Understand Conversion Rate Optimization

The Terms and metrics You Need to Know
You understand a conversion is when a site visitor performs the action you want (i.e. opting-in on a landing page, purchasing item, etc.) and your conversion rate is the percentage of users that transform out of the overall traffic sent to that page.

Now, let’s take a look at a few other metrics that pertain to CRO:

Bounce Rate

Whenever someone goes to a page on your site and right away clicks “back” to leave, that’s referred to as a bounce. Your Bounce Rate is the percentage of visitors who click away within a couple of seconds of landing on that particular page.

Because a high Bounce Rate indicates people aren’t seeing what they’re looking for and you need to make some changes, this is an essential metric. Discover how here.

Exit Rate

Your Exit Rate resembles the Bounce Rate, except it determines the portion of individuals who leave your website entirely from a specific page.

An interested user will tend to jump around various pages on your website until they find exactly what they’re looking for or they find a reason to leave. A page with a high exit rate shows that something about that page is sending individuals away from your website.

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Average Time on Site

Engagement is very important to keep track of and the Average Time on Site is a metric that indicates for how long, on average, individuals are exploring your site.

Generally speaking, the higher your Average Time on Site is, the more interesting your content is.

Average Page Views

Typical Page Views is another metric that procedures engagement by showing the number of pages, typically, a user sees before they leave your site.

In general, Average Page Views shows one of two things:

  • The user is engaged and wants to see increasingly more of your material
  • The user is engaged, however, cannot quite find what they’re looking for

 

Typically a high Average Page Views is good, unless it associates with low conversions. Seeing this might show that individuals aren’t being directed on a clear course towards conversion.

There are lots of other metrics to consider aside from those noted above, but for now, these are all you need to stress over.

Now, let’s briefly talk about the key terms and ideas used in CRO.

Call-to-Action (CTA).

A Call-to-Action is precisely what it sounds like– a statement informing the user what action to perform. A conversion in this context is the outcome of a user performing the action following the CTA.

Examples of CTAs include a “Download” button on a demo page, “Buy Now” on a product page, or other button or link that directs the user to perform a particular action.

Required assistance boosting conversions on your CTAs? We’ll dive deeper into this here, but you can also discover more in this complimentary guide.

Conversion Funnel.
A Conversion Funnel is a course you produce to assist web visitors to a conversion.

For instance, if a visitor arrive on your homepage and clicks through a CTA to your product description page, then clicks a CTA to visit the pricing page where they include your item to their cart and are directed to the checkout page.

A lot of websites will have several Conversion Funnels, with several paths leading to the very same offer, as well as courses leading to others such as a newsletter opt-in or purchase.

A/B Testing.

Referred to as Split Testing, A/B Testing is when you evaluate two variations of a page element versus each other to see which performs much better.

For example, if you wished to check a heading on a landing page, you would send half of your traffic to the original page (A) and the other half of your traffic to an alternate page with the new heading (B) and compare the results. After discovering a winner, you could then run another test with your new headline as the default and an alternate heading as the rival.

A/B Testing is commonly utilized to improve headlines, page structure, button colors, CTA copy, and practically anything else. Software applications like HubSpot and Optimizely can assist you perform this.

Multivariate Testing (MVT).

MVT is an innovative version of A/B Testing where you check multiple variations of various page aspects simultaneously. You can check several elements and multiple combinations of different aspects to determine the ideal mix of the ideal variations.

5 Tools for Multi-Channel E-commerce Sales

Expect your online sales to rise with the help of these tools.

Sell on Walmart Marketplace, Jet.com, Amazon, eBay, Google Shopping, Shopify, BigCommerce, Magento

In the United States, e-commerce accounts for 8.5% of total revenues in retail, according to the most recent Census Bureau data. Experts expect online sales to continue rising, with Forrester predicting that e-commerce average annual growth rate of 9.32% will hold steady through 2020.

If you want to make the most of your brand’s presence online, however, you have to be active on, and optimized for, multiple channels. Price comparison engines, social commerce options, mobile apps, multi-site product aggregators and marketplace platforms are all enormous drivers of sales. The 18 largest marketplaces alone account for some 44% of the world’s e-commerce sales, according to data from Digital Commerce 360.

But none of this matters if your brand can’t provide a consistent, unified customer experience across all those of those channels. Keeping it all in sync is hard from many perspectives, including order fulfillment, branding assets, product information, shipping logistics and inventory management.

Trying to do it all alone, or even with a dedicated team, can spread merchants too thin. These tools can help.

Create a Seamless Omni-Channel Presence
BigCommerce provides a single hub for all your sales channels. In addition to its e-commerce website management tools, the platform integrates with Google Shopping, Amazon, Facebook, eBay and Pinterest. It connects your inventory to all your marketplaces, social media and point of sale solutions. You can manage sales across all channels with automatic syncing, allowing you to optimize inventory, avoid errors and skip cumbersome manual data entry.

BigCommerce’s integrations with multiple POS systems like Square and ShopKeep mean you can also use it to sell in person. Merchants can save time, because everything is managed from a central location, making it easier to manage the backend of e-commerce, so you can focus on other aspects of running your business.

Provide Stellar Multi-Channel Support
When you connect with customers on multiple channels, it can be difficult to keep up with customer service and support. Freshdesk makes it easy to manage all your customer support conversations from one place, regardless of which channel the customer chooses to use to initiate a support request.

Freshdesk includes email ticketing, a built-in phone channel (that saves you from upfront costs and hardware installations associated with a traditional call center), live chat, and a feedback widget that can be installed anywhere your customers are looking for help. It also includes channels for social media support, available for Facebook and Twitter, so you can keep track of when customers are mentioning you there, and address their questions and concerns. The central platform saves time and effort and helps improve customer satisfaction.

Engage With a Branded Mobile App
Since more internet traffic comes from mobile devices than desktops these days, it makes sense to connect with customers via mobile. Shopgate makes it easy for ecommerce companies to create branded mobile apps for customers. This platform allows you to create mobile websites, apps for iPhone and iPad, and Android apps, too. It’s great for incentivizing loyalty via coupons, QR codes in ads and push notifications for daily deals.

You can create a custom app with absolutely no coding knowledge, saving time and money compared to hiring a mobile app developer to handle it for you. Plus, Shopgate integrates with 60 leading ecommerce platforms like Volusion, Magento, Shopify and the aforementioned BigCommerce, so you can sync it with your existing store with just a few minutes of setup time.

Feed the Comparison Shopping Engines
GoDataFeed makes it easy for merchants to market their products on comparison shopping engines including Bing, Google Shopping, Facebook and Shopzilla. Merchants often see up to 20% of their online traffic coming from these comparison engines, so it’s important to include them as part of your strategy. But, manually handling all of it can be time consuming, and leaves a lot of room for error.

With GoDataFeed, however, the process is simplified, since it provides a single point of integration to push out your product catalog and automates daily feed submissions to more than 200 shopping channels. Built-in analytics allows you to measure clicks, conversions, and revenue across channels or by SKU.

Streamline Asset Management
A brand management platform, Bynder simplifies your digital asset archives. Using a single dashboard, you can develop, edit, find and use the latest versions of your content – including logos, banners, product images and video content. This way, your branding efforts will always be consistent, because you use this library as the one source that everything flows from.

The built-in project management module makes it easy for your marketing, content and branding teams to work fully aligned with one another, tracking progress and workflows. It features real-time collaborative edits, and provides a central location for all your company’s guidelines. Bynder allows you to tag assets and publish them with embed codes, for easier organization and management.

Conclusion

Ultimately, multi-channel ecommerce merchants who are looking to simplify their operations and increase efficiency should look into using one or more of these tools to help. They’ll make it easier for you to maximize your customer acquisition efforts and streamline fulfillment, while leaving you enough time for customer service and strengthening relationships with suppliers and customers.