The easiest way to illustrate CRO is to employ an example, so let’s assume that our customer want to buy a stand-up desk and they have just arrived on your website.
Does the page load quickly?
If the page takes more than 3 seconds to load most visitors will move on to the next website.
Am I in the right place?
Your visitor should know within 5 seconds they are in the right place and what the business is called.
If the visitor clicked on an ad for stand-up desks they should arrive on a page that shows stand-up desks not general office furniture.
Does the website look trustworthy?
Is the website professional and up to date?
Finding the product
Can the customer find the product through search or a really clear menu?
Many companies structure their menus based on internal divisions which do not always make sense to the outsider.
Is it easy to make a comparison of similar products?
The customer needs to know the product is good and your business is trustworthy.
If you have unbiased reviews on your website you remove the need for them to look on other websites for reviews.
For more meaningful costs we all tend to shop around a bit. If you can remove the need to for people to do that you will remove the need for people to visit competitors.
People need to know that you have very clear (and ideally no quibble) return policy. This takes the risk out of doing business with you.
This needs to be easy to see and on the product page not hidden in small type somewhere.
Is it clear that the item is in stock?
There is nothing worse than completing the account creation and purchase and then discovering they company does not even have them in stock. You’d think twice about buying from that company again.
Will they ship to you?
Again, there is nothing more annoying than getting to the end of the purchase process before discovering they won’t deliver to your area/country.
. . . and that’s just the beginning.