You may have heard this term tossed around, but what’s the meaning behind it?
Put simply, CRO is the art of improving the shopping experience. Think of it in terms of the physical store experience. The shopper enters the store and is greeted with smiling faces and appealing visuals. All the items are clearly laid out on shelves, and a salesperson is always nearby to lend a helping hand when needed.
When it comes time to make a purchase, the cashier is glad to help, and the process is fast, efficient, and pleasant.
Translating that kind of experience into the digital world takes some imagination, but it’s the same concept. When a person lands on your e-commerce site, they should be greeted with clearly-displayed products and eye-catching graphics. Your menu of items should be intuitive to navigate, and shoppers should be able to find what they need in just a few clicks.
Finally, when it comes time to check out, the process is fast, seamless, and pleasant. Sound familiar?
That’s e-commerce conversion rate optimization in a nutshell. The overall goal, of course, is more sales and revenue.
But when you optimize for higher conversions, one great side effect is that more shoppers will visit (just by referrals alone), and shoppers will enjoy themselves more as they stock up on your latest and greatest products.