Improving the ranking of your website on SERPs to increase website traffic is just half of the struggle that marketers face. In fact, the real struggle is to convert the incoming traffic into paying customers. 

If your business is struggling to improve the conversion rate, it might not be only because of the increased competition. Your conversion rate optimization strategy might also be responsible for it. 

Let’s have a look at the top 3 CRO tips that will help you increase your conversion rate in 2020.  

1 - Shorten The Checkout Funnel

The checkout funnel consists of the steps a visitor needs to take in order to complete the purchase. 27% of shoppers abandon the cart because of complicated check out process. Keeping the checkout funnel path short increases your chances of converting a prospect into a customer. 

An example of a simple and easy checkout funnel would be when you don’t make it compulsory for your visitors to create an account for completing the purchase and allowing them to pay through the payment method of their choice. 

As a marketer, if you are concerned about not getting valuable user data, there are still ways to collect it. You can ask them to enter the email address and a phone number where they would like to receive the invoice and order tracking id. This way you will get the data you want while simplifying the checkout funnel. 

Allowing users to save their details (address, preferred payment option) and enabling one-click purchase will also result in an increase in the conversion rate. 

If your primary goal is to increase the number of signups, make sure you have a strong call-to-action button and reduce the number of fields in the form. You can then collect users’ information slowly as they continue to browse through your website.

2 - Re-funnel Your Drop Out Leads

A high conversion rate definitely indicates the success of the marketing campaign. However, there might be various reasons for the failure of the campaign. You can increase the conversion rate only when you know the exact reason for the decrease in conversion rate.  

Also, solely focusing on conversion rate won’t tell you where your visitors got stuck in their buying journey. As a result, you might lose a lot of potential customers (or revenue, for that matter). Instead, focus on what stage of funnel shoppers are dropping the purchase process. 

If you’re an e-commerce retailer, give importance to each and every stage of their buying journey. For example, if a shopper has left things in his/her cart, send a follow-through email with an offer that is hard to resist. This will help you boost your conversion rate and turn your customers into loyal ones. 

Knowing what to track is the key to increasing the conversion rate. This way you will have an idea about the areas you must focus to improve the conversion rate. Special analytics tools such as Finteza can help you do that. Depending on what you want your customers to do you can set different conversion goals and collect relevant statistics with the help of Finteza. Once you’ve configured your goals, Finteza provides a detailed report on conversion rates, using which you can further optimize conversions. 

Unlike other analytics tools, Finteza provides real-time data with no delays and displays everything that is happening on the website currently. This insight will help you target the prospect in real-time and improve the conversion rate. 

For example, if a user bounced back from your website after showing interest in your products, you can quickly use personalized marketing to convert the prospect into your customer and uplift the conversion rate. 

3 - Improve The Overall User Experience

Optimizing your website will not only improve user experience but it will also have a positive impact on your SEO. Make sure visitors can easily navigate through your website. The reason for it is, the faster your visitors can find what they’re looking for, the more likely they are to convert. 

If you’re running an e-commerce website, categorize products into different groups based on its relevance. Integrating a search bar will help your visitors find the products they’re looking for instantly. 

When it comes to optimizing the products page make sure you don’t overwhelm visitors with the product’s information. Instead, just give them the required information on the front page. 

Another key part of this process is providing an option to add a product to the cart, allowing visitors to browse other products and another option that directly takes them to the checkout page. This will not impact the user’s buying journey, as a result, improving user experience. 

The best example of this is Amazon. Amazon allows users to add products to the cart and continue shopping or directly proceed to buy. 

Make sure you don’t hide information such as shipping cost, any other costs such as tax, and expected delivery date. This will help you build credibility and trust with your prospects, as a result, increasing the conversion rate.  

Final Thoughts

Converting your website visitors into customers might be difficult unless you optimize the whole conversion process. Ensure you allow users to navigate through your website easily and help them find the products they’re looking for. 

Reducing the number of steps required to complete the purchase will boost your conversion rate. Besides, improving the user experience will also have a positive impact on the conversion rate.