When advertising your eCommerce site, it’s not enough to run a creative campaign. No matter how unique your idea is, it’s important to have people click your ads instead of just admiring them. Increasing the number of clicks on your ads is precisely what conversion rate optimization (CRO) is all about. Upon reaching a potential customer, you must play on their curiosity and needs. How important is CRO to eCommerce marketers, exactly? According to research done by Marketing Experiments, 7 in 10 marketers modify their entire campaigns according to good CRO. However, there are a lot of conversion rate myths being spread.
In this article, we will debunk them and show you the path to a higher CRO, well above the 2.35% average.
1. Descriptions are not important, it’s all about the features
Many eCommerce customers will want you to believe that they are focusing solely on the product and the mere features. The mistake that many business owners make is believing these statements, and stop implementing any sort of writing work onto their eCommerce websites.
This myth has been debunked, and it’s high time everyone stopped believing it. Just how exactly does a description benefit your product and CR?
- Adding a worded description to a product further spreads your brand voice. Once the entire website is in sync, customers will be more inclined to make a purchase.
- Descriptions sound more natural and are easier to read than just bullet-pointed features.
2. CTAs don’t make a difference
In present-day marketing, more and more creatives are forced to improvise consistently. The occurrence was first noticed when customers showed signs of “advertising fatigue.”
Due to a history of aggressive marketing campaigns and various schemes, people have become wary of direct approaches. For this reason, a conversion rate myth that call-to-actions (CTAs) should be avoided entirely was born.
CTAs will always be at the crux of every eCommerce marketing strategy. In fact, more and more marketing managers started using long landing pages with multiple CTAs! The result? A reported 220% increas in leads with this method.
Therefore, you need to include multiple CTAs (along with offers) on both your homepage and landing page. Using the imperative voice directly affects the customers’ perception of both you and your brand.
3. Seeing multiple offers is overwhelming
Focused marketing is great, but only to a certain point. There comes a time where you ask yourself — do I want to focus on one product or service?
In the opinion of Mr. Derems, marketing manager at Australianwritings.net, “Lots of marketers respond affirmatively, due to an old eCommerce myth that customers want them to believe. Some eCommerce website owners believe that there isn’t to be more than one offer anywhere but within the product menus.”
This is a myth that perhaps prevents CRO more than any other factor. You should always include more than one offer and showcase the best of your products. How effective is this method of customer approach? Effective enough that 48% of all landing pages contain two or more offers!
Chances are that you have multiple product categories on your website. Take a look at WordPress Analytics or another tracking tool and pick the most popular products (or one with the biggest discount) and showcase them.
4. A redesign is all you need to boost your conversion rate
Colours are very important in website design. Marketers are visual artists more than anyone, even though this tends to forgottens because their art is “engaged.” Seeing a beautiful website is pleasant, but how often do people leave them early because they don’t have anything significant to offer? This happens more often than you think, causing a lot of sites to underwhelm in terms of CRO.
How can you escape this dangerous false belief? Just don’t put aesthetic appeal as the most important aspect of your eCommerce marketing strategy; design can only do so much. Instead, do something that engages your customers.
Diversify your marketing presence on social media, and revamp your offering or anything else that you haven’t yet. Only implement design changes for special occasions and changes in brand direction. Understand what customers want from your products, not just your website.
5. Long copy doesn’t have to be concise
We’ve already mentioned the importance of product descriptions. Not only are long forms more effective, but they also add additional aesthetic to product pages and other sections. However, some say they prefer long descriptions with free wording, just for the sake of text size.
Unnecessary phrases, expressions and other addictions to the discourse do not belong in product descriptions. It’s important to be concise for one reason in particular:
Forms that aren’t concise are not going to create conversions. People will visit your page due to advertising, but they will also leave it after just a few seconds. How can you correct this mistake?
Be both eloquent and concise. You want to target customers that need your product and have searched for it. Give them a broad description, but be concise using calls to action and facts; entice them effectively and methodically.
6. A website is only as good as it’s visitor count
Tom Brown, a project manager at Assignmentgeek.au believes that customers often convince marketers and eCommerce website owners that mere clicks are enough to deem a website successful. CRO is important, but it’s completely false to believe it’s the only metric you should use to measure the success of your business.
Some websites have high CR rates, even in the top 1%, but a very meagre ROI. Why? The answer is conversion by deception. You can use deceptive pricing, tricks in wording and many other marketing schemes, but where does that lead your business to?
Draw the line between successful marketing and successful business. Your ads should reflect the nature of your products and ideas. Only advertising for conversions will do more harm than good.
7. Testing is not important, it’s all about a hunch
When you’re unsure of which campaign to run, implement A/B testing. Investing a little time in testing and data analysis will help you in achieving CRO. Testing layouts, formats, and forms with comparative analysis will give you the best campaigns to run.
Realizing the truth behind these conversion rate myths will help you increase your CR and see even more return on your investment into your website and digital marketing strategies. Don’t fall into the trap of believing in any claim without proof; have faith in experts and the analytics that you gather. Only then can you have the privilege of not worrying about the failure of your campaigns. Afterward, you will see your CR rise.