Top 3 Tips From an eCommerce Conversion Rate Optimization Consultant

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conversion rate optimization consultant

We get hit with a lot of acronyms in the marketing world: ROI, AOV, CRM, CRV, CPC…

But if you want to run a profitable business and increase conversions, there’s one you want to make sure you never miss: CRO (conversion rate optimization).

CRO is the epitome of the old adage “small changes make a big difference.”

In this article, we’ll be taking a look at:

  • What CRO is, and why it’s necessary
  • Easy ways to increase conversions that you can begin implementing immediately
  • A quick case study on how one company optimized their pop-ups for higher sales

What Is Conversion Rate Optimization (CRO)?

Good question. Let’s start by breaking down CRO’s definition, and more importantly… why it matters.

Conversion Rate Optimization basically means removing all roadblocks from the customer journey that would keep them from a desired action—namely, finishing a sale, signing up for a list, or opting in to a promotion.

In addition to removing friction, we also focus on increasing motivation towards that action. For example, not just removing an annoying pop-up, but also adding testimonials to the home page to increase trust.

As for eCommerce Conversion Rate Optimization, that specifically happens in the digital space. It involves creating an engaging user experience, whether it’s with a pop-up, a landing page, or an entire sales funnel. When done right, it creates an environment that increases revenue—without the need to increase traffic.

Whether you’re looking for a conversion rate optimization consultant, or you’re keen to take on the task yourself, optimizing your conversions means thinking like your customer, and thinking small to think big.

If the social proof isn’t visible, the buttons don’t stand out, objections aren’t handled or benefits shown aren’t relevant to your ICP, it can result in a lost sale. By focusing on these small points, we can “plug the leak in the boat,” and ultimately spend less time and effort on customer acquisition.

In the long term, CRO stretches your marketing dollars further by increasing motivation and showcasing value while reducing friction and anxiety.

And if you’re here for the TL;DR… eCommerce Conversion rate optimization translates to increased sales, better cost-effectiveness, and a smoother user experience. Which means no matter where you’re at in the digital marketing space, it should be top of the to-do list.

How to Increase Conversion Rates With CRO

Just like using a few good keywords doesn’t necessarily land you on the front page of Google, conversion rate optimization is also easier said than done.

That’s why for this article, I called in the help of our resident CRO expert, Carlos Valdivia. After wading through countless A/B Tests, Revamps, Audits, and Focus Groups, he’s come away with tons of invaluable knowledge for exactly what makes a website user experience run smoothly.

Here’s his take on how to score bigger conversions more quickly without having to pay for more traffic.

3 Best Practices From a Conversion Rate Optimization Consultant

1. Increase AOV with Cart Cross-Sells

Cart cross-sells can seem like a small thing, but they can be extremely valuable when trying to increase AOV. Increasing a customer’s AOV doesn’t just save time and effort, it’s essential for building a sustainable, profitable brand. 

This is because a higher AOV means you need fewer customers to make the same amount of money, leading to lower acquisition costs. A classic win-win.

What’s a Cart Cross-Sell (And How to Implement It)

Cart cross-sells are a simple—but highly effective—way to snag impulse buys as a customer moves toward checkout. It involves recommending additional products to customers based on their taste, often in a row of thumbnails under their current selection.

If you’ve ever been reeled in by a “You may also like…” row of suggestions under your Amazon order, then you already know how effective this strategy can be for getting more items into the cart.

According to Carlos, a well-executed cross-sell can significantly increase the total amount customers spend during their shopping journey, as long as you follow these rules:

  • Make sure the recommended products add value to what’s already in the cart.
    In jewelry, this could be a complementary item from the same collection. In apparel, a pair of sweatpants to go with a sweatshirt. Or in supplements, it could be a vitamin that improves the effectiveness of the first product.

It’s particularly helpful when you can showcase higher-priced or premium products that customers might not have considered otherwise. By highlighting these items as part of the checkout process, you can introduce customers to options they weren’t even aware of—helping both them and you in the process.

  • Secondly, leverage user data and customer insights. If you can analyze their past purchase behavior and understand their preferences, you can personalize your customer’s cross-sell recommendations. This naturally results in a better, more streamlined user experience and a more primed buyer.

2. Implement a Post-Purchase Funnel

While attracting visitors to your website is crucial, the journey doesn’t end once a purchase is made. In fact, Carlos recommends including a post-purchase funnel after checkout, since it can significantly impact Conversion Rate Optimization (CRO).

At first, this might go against logic. Your customer just bought, so should you really push them to buy again? The reality is, though, that customers are actually more likely to buy in the post-purchase phase, because at this point you’ve already answered all their objections and removed the necessary roadblocks.

Which means this presents another opportunity to master the art of the cross-sell.

Cross-Selling in the Post Purchase Funnel

Once your buyer has made it through checkout, that doesn’t have to be the end of the customer journey. In fact, you still have their full attention for a short time, making it a great moment to make them an exclusive offer.

Before your Thank You page, you can include one or two upsells (a complimentary offer that pairs well with what your customer purchased). You can also add a downsell as well (this is a generally cheaper item that’s offered if the first upsell is declined.)

Apps like Reconvert and Aftersell can help you do exactly that.

In terms of copy, make sure to use action words that promote FOMO and motivate them not to miss out.

By strategically recommending complementary items or offering exclusive deals to existing customers, you can capitalize on their recent purchase and encourage them to make additional purchases, thus boosting overall conversion rates and those coveted average order values.

3. Optimize Your Pop-Up Strategy

Pop-ups can be a powerful tool in your eCommerce conversion rate optimization arsenal—nudging visitors into your email list, tempting them to opt into a sale, or urging them take advantage of special offers.

But it’s important to remember that a little can go a long way. When overused or poorly implemented, pop-ups can also disrupt the customer experience and actually hinder conversion rates. 

That’s why it’s crucial to become a pop-up professional. Effective pop-ups strike that delicate balance between capturing a person’s attention and not overwhelming them. While one or two strategically placed pop-ups can engage your visitor and encourage a desired action, bombarding them with a barrage of pop-ups can quickly backfire.

To Pop-Up or Not to Pop-Up: A Quick Case Study

Nobody likes being pelted with pop-ups (that’s why those old pop-up blockers used to be so popular, right?) But that doesn’t mean your customer will mind a few here and there. Especially when they offer a discount or something they’re personally interested in.

Case in point: Carlos recently did a CRO audit for one of our Hustler Marketing clients. In it, they discovered an issue with a certain pop-up that kept, well, popping up.

For some customers, it would appear 3 times throughout their customer journey. This meant that:

1. It was disrupting the customer experience, which increased bounce rates.
2. It was creating confusion and frustration since the discount would only work once.

This point of annoyance wasn’t just upsetting buyers, it was actively chasing some of them away.

When he replaced the pop-up with a clickable icon in the corner of the screen, it removed that friction for the user while keeping the offer available for those that wanted it.

With this simple fix, they saw a 16% increase in revenue from new visitors by the end of the month. That’s proof that small changes go a long way.

You Don’t Have to DIY Your CRO

Optimizing your site or sales funnel for conversions can be a daunting task. If you aren’t sure you want to do it yourself (or if you want to know you’re getting the best advice possible), consider calling in the pros.

Our Conversion Rate Optimization Consultants can help you navigate the rocky road of CRO—and turn it into a smooth path towards higher revenue.

(After all, CRO is all about removing those customer roadblocks.)

To get a headstart on maximizing your profit potential, get in touch with a Conversion Rate Optimization Consultant today.

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