subject: Getting to grips with conversion rate optimisation [print this page] Getting to grips with conversion rate optimisation
If you operate a retail website, the chances are that you're gearing up for a busy season ahead. Despite the worldwide economic slowdown, the Christmas and New Year period is always a hectic time for retailers. And while the hours-long queues and irate shoppers might only exist on the high street, online shopping can be just as stressful for the people behind the scenes.
Savvy online retailers know that festive shoppers want to find the products they desire as quickly and easily as possible. A good search engine optimisation strategy can help businesses increase their visibility on leading search engines, like Google, Yahoo! and Bing, which may in turn lead to increased site traffic. However, it's equally important to ensure that this rise in visitors translates to a rise in sales. To this end, conversion rate optimisation (CRO) becomes important.
Unlike SEO or PPC, CRO is a relatively new acronym to be introduced into the world of online advertising. However, the fundamental goal of CRO is not a new one: to encourage visitors to a website to make a purchase. This is done primarily by improving the calls to action on a web page i.e., convincing a visitor to make a purchase but there are several things that retailers should think about in order to improve their CRO.
First, remember that what works for one business won't necessarily work for another. All companies are different, even when they sell the same products, so start by ascertaining what your company actually stands for. For example, what differentiates you from your competitors? Perhaps you offer a money-back guarantee, a simple returns policy or free delivery. If you're particularly concerned with optimising your Christmas and New Year revenue, also think about what unique festive benefits you offer. For instance, you may be the only retailer in your market to offer a free gift wrapping service.
However, it's not only important to consider what you feel your company stands for but how your customers and clients perceive it. You might be seen as the best value option, or alternatively as a high-end retailer. Playing to your strengths and capitalising on these perceptions through your website could form a large part of improving your CRO.
It's also important to build trust around your site so visitors know that it's a desirable place from which to make a purchase. For instance, introducing a review or ratings system for products helps give potential customers an accurate feeling for what that product is like and will stimulate an online community around your site that could in turn translate into repeated visits. Also think about starting up a blog, Twitter account and Facebook page to keep your regular customers abreast of the latest products you have on offer, developments in your market and special limited-time deals. Indeed, the busy festive period could be the ideal time to experiment and ascertain what works for your business and what doesn't.
The ever-changing nature of the internet means that conversion rate optimisation techniques are always changing and expanding. And while the internet is awash with authoritative articles and blogs that explain the basics of CRO, it can sometimes be more beneficial to talk to an expert face-to-face if you're having trouble with CRO in practice. For instance, if you already have a SEO strategy in place, talk to your agency or marketing manager who may be able to impart useful advice.
