Conversion Rate Optimization (CRO) is a mix of updates on a website that will increase its conversion rate.
Conversion on a website can include actions such as purchasing a product, filling out a form, or calling a number.
Essentially, it's any action taken by the visitor that aligns with the purpose of a website.

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Let's waste no time and go through some of the most important features that a good performing e-comm website should have.

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#1 Website Speed

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There are plenty of options to measure your website speed on the web. GTMetrix.com and DebugBear.com are some of the good ones.

Make sure the first thing people see on your website loads fast, ideally in under 2 seconds.

Also, check how fast the page you're sending people to loads compared to your homepage.

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#2 Product Photos

Close-up photos of the product, showcasing its details like:

• Highlighting the advantages of the product
• Showing the product in use
• Demonstrating how it fits into everyday life
• Presenting the key features

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#3 Product Display and Add to Cart Button

• The product is displayed first, at the top of the page, for easy visibility.
• "Add to Cart" button is clear and stands out, making it easy to find and use.
• Be cautious of using light grey colors for "Add to Catt" button background color, as they may suggest the product is out of stock.
• Avoid using "Buy Now" buttons or "Buy with [another product]" options, as these can lower the conversion rate.

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#4 Highlighting Product Benefits

Show how the product helps people and the good results they'll get.

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#5 Showcasing F.A.Q.

Often underrated, but, a rich f.a.q. can really help with boosting the conversions. It will also improve customer support experience.

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#6 Warranty / Guarantee

Ease consumer concerns by providing a warranty/guarantee for the product.
Longer guarantees can reduce the pressure on customers to decide quickly if they like the product, leading to fewer refunds.

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#7 High Shipping Costs (20% Rule)

• If shipping costs go over 20% of your average order value (AOV), it may keep away customers.
• If reducing shipping costs below 20% isn't possible, consider adjusting product prices to absorb some expenses.
• Provide free shipping as a standard option and offer expedited shipping at an additional cost (Free shipping: 10-14 days delivery / $9.95 shipping: 5-7 days delivery)
• Show that free shipping is available on the website and let people know they can get faster delivery if they pay extra.

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#8 Social Proof / Lack Of Trust

Show customer reviews and proof of satisfaction.

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#9 Pop Up

Use a popup on your website, but don't show it immediately after customers arrive. Instead, set a trigger (like after 15 seconds on the page or when they've scrolled 60%)
Make it as least annoying as possible for customers.

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#10 Color Scheme

- The colors should match the brand and appeal to the target customers.
- Ensure all text is easy to read.
- Stick to using just 2 or 3 colors at most.

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With these 10 tips, we're only scratching the surface of the CRO, but we hope they've given you a good understanding of what it really is.

Now, let's move on to building offers.

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Offer Building

When optimizing the offer for a brand, there are several key factors to consider.

• Understand who the offer is aimed at and what are their needs, preferences, and pain points are.
• Clearly define the unique value that the offer provides to customers and how it addresses their specific needs or solves their problems.
• Research competitors' offers to identify gaps in the market and ensure your offer stands out and provides superior value.
• Determine the optimal pricing strategy that maximizes profitability while remaining competitive and attractive to customers. (Extreme lowballing prices on the market is not the solution; with competitors you want to compete)
• Design the offer in a way that is easy to understand, with clear benefits.
• A/B test different offers. Probably the best advice for offer building is to continuously test different offers to determine which one performs the best.
• Gather feedback from customers to understand their thoughts on the offer and make adjustments if needed.

If possible, differentiate the landing page offer for visitors coming from ads from the original offer on the website. Consider even offering non-profit margins on the first orders and becoming profitable through lifetime value (LTV); subscription-based businesses often operate like that.

LTV is mainly built through email marketing, SMS marketing, and subscription orders.

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Landing page offer should be more juicy, with a free value, or a good % Off, a free product in a bundle or a free shipping on a frist order if subbed. (COGS - Cost of Goods Sold, and LTV - Life time value of a customer play a big role in planning those offers)

The landing page offer should be more attractive , featuring a free value, a significant percentage off, a complimentary product in a bundle, or free shipping on the first order with a subscription.

These are important factors to remember when creating offers, but remember, every brand is unique, so each offer should be personalized to fit their unique needs and audience.

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If you have any questions regarding CRO and Offer Building feel free to reach us by clicking this link.