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Thought Leadership & Enablement
October 12, 2023

Enhancing Conversions With Ecommerce CRO

Use these e-commerce CRO strategies — like fine-tuning your product pages, CTA buttons, and checkout process — to turn potential customers into loyal fans.

Jenna Galletti
Content Marketing Specialist

If you are a business owner, marketer, or anyone in the industry that has an e-commerce website, improving your online store for conversion rate optimization (CRO) is paramount. E-commerce CRO strategies can significantly impact your bottom line by turning website visitors into loyal, paying customers. 

In this blog, we’re diving into the essential aspects of e-commerce CRO, including product pages, the checkout process, and call-to-action buttons, to help you boost your conversion rates. We'll also explore the power of A/B testing, user feedback, and how Jebbit can help you make data-driven decisions that enhance user experience and drive sales.

Understanding Conversion Rate Optimization

Ecommerce CRO: CONVERSION RATE OPTIMIZATION on a laptop screen

Before we dive into specific strategies, let's get a clear picture of what conversion rate optimization is and why it's crucial for your e-commerce business.

Conversion rate optimization involves a structured approach to enhance the effectiveness of your online store's performance, aiming to boost the proportion of site visitors who complete a desired action, such as making a purchase, subscribing to an email list, or adding products to their shopping cart. The goal is to transform potential customers into paying customers. CRO can be the game-changer that sets your online store apart from the rest.

How to Build a Successful E-commerce CRO Strategy 

Crafting a successful e-commerce CRO strategy can involve several aspects, but don’t worry, we’re here to list them out for you and make them super easy to follow. Here are some tips on how to build your winning e-commerce CRO strategy.

Identify Key Metrics

To embark on a successful CRO journey, you need a well-thought-out strategy, and that begins with identifying key metrics. Metrics are the vital signs of your website's performance, and understanding them is essential for making informed decisions.

Bounce rate, for instance, measures the percentage of people who visit your site and quickly leave without looking at more than one page. High bounce rates can indicate that visitors aren't finding what they expected or that your site's navigation is confusing.

Conversion rate, on the other hand, is the percentage of visitors who complete a specific action, such as making a purchase. This is a pivotal metric because it directly relates to your bottom line.

Cart abandonment rate reveals how often visitors add items to their shopping carts but don't proceed with the purchase. A high cart abandonment rate can signal issues with your checkout process or unexpected costs at the final step.

Average conversion rate is a benchmark for your industry. It's essential to know how you stack up against your competitors.

Number of conversions and number of visitors provide concrete data on your website's performance. These metrics show you how many people are interacting with your site and how many of them are taking the desired actions.

Optimize Product Pages

Employees talking to each other

Now, let's zoom in on one of the core components of your e-commerce website: the product pages. These pages are the virtual shop windows where potential customers make their buying decisions. They need to be optimized for maximum impact.

  • Product images: High-quality images are worth their weight in gold. They provide potential customers with a clear view of the product. Offering multiple angles and detailed shots can increase trust and help shoppers visualize what they're buying.
  • Product descriptions: When describing your products, make sure the information is clear, short, and provides all the necessary details. They should answer potential customers' questions and address their needs. Use descriptive language, and highlight the key features and benefits of the product.
  • Pricing: Pricing information should be displayed prominently. If you have discounts, promotions, or special offers, make sure to communicate them clearly. Ambiguity about pricing can lead to uncertainty and cart abandonment.
  • User reviews and testimonials: Integrating customer reviews and testimonials can significantly impact a potential buyer's decision-making process. Authentic, positive reviews build trust and credibility. Encourage satisfied customers to leave reviews and showcase them prominently.
  • Product recommendations: Suggesting related or complementary products can encourage upselling. For example, if someone is purchasing a camera, recommend compatible lenses or accessories. These recommendations should be well-placed and relevant to the customer's interests.

Enhance the Checkout Process

A critical juncture in the customer journey is the checkout process. This is where potential buyers either proceed with their purchase or abandon their carts. Optimizing this phase can significantly reduce cart abandonment rates and boost conversions.

  • Multiple payment options: Offer a variety of payment methods to accommodate different customer preferences. Credit cards, digital wallets, and even alternative payment options like PayPal should be readily available.
  • Clear progress indicators: Keep customers informed about their progress in the checkout process. Displaying clear steps and indicating where customers are in the process can reduce anxiety and encourage completion.
  • Simplified forms: Streamline your checkout forms. Minimize the number of required fields, and avoid asking for redundant information. Consider offering guest checkout options for customers who want to expedite their purchase.
  • Real-time shipping costs: Surprise shipping costs can be a major turn-off for customers. Provide shipping cost estimates early in the process so customers know what to expect.
  • FAQs and support: Include a comprehensive FAQ section that addresses common questions about the checkout process, shipping, returns, and payment options. Additionally, offer support channels like live chat or email for customers who need assistance.

Optimize Call-to-Action (CTA) Buttons

Call-to-action (CTA) buttons are the digital signposts that guide users toward desired actions. They play a pivotal role in your e-commerce CRO strategy.

  • Clear and compelling CTAs: Your CTAs should use concise, action-oriented text that leaves no room for ambiguity. Phrases like "Add to Cart," "Buy Now," or "Get Started" clearly communicate the intended action.
  • Color contrast: Ensure that your CTA buttons stand out visually. Use contrasting colors that draw attention without clashing with your site's overall design. Color psychology can influence user behavior.
  • Strategic placement: Position your CTAs strategically. They should be prominently featured on product pages, category pages, and the homepage. Use heatmaps and user behavior data to determine optimal CTA placement.
  • Mobile optimization: With an increasing number of users shopping on mobile devices, it's crucial to ensure that your CTA buttons are easily clickable and visible on smaller screens. Mobile optimization is no longer optional; it's a necessity.

A/B Test for Continuous Improvement

Person clicking on a hologram of a CRO

Now that we've covered the fundamental elements of product pages, checkout processes, and CTAs, let's talk about how to fine-tune your e-commerce CRO strategy through A/B testing.

A/B testing, sometimes called split testing, is the practice of comparing two different versions of a webpage or element (labeled A and B) to find out which one works better in terms of getting more people to take action, like making a purchase or signing up.  It's a data-driven approach that allows you to make incremental improvements to your website.

Here are some key areas where A/B testing can be highly effective:

  • Product page variations: Test different product image layouts, product description formats, or pricing strategies to see which resonates best with your audience.
  • CTA button variations: Experiment with variations in CTA button text, colors, sizes, and placements to find the winning combination.
  • Checkout process optimization: Test changes in the checkout process, such as the number of steps or the placement of trust badges, to reduce cart abandonment rates.
  • Pricing strategies: Explore different pricing structures, such as tiered pricing or bundled offers, to determine which generates more conversions.
  • Landing page designs: If you use landing pages for specific marketing campaigns, A/B testing can help identify the most effective design and content for these pages.

Tools like Jebbit, Google Analytics, and Shopify provide A/B testing capabilities, making it easier to experiment and collect data on user behavior. Keep in mind that continuous A/B testing is essential, as even minor enhancements can ultimately make a substantial difference in your conversion rates. 

Harness User Feedback and Social Proof

While data-driven decisions are essential for CRO, don't underestimate the value of qualitative insights from your users. User feedback is an invaluable resource for identifying pain points and areas for improvement on your e-commerce website.

Encourage customers to leave reviews and provide feedback on their shopping experience. Consider implementing surveys or feedback forms at various touch points throughout the customer journey. Use this feedback to make user-centric enhancements to your site.

Additionally, leverage social proof elements to build trust and credibility with your audience:

  • Customer reviews and ratings: Genuine customer reviews and ratings are powerful forms of social proof. Display them prominently on product pages to reassure potential buyers.
  • Real-time purchase notifications: Implement real-time purchase notifications to show visitors that others are actively making purchases on your site. This creates a sense of urgency and trust.
  • Testimonials and case studies: Showcase success stories, testimonials, and case studies from satisfied customers. Highlight how your products or services have positively impacted real people.

Social proof can ease the concerns of potential customers and reassure them that they are making the right choice by buying from your e-commerce store.

Utilize Jebbit

Now, let's explore a cutting-edge tool that can take your e-commerce CRO efforts to the next level: Jebbit.

Jebbit provides interactive experiences on your website, allowing you to engage potential customers in a unique and personalized way. Here are seven ways you can utilize Jebbit for CRO:

  1. Engaging interactive experiences: With Jebbit, you can create engaging and interactive experiences that captivate your audience. These experiences can be tailored to specific products, promotions, or campaigns. For example, you can make a quiz that helps customers find the right product for them by considering their likes and needs.
  2. Collecting valuable data: Jebbit allows you to gather valuable data from your website visitors. Users willingly provide information through interactive experiences, such as their preferences, interests, and buying intentions. This data can be used to personalize recommendations, offers, and content.
  3. Providing personalized recommendations: Armed with the data collected by Jebbit, you can deliver personalized product recommendations to your customers. This level of personalization can significantly increase the likelihood of conversion by showing customers products that align with their preferences.
  4. Enhancing user experience: Interactive experiences created with Jebbit can enhance the overall user experience on your website. Visitors are more likely to engage with interactive content, which keeps them on your site longer and reduces bounce rates.
  5. Real-time insights: Jebbit provides real-time insights into user data with your interactive content. This allows you to make data-driven decisions on the fly, adapting your strategies based on how users are engaging with your experiences.
  6. Improving lead generation: If your e-commerce business relies on building an email list, Jebbit can be a powerful tool for lead generation. You can create interactive experiences that incentivize users to provide their email addresses, thus growing your subscriber list.
  7. Tailoring marketing campaigns: The data collected by Jebbit can be used to tailor your marketing campaigns. Whether it's email marketing, social media ads, or targeted promotions, you can craft campaigns that speak directly to your audience's preferences and interests.

Incorporating Jebbit into your CRO strategy can provide a competitive advantage by offering a unique and engaging experience for your website visitors. It not only helps you collect valuable data but also allows you to deliver personalized recommendations and content, which can significantly impact your conversion rates.

Start Optimizing Your E-Commerce CRO Today

E-commerce conversion rate optimization is a multifaceted journey that requires continuous effort and refinement. By optimizing key elements such as product pages, the checkout process, and call-to-action buttons, you can create a seamless and compelling shopping experience for your visitors.

In addition, A/B testing is a powerful tool for fine-tuning your strategies, and user feedback offers qualitative insights that data alone cannot provide. Harnessing social proof elements builds trust and credibility with your audience, making them more likely to convert.

Lastly, innovative tools like Jebbit can elevate your e-commerce CRO efforts by providing interactive experiences, collecting valuable data, and delivering personalized recommendations. The combination of these strategies and tools can help you stay ahead of the competition and achieve higher conversion rates, ultimately driving the success of your e-commerce business.

Don't miss out on the opportunity to boost your success through e-commerce CRO. Start implementing these strategies today, and watch your conversion rates soar. Remember, data-driven decisions and user-focused improvements are the keys to unlocking your e-commerce store's full potential.

Try Jebbit today and witness the transformation in your conversion rates. Get started now and take your e-commerce business to new heights!

Jenna Galletti
Content Marketing Specialist

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