Top 4 conversion rate optimization tactics and tools
Each one of us who is responsible for e-commerce revenue and growth, has to find ways to increase his website sales conversion rate. Welcome to the world of CRO, Conversion Rate Optimization.
The good thing is that CRO tactics and methodologies have been out there for more than 15 years. The touchy thing is that these tactics keep changing since they constantly follow the permanent shifts in customers online behaviours, which also means that tactics often get obsolete. Today they are proven tactics and tools that will let you get some significant uplift in your sales conversion rate. Let’s go through the popular ones.
1. Exit pop-up
Exit intent solution detects and reacts in real-time to site abandonment. Upon noticing the user exit intent (ex: when a user quickly moves his mouse upwards to reach for the close option) the script automatically triggers a popup to convince the abandoning visitor to take the desired action.
Some solutions:
2. Abandoned cart events
There are many reasons why a customer might add a product to his cart without finishing the purchase. Maybe he was distracted by an instant message or a social post, or wanted to compare the price with a similar product on another website. Or he’s added the product to his cart to check the total price including shipping and taxes. He also could’ve added the product to his cart and leave your site with the hope of receiving an abandoned cart email offer with a promo code discount (yes we all do that…).
In all cases, despite the cart abandonment, your customer kind of liked your product enough to add it to his shopping cart. That’s why you should have implemented on your site an abandoned cart trigger that would offer enough incentive (good content about the abandoned product, reasonable discount, etc.) for your customer to get back on your site and finalize his purchase.
Some solutions:
- Mailchimp abandoned cart feature
- Sendgrid abandoned cart template
- Salesforce Marketing Cloud abandoned cart workflow
3. Easy Payments methods
Payment step is obviously one of the highest friction point in a checkout funnel. Today, customers expect different, easy and flexible ways of paying. If you want to convert payment pain points to gain, you will need to offer different payment mechanics, and reduce your payment acceptance restrictions, while staying secured for your customers and for your business.
- Buy now pay later (BNPL) are very popular nowadays.
- Solutions like: Klarna and Afterpay are growing significantly.
- Even traditional online payment players like Paypal are enabling such services - Pay in 4. This is better than credit cards. Your customer can split his purchase into 4 interest-free payments, usually every 2 weeks. This will allow you to convert more visitors that are at the final step.
- Solutions: Zip (ex Quad) and Scalapay - Crypto to fiat checkout. These numbers will give you an idea on the adoption and full potential of crypto: 31% of US adults (age 18 to 29) are crypto investors. Think of all the crypto holders who would want to purchase on your site using their crypto wallet. Enabling a crypto to fiat checkout will extend your reach of customers.
- Here are some emerging players: Nowpayments, Bitpay and Coinbase Commerce
4. Rating & Reviews
According to many studies, 80% of online customers do look at rating and reviews before purchasing a product. Rating and reviews will convince customers on how a product performs in real life before they purchase. You need to put some efforts on your product page and campaigns to gather a significant amount of rating and reviews from your existing customer base.
You can leverage solutions like:
Many more CRO tactics are also possible. I would suggest to start with these because of their proven results. On top of all, you will need to monitor your results and fit these tactics into a broder customer journey.
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