5 Tools To Help You Optimize Conversions On Your eCommerce Site
For most business owners, spending hours upon hours brainstorming ideas and commissioning or managing conversion campaigns isn’t their top priority. Thankfully, you don’t need to pay through the nose for a CRO expert or work into the small hours to give your conversions a boost. Why?
Because there are plenty of helpful tools to help you optimize conversion on your site.
Conversion tools can save you money, streamline your processes, and ultimately make you more money. In this article, we’ll take a look at 5 of the best. But, before we dive in, let’s recap on what conversion rate optimization is and why it’s so useful for your eCommerce site.
What is Conversion Rate Optimisation (CRO)?
Conversion rate refers to the percentage of website visitors who perform the desired action, e.g., purchasing a product, signing up for a newsletter, or clicking ‘send’ on a contact form. Once the action has been completed, we count that visitor as having converted.
You can calculate your site’s conversion rate using this formula:
number of conversions ÷ number of visitors x 100
It will give you a percentage, and that number is your conversion rate. Most eCommerce sites have conversion rates ranging from 2.5-4.5%.
CRO refers to the actions you take to enhance and improve your website and content to boost conversions. If your CRO percentage is high, your website is effective and appeals to your target audience. If it’s not, you’ll need to work out what it is about the site that’s causing you problems.
What can CRO achieve?
CRO can boost your business revenue by increasing highly-qualified leads. It can also allow you to grow more effectively, lowering your acquisition costs, and obtaining more value from your customers.
CRO applies to any business with a website that wants to convert more visitors and is even more important for eCommerce sites. Even if you’re running a successful business, you’ll still want to consider CRO. Why? Because maintaining a steady stream of qualified leads and customers will keep your business running.
The Best Tools for CRO
As you can imagine, there are lots of CRO tools available for businesses to use. Different tools enhance different parts of your conversion plan, e.g., analytics tools, research tools, wireframing tools, testing tools, and so on. While we’ve included 5 of the best tools in this post, we recommend you build your stack of tools that complement different areas of your business.
1. Google Analytics
Google Analytics (GA) is an all-round valuable CRO tool. Most digital marketers would have heard and used GA before, due to the broad range of features it offers. You can track lots of data with GA, making it even easier to nail down your CRO. Many apps and tools integrate with GA, giving you more flexibility than ever before.
Google Analytics is a powerful tool, and we highly recommend doing some research into their features before you get stuck in, as you may uncover hidden gems that we don’t mention here. Some of our favorite features include:
- eCommerce Tracking – You can track your customers, understand where they come from, how you make your money and what you can do to improve using eCommerce tracking
- Goals (conversions) – GA Goals lets you track multiple, tailored conversions, whether that’s newsletter signups, selling ad space, leads, etc.
- AdWords – With Google Adwords, you can set up online advertising for your business or website and manage and tracking every click and conversion in one place
- Site Search – By connecting GA to your internal site search, you can understand all of the keywords people search for when arriving at your site, and optimize your content for what they want to find
Pingdom is a website performance and uptime monitoring tool. Slow website and page speeds are a big deal when it comes to CRO. If you plan to sell online, you’ll need to build a website that’s optimized for speed. Enter your URL into Pingdom, and you can track your web server’s availability, record outages, and monitor your site’s performance.
But, Pingdom is much more than a performance tool. It can help you in many other ways, including:
- Outages – Receive Pingdom alerts with all the necessary information when your website goes down and resolve issues quickly. You’ll get alerts about error messages, content changes, and lots more
- Data – Optimise your website’s performance by monitoring site visitor data in real-time
- Page Speed – Track and analyze page speed over a long period so you can identify and resolve any bottlenecks or issues affecting user experience
User experience is an essential element to increasing conversions on your website. If your site visitors aren’t happy with the way your site looks, runs, works, or functions, then you’re going to have a hard time keeping them long enough to convert.
Usabilla is a conversion tool aimed at helping you improve your customer’s experience by asking users what works for them and what doesn’t. Meaning you can make the changes required to improve the customer journey.
What’s fantastic about Usabilla is that you can integrate their products with your website, apps, email, or individual web pages. Their best features include:
- Feedback button – It fits anywhere on your website so users can leave feedback whenever or wherever they like
- Visual feedback – Let your users show you what works and what doesn’t by allowing them to select parts of your website
- Targetting – Create slides, surveys, or asks questions on specific pages to understand particular behavior and demographics
- Reporting – visual reporting allows you to view and analyze feedback easily, plus it integrates with popular third-party tools
Optimizely is known as an experimentation platform. In the optimization market, it’s one of the most popular bits of software, offering enterprise-level tools. One of its main features is A/B testing, which allows you to compare two versions of a webpage or app. This helps you determine which version of say, your product photos (A or B) performs better.
If you’re serious about understanding customer insights, Optimizely can help you in many ways, including:
- Experiments – Performance Edge allows you to run experiments at super-fast speeds, and you can scale them without impacting site performance
- Multiples – You can run multiple tests on the same web page with Optimizely so that you can create exclusion groups and front-end A/B testing
- Collaboration – Optimizely allows you and your team to collaborate in one place, with visual editors, extensions and APIs
Shoppimon is a 24/7 eCommerce monitoring tool. Some have described it as your very own personal secret shopper, and we agree. Their automated AI tools are designed to prevent cart abandonment and improve your customer’s overall experience.
With Shoppimon, you can identify client-side issues, server-side issues, network issues, or any other problems interrupting your customer’s shopping experience. It claims it can save you a lot of revenue with its features:
- Identify – this tool allows you to identify anything from missing images to a broken checkout process, helping you resolve problems quickly and give shoppers a pleasant experience.
- Alerts – Shoppimon’s alert tool will alert you to any issues at any time of the day via phone, email or Slack
- Benchmarks – compare how your business is performing against your competitors with crucial industry benchmarks.
There are a lot of tools designed to help you optimize conversions on your eCommerce site. By focusing on 5, we hope we’ve shown you just how helpful they are to have. Pick a few and create your own conversion optimization tool stack.
Conversion rate optimization isn’t something that happens overnight. However, you can make some changes today that will help you in the long-run, saving cart abandonment, improving customer experience, and ultimately putting more coin in your back pocket.
Author bio: “Georgie is a Content Contributor for UKWebHostReview. She is passionate about sharing her enthusiasm for technology through her content writing work, with a mission to help others learn and understand what makes the digital world so successful.”