18 Experts Share Their #1 Conversion Rate Optimization Tip

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18 Experts Share Their #1 Conversion Rate Optimization Tip


Increasing conversion rates, AOVs and customers life time value isn’t an easy task.
But, since you’re already driving traffic to your store why not get the most out of it?

Becoming a better CRO is more than just split testing, being data-driven and customer-centric.

Here are some tips from the experts on how to improve your conversion rates.

18 Experts Share Their #1 Conversion Rate Optimization Tip

Dario van der Kraken, Conversion Rate Optimization Specialist at Van der Kraken Ltd

Conversion Rate Optimization

Ask your website visitors. Most clients I work with rely on their gut feeling or their friends’ opinion to know what’s wrong with their website and some of the times they are right but alas most of the times they’re not.

Right now surveying your website visitors is something that can be done quickly, easily and most importantly for free. Tools like Hotjar, Google Surveys, Qualaroo they allow you to ask your visitors in real time what they are finding hard to do on your site. This information is priceless.

Most of the times you’ll learn something you didn’t even imagine could be an obstacle to conversion. Your visitors are navigating your website. They experience it first hand. They know what’s going on. You need to know that too. Ask an open question and prepare to be surprised at what comes up.


Frans Jan, Owner at BIImpact & Add to Friends

My #1 CRO tip is: focus on business impact instead of website impact. Especially within small and medium enterprises, business owners and marketers tend to optimize their website and campaigns for more or better traffic and/or conversions instead of more profit.

But how can you imagine that a change that you A/B test in your website, webshop or campaign will still pay off after more then the few weeks that your test takes? Do your newly acquired sales leads or newsletter subscribers actually become customers after the test period? Do those new customers also generate equal or more turnover than your average customer? Don’t they put a relatively higher work or cost pressure on your sales or customer service? In what other ways do they contribute (positively or negatively) to the margin and profit of your company?

There are many more questions to ask about the factors that influence the actual contribution of your conversion optimization to our profit. In short, if you do not measure and analyze the actual business impact of conversion optimization on your turnover, margin and profit, then those efforts are pointless in my opinion. So focus on your customer data and enrich it with data from A/B tests that affect visitors, leads and customers.

Then analyze the behavior of these leads and customers and especially their impact on your turnover, margin and profit over a longer period. Only then you can determine which conversion rate optimization efforts are the real winners. Then use these results as input for new conversion optimization hypotheses and tests that not only improve your conversions but optimize your entire marketing mix.


Frans Jan, Owner at BIImpact & Add to Friends

Theo van der Zee, Freelance CRO

Browse your own webshop regularly. Just put a monthly reminder in your calendar and pretend that you’re a customer at your own webshop. For instance, look at your homepage and pretend you don’t know what this webshop is selling.

Alternatively, use the filters on the category page while pretending to look for a particular item. Maybe try to compare several similar items, check some product reviews, zoom in on product photos, etc.

Also, be sure to use devices that are similar to those that your target audience is using. Using this simple method, you’ll encounter the same issues that your target audience faces as well, at no cost (other than the time you spent on this). By doing this process regularly, you might spot some new issues every time.


Theo van der Zee, Freelance CRO

Shannon Kelly, UI Designer II | UX Strategist

Invest in qualitative user research. CRO is so heavily focused on quantitative data that we often get lost and obsessed with numbers and metrics. If you do some initial qualitative research and testing with your customers (or people who fall into your persona categories) with your product or service, you’ll learn better insights (straight from the horses mouth) into how they see and navigate your website or service.

From there you can make improvements to the acquisition process and your overall user experience (or customer experience) and once you do that, your conversions should increase.

Better user experience = more conversions.


Shannon Kelly, UI Designer II | UX Strategist

Jonathan Gudroe, CRO Specialist

When building your landing page/product page/even homepage there are 3 concepts that you need to address via copy.

1) What are the motivations of my audience?

2) What value does my product or service offer [think benefits]

3) What anxieties are they having about purchasing this now [roadblocks or limiting beliefs]?


Jonathan Gudroe, CRO Specialist

Jeremy Epperson, CEO of Conversion Guides

There is one important way to accelerate growth and get better results with your CRO. Focus on building your process. The process, workflows, strategy, communication is significantly more important than any individual test or even multiple tests.

That is often forgotten to focus on specific test hypotheses or getting stuck in the technical and tactical day to day. Building the competencies as a team to conduct CRO better should be the goal. The results and insights will follow.

Create a 90 day growth plan on a weekly sprint cycle for accountability. Focus on ensuring that your team is aligned on goals and KPIs. Conduct quantitative and qualitative customer research.

Put in place a scientific testing process that allows you to get valid data and insights. Ramp up the testing velocity as you start to streamline the process and workflows. That is going to drive ROI in the short term and help you to grow and make better business decisions long term.


Jeremy Epperson, CEO of Conversion Guides

Alix Charles, MD at Alix Digital

Ensure you are accurately tracking your conversions. Not during or after your work, get accurate, reliable tracking set up before you begin to make any optimisations, you should ensure you know your current conversion rate and continuously measure this as you make your optimisations.
That way you can find out exactly what changes improved the conversion rate and further optimise the areas that are not improving the overall conversion process.
Alix Charles, MD at Alix Digital

Dustin Hovey, Associate Director, Digital Strategy at AbbVie

1. Your PPC landing page should be your top priority. One offense that many small businesses make when starting a PPC campaign is they bid on a bunch of different keywords and send all of their traffic to their homepage. Often this results in poor conversion rates and, for some, a belief that PPC just doesn’t work. Unless your homepage has proven to garner incredible conversion rates with a subset of your traffic (which might be the case for branded keywords), it is important to segment your traffic so that your prospects can be directed to specific landing pages which are relevant to each of the keywords and ads in your campaign. Each landing page should employ proper text, images, and a calls-to-action that outline the benefits of your product or service and ultimately entice your traffic to fill out your form or to place a call.

2. Never stop testing your messaging. Even a small uplift in your conversion rate can lead to a substantial increase in overall lead volume. And the best way to make incremental improvements is to experiment. The best marketers are always testing, even if the test encapsulates small iterations of what is already working.

Just about everything can be tested including headlines, content (keep text concise and easy to scan), ad copy, images, navigation buttons (oftentimes fewer buttons are better), form fields (the field count and form placement), colors (especially the call-to-action buttons). Remember to keep things clear, simple, and compelling with your headlines, forms, and imagery.

3. Create a compelling offer for your prospects. Offers that only contain pricing, features, and self-serving promotional videos are not compelling because they serve you and not your customer. However, instructive and educational items like guides, whitepapers, and webinars are compelling because they address a pain point that prospects are likely seeking answers for. Tip: If you are requesting lead information such as email and other data, it’s paramount that you offer meaningful value in return.

Dustin Hovey, Associate Director, Digital Strategy at AbbVie

Kateryna Berestneva, CRO Specialist

My tip #1 for CRO: think like your customers think and do your homework. No universal rules or A/B testing will help if you don’t know whom you are selling to: their motivation, pains, and thoughts. So, focus your optimization efforts on solving customer’s needs. What do they expect to see on your website to relate to their problem? What are the benefits they will get from your product? Why should they choose you? Think from visitors’ perspective and provide the information needed for the decision making, in the right place, at the right time.
Kateryna Berestneva, CRO Specialist

Denis Lazarenkov, Head of Growth at Goramp and eCom Growth Consultant at Galaev&Co Family Office

5 CRO Tips that Work in eCom in 2021:
1. Social proof, people keep looking on the reviews other leave about the product or the service. The more proof they show, the better. For UK clients we recommend Trustpilot.com, they have a lot of great widgets you can use, e.g. on the main page put the general mark with service reviews, under each product make relevant product reviews. If you have an eShop somewhere like Etsy, you can easily collect your reviews from there and add them to the Trustpilot. They will be verified by your company, and shown below each product. Better always start from 1 than from 0.
2. Mobile versions of payment, more than 50% traffic come from mobile devices nowadays. So, having Apple/Samsung pay is a must. Also, I recommend to have a G pay (Google). It works great in Google Chrome, and can really increase your eCom Conversion rate.
3. Delivery dates, I have noticed that many eCom shops do not have an estimated delivery. Either some unclear dates with weeks or months of delivery, or even nothing. Do not forget that your main competitors are not big shops, but Amazon and Etsy that have all that information right in the product pages. I recommend to make estimation of the delivery according to your logistic partners. All of them have dates that can be updated on the website in the automatic way.
4. Mobile website speed, many people pay a lot of attention to the desktop, but forget about the mobile. Its speed should be no longer than 3 secs. If more, every 1 sec you loose on Avg. 10-15% of your visitors. The most common problem is the size of pictures. They can be optimised with the plugins or manually.
5. Mobile UX, the layout should be easy to understand from the phone even when you are on the go. So the fonts should be bigger than in desktop (e.g. 18px), elements have more infographics, some the elements hidden in the drop-down menus. The best client is you, if you understand how to buy and can do it easily you made a great job. If not you can improve your experience. People will thank you with extra orders and revenue.

Daisy Wells, Account Executive at SaleCycle

Working at SaleCycle, we are experts in Conversion Rate Optimization, which is an umbrella term for a series of methods which have the same aim: to increase the proportion of visitors to your website that convert. This conversion may be a sale or a lead such as a quote request, but could also refer to lesser micro-conversion goals, such as generating sign-ups to an email list, or driving downloads of a report or white paper. Many websites, apps, and general online customer journeys are imperfect, and contain areas where customers encounter friction when attempting to carry out tasks. If the effort required to complete tasks such as booking hotels or paying for items is too much for users, then significant numbers will abandon your website. CRO is about addressing issues which prevent users from buying, and giving them reasons to convert. In a mature and competitive ecommerce market, a great user experience, backed up with an effective CRO strategy can be the key to sales growth.
Download The Experts Guide to Conversion Rate Optimization for free here: https://www1.salecycle.com/experts-guide-to-cro

Jackson Lim, Manager at SearchGuru

Value proposition has always been the first and most critical element I will aim to improvise for business types. Personally will put emphasis on VCC (Value, clarity, credibility) which can be conveyed via headline, sub-headline and hero banner image. It needs to be precise and speak the user’s language, without any fluffy language or technical jargons.
That way you can find out exactly what changes improved the conversion rate and further optimise the areas that are not improving the overall conversion process.
Jackson Lim, Manager at SearchGuru

Ana Catarina Cizilio, CRO Analyst

Test everything – even if you don’t have enough traffic.
Ideally, a/b testing is the more secure procedure to confirm if any changes in your website impacts your conversion/revenue or not. But if you don’t have enough traffic, that’s not an excuse – you can test using other methods, like usability testing. You only need to interview 5 people to obtain major insights and see if your changes really works for your ecommerce. Try to change one thing at a time and test with your users. Always try something new – new copy, new benefits, new elements, new images… This is the best way to improve the experience and the chance to increase your conversion.
Ana Catarina Cizilio, CRO Analyst

Franco Gobbo, Co-founder of ABtesting.ai

I could start talking about how important A/B testing is for landing page CRO (basically because I work on an A/B testing tool). But I’ve discovered that the real potential of this practice is only untapped when it’s used on a landing page that already understands the basics of CRO. My #1 tip for CRO may be a bit controversial, but useful if you don’t know what you are doing. I would be to go to a CRO agency website and directly copying their landing page design. Think about it. If there’s someone that has the key to CRO, it has to be an agency that specifies on that. Also, they won’t be that dumb to not use their own tricks on their landing pages to get more clients. Another Idea to try is to copy the landing page of one of their clients. The one that assimilates the most to your line of work. Once you get an awesome design, it’s just a matter of testing the content 😉

Shahar Pitaru, Data Scientist & Conversion Rate Optimization expert specializing in E-Commerce

Always analyze desktop and mobile data separately! Your website’s desktop and mobile versions should be treated as two different websites. Yes, they both sell the same products. However, the user experience and the users behavior are not even closely similar. I’ve seen numerous cases where the average of both desktop and mobile data resulted in a certain insight (or no insight at all), while the data of each version separately provided a totally opposite insight.

Rokas Bernotas, Owner of an Online Growth Agency EnterSite.de

CRO is a great practice to increase revenue and ROI without relying on external advertising or other paid marketing activities. However, in my work, I’m faced with many smaller e-commerce websites (let’s say getting less than 10k unique visitors per month) where it is hard to apply the full power of CRO practices as AB testing and first-hand user research might be too costly to obtain or results not statistically valid. For small business owners, I would recommend starting with researching best CRO practices and try implementing changes on their websites themselves. Start by going through each section of the website, keeping in mind different stages of a user journey and well though-thru sales funnel. Furthermore, pay extra attention to your website’s clarity as that’s where the most improvements can be made. Does content on each page increases user motivations to buy from you or does it strengthen your value proposition? If it is neither of them, then simply remove it to make the site less distracting and increase its clarity.

Daud Mohamed, Senior Paid Media Specialist at STEP A/S

An important thing to keep in mind, before delving into Google Analytics – when doing CRO – is that context is everything. This means, that you should always keep in mind that whatever metric you’re looking at, has a broader picture that might help you understand it better. Whether a high bounce rate is good or bad, depends on what you want your users to do. Are you trying to get people to view your site and then leave, when they find their answer? Or are you interested in having them stick around for a long time, window-shopping the whole time? The point is, most Analytics metrics should be viewed in light of the overall goal of each page and or website. Are you focused on converting the people who can be converted? Then your bounce rate will probably be very high. And so will your conversion rate.

Annamaria Hajas, Snr Performance Marketing Manager at Checkout.com (freelance)

CRO tip: Prominent checkout box tested in different bits on the webpage. A lot of customers are just window shopping, before they get paid or before a particular occasion takes place which they are planning to buy the items. A great example can be ”quick checkout” option which allows the customer to buy instantly without having to register on the website. This may also have a downside, that anyone is ”quick shopping” may be outside of the retention programme, but this tactic works well in increasing conversion rates across the site.

Arthur Prinsen, Founder of PrinsenCo

Focus on creating impact through changing user behaviour. Better less experiments with huge impact that lots with little impact.
Arthur Prinsen, Founder of PrinsenCo


Conversion rates optimization is a powerful way to increase your business’s revenue.

The experts we surveyed shared their best tips on how you can use analytics and testing to find the conversion rate optimization strategy that works for you.

With the right approach, it shouldn’t be difficult to make some changes in order to see an improvement! So start testing today and become data-driven.

The Author

Yaron Been is an Ecommerce Entrepreneur, host of the EcomXFactor podcast and a Conversion Rate Optimization Expert.

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