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3 Effective CRO Tips for eCommerce Sites

Whether you’re selling inexpensive products or cheap ones, custom products or simple products, there are always ways to help improve the rate at which visitors turn into paying customers. This process of optimizing the rate at which visitors turn into paying customers involve many well-known techniques such as creating easy check out processes and easy to find check out buttons.

These techniques and processes are often referred to as conversion rate optimization and today I’m going to share some tips that I’ve developed over the years as a project manager at an eCommerce SEO company in Miami. Our marketing company in Miami has worked with dozens of large online stores that have allowed me to test many theories on my own and to get valuable insights into which

1. You have to test the Shopping Cart Page/Process!

To some of you this may seem pretty straightforward, and it is. For those of you that don’t know or understand about testing and making the shopping care experience better, I BEG you to test it out.
I recently had a client that had 93% of the people who added a product to the cart, NEVER finished the order!

Talk about a massive disconnect and problem between interest and finalizing an order.

There is no greater favor you can do for your eCommerce site and users than to figure out how to simplify the pages and the process. Most stores that I come across that are not Fortune 500 brands, struggle with simplifying the shopping experience. By making the process 1-2 steps less, it greatly reduces the friction and will increase your site’s conversions.

Here is an example of what NOT to do on a Shopping Cart Page:

shopping cart page

 

Well, the “Proceed to Checkout” Is below the Fold on this page. To put this in perspective, the main call-to-action on this page isn’t in sight. Furthermore, the page isn’t reminding or pointing out to the shoppers that the site is secure. Also, I would test out the button colors on this page.

With contrasting colors it will call out the button and graphic you want the shopper to see.
So, ultimately, the contrasting color of the “Proceed to Checkout” button will make it stand out. For the example above, I’d use some shade of Orange in an A/B test.
So, in summary, for the shopping Cart:
DO’s

  • Make the “Proceed to Checkout” Button Above the Fold
  • Make the “Proceed to Checkout” Button a DIFFERENT color
  • Remind the user that the site is secure with a Trust logo
  • Remind the use of the % Discount or Free Shipping for the Order

DON’T

  • Hide the next step page (Checkout Page Button)
  • Make the shopping cart page cluttered with extra steps or information

Here’s a GOOD Page (though not perfect):

shopping cart example

The page above has really good button color contrast. However, the Shipping Estimator/Discount Code usage is a bit unnecessary. Again, they could use some Free Shipping reminders, and a Trust logo. However, by having the PayPal and Amazon payment methods that does lend to a little bit of trust. And if the shopper does want to checkout with those methods, they know they will be safeguarded by the buying policies by both payment methods.

2. Testing “Add-to-Cart” and “More Details” on Category Pages

Many times I’ll come across a site where the site doesn’t allow a shopper to add the product to the cart from the category page. This is HUGE area to test.
Here is an example:

test shopping cart
I would definitely set up a test to include the buttons to see what the change in “Add-to-carts” would be.

Here’s a good example of including both “add-to-cart” and “view details”.

good example

The whole goal from a category page is to engage the user in the product you are selling. If they are interested and like the price and know about the product, you are hindering the shopper from purchasing it by make them have to take an extra step in the shopping process. So, by adding the “Add To Cart” to the category pages, you are allowing potential buyers the easiest way to purchase.

3. Testing The Placement Of Site Search

This is a huge opportunity for many sites. More times than not I see really small site search functions that are lost in the header.
Below is an example:

example of a good search function

The search function is so small that I can barely find it on this white focused site.

Conversely, check out eBay:

ebay example
eBay’s site focuses on allowing the user to find what they are looking for. So, I’d consider testing out the size and placement of any site’s site search to enhance a user’s experience and engagement.
Why is that so important?
I had a client who had a 12% conversion rate from shoppers who used the site search functionality. Through various tests, he increased the size and placement of the site search function to help further increase engagement and conversions.

In summation, test out your key pages on your site. Test your Homepage, Shopping Cart, and Category pages!
Here are the DO’s and DON’Ts:
Do’s:

  • Make the “Proceed to Checkout” Button Above the Fold
  • Make the “Proceed to Checkout” Button a DIFFERENT color
  • Remind the user that the site is secure with a Trust logo
  • Remind the use of the % Discount or Free Shipping for the Order
  • Test out the placement of Site Search
  • Test out the “Add to Cart” button on Category (and sub category) pages
  • Test out the “View Details” button

Don’t’s:

  • Create unnecessary steps in your Shopping Cart experience
  • Make your important action buttons “below the fold” of the page
  • Hide the next step page (Checkout Page Button)
  • Make the shopping cart page cluttered with extra steps or information

Author bio

Sergio Fernando is the director of operations at NoRiskSEO.com. He has over 4 years of SEO experience.

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