{"id":6352,"date":"2022-01-08T08:05:52","date_gmt":"2022-01-08T08:05:52","guid":{"rendered":"https:\/\/www.brightpearl.com\/?p=6352"},"modified":"2022-05-31T05:41:22","modified_gmt":"2022-05-31T05:41:22","slug":"what-is-conversion-rate-optimization-and-its-importance-for-online-business-success","status":"publish","type":"post","link":"https:\/\/www.brightpearl.com\/blog\/what-is-conversion-rate-optimization-and-its-importance-for-online-business-success","title":{"rendered":"What Is Conversion Rate Optimization and Its Importance for Online Business Success"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Your SEO efforts are finally paying off and your website is generating exponential numbers of visitors. Good times.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But (and this is a big one) your website visitors are bouncing faster than balls in an aggressive squash game. Bad times.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Something\u2019s gone wrong. And you\u2019re not sure what it is. Luckily, we can tell you: your conversion rate optimization is not, ahem, optimized. Plentiful website traffic is wonderful &#8211; what\u2019s not wonderful is your happy visitors landing on your website with no place to go.\u00a0<\/span><\/p>\n<p>Website visitors are fickle creatures. They need direction. They need purpose. They need a reason to stick around and buy from you.<\/p>\n<p>Your sales team may already be using <a href=\"https:\/\/www.pandadoc.com\/blog\/proposify-competitors\/\">proposify alternatives<\/a> to help seal the deal with new clients by presenting them with a myriad of reasons why they should choose your company. But you also need to be able to offer online visitors to your shop reasons to buy your products.<\/p>\n<p>If this is your current issue, fear not. This article is composed to address the big wide world of conversion rate optimization.<\/p>\n<p><span style=\"font-weight: 400;\">You\u2019ll discover possible causes for poor CRO, learn how to up your conversion rates, get to know your customers a little better, and Succeed In Life. Okay, that last part was perhaps a touch dramatic. But you\u2019ll definitely learn how to drive a more successful online business.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">What Is Conversion Rate Optimization?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Conversion rate optimization (CRO) is the process of upping the number of website visitors that actually do something. Other than clicking the little \u201cx\u201d button of doom.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Conversions don\u2019t always mean straight to cart without passing \u201cGo\u201d and simply inputting payment details (although wouldn&#8217;t that be nice?). Conversions are any action your website visitor takes that demonstrates interest.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They can be:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Newsletter signup<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Clicking any button<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Form fill\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Phone call<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Email enquiry<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Direct purchase\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Software subscription<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Resource download\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Survey response\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">In the ecommerce game, the end goal of CRO is typically to make more sales through your website. To do this, it\u2019s time to level up that customer experience a notch or two. Confused consumers don\u2019t buy things. Consumers that trust your business, however, do. Delivering a <\/span><a href=\"https:\/\/www.brightpearl.com\/blog\/how-to-get-your-customers-to-trust-you-in-five-simple-waysh-out-for\"><span style=\"font-weight: 400;\">personalized experience guides visitors through your website pages<\/span><\/a><span style=\"font-weight: 400;\">, hitting the right buttons along the way to lead to sales. From website visitor to a trusted customer in one fell swoop.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sadly, it\u2019s not always that simple. Website visitors greeted with fancy animations, flashing lights and a whole host of content don\u2019t usually make decisions. Too much choice, and overwhelm sets in. Don\u2019t be that business.\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">\u201cToo many choices overwhelm us and cause us to not choose at all. For businesses, this means that if they offer us too many choices, we may not buy anything.\u201d<\/span><\/i> <a href=\"https:\/\/sheenaiyengar.com\/\"><span style=\"font-weight: 400;\">Sheena Lyengar<\/span><\/a><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Why Is Conversion Rate Optimization Important?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">By optimizing your conversion rate, you get more value with lower acquisition costs. This happens because you are optimizing your current website visitors, rather than spending money on ads to source new ones. Focusing on improving your conversion rates is a smart business decision. <\/span><a href=\"https:\/\/www.brightpearl.com\/blog\/9-ecommerce-customer-experience-kpis-to-start-tracking-today\"><span style=\"font-weight: 400;\">Low conversion rates indicate a customer experience issue<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To address a customer experience issue, it\u2019s all about creating the path of least resistance. Make it easy for your guests. Settle them in and show them the way with a firm hand. Successful online businesses tailor their website content to their customers. Based on customer demographics and behaviors, <\/span><a href=\"https:\/\/www.pureclarity.com\/personalisation-in-ecommerce\"><span style=\"font-weight: 400;\">online personalisation<\/span><\/a><span style=\"font-weight: 400;\"> experiences increase conversions. Done right, customers feel valued and place their trust in your business. They trust you to provide the best solution for them.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It must be time for great <\/span><a href=\"https:\/\/www.pureclarity.com\/how-to-guides\/website-personalisation\"><span style=\"font-weight: 400;\">website personalisation examples<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Good old <\/span><a href=\"https:\/\/www.netflix.com\/\"><span style=\"font-weight: 400;\">Netflix<\/span><\/a><span style=\"font-weight: 400;\"> here, stepping in with customized suggestions for their audience\u2019s viewing pleasure. The use of words like <\/span><i><span style=\"font-weight: 400;\">My List<\/span><\/i><span style=\"font-weight: 400;\">, and <\/span><i><span style=\"font-weight: 400;\">Top Picks for You <\/span><\/i><span style=\"font-weight: 400;\">reinforce the belief that Netflix knows what their customers want.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"alignnone size-full wp-image-6359\" src=\"https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Netflix.png\" alt=\"Netflix\" width=\"1207\" height=\"821\" srcset=\"https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Netflix.png 1207w, https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Netflix-300x204.png 300w, https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Netflix-1024x697.png 1024w, https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Netflix-768x522.png 768w\" sizes=\"(max-width: 1207px) 100vw, 1207px\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.netflix.com\/\"><span style=\"font-weight: 400;\">Image Source\u00a0<\/span><\/a><\/p>\n<p><a href=\"https:\/\/www.apple.com\/apple-music\/\"><span style=\"font-weight: 400;\">Apple<\/span><\/a><span style=\"font-weight: 400;\"> is at it too. Offering up suggestions for their customers based on their historical behavior personalizes their next music mix, reinforcing brand loyalty and trust.\u00a0\u00a0\u00a0<\/span><\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"alignnone size-full wp-image-6353\" src=\"https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Apple.jpg\" alt=\"Apple\" width=\"518\" height=\"737\" srcset=\"https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Apple.jpg 518w, https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Apple-211x300.jpg 211w\" sizes=\"(max-width: 518px) 100vw, 518px\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.apple.com\/apple-music\/\"><span style=\"font-weight: 400;\">Image Source<\/span><\/a><\/p>\n<h2><span style=\"font-weight: 400;\">Possible Causes for Diabolical CRO\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">There are some common factors when it comes to poor CRO. We\u2019ll share a few of them with you &#8211; see if you can spot any familiarities:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Slow website loading speed\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Un-mobile friendly site\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Cluttered landing pages\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Call-to-action issues (CTAs)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Broken links<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Confusing customer journey\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">As we\u2019ve mentioned, successful CRO tactics seek to increase conversions from <\/span><i><span style=\"font-weight: 400;\">existing customers<\/span><\/i><span style=\"font-weight: 400;\">, rather than increase overall website traffic. Delving a little deeper, let\u2019s take slow website loading speed as the first example of unsuccessful CRO.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Slow Websites<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">This problem doesn\u2019t just cause fewer conversions, but a whole host of other digital issues, so this is a biggie. First up, Google and SEO. Google rewards websites with high SERPs (Search Engine Result Pages) for lots of reasons, but a fast website is one of the most important. Google will only send visitors to your website due to good performance, valuable information, and the assumption that the website holds the answers to searchers\u2019 queries.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019re assuming your SEO is good. It\u2019s what happens when your visitors get to your website that the issues arise. In order to keep them, let\u2019s consider <\/span><span style=\"font-weight: 400;\">Google analytics bounce rate vs exit<\/span><span style=\"font-weight: 400;\"> rates.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bounce rate refers to website visitors abandoning ship in a single-page session. High bounce rates are not always bad news. But typically, an elevated rate means your potential customers haven\u2019t found what they\u2019re looking for. Your website needs to attract attention within the first few seconds, or you\u2019re in danger of losing them.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your friend and mine Google offer up this great piece of advice:\u00a0<\/span><\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"alignnone size-full wp-image-6360\" src=\"https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Website-Speed.jpg\" alt=\"Website Speed\" width=\"1200\" height=\"628\" srcset=\"https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Website-Speed.jpg 1200w, https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Website-Speed-300x157.jpg 300w, https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Website-Speed-1024x536.jpg 1024w, https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Website-Speed-768x402.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.google.com\/\"><span style=\"font-weight: 400;\">Image Source<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Exit rates are a different ball game. Each page on your website generates an exit rate. Whereas bounce rate relates to just one page, the exit rate refers to the last visited page in a series of visited pages. Pages you want your visitors to exit from are CTA pages or shopping carts, indicating they\u2019ve found what they\u2019re looking for.\u00a0<\/span><\/p>\n<p><b>Bonus Tip: <\/b><span style=\"font-weight: 400;\">Products in shopping carts are great, but what\u2019s better? More products in shopping carts! Increasing your CRO aligns with AOV (Average Order Value). Bumping up your AOV with more products or higher-value products using your CRO strategy is a winning combination.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can increase your <\/span><a href=\"https:\/\/www.pureclarity.com\/how-to-guides\/average-order-value\"><span style=\"font-weight: 400;\">average order value ecommerce<\/span><\/a><span style=\"font-weight: 400;\"> metric with personalized product recommendations. We\u2019re talking about things like related and recommended products highlighted at the point of sale, and special discounts. This is the peak time for upsells, as your customers are on the edge of their buyers\u2019 high, and pliable to spend more.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Un-Mobile Friendly Sites\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Moving swiftly on to mobile-friendly sites (or lack of). The rise of mcommerce (mobile commerce) is expected to reach <\/span><a href=\"https:\/\/www.emarketer.com\/content\/mcommerce-forecast-2021\"><span style=\"font-weight: 400;\">$359.32 billion<\/span><\/a><span style=\"font-weight: 400;\"> by 2025. What we\u2019re getting at is, if your website isn\u2019t optimized for mobile, you\u2019re missing out on a giant piece of the commerce pie.\u00a0<\/span><\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"alignnone size-full wp-image-6358\" src=\"https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Mobile-Friendly-Site.jpg\" alt=\"Mobile-Friendly Site\" width=\"530\" height=\"542\" srcset=\"https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Mobile-Friendly-Site.jpg 530w, https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Mobile-Friendly-Site-293x300.jpg 293w\" sizes=\"(max-width: 530px) 100vw, 530px\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.emarketer.com\/chart\/c\/T11556\/retail-mcommerce-sales-share-us-2018-2025-of-total-retail-sales\"><span style=\"font-weight: 400;\">Image Source\u00a0<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Being able to sell to your visitors on mobile devices as well as traditional routes is another notch on the business success ladder. Your customers want flexibility and time-saving solutions. This means quickly ordering a birthday gift on their phone in the coffee shop queue. In a takeaway cup of course, as they haven\u2019t actually got time to sit down and drink it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If their coffee queue is shorter than expected, your backup ecommerce marketing plan should include a nicely timed <\/span><a href=\"https:\/\/mailshake.com\/blog\/follow-up-email-strategy\/\"><span style=\"font-weight: 400;\">follow up email <\/span><\/a><span style=\"font-weight: 400;\">reminding them they\u2019ve still got that birthday gift waiting patiently in the cart.\u00a0 <\/span><a href=\"https:\/\/mailshake.com\/blog\/follow-up-email-strategy\/\"><span style=\"font-weight: 400;\">\u00a0<\/span><\/a><span style=\"font-weight: 400;\">Cluttered Landing Pages<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This website is a perfect example of what NOT to do unless you want a tension-induced migraine:<\/span><\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"alignnone size-full wp-image-6354\" src=\"https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Cluttered-Landing-Page.jpg\" alt=\"Cluttered Landing Page\" width=\"596\" height=\"407\" srcset=\"https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Cluttered-Landing-Page.jpg 596w, https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Cluttered-Landing-Page-300x205.jpg 300w\" sizes=\"(max-width: 596px) 100vw, 596px\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/neilpatel.com\/blog\/which-elements-should-you-test-when-you-have-poor-landing-page-conversions\/\"><span style=\"font-weight: 400;\">Image Source<\/span><\/a><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There\u2019s so much content it\u2019s impossible to know where to start. We\u2019re all for including CTAs, but randomly placing them all over the place is extremely bad form. In the conversion rate optimization game, often less is more. Aim for plenty of white space and strategically placed CTAs.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">CTA Issues\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">CTAs should be precisely placed for optimal CRO. <a href=\"https:\/\/www.brightpearl.com\/best-amazon-inventory-management-software\">Amazon<\/a> made a smart move with their <\/span><b>\u201cBuy Now with 1-Click\u201d<\/b><span style=\"font-weight: 400;\"> phenomenon. The things that catch your attention on this page are the orange buttons, implying it\u2019s super easy and simple to buy with just one click. Amazon nails their CTAs.\u00a0<\/span><\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"alignnone size-full wp-image-6357\" src=\"https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/CTA-Issues.png\" alt=\"CTA Issues\" width=\"1000\" height=\"562\" srcset=\"https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/CTA-Issues.png 1000w, https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/CTA-Issues-300x169.png 300w, https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/CTA-Issues-768x432.png 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.amazon.com\/\"><span style=\"font-weight: 400;\">Image Source\u00a0<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Combined with <\/span><a href=\"https:\/\/www.pureclarity.com\/product-recommendations\"><span style=\"font-weight: 400;\">automated product recommendations<\/span><\/a><span style=\"font-weight: 400;\"> at checkout stage &#8211; increasing their AOV &#8211; Amazon completely corner their market.\u00a0<\/span><\/p>\n<p><b>Pro Tip: <\/b><span style=\"font-weight: 400;\">Generally, one CTA per page is plenty. However, this varies according to industry. Feel free to do some A\/B testing with different colored links and buttons to analyze the most effective methods for your conversion.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Confusing Customer Journey<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Cast your eyes to the image below. Yet another brilliant example of business success from <\/span><a href=\"https:\/\/www.apple.com\/\"><span style=\"font-weight: 400;\">Apple<\/span><\/a><span style=\"font-weight: 400;\">. The point here is twofold. On the one hand, you can see a crisp and clean page, featuring a beautiful image. Nothing else to distract you.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Then, the addition of concise, cleverly worded content and just two options make the customer journey an easy one. \u201cLearn more\u201d<\/span> <span style=\"font-weight: 400;\">or \u201cBuy\u201d<\/span><i><span style=\"font-weight: 400;\">. <\/span><\/i><span style=\"font-weight: 400;\">Apple is telling its customers that they know how to help them. So, their choice is to either find out more from their trusted brand or head straight to make a purchase.\u00a0<\/span><\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"alignnone size-full wp-image-6355\" src=\"https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Confusing-Customer-Journey.jpg\" alt=\"Confusing Customer Journey\" width=\"1358\" height=\"684\" srcset=\"https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Confusing-Customer-Journey.jpg 1358w, https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Confusing-Customer-Journey-300x151.jpg 300w, https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Confusing-Customer-Journey-1024x516.jpg 1024w, https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Confusing-Customer-Journey-768x387.jpg 768w\" sizes=\"(max-width: 1358px) 100vw, 1358px\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.apple.com\/\"><span style=\"font-weight: 400;\">Image Source\u00a0<\/span><\/a><\/p>\n<h3><span style=\"font-weight: 400;\">Broken Links<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">This one doesn\u2019t require too much explanation and is up there with slow site loading speeds. Anything that detracts your website visitor from steering towards a purchasing decision is a bad thing indeed. The tip of the day is to triple-check all links, see how long it takes for form filling, and tighten up that customer journey.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Explore all the potential problem areas when embarking on a CRO mission. All areas of your website need to work in harmony for CRO to improve. If your website is littered with broken links and tedious navigation, you\u2019ll suffer <\/span><a href=\"https:\/\/www.brightpearl.com\/blog\/10-common-reasons-and-solutions-for-shopping-cart-abandonment\"><span style=\"font-weight: 400;\">severe shopping cart abandonment rates<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0\u00a0\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">The Best CRO Tools for the job\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Okay, so we\u2019ve covered some common CRO errors. Now let\u2019s investigate the CRO tools that you can use to understand your website\u2019s current CRO.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The tools fall into different categories:<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Web Analytics. <\/b><span style=\"font-weight: 400;\">This tool gives you an understanding of how long your website visitors are sticking around, your pages with the highest bounce rates, and key exit pages to worry about.\u00a0<\/span><\/li>\n<li aria-level=\"1\"><b>Behavior Analytics. <\/b><span style=\"font-weight: 400;\">Use this tool to gather data on how your website visitors behave on your site. Why are they leaving? Which areas of your website are causing the most friction?\u00a0<\/span><b>Testing Tools. <\/b><span style=\"font-weight: 400;\">Test different site elements including CTA positioning, landing pages, content, and more.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Utilize these <\/span><a href=\"https:\/\/www.brightpearl.com\/retail-reporting-analytics\"><span style=\"font-weight: 400;\">tools to start analyzing ecommerce website data<\/span><\/a><span style=\"font-weight: 400;\"> and understand where your CRO efforts are best placed.\u00a0\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Identify Your CRO Goals<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Next up is identifying your CRO goals. You can\u2019t hit a target you haven\u2019t set, after all.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your ecommerce site will probably have conversion goals such as:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increase customer orders<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Gather website visitors\u2019 email addresses\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Creation of website visitors\u2019 wish lists\u00a0<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">CRO Analysis<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Once you know what your conversion goals are, together with the website data from your optimization tools, you can go ahead and look at individual web pages. The aim here is to align them with your CRO goals.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Examine these pages on your website:<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Landing pages. <\/b><span style=\"font-weight: 400;\">Built as part of personalized campaigns or direct from organic searches, your landing pages must demonstrate value, garner attention, and convert.\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Offer pages. <\/b><span style=\"font-weight: 400;\">Also known as your product pages, this is where you give product information to your website visitors.<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Support pages. <\/b><span style=\"font-weight: 400;\">This is where you give answers and provide clarification and reassurance of pre-purchase decisions on these pages.<\/span><b>\u00a0<\/b><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Conversion Goal pages. <\/b><span style=\"font-weight: 400;\">The end goal &#8211; your website visitor transitions into a customer.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The image below shows a basic way to calculate your website\u2019s conversion rate percentage.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, say your ecommerce site had 300,000 website visitors in one month. 30,000 of those visitors proceeded to buy something.\u00a0<\/span><\/p>\n<p><b>30,000 \u00f7 300,000 x 100 = 10<\/b><i><span style=\"font-weight: 400;\">. <\/span><\/i><span style=\"font-weight: 400;\">Tada! A conversion rate of 10 percent. To give you a frame of reference, the average CRO rate for ecommerce businesses is <\/span><a href=\"https:\/\/www.irpcommerce.com\/en\/gb\/ecommercemarketdata.aspx\"><span style=\"font-weight: 400;\">1.89%<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"alignnone size-full wp-image-6356\" src=\"https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Conversion-Rate.jpg\" alt=\"Conversion Rate\" width=\"769\" height=\"320\" srcset=\"https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Conversion-Rate.jpg 769w, https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Conversion-Rate-300x125.jpg 300w\" sizes=\"(max-width: 769px) 100vw, 769px\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.shopify.co.uk\/blog\/120261189-conversion-rate-optimization#:~:text=Conversion%20rate%20optimization%20is%20a%20technique%20used%20to%20increase%20conversions,desired%20action%20on%20your%20pages.\"><span style=\"font-weight: 400;\">Image Source<\/span><\/a><\/p>\n<h2><span style=\"font-weight: 400;\">Engage Successful CRO Mode<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">To sum up, CRO techniques make the most of the website visitors you already have. It\u2019s much easier to convert visitors that are aware of your business, rather than targeting brand new users.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your CRO strategy has to be all about your customers. Make their experience with your business as awesome as you can to create trusted relationships.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Are you ready to bring your CRO A-game?<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Your SEO efforts are finally paying off and your website is generating exponential numbers of visitors. Good times. But (and this is a big one) your website visitors are bouncing faster than balls in an aggressive squash game. Bad times.\u00a0 Something\u2019s gone wrong. And you\u2019re not sure what it is. Luckily, we can tell you: [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":6356,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-6352","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6.1 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What Is Conversion Rate Optimization and Its Importance for Online Business Success<\/title>\n<meta name=\"description\" content=\"Click here to learn more about conversion rate optimization, including the best CRO tools and possible causes for diabolical CRO.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.brightpearl.com\/blog\/what-is-conversion-rate-optimization-and-its-importance-for-online-business-success\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What Is Conversion Rate Optimization and Its Importance for Online Business Success\" \/>\n<meta property=\"og:description\" content=\"Click here to learn more about conversion rate optimization, including the best CRO tools and possible causes for diabolical CRO.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.brightpearl.com\/blog\/what-is-conversion-rate-optimization-and-its-importance-for-online-business-success\" \/>\n<meta property=\"og:site_name\" content=\"Brightpearl\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/BrightpearlHQ\" \/>\n<meta property=\"article:published_time\" content=\"2022-01-08T08:05:52+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-05-31T05:41:22+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Conversion-Rate.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"769\" \/>\n\t<meta property=\"og:image:height\" content=\"320\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@BrightpearlHQ\" \/>\n<meta name=\"twitter:site\" content=\"@BrightpearlHQ\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Joanne Burman\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"11 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.brightpearl.com\\\/blog\\\/what-is-conversion-rate-optimization-and-its-importance-for-online-business-success\",\"url\":\"https:\\\/\\\/www.brightpearl.com\\\/blog\\\/what-is-conversion-rate-optimization-and-its-importance-for-online-business-success\",\"name\":\"What Is Conversion Rate Optimization and Its Importance for Online Business Success\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.brightpearl.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.brightpearl.com\\\/blog\\\/what-is-conversion-rate-optimization-and-its-importance-for-online-business-success#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.brightpearl.com\\\/blog\\\/what-is-conversion-rate-optimization-and-its-importance-for-online-business-success#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.brightpearl.com\\\/wp-content\\\/uploads\\\/2021\\\/12\\\/Conversion-Rate.jpg\",\"datePublished\":\"2022-01-08T08:05:52+00:00\",\"dateModified\":\"2022-05-31T05:41:22+00:00\",\"description\":\"Click here to learn more about conversion rate optimization, including the best CRO tools and possible causes for diabolical CRO.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.brightpearl.com\\\/blog\\\/what-is-conversion-rate-optimization-and-its-importance-for-online-business-success#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.brightpearl.com\\\/blog\\\/what-is-conversion-rate-optimization-and-its-importance-for-online-business-success\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.brightpearl.com\\\/blog\\\/what-is-conversion-rate-optimization-and-its-importance-for-online-business-success#primaryimage\",\"url\":\"https:\\\/\\\/www.brightpearl.com\\\/wp-content\\\/uploads\\\/2021\\\/12\\\/Conversion-Rate.jpg\",\"contentUrl\":\"https:\\\/\\\/www.brightpearl.com\\\/wp-content\\\/uploads\\\/2021\\\/12\\\/Conversion-Rate.jpg\",\"width\":769,\"height\":320,\"caption\":\"Conversion Rate\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.brightpearl.com\\\/blog\\\/what-is-conversion-rate-optimization-and-its-importance-for-online-business-success#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.brightpearl.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Uncategorized\",\"item\":\"https:\\\/\\\/www.brightpearl.com\\\/blog\\\/category\\\/uncategorized\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"What Is Conversion Rate Optimization and Its Importance for Online Business Success\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.brightpearl.com\\\/#website\",\"url\":\"https:\\\/\\\/www.brightpearl.com\\\/\",\"name\":\"Brightpearl\",\"description\":\"Retail-tailored Digital Operations Platform\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.brightpearl.com\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.brightpearl.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.brightpearl.com\\\/#organization\",\"name\":\"Brightpearl\",\"url\":\"https:\\\/\\\/www.brightpearl.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.brightpearl.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.brightpearl.com\\\/wp-content\\\/uploads\\\/2020\\\/12\\\/cropped-favicon.png\",\"contentUrl\":\"https:\\\/\\\/www.brightpearl.com\\\/wp-content\\\/uploads\\\/2020\\\/12\\\/cropped-favicon.png\",\"width\":512,\"height\":512,\"caption\":\"Brightpearl\"},\"image\":{\"@id\":\"https:\\\/\\\/www.brightpearl.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/BrightpearlHQ\",\"https:\\\/\\\/x.com\\\/BrightpearlHQ\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/brightpearl\\\/\",\"https:\\\/\\\/www.youtube.com\\\/user\\\/brightpearldocs\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"What Is Conversion Rate Optimization and Its Importance for Online Business Success","description":"Click here to learn more about conversion rate optimization, including the best CRO tools and possible causes for diabolical CRO.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.brightpearl.com\/blog\/what-is-conversion-rate-optimization-and-its-importance-for-online-business-success","og_locale":"en_US","og_type":"article","og_title":"What Is Conversion Rate Optimization and Its Importance for Online Business Success","og_description":"Click here to learn more about conversion rate optimization, including the best CRO tools and possible causes for diabolical CRO.","og_url":"https:\/\/www.brightpearl.com\/blog\/what-is-conversion-rate-optimization-and-its-importance-for-online-business-success","og_site_name":"Brightpearl","article_publisher":"https:\/\/www.facebook.com\/BrightpearlHQ","article_published_time":"2022-01-08T08:05:52+00:00","article_modified_time":"2022-05-31T05:41:22+00:00","og_image":[{"width":769,"height":320,"url":"https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Conversion-Rate.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_creator":"@BrightpearlHQ","twitter_site":"@BrightpearlHQ","twitter_misc":{"Written by":"Joanne Burman","Est. reading time":"11 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.brightpearl.com\/blog\/what-is-conversion-rate-optimization-and-its-importance-for-online-business-success","url":"https:\/\/www.brightpearl.com\/blog\/what-is-conversion-rate-optimization-and-its-importance-for-online-business-success","name":"What Is Conversion Rate Optimization and Its Importance for Online Business Success","isPartOf":{"@id":"https:\/\/www.brightpearl.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.brightpearl.com\/blog\/what-is-conversion-rate-optimization-and-its-importance-for-online-business-success#primaryimage"},"image":{"@id":"https:\/\/www.brightpearl.com\/blog\/what-is-conversion-rate-optimization-and-its-importance-for-online-business-success#primaryimage"},"thumbnailUrl":"https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Conversion-Rate.jpg","datePublished":"2022-01-08T08:05:52+00:00","dateModified":"2022-05-31T05:41:22+00:00","description":"Click here to learn more about conversion rate optimization, including the best CRO tools and possible causes for diabolical CRO.","breadcrumb":{"@id":"https:\/\/www.brightpearl.com\/blog\/what-is-conversion-rate-optimization-and-its-importance-for-online-business-success#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.brightpearl.com\/blog\/what-is-conversion-rate-optimization-and-its-importance-for-online-business-success"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.brightpearl.com\/blog\/what-is-conversion-rate-optimization-and-its-importance-for-online-business-success#primaryimage","url":"https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Conversion-Rate.jpg","contentUrl":"https:\/\/www.brightpearl.com\/wp-content\/uploads\/2021\/12\/Conversion-Rate.jpg","width":769,"height":320,"caption":"Conversion Rate"},{"@type":"BreadcrumbList","@id":"https:\/\/www.brightpearl.com\/blog\/what-is-conversion-rate-optimization-and-its-importance-for-online-business-success#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.brightpearl.com\/"},{"@type":"ListItem","position":2,"name":"Uncategorized","item":"https:\/\/www.brightpearl.com\/blog\/category\/uncategorized"},{"@type":"ListItem","position":3,"name":"What Is Conversion Rate Optimization and Its Importance for Online Business Success"}]},{"@type":"WebSite","@id":"https:\/\/www.brightpearl.com\/#website","url":"https:\/\/www.brightpearl.com\/","name":"Brightpearl","description":"Retail-tailored Digital Operations Platform","publisher":{"@id":"https:\/\/www.brightpearl.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.brightpearl.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.brightpearl.com\/#organization","name":"Brightpearl","url":"https:\/\/www.brightpearl.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.brightpearl.com\/#\/schema\/logo\/image\/","url":"https:\/\/www.brightpearl.com\/wp-content\/uploads\/2020\/12\/cropped-favicon.png","contentUrl":"https:\/\/www.brightpearl.com\/wp-content\/uploads\/2020\/12\/cropped-favicon.png","width":512,"height":512,"caption":"Brightpearl"},"image":{"@id":"https:\/\/www.brightpearl.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/BrightpearlHQ","https:\/\/x.com\/BrightpearlHQ","https:\/\/www.linkedin.com\/company\/brightpearl\/","https:\/\/www.youtube.com\/user\/brightpearldocs"]}]}},"_links":{"self":[{"href":"https:\/\/www.brightpearl.com\/wp-json\/wp\/v2\/posts\/6352","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.brightpearl.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.brightpearl.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.brightpearl.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.brightpearl.com\/wp-json\/wp\/v2\/comments?post=6352"}],"version-history":[{"count":0,"href":"https:\/\/www.brightpearl.com\/wp-json\/wp\/v2\/posts\/6352\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.brightpearl.com\/wp-json\/wp\/v2\/media\/6356"}],"wp:attachment":[{"href":"https:\/\/www.brightpearl.com\/wp-json\/wp\/v2\/media?parent=6352"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.brightpearl.com\/wp-json\/wp\/v2\/categories?post=6352"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.brightpearl.com\/wp-json\/wp\/v2\/tags?post=6352"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}