Conversion rate optimisation is one of the most effective strategies used by eCommerce managers and site owners when working on improving orders and sales. Whilst increasing traffic might get you more visitors to your site, it won’t necessarily bring you more converting customers and so a holistic approach covering on-site analysis and improvement is key.
There are a wide range of benefits for conversion rate optimisation, particularly for eCommerce stores.
1. Understand Customer Behaviour
Before launching CRO Activity, a full website analysis must be done to analyse the performance of your site. This also gives you the opportunity to fully analyse and better understand how customers typically behave whilst on your site. With the use of tools such as heat-maps, Google Analytics and more, you will be able to gain a better insight into how customers use your site. This will help you to see where users are engaging on-site, what pages or areas users tend to avoid, and if there are certain patterns that can be distinguished from particular users.
Understanding customer behaviour will give you a better idea of the way a typical user utilises your site, providing you with the opportunity to see when and why they may not be converting, and what their specific needs or preferences may be. Insights from this exercise can then be taken on board for other marketing communications, product analysis and other customer analysis exercises.
