The goal of any eCommerce business is to achieve a good CRO , but unfortunately, this is not an exact science. Optimizing your conversion rate is an art based on trial and error , and as our guests discussed during the session, in order to improve your results you will have to “get out of your shell” and test everything from the real customer experience .
Conducting regular measurements of traffic, interactions, conversion rate, shopping cart abandonment, etc. will be essential to be able to make better decisions. Several of these professionals confirmed that they perform a measurement analysis on a weekly basis to be able to have a broad view of the evolution of their results. Others spoke of a quarterly united kingdom number data or half-yearly frequency, but what is clear to us is that we should not "leave it to chance" to detect problems or points for improvement. There must be a methodology that allows optimization opportunities to emerge .
In addition to this, the importance of qualitative analysis was also highlighted. By actively listening to users, we can find out what they want, what they miss, what causes friction, etc. All this information will help you improve conversion .
Simplifying the customer journey to eliminate leak points
Designing a fluid user journey that the user can easily follow will help reduce leak points and improve conversion. In addition, during the process you must clearly and simply convey the value of your product or service . Don't wait for the user to discover it on their own or make it take them an effort to find out, as you only risk losing them along the way. This must be achieved without being intrusive ; you must generate value and attract the user, not generate rejection.