Conversion Rate Optimization
What is Conversion Rate Optimization (CRO)?
Conversion rate optimization focuses on increasing the percentage of visitors to your website that converts into customers. This can be accomplished by optimizing your website or acquisition funnel through A/B testing, personalization, and data analysis.
Who can benefit from Conversion Rate Optimization (CRO)?
All companies that are having difficulty maintaining or increasing conversions through their acquisition funnel, or who want to increase revenue from their website will find conversion rate optimization beneficial. For example, a company may see a large number of people dropping out of their customer path to purchase without knowing why. This is where our growth team can help identify the bottlenecks of your user journey with quantitative and qualitative analysis, hypothesizing and testing solutions, and setting up our Optimization Framework. The end result is an optimized acquisition funnel that utilizes the best practices for getting your shoppers from path to purchase faster.
CRO services we offer at Diff:
A CRO audit is an analysis of your website pages and traffic data to identify your Shopify store’s bottlenecks, and to see where your users are dropping off in your customer journey.
Our growth team analyzes traffic data from each stage of your acquisition funnel, including your homepage, collections, products, add to cart and checkout pages. A look into user behavior, acquisition channels, and your user experience, will determine what’s preventing your visitors from converting into a lead or conversion, and guide your next steps for optimization.
Funnel Analysis and Optimization Framework
An optimization framework is a deeper evaluation of your funnel acquisition data to see how your website traffic matches up with industry benchmarks. Our growth team can analyze your funnel data to determine how your shoppers are visiting your website (mobile vs. desktop, organic vs. paid search, new users vs. returning users), and where there’s room for improvement in your user experience based on industry standards and best practices.
A/B Testing Management
A/B testing, also known as split testing, is a method of comparing two updates to your website against each other to determine which performs better. Our growth team test ideas, or hypotheses, at different stages of the acquisition funnel to determine what’s working for your users, and what’s detracting from their journey. At Diff, A/B testing is an iterative process where we continue testing until we are certain to recommend a solution that is correct for your business objectives.
Personalization is tailoring the content of your website to align with your users’ customer journey, and to show your audience what they want to see. For example, if a user is landing on your homepage from a social media ad, personalization can ensure the homepage they land on shows specific images or products they were interested in from the ad they clicked. For a returning visitor, personalization could highlight a product that they previously browsed on your website to get them into the acquisition funnel faster.
Personalization and A/B Testing Partners
Case study - Urban Planet
Urban Planet, operated by YM Inc., is a fast-growing Canadian fashion brand, dedicated to delivering on-trend apparel to a demographic of men and women aged 16 to 24, at affordable prices. YM Inc. brands include Urban Kids, Stitches, Bluenotes, West49, Suzy and Amnesia.
Urban Planet’s fashion ecommerce store has 30, 000 SKUs, which track product, manufacturer and price information. During site analysis, the Diff CRO department found an issue where users were not adding items to cart as much as we expected on mobile and desktop.
Diff simplified the design of Urban Planet’s product detail page (PDP) to highlight the unique value proposition (UVP) of low-cost shipping and returns. By highlighting the UVP on product detail pages, users became more connected to pertinent information that encouraged them to add to cart faster.
Highlighting the UVP on product detail pages resulted in more people adding to cart for both desktop and mobile traffic, with a conversion rate +10% increase, revenue +14% increase and annualized impact on revenue of $426K.
Can we help you increase your conversion rate?
Get in touch with our team to schedule your free discovery call. We’ll discuss your business goals and how we can help get more visitors to your website that convert into customers. Our team of Growth specialists will help set you up for success.