Online businesses thrive on traffic conversions for their sales. Conversion is a marketing term used in digital marketing to signify an achieved marketing goal achieved from site visitors’ interaction with a marketing ad. Preferably, the desired outcome is to complete a transaction and generate income. The line that lies between conversions and conversion rate optimization are the extra efforts exerted by business owners to increase the chances of getting conversions and in turn get a higher conversion percentage.
It is a real struggle to drive conversions. Basically, you need to have excellent persuasion skills paired with a strategically marketable website and campaign ads to sell your product to your target audience. Fortunately, Shopify has themes that online stores can use to get better conversion rates. Now you might think that the chances of conversion are mainly dependent upon consumer choice, this does not mean you are entirely powerless in giving them a satisfactory experience that could lead them down that conversion road. Your greatest weapon as a digital marketer is the knowledge and understanding of these solutions so you’ll know how these affect your business.
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Conversion Rate Optimization
Optimize. A commonly-used word in building internet presence and brand awareness. From search engines to product listings, if you don’t optimize whatever it is you’re trying to make known on the web, then nobody would know you even exist. In a vast ocean, you’ll be a drop of water.
Now, optimization can be done for a lot of aspects. In the case of conversion rate optimization, it is basically collective processes conducted based on analytical data derived from website metrics and other forms of research to better the chances of website visitors interaction with the aspects on your site. May it be subscribing to an email newsletter, downloading content, or an actual purchase, these all fall under conversions. Doing CRO comprises of regular monitoring on visitor activity, what draws them back, what attracts them, the patterns.
What is the goal of Conversion Rate Optimization?
Revenue is the ultimate endgame. But this doesn’t happen all of the time. This doesn’t mean you haven’t achieved anything though. In fact, CRO can fulfill other objectives that are also of significant impact to your website. You have two kinds of goals that can be achieved by CRO. Big and small, but equally important.
Your non-income generating conversions are termed “microconversions.” They can be in the form of:
- Subscribing to a mailing list
- Creating an account on your website
- Adding products to cart
Your “macroconversions” on the other hand are the ones that make you money such as:
- Buying a product
- Availing for an offered service
- Pitches a project offer
Correlation between CRO and SEO
If you haven’t put two and two together yet, SEO and CRO are twins. They’re almost inseparable, a package deal, if you will. Both optimization types can earn you tons of traffic that have the possibility to be turned into conversions. CRO and SEO can be mutually beneficial to each other. While there may be slight differences, improvement of one works wonders for the betterment of the other.
CRO can provide vital information that business owners can use to make better marketing decisions. The data that the analytics provide will tell you the demographics of your website visitors and their preferences from how they navigated through your website. It can also present you with new information about your brand such as the content most consumed, the better target market, and many more. All in all, it is not just some tool you spend money on to get your business running, CRO shows you a window of opportunities to improve your handling of the business.
While CRO may cost you a part of your finances, the long-term benefits that you reap from that investment is definitely worth it. If done right, one great CRO move can make you lounge in that office chair and let the customers come to you rather than you having to look for them. With CRO, you have the freedom to scale your business without compromising your existing customer pool. Furthermore, knowing what works and what doesn’t, gives you leverage to improve visitor experience on your website. You can control how your website treats visitors and prospect customers and through this, you define how your customer service goes.
Your Shopify Store: The Battleground for CRO
Your homepage holds the frontline soldiers. It needs to fight for your customers to stay. The first few seconds they spend navigating through it will define whether they will decide to click on that X icon to escape or if they will continue to explore the depths of your site. That first page needs to captivating and enticing, easy on the eyes but filled with potential. The navigation needs to be convenient and user-friendly. Simplicity is your best bet. First impressions matter the most here. One person who has a horrible experience on your site is one prospect customer lost because there are little to no chances of that returning.
Promos and deals can be bait for conversions as well. When they arrive on your homepage, these offers can pique the interest of users to stay on your site and see what else you have. Holiday sales, and pop-ups are few of the gimmicks that can gather micro and macro conversions. Take pride in your achievements by flaunting them on the front page. Testimonials, product reviews, and promotional videos from credible people can build brand legitimacy.
Power up your search bar. Lessen your visitors’ hassle of finding something on your site by having smart search to give better search results. As a result, great customer service. Sort your services, products, and other kinds of content comprehensively and neatly. Provide some eye candy. Use visually-appealing images and graphics. Give out accurate information regarding price, delivery time, shipping details, and other costs. Regularly update your inventory. Lastly, ensure that your customers know how to reach back out to you. Put your contact information on the part of the page that is visually accessible.
Shopify Themes recommended for Conversion Rate Optimization
It is a versatile theme that goes with a general store set-up. The blue color gives off a more electronic ambiance and modern vibe. It’s free, too! Best for stores with large catalogs, collection filter on sidebar, image slideshow, homepage can display your featured collections.
Includes 3 color styles, promotional banner, menu with multiple columns, one area dedicated for a single featured product. More suited for outdoor activities-related content. Also free. Catalog capable of holding large amount of products.
4 styles included. Product image zoom. Videos can be featured on the home page. Easy cart navigation. FAQ page added. Wide interface. Large image display that fills the screen. Costs $180.
Similar features with Retina. Looks really good on mobile. Costs $180.
Customizable. 4 neutral color styles included. Dashboard is at the topmost section of the page. Mobile-friendly. Suitable for SEO. Social media icons for your contact information. Does not have drop-down menu. Costs $160.
Two-rowed dashboard menu on top section. Color style palette suited for fashion-related content. Downside is that the catalog is only capable of catering small amount of products. Costs $180.
Light, earthy-colored tones for the 4 included styles. Designed for visual storytelling. Slight animation effect on homepage. Costs $180.