Conversion rate optimisation (CRO) is one of the most powerful tools e-commerce businesses can use to boost performance and grow revenue. By streamlining the user journey, removing friction points, and tailoring the digital experience to user needs, e-commerce brands can unlock significant growth from their existing traffic.
That’s where a CRO agency like Ruby Digital comes in. We identify what your website visitors don’t like and make it better! The result? More sales, more leads, and ultimately, more revenue.
What Is a Conversion in E-commerce?
For e-commerce businesses, a conversion usually means someone purchasing a product from your site. But depending on your goals, it could also mean:
- Subscribing to a newsletter
- Registering for a discount code
- Downloading a catalogue or brochure
- Following your brand on social media
- Spending a targeted amount of time on key pages
Your conversion rate is the percentage of users who take these desired actions. For example, if your website gets 1,000 visitors and 15 of them make a purchase, your conversion rate is 1.5%.
So how do you increase that number? You can either try to double your website traffic (which takes time and budget) or improve your site experience so that twice as many users convert. That’s where CRO comes in.
Why E-commerce Brands Need CRO
Optimising your e-commerce website for conversions offers one of the fastest ways to improve return on investment. Instead of investing more to drive additional traffic, you can turn more of your existing visitors into buyers.
Ruby Digital’s CRO services help e-commerce brands identify and eliminate conversion blockers, whether it’s unclear CTAs, complicated checkout forms, or poor mobile usability. Our team tests different design, layout, and content variations, then continuously iterates based on what works best.
And because we use real-time data and tools like Google Analytics to guide our testing, we can often produce rapid improvements with minimal changes.
Key CRO Techniques for E-commerce
Conversion optimisation services revolve around two key pillars: analysis and experimentation. Here at Ruby Digital, we take a comprehensive approach to both, using data-driven insights to refine every aspect of your site. Our CRO process is designed to uncover exactly where your website might be losing customers and fix it with the right solutions.
Our process includes:
- Market & Competitor Research
We begin by understanding what your customers expect from a website like yours, and we also analyse how your competitors are performing. By benchmarking against industry leaders, we identify the key gaps and opportunities that will allow us to position your e-commerce brand ahead of the curve. - Website & Analytics Audit
Through a detailed audit of your website structure, we assess the user journey and pinpoint friction points that lead to abandoned carts or poor engagement. We also dive into your Google Analytics data to identify which pages are driving traffic but not converting, allowing us to optimise them for better results. - Desktop & Mobile Testing
We test your e-commerce store on both desktop and mobile devices to ensure it’s responsive, fast, and user-friendly. Mobile-friendliness is crucial as more shoppers are browsing and purchasing on mobile. We optimise your design for various screen sizes, ensuring smooth navigation and an overall enjoyable user experience on all devices. - Split (A/B) Testing
A/B testing is at the heart of our CRO approach. We test variations of key pages, including product pages, CTAs, and content, to see what resonates most with your audience. Through controlled experiments, we determine which versions of a page lead to the highest conversion rate and apply these learnings across your entire site for maximum impact. - Long-Term Strategy for Sustained Growth
CRO isn’t just a one-time exercise. Consumer behaviour is always evolving, so we stay ahead of the curve by continuously refining our strategies. Our team partners with you for long-term growth, ensuring that your site adapts to changes in user expectations and market trends. This results in an e-commerce site that is always optimised for performance.
Section 4: The Power of Small Changes
In the world of conversion rate optimisation, small tweaks can significantly improve performance. Here are some key areas where minor adjustments can lead to major results:
- Form Optimisation:
Remove unnecessary fields from checkout forms to speed up the process. Implementing auto-fill functionality helps users complete forms quickly. Providing real-time error validation ensures fewer mistakes, while progress indicators show users how much of the form is left. Make sure forms are mobile-optimised for smooth submission on smartphones. - Trust Badges:
Displaying SSL security certificates assures customers that their data is safe. Payment provider logos (like PayPal) build trust, and money-back guarantee seals reduce risk for shoppers. Adding third-party security certifications and social proof badges (e.g., reviews) strengthens credibility and encourages conversions. - Visual Cues:
Make call-to-action buttons stand out with contrasting colours to encourage clicks. Use icons or arrows to guide users to key actions. Highlight urgent offers with banners or pop-ups to grab attention. White space helps improve readability, while hover effects provide interactive feedback. - Simplified Navigation:
A streamlined menu structure makes it easier for users to find what they need. Including a search function allows users to locate products quickly. Sticky headers ensure easy access to navigation options, even while scrolling. - Mobile Optimisation:
Ensure your site is responsive across all devices. Optimise page load time by compressing images and content. Make sure tap targets are large enough to click on mobile devices, and regularly test mobile speed to ensure performance. - Speed Optimisation:
Compressing images and files reduces page size and improves load speed. Lazy loading ensures faster page loading by only loading content when needed. CDNs deliver faster content globally, while optimising the website’s code improves overall site efficiency.
These small yet impactful changes are essential in optimising your website for conversions. While individually each change may seem minor, together they contribute to a better user experience that directly boosts conversion rates and sales.
