PATH TO PURCHASE

WHY CRO?

 

Think of it this way – would you invite a lot of people to your house, and even pay them to fly in from out of town if your house wasn’t clean and organized? Of course not. Similarly, it wouldn’t be smart to invest in marketing efforts for a website that has user interface or path-to-purchase issues. That’s where the discipline of Conversion Rate Optimization (CRO) can help.

The purpose of CRO is to increase click-through rates, average order value, conversions, and customer lifetime value. InteractOne offers the expertise to perform a usability audit and deliver prioritized recommendations for your team to implement in-house, or you can team with our experts long-term for a full Conversion Rate Optimization campaign. Our marketing services are all performed by US-based Magento optimization experts who focus on implementing deliverables based on your specific needs and budget.

 

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    Our Approach

    Our approach to Conversion Rate Optimization starts with an all-encompassing investigation into known problem areas, with practical tips for uncovering the potential within your Magento website’s “path to purchase.” Our process focuses on performance and opportunities for optimization to get the best performance out of a merchant’s Magento site, and includes:

    Research

    Merchant, industry and competitive site research and insights

    Analysis

    Analysis of user experience, user interface, marketing, and site speed data

    Optimization

    Implementation of A/B testing strategy and technical site optimizations

    Industry Research

    We research the merchant’s industry and audit the merchant’s competition, to learn what competitors are doing and benchmark the best customer experiences. Competitor site elements audited include:

     

    • UI (Site Navigation) and UX (the  shoppers’ purchase experience)
    • Product Catalog Organization
    • Category and Product Sort Order
    • Landing and Product Page Layout and Content
    • Product Images, Media, and Reviews
    • Product Pricing Research and Upsell/Cross-Sell
    • Device Compatibility
    • Site Speed and Server Performance

    Site Usability Audit

    We get to know a merchant’s customers by reviewing data on how visitors use the site, and why they may be buying from the competition. And, we audit the merchant’s site, to identify conversion blockers in the path to purchase on multiple types of devices to identify any specific site usability issues.

    Merchant site elements audited include the same components as the competitor audit:

     

    • UI (Site Navigation) and UX (the  shoppers’ purchase experience)
    • Product Catalog Organization
    • Category and Product Sort Order
    • Landing and Product Page Layout and Content
    • Product Images, Media and Reviews
    • Product Pricing Research and Upsell/Cross-Sell
    • Device Compatibility
    • Site Speed and Server Performance

    Conversion Optimization Tactics

    Our experienced team of Magento developers, UX/UI designers, content writers, and eCommerce managers are focused specifically on implementing proactive, tailored ways to increase overall site performance while focusing on revenue-generating metrics. Tactics may include:

     

    • Development of customer personas based on customer demographics and insights.
    • Target customer persona groups using marketing automation and merchandising tools.
    • Implement an A/B testing strategy targeted at specific metrics with alternative graphics, product descriptions, page layout, etc.
    • Track user activity using heat maps and screencast recorded sessions to monitor on-site customer experience.
    • Report on successful tactics and continue to utilize the above tactics as necessary to improve the user shopping experience.