Increase your CR% by up to 24% with easy to implement CRO use-cases

Increase your CR% by up to 24% with easy to implement CRO use-cases

Increase your CR% by up to 24% with easy to implement CRO use-cases

Table of Content

What is CRO?

Conversion rate optimization (CRO) is the process of improving the percentage of website visitors who complete a desired action, such as making a purchase, filling out a form, or subscribing to a newsletter. The goal of CRO is to increase the conversion rate of a website, which in turn can lead to increased sales, revenue, and profitability.

CRO involves analyzing user behavior on a website, identifying areas that can be improved, and testing different changes to see which ones result in the greatest increase in conversions. These changes might include adjusting the layout or design of a page, changing the wording of a call-to-action button, or simplifying the checkout process.

CRO is an ongoing process that requires continuous monitoring and experimentation to optimize a website for maximum conversions. By improving the user experience and making it easier for visitors to take desired actions, businesses can improve their bottom line and achieve greater success online.

In this guide

This guide will introduce you to two simple yet effective CRO website modifications that have previously demonstrated positive outcomes upon implementation.

We strongly advise conducting A/B tests on these modifications before permanently altering your website, allowing you to measure the impact of these changes on your profitability. Keep in mind that past positive results do not necessarily guarantee future success.

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What is A/B testing? A/B testing is a technique used in ecommerce to compare two different versions of a webpage or marketing campaign to determine which one performs better in terms of achieving a specific goal, such as increasing conversions, sales, or revenue.

In A/B testing, a website or marketing campaign is split into two groups, with one group seeing the original version (A) and the other group seeing a modified version (B) that contains a specific change or variation. The two versions are then tested simultaneously, and data is collected on how users interact with each version.

The data collected through A/B testing is used to determine which version is more effective in achieving the desired goal. For example, if version B results in a higher conversion rate than version A, then version B is considered the winner, and the change is implemented across the website or marketing campaign.

A/B testing is a powerful tool for ecommerce businesses because it allows them to make data-driven decisions and optimize their website or marketing campaigns to improve performance and increase revenue. By testing different variations and analyzing the results, ecommerce businesses can continuously improve the user experience and achieve greater success online.

First website modification: Floating add-to-cart button on mobile

Is the "Add-to-Cart" button consistently visible on the product page when viewed on a mobile device?

Take a look at the Floating "Add-To-Cart" Button on Mobile. Notice how it remains visible regardless of your position on a product page. This feature ensures convenient access to the button at all times.
Take a look at the Floating "Add-To-Cart" Button on Mobile. Notice how it remains visible regardless of your position on a product page. This feature ensures convenient access to the button at all times.

The concept behind this use case is both straightforward and remarkably potent. The subsequent step in the so-called conversion funnel should always be visible to a website visitor. Even when a visitor scrolls to the bottom of a product page, they should be able to add the product to the cart without the need to scroll back up. This scrolling action introduces unnecessary friction that can easily be eliminated.

Consider this A/B test we executed for one of our clients in the past.

The design of a CRO A/B test for one of our clients.
The design of a CRO A/B test for one of our clients.

We proposed three distinct versions of the product page on mobile for a client. Variant 2 and Variant 3 incorporated the floating "add-to-cart" button, while the Control Group (the original version of a product page) and Variant 1 lacked this feature. After running the A/B test for a month, we attained statistical significance, yielding the following results.

The results of a A/B test after reaching statistical significance.
The results of a A/B test after reaching statistical significance.

Both Variant 2 and Variant 3 demonstrated a 60% increase in the number of products added to the cart in comparison to the control group. This had a positive effect on the number of placed orders as well, leading to an increase of 20% and 24% respectively.

This outcome is logical. More products added to the cart result in more cart-abandonment email scenarios, which in turn leads to increased conversions.

Nonetheless, the impact may not always be as substantial as it was in this specific A/B test. Hence, we recommend running your own A/B test to measure the effects in your specific context.

Second website modification: Quick-add button on category pages

Is your website configured to allow adding a product to the cart directly from the product category page?

Quick-add button on a product category page on a eCommerce website
Quick-add button on a product category page on a eCommerce website
Product category page without quick-add button on a eCommerce website
Product category page without quick-add button on a eCommerce website

The 'Quick-Add' button might not be utilized by every visitor, but a subset of them will indeed use this feature. For these visitors, one unnecessary step in the conversion funnel is removed: the need to visit the product page itself.

Consider a visitor returning to the website after a browsing session from the previous day who already knows the product they intend to purchase. Is it necessary for them to revisit the product page again? You can streamline the order-placing process by incorporating a 'Quick-Add' button on the product category page, thus eliminating an unnecessary step.

In an illustrative case, one of our clients inadvertently removed this feature while conducting an A/B test. The result was a 6% lower conversion rate for that variant, compared to the variant that included the 'Quick-Add' feature.

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