Xune Business Growth Insights

The Basics of CRO (Conversion Rate Optimisation)

Conversion rate optimisation

What is CRO (Conversion Rate Optimisation)

Conversion rate optimisation involves strengthening and boosting your eCommerce website’s design, layout, ease of use and content. Doing this will enable you to get the best conversions possible for your online shop. Having a low conversion rate indicates your site isn’t as sufficiently optimised as it should be. If you have a high conversion rate that’s great! That means your site is fast, well designed and clearly laid out so customers are happy to engage with your online store.

In order to get visitors, gain customers and then successfully convert them, having an optimised site is key. There are many ways of optimising your site to increase sales and generate revenue for your business. We’ll go through the basics of CRO to get your eCommerce business booming.

The basics of A/B testing for higher conversion

A/B testing is a way to investigate what design, functionality and content on your page is the most successful at optimising your business. Conducting an A/B test allows you to evaluate pages, or elements on a page, that need changing and improving. An A/B test is run by creating two of the same page but one has a potentially better layout, design or content. They go against each other and the results show which version of the page had more successful conversions.  

Doing this is a great way to enhance your conversion rates as you can make informed decisions about your website’s design and content. Tailoring your website to what your ideal buyer prefers to see and interact with, will give you the best chance at a higher conversion rate.

conversion rate optimisation

Where to start with CRO for your online shop

Homepage CRO

Your homepage is your website’s shop front, it’s your chance to make your first impression and let the visitor decide if your site’s worth their time.You only have a short window of opportunity to reel in a visitor so when creating your eCommerce website it’s important to consider this. 

It needs to be inviting, friendly, simple and on-brand. A simple website ensures the customer can easily navigate their way round and clearly view the information they need. Being inviting and friendly is also important as you don’t want a visitor to feel intimidated by your site and leave. You want revisiting customers to recognise your brand so keeping the same themes, colours and style throughout your website would be a good idea.


Optimising your Product pages for higher adds to cart

When showing product pictures, you need to be using high quality images. Customers shopping online don’t get a chance to fully see and feel the product they are buying. An image is the only thing they’ll receive to decide if they like the look of it, so it needs to be high quality to allow the customer to get a good look at the product. It’s a good idea to include more than one angle of the product to give them a good view of the overall product. The product images should be optimised, they need to be high quality without slowing down the speed of your site. Keeping the quality while reducing the file size gives you the best of both worlds. You can use websites such as squoosh to resize your images. 


Product reviews give social proof to the consumer that people are enjoying or finding the products useful and worth the money. They give the customer more insight and more information from real people that could help in their decision. Allowing the good and bad reviews show also tells the user you have nothing to hide and gives a level of transparency to your products. 

Writing killer product descriptions are essential for your business. You need to advertise the benefits your product will have for the customer and show them the product is high quality and worth buying. 


Make sure users can clearly see prices of the item so they know exactly what they would be paying. This allows them to make a decision there and then if they can afford or want to spend their money on the product. 


Converting more Carts into Checkout

Reducing drop out in your Checkout process

Try to make the checkout process as simple as possible for your customers. A lengthy, difficult process won’t be encouraging for customers to want to buy the contents of their cart. 

Payment methods are another way you could be losing customers in the checkout process. As your shop is online, you may be getting customers from around the world. You need to accommodate this and have familiar and accessible payment methods for anyone to use. Having an option to pay with PayPal is a popular way to make payments much easier. Recurring customers won’t want to have to input all their information every time they want to purchase something, so your site remembering their information and auto filling in the boxes would make it much more likely for the recurring customers to purchase. 

You may be losing customers at the checkout process if they weren’t aware of shipping costs beforehand. Any shipping payment should be made well aware so the customer can decide if they still want to purchase the item. Free shipping is an excellent way to get people to checkout.  

Email marketing is also a great way to get customers to return and purchase. Sending an abandoned cart email is a highly effective marketing technique to get abandoned carts revisited.

Next Steps for Further Optimisations

Once you’ve completed the basics of conversion rate optimisation it’s time to start thinking more advanced. Optimisation is a process and constantly needs updating to stay on top. There is so much more you can do to optimise your website from site speed testing to SEO ranking. 

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