check Out. You can also create a sense of urgency or excitement with phrases like “Shop Our Limited Time Offer! or “Order Today for Free Shipping!” Remember, clear CTAs eliminate confusion and help customers take the action you want.
- Use contrasting colors and clear text on checkout buttons.
The ultimate goal of any eCommerce website is to convert visitors into paying customers. A well-designed checkout button with bold colors and clear text isn’t just there to look pretty — it’s there to prompt customers to take action, leading to higher conversion rates and ultimately boosting sales for the business. Pro tip: Use contrasting colors to make checkout buttons pop, but also align the color of your checkout button with your brand’s color scheme to maintain consistency and reinforce brand identity.
Here’s How We Helped a Few Clients Step Up Their CRO Game
VIP Tires & Service
The mission was to create the best tire and service purchasing experience in the industry, and Vital delivered. We crafted a user-friendly website with a ‘My Garage’ feature, which remembers every tire and vehicle you interact with. Our system consolidates this data into a single accessible platform, allowing users to effortlessly find tires for their vehicle with just one click.
Clubs of America
Imagine joining a subscription service that feels like a monthly surprise party. That’s what this client offers, and with a variety of exciting clubs to choose from, we knew our users needed a seamless way to customize their experience. Now users can fill out a simple touch-based questionnaire and watch as their picks magically appear in a sticky ‘add to cart’ footer that stays put as you browse.
Ken Jones Ski Mart
We did a major website overhaul for this winter sports retailer, including rehauling product categories, updating the meganav, and ultimately connecting their online store to their new POS system, which enables staff to manage inventory from a single information hub.
Whether you’re diving into eCommerce for the first time or looking to give your site a total makeover, these CRO tips are your secret sauce. Remember, it’s not just about selling more — it’s about making shopping a breeze for your customers. Keep tweaking, keep experimenting with new strategies, and keep connecting with your audience. That’s how you turn clicks into loyal fans and build a business that keeps growing.
If you’re ready to elevate your CRO game, contact us to get the conversation started.
