Next Level Conversion Rate Optimization

Making improvements to a sales funnel is something that most business owners consider at some point. Perhaps, changing an Add to Cart button or maybe trying out a new font has crossed your mind.

With the COVID crisis breaking out in early 2020 and affecting everything in its path, optimizing your business's conversion rate has never been a more pressing issue. In the following lines, conversion specialist Chris Dayley shares Earth-shattering insights on how to transcend your business's status quo.

What Is Conversion Rate Optimization?

Conversion rate optimization is a way of figuring out what someone needs to see on your website in order to convert. A conversion is an action you need someone to take on your site to achieve a predefined goal. Clicking a button, buying a product, and filling out a form are all types of conversions.

Typically, A/B testing is the tool of choice when optimizing conversions. This is where you test two or more versions of a website element simultaneously to gauge customer reactions. For example, you can have one version of the site that has a video and one that doesn't. By splitting traffic between the two versions, you can judge which provides the best experience for the customer.

There is never a best practice. Something that works for one company may not for another that is selling the same type of product. Conversions depend on a mix of attributes that work in concert to produce a result.

One of the traps that entrepreneurs can fall into has to do with trying to find steadfast conversion rules. Business owners are quick to label something as effective or ineffective based on a single implementation. This can cause you to completely disregard a tactic that works under a set of circumstances just because it was ineffective in your current case study.

Have Things Changed in How Conversion Optimization Is Done in the Past 24 Months?

During the health crisis, people's behavior has changed dramatically. The main observable difference centers around how businesses have been affected and what customers expect from them. There is a marked change in conversion optimization as supply chain issues and other factors have surfaced.

Anticipating supply chain issues and addressing them upfront with customers has been key in maintaining credibility. Something as simple as a message on your website can go a long way with gaining people's trust.

Chris Dayley notes that in many cases, using a popup that informs customers of shipping delays actually increased conversions. There's also an urgency component that can work in the business's favor. People are willing to grab a product now rather than risk suffering through long waits.

Another noticeable change in the past two years is that there are a lot more players online due to the health crisis. This makes it necessary for your business to lead with a strong value proposition.

Dealing With Cognitive Dissonance as a Result of Shipping Delays

The extra burden on the supply chain during the health crisis makes keeping your customers happy a little trickier than usual. Being cognizant of your target market's mentality will help you thrive in this environment. You can reach useful conclusions from data derived straight from your analytics.

Google Optimize is an A/B testing tool that allows you to conduct A/B tests on your website. Google conveniently includes a feature for placing a COVID banner on your website. Google Optimize is easy to use and fast so that you don't spend time overcoming a learning curve.

The way you inform your visitors about shipping delays is as important as the fact that you choose to do so. You can choose between marketing-oriented wording and more matter-of-fact phrasing without a call to action. Use Google Optimize to run a test that gives you the data you need to choose which version brings in more sales.

On a more sophisticated level, you can select to test for more specific elements. For example, where on the website should you place the message for maximum effectiveness? Is a site-wide banner better or are some pages better suited for the notification? You can have an entrance popup, a checkout banner, or a banner that disappears after a few seconds.

So, What Is Google Optimize?

Those that use Google Analytics will find that Optimize a similar implementation with a script that you place on your website. It loads up your web page on an editor and allows you to hover over site elements while giving you various options. Google creates a copy of your page with the changes that you've made and allows you to run your A/B test. Half of your visitors will see one version and the other half will see the alternate version.

Google Optimize can prove exceptionally useful if you're thinking of redoing your site. Website redesigns are costly, time-intensive, and often don't impact conversion rates that much. Chris Dayley has his clients test concepts using Google Optimize before electing to redesign a website. If the results of the test justify the change, the client can then go ahead with the redesign. If not, the client can tweak their current website, saving valuable time and money.

Other Factors COVID Has Affected

If your product was produced overseas but due to COVID production has shifted back to the US, this can work to your advantage. Let your visitors know that your product is made in America. You'll enjoy a windfall of sales as people rush to support an American product over an import.

At the beginning of the health crisis, there was an explosion of online traffic and sales. This hasn't persisted as conversions are seeing a decline. This is likely due to the increase of players that have shifted their focus online.

In this case, you need to broadcast your value proposition loud and clear. Making it obvious to your audience that they should prefer your business is key in attaining sustainability under the current circumstances. Use your unique selling proposition to your advantage, whether it involves fast shipping, return policies, or other services that make your brand stand out. Your selling proposition should be evident within seconds of a customer arriving on your site.

Testing for selling proposition is one of the most important actions you can take. Chris Dayley notes that he has seen 20-40% increases in conversion rates by simply testing for selling proposition presence on clients' websites and implementing their optimal communication to the customer.

Is This Type of Optimization for Small Businesses or Only Big Companies?

This is for any company and testing should be conducted constantly. Many business owners claim that it's too big a hassle or talk about leaving it for a time when they'll have more traffic. Putting your conversion testing off will be to the detriment of your profitability.

Furthermore, Chris notes that it's easy to create biases if you don't test. When your business is doing well, you assume that everything you do is right. Knowing what works and what doesn't using data as your evidence is the only way of knowing the truth about what truly works.

How Would an E-Commerce Business Begin Without Hiring an Expert?

If you have a small business, start with a basic test and work your way up. Set aside an hour every month and create an A/B test that makes sense for your funnel. You'll be shocked at the amount of impact this initial test will have on how you view your business.

About Chris Dayley

Chris is a digital marketing entrepreneur, speaker, and neuromarketer who becomes energized through helping businesses learn what users want on their website using psychology-based testing and analytics. His agency, SMARTCRO, is a full-service agency that helps companies optimize their websites for profitability and efficiency.