Expert CRO strategies for 2024

In the ever-evolving world of eCommerce, mastering Conversion Rate Optimization (CRO) is crucial for success in 2024. We reached out to seasoned CRO experts to unearth the most effective strategies for boosting conversion rates. 

This blog unveils a treasure trove of insights, from empathetic customer engagement and leveraging AI for personalization to the importance of post-purchase experiences and the power of qualitative user research. 

Whether you're a burgeoning startup or an established online retailer, these expert recommendations will guide you in refining your website, enhancing user experience, and ultimately driving higher conversions in the competitive digital marketplace.

Expert CRO strategies for 2024

We asked: What strategies would you recommend for boosting conversion rates in 2024?

Here’s what our experts had to say: 

Talk to your customers

“Talk to customers – this is not new, but still heavily underutilized. CROs have an entire tool belt full of bells and whistles (tools and research methods), but often, they are lacking the basics of being empathetic with customers and listening. Once you listen and take action to help your customers, an increase in conversion rates is the logical outcome."

- Nils Koppelmann, Experimentation Consultant at 3tech

Think from an eCom point of view

“Merchants should think from an eCommerce point of view. What would be the next purchase of your customer? Do you provide this product or service? Create a product or service to improve customer retention and conversion.”

- Coen Fredriks, Ecommerce Strategist at Code

Use a variety of different tactics

“There are a number of CRO strategies brands should adopt in 2024, including: 

• Personalization: Use AI-driven personalization for tailored experiences.

• Mobile Optimization: Ensure smooth mobile experiences for users.

• AI Chatbots: Implement AI-powered chatbots for instant support.

• Visual Content: Leverage visuals and videos to showcase products.

• Social Commerce: Integrate direct shopping options on social platforms.

• Simplified Checkout: Streamline the checkout process for ease.

• Retention Focus: Emphasize post-purchase engagement and loyalty.

• Data-Driven Decisions: Conduct A/B tests and analyze data regularly.

• Customer Reviews and Testimonials: Incorporate a dedicated section showcasing authentic customer reviews and testimonials.”

- Sameer Fiaz, CRO Specialist & Full Stack Shopify Developer

Take bigger swings for bigger results

“Incremental, isolated tests focused solely on UI are not going to move the needle as much as most e-commerce stores need in 2024 and over the next few years. We are exiting the 'bubble' we have experienced the last ~2-3 years, which means people will need to become smarter with their strategies and take bigger swings for bigger results. It's time to start carefully layering data: video recordings, heat maps, click maps, and data segments, in order to provide guidance towards big tests with double-digit performance potential.” 

- Kanika Misra, CEO & Owner at BedaBeda Growth

Qualitative user research is in

“In 2024, a key strategy for increasing conversion rates will be a strong emphasis on qualitative user research. Shop owners should engage users through on-site and off-site surveys, asking open-ended questions to uncover potential barriers to purchase. Although analyzing free-text responses may seem time-consuming, the use of AI tools such as ChatGPT enables rapid categorization and the generation of actionable insights. This not only streamlines the process but also provides valuable user-centric recommendations to optimize the overall shopping experience.”

- Niklas Bräutigam, CRO Manager & Co-Founder at Conversion Stash

Don’t forget the post-purchase experience

“While CRO efforts typically focus on UI and front-end components, back-end factors like performance (site speed) and product merchandising are just as important. Also, operations need to be tip-top to ensure products are in stock, orders are fulfilled accurately, and returns are minimized. A lot of "conversion rate" gets lost in the post-purchase experience.”

- Linda Bustos, Founder of Ecom Ideas

Start with the checkout flow

“Customer research - Don't follow your competitors.

Start where the money is -- the checkout flow for some quick wins. And build your way (and confidence) up to another critical issue: product discovery.” 

- ​​Trina Moitra, Head of Growth at Convert.com

Shorter attention spans need simplicity

“With customers' attention spans getting shorter, it has never been more important to maintain clarity and simplicity.

What I mean is having a compelling offer that is easy to understand and, most importantly, clearly communicates its benefits to the visitors.

Brands that create better offers and communicate them more effectively will be the winners.

People use social media to relax. Don't make them work hard to understand what you're offering.”

- Teodor Petrovic, CEO at Seven Ecom 

Surveys can bring new insights

“Conduct a survey! While it may seem like a straightforward approach, it's astonishing to observe even major brands lack sufficient knowledge about their customers. 

The process is straightforward: post-purchase, when customer engagement with your emails is typically highest, to collect some valuable information, send out a survey requesting their insights. 

Make it authentic, enjoyable, and engaging, and you'll be amazed at the response rate. Gather details on demographics, hobbies, preferences, and any other information pertinent to your brand. Optionally, offer incentives as rewards. 

Then, customize every facet of your website and communications across all channels based on your findings. It's simple and effective."

- Filippo Casavecchia, Email Marketing Expert and Founder of the Popup Project

Test cognitive bias, not best practices 

“The best hypotheses are focused on understanding the behavioral model of your users. The closer the model is to reality (a low p-value), the better the conversion rates, post-experiment. Therefore, the strategy for improving conversion rates in 2024 is ensuring your hypotheses are testing cognitive biases and not best practices, as this is the route to understanding how your users behave on your website.”

- Theodore Odita, CRO & Growth Marketing Specialist 

UGC content in your product descriptions

“Boost sales by building long-form product descriptions that mix branded media (photos and videos) with UGC content to help the visitor better imagine owning that item.”

- AJ Saunders, Founder of Audacious Commerce

Take a multifaceted approach to CRO

“Boosting conversion rates requires a multifaceted approach, incorporating four key pillars:

1. Leveraging Data Analysis and A/B Testing: The first pillar involves harnessing the power of data analysis and A/B testing. With Google Optimize becoming redundant many businesses will stop A/B testing their landing pages, messaging, and pricing. This is where you can gain a competitive advantage. By investing in A/B testing tools, you can fine-tune your website and marketing strategies, potentially doubling your click-through and conversion rates. This approach isn't just about keeping up; it's about leading the race.

   
   

2. Focusing on Competitors' Ads:The second strategy centers on meticulously analyzing your competitors' advertising efforts. Utilizing competitor tracking tool like Competitors App can provide invaluable insights into the ads your rivals are running, the keywords they're targeting in their Google Ads, and the types of creatives they're employing. By understanding the duration and effectiveness of their ad campaigns, you can tailor your strategies to optimize your own campaigns, a tactic proven to significantly improve performance metrics.

   
   

3. Utilizing AI in Email Marketing:The third pillar is about embracing AI in email marketing. AI technology can be a game-changer, personalizing content to align with individual user preferences and behaviors. This personalization ensures that your audience receives the most relevant and appealing suggestions, elevating their experience and engagement with your brand. It's about being on the cutting edge of marketing technology to provide the best possible experience for your customers.

   
   

4. Optimizing Landing Pages: Finally, the fourth key area is the optimization of your landing pages. In the digital age, where content scales rapidly using AI and web traffic is ever-increasing, having well-optimized landing pages is crucial to stand out. This involves incorporating elements like social proof, which enhances trust and credibility, making sure your pages are not just seen but are also effective in converting visitors. This pillar is essential to ensure that the increased traffic resulting from your other efforts translates into tangible results.

Together, these four pillars form a robust strategy for boosting conversion rates, each complementing the other to create a comprehensive and effective approach to digital marketing.”

- Theo Kanellopoulos, Co-founder of Competitors App

The role of statistics in CRO

“As we venture into 2024, I'd like to emphasize the often underestimated role of statistics in the field of CRO. I've noticed a growing trend towards underpowered experiments and I believe this is largely due to a lack of understanding of statistical principles. Personally, I'm no statistical wizard and have struggled to grasp the necessary terms and methods. Therefore, my advice to anyone involved in CRO is to invest time in developing their statistical skills. A valuable resource that has helped my own understanding is the book 'Statistical Methods in Online A/B Testing' by Georgi Georgiev. It's a comprehensive guide that can be invaluable in bridging the gap and making informed decisions in the dynamic landscape of CRO.” 

- Niklas Bräutigam, CRO Manager & Co-Founder at Conversion Stash

Don’t test during Black Friday 

“Don’t test during Black Friday (and other holiday sales periods) - you’re on the hook for getting as many sales as possible. If you’re fooling around with your website and testing, and maybe something doesn’t work or the test doesn’t load or track properly, your Black Friday sales can really suffer. I’d recommend not running any tests during Black Friday, and working up to getting your site as optimized up to Black Friday, and stopping 2-3 weeks before.” 

- Deborah O'Malley, Founder of GuessTheTest

Conclusion

As we step into 2024, the message from CRO experts is clear: successful conversion rate optimization is multifaceted and user-centered. By engaging directly with customers, leveraging AI for personalized experiences, and paying attention to the nuances of the customer journey, businesses can significantly improve their conversion rates. 

Furthermore, the emphasis on statistical understanding and strategic testing, especially during high-stakes periods like Black Friday, highlights the need for a sophisticated approach to CRO. By integrating these expert strategies into your eCommerce playbook, you can create a more effective, efficient, and engaging online presence that not only attracts customers but also converts them into loyal patrons. In the dynamic world of digital commerce, staying informed and adaptable is key to thriving and outperforming the competition.