The Company-idea has interviewed a CRO expert and short-listed top 10 CRO tips to online entrepreneurs; it is clear that conversion rate optimization is crucial and can immediately turn our business in a positive direction.

“Over 15 years were doing conversion rate optimization now, and to this date, every entrepreneur is making the same mistakes. Years ago, we used to improve and help traditional (some would say outdated) marketing campaigns to grow. Now, the conversion rate is still a rarely discussed topic during the digital era. Every day we are fixing and improving on the same mistakes. Clients make the same mistakes regardless of the industry’s size or budget. Here is my list of CRO mistakes most businesses make and ways to fix them. We have tested over 3000 website and online products and believe these tips are proven to work,” – says CRO Expert Juan.

1. Content

Adress customers directly. Forget about “we,” “our company,” etc. Flipp it into “you will see a difference” “you will get” 

Statistics. Add some stats to your site. People love it. E.g., 77% of people like this content. 90% of people think it’s helpful etc. It sounds simple but believe me, it helps. 

Make sure you aren’t using too much text on your pages. Check the “bucket brigades” theory about copywriting https://christopherjanb.com/blog/what-is-a-bucket-brigade-in-copy-writing/

2. For low price products

When landing on the page, the first detail that stands out is offering a complete bundle for less than half of the regular price. That alone could be irresistible to the right prospect. You might think that bundles made with low-quality products as a quick money grab for a shopper will not work? Data proves it wrong. 

3. Add social proof elements to your site

  • Customer reviews and testimonials from satisfied clients.
  • Awards you’ve won thanks to your products.
  • Endorsements from influencers and industry experts.
  • Money-back guarantees to remove any risk from the equation.
  • User-generated content from real-life customers showcasing your product on social media.
  • Secure payments Visa and Mastercard
  • 5-star ratings
  • Scarcity – the effect is getting low on stock
  • Use the word “Free.”
  • The principle of authority – display reviews from “experts.”

4.Test these assumptions before implementing using A/B testing

Make sure your forms are precise, consistent, and to the point. Do not add a lot of unnecessary fields. The more areas you have, the more time it takes for users to fill it out. You can use the tool vwo.com to test your assumptions and remove fields increasing your drop-off.

Personalization. People love personalization, and we want to feel connected to the brand then buying. Personalized CTA buttons, instead of saying get a quote, say get my quote, instead of getting your ebook, get my audiobook, etc.

Dynamic CTA. Personalized CTA based on existing data. For example, if you sell kids’ clothes and 90% of users are females, perhaps you can offer a female gift challenge or a female product in exchange for the email (Relevant only to businesses with enough data).

State your headline in bold and XXL size font (the most crucial sentence). If it brings enough interest, users will continue. Research shows that you have 2,5 sec to capture users’ attention before they click the back button.

State benefits (non eCommerce) 3-5 icons and couple sentences. Explain the most important benefits or features on the home page.

5. Test your design 

Harnessing the power of AI for quick and accurate data, VisualEyes is a powerful tool that simulates eye-tracking studies and preference tests. You receive in-depth insights in just a few seconds. 

Use heat maps for testing current designs. Hotjar is one of the most accessible tools out there. Hotjar helps you see what visitors see (via heatmaps), record visitor behavior on your site, and survey visitors based on what they do.

Create your 2+ pages using an A/B testing software (Optimizely, Google Optimize, Litmus to name a few).

https://optimize.google.com/optimize/home/#/accounts

https://www.optimizely.com/

https://www.litmus.com/

6. Quiz your customers

Quizzes are fun, and users love them. Ask several questions, suggest a discount if completed, and ask for an email at the end. Worst case, you’ll get an email address that you can retarget.

7. Geolocation

Use the user’s IP to customize the store. Change currency or relevant shipping method based on the user’s location. Show relevant products and website language too.

8. Checkout process

Make it as simple as possible. Credit card detection features allow a website to select the appropriate card after adding the credit card number, and it saves that one last click which can increase your conversions.

9. Messaging in push notifications

  1. Personalized buttons
  2. Increase excitement with FOMO (Limited offer, last chance to get, etc.)
  3. Emoji. People love emojis. Use them in the description.
  4. Send an image. The image reflects the feelings you are trying to send to the customer. Send a well-thought picture occasionally.
  5. Frequency. Send this maximum once per month. If you see a more significant than 3% subscription drop after the push notification campaign, make this once per two months and compare the results.

10. Multi-touch attribution

Multi-touch attribution is a type of marketing measurement that accounts for all consumer touchpoints and assigns a set amount of credit to each channel so that marketers can evaluate how important each touchpoint is in generating a conversion. Consider the case of a customer who is considering purchasing a t-shirt. Adidas commercials target them after several Google searches. Customers first view a display ad, which they dismiss. Then, they see a native ad that captures their eye and directs them back to the Adidas website on their Instagram feed. Finally, they receive an email with a promotional offer and a discount code, prompting them to purchase. Sale is made thanks to multi-touch attribution.

Bonus tip

Offer a post-checkout discount. Yes, that’s right. Just do this and thank us later. After someone purchases, say ‘’We want to say thank you by giving a 15% discount on your next purchase, here is the code, the offer is limited and expires in 5 days” You have already paid for this customer why don’t increase profit per customer just a little?