Optimizing conversion rate for E-commerce success

April 8, 2021
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Starting a business is difficult and the challenges along the way are another story. In today’s age, putting your business online is essential as this reaches a great pool of customers. That’s good, right? But the problem is, how to attract those people to your website, boost traffic and hopefully increase your profits. 

Well, there’s a key tool to help you with this and its Conversion Rate Optimization. Ranging from different businesses, whether they are big or small, this will help you increase traffic and better customer experience through your websites. 

In this post, we’ll be going through a simple yet thorough rundown on understanding what Conversion Rate Optimization is and steps to increase your website’s performance and achieve your company’s goal. 

What is Conversion Rate Optimization and why does it matter?

Conversion Rate Optimization (CRO) is a marketing tool where research and analysis of the target market’s actions are used to increase and improve various elements of the website to increase the percentage of visitors and the website’s performance and goal. 

In simpler words, it is understanding who your customers are and what grabs their attention, drives them, and prevents them from visiting and staying on your website. These contexts will all help in gathering all the data for you to take a step back and look at it in a larger picture. Creating a tailored website for your customers increases the website’s traffic and performance. 

Now, this leads us to the point where we emphasize that for each business, goals differ resulting in different CRO methods. Alibaba’s or Amazon’s website will always be different from yours. Maybe this is the reason why your website is not reaching its full potential as it is not tailor-fitted to your customers. 

Remember: your Conversion Rate Optimization methods need to be tailor-fitted to your customers. 

For example, if you have an e-commerce business, goals for CRO can be actions to ‘add to cart, email subscriptions, completed online transactions- can be a product and/or a service. 


History of CRO

All of this came to life when the 2000 dot com bubble crash happened. This resulted in the closing of numerous businesses. As industries still wanted to maintain that competitiveness between businesses, a number of website tools to increase e-commerce emerged. 

This moved on to additional tools and accessibilities on the website in the year 2004. The ability of businesses to customize their own website gave them the opportunity to help create their brand. 

And from then on, an abundance of tools have developed for us to come to this point of CRO.

Terms to Know

Call to Action

This is the first button that a customer interacts with that leads them to another action. It can be a “sign up” button, email subscription,  “add to cart” or “buy now” button. 

A/B Testing

Also known as Split Testing is a technique in determining the best website design that produces more conversion rates by examining different prototype design from the original concept. 

Conversion Funnel

This is the complete flow of actions the customer will be going through to complete the conversion rate transaction. For example, Main Page-> Collections Page -> Product Page -> Checkout Page. 

Multivariate Testing

Just like the A/B Testing, its goal is to determine the best possible website design that produces more conversion rates. But this examines specific elements of the web pages such as buttons, headlines, and images. 

How to Measure Conversion Rate Optimization

  1. Quantitative Research

Before mathematically solving your conversion rate, you need data, right? There is a couple of website analytic tools, funnel tools, website heat map tools that will make your life easier and give you all of these data such as Google Analytics and KISSmetrics. 

  1. Qualitative Research

Now that you know what happens on your website, you need to know why it is happening and this is where Qualitative research comes in. You can get this through online reviews, feedback from customers, and/or surveys from them. 

  1. Testing

You got everything that you need, now you only need to test your different prototype designs through A/B testing, conversion funnel, multivariate testing, and conversion tracking tools. 

TOTAL CONVERSION RATE= (Number of Conversions/Total Number of Visitors) * 100%

As we mentioned, each business has different goals, this brings us to micro and macro conversion rates.

The micro conversion rate for pages is focused on a specific element in the website divided by the number of visitors who visited that page. For example, people who clicked ‘Sign up’ divided by the total number of visitors who visited the main page. 

While macro conversion rate is more focused on the completed transactions divided by the total number of visited a page. 


CRO is one of the most efficient and powerful tools in digital marketing. Although, it still has its advantages and disadvantages. 


  1. COST EFFECTIVE. By doing CRO, it would be a more efficient and cost-effective way of digital marketing. As paid ads are getting more expensive, adjusting your website by yourself and tailor-fitting it to your customers is a huge help. 
  2. FAIL OR SUCCEED. Because you are the creator and decider of your website, you have unlimited amounts of tries to perfect and test the best design that works well for you and your customers. This also means that other websites’ designs may work for them but not work for you. 


  1. NOT ALWAYS EQUAL TO GREAT CUSTOMER EXPERIENCE. For each conversion rate transaction doesn’t mean that that transaction was a great experience for the customer. CRO has its limitations and doesn’t take into account all of the customer’s recommendations. 

Tips and Reminders for CRO

  • Understand what your customers are saying. In the end, they are the reason why you are doing this and they are the ones you are catering for. As they say, customers know best. 
  • Be patient. It takes time to increase your conversion rate. As it is in business, it takes hard work and determination

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