Conversion Rate Optimization FAQ

Below you will find answers to some of the most common questions asked about e-commerce conversion rate optimization and increasing conversions on your ecommerce store. Browse the answers below.

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Conversion Rate Optimization Questions

When looking to increase your ecommerce conversion rate there are many factors that play a role, your traffic, your offer, your audience and your on-page experience for visitors to name a few. Let's assume you have targeted traffic going to your shopify or other ecommerce store. The most effective way is to deploy proven conversion rate optimization strategies. Leveraging these strategies will lead you down a path to increased results including reduced acquisition costs, increased average order value and improved conversion rates. Conversion rate optimization for your ecommerce store is about understanding your visitors behaviors on your store, discovering key problem areas and friction points then split testing every imaginable variable to help remove those friction points and increase the engagement that leads to more sales. 

Q: How can I increase my ecommerce conversion rate

Q: What’s the benefit of in-house CRO marketing vs. an agency?

There are some benefits to having in-house CRO (Conversion rate optimization) if you have a large budget and marketing team. What often happens is marketing staff get spread too thin and the priority of CRO gets pushed down the priority list. Your marketing staff is often blind to key problem areas being so close to the marketing they do every day. Hiring an agency has its advantages as it can often be much more cost effective. In addition to cost savings you get a fresh set of eyes on your marketing and perspective of experts who have worked on multiple sites in multiple industries. An agency that specializes in CRO will have the resources, process and expertise to effectively deploy CRO for your business without having to hire, train and hope things work out. With an agency you can hit the ground running and often test and optimize faster than you could on your own.

Q: Why hire a conversion optimization agency instead of an employee?

This is sort of a continuation of the previous question but speaks directly to hiring a specific employee to handle conversion optimization. You most certainly can hire an employee to handle your conversion optimization process but what we find is that to do it effectively it is far too much work for one employee to handle. You would have to find a unicorn employee that can handle design, development, strategy and implementation as well as project management. By finding the right agency to handle conversion optimization you will get all of the above. Here at Conversion Fanatics we have as many as 5 experts in their given areas of expertise work on a client campaign at a time. So in short, one employee simply can't handle it effectively.

Q: Why you should focus on long-term results over quick wins?

In order to have stable and sustainable growth in your e-commerce business you need to think long term. Just like with most marketing gimmicks they don't last.  You may see a quick win but the results will soon fizzle out. Conversion rate optimization is definitely a long term play that when executed effectively will make scaling and growth much easier.  Your traffic will become more effective, customers will be happier and they will spend more money. Conversion optimization is more about evolving your marketing message and adapting as buying habits change and marketing mediums evolve. If you want to truly win you need to focus on the long term, learning from every element you test to inform future decisions.

Q: Are most eCommerce buyers driven primarily by price?

It really depends on what you are selling.  There are some companies that are driven by perpetual sales and being the lowest price. But not all ecommerce buyers are driven on price. We work with a handful of luxury retailers that don't seem to have a problem with pricing.  Of course testing your price is vitally important but it generally comes down to the value proposition you are presenting your visitors and if you are selling to solve a pain or help them gain pleasure from the purchase.  There are many factors at play. We do suggest testing price but it isn't the only variable with ecommerce conversions and customers. Test things like social proof and value adds instead of racing to the bottom to compete on price. 

Q: How to tell if you need a conversion optimization agency

Do you know you need to be optimizing and testing on a regular basis? Are you finding less bandwidth available for you and your team to focus on optimization? Are your traffic costs and cost per acquisition going up and you aren't sure why? Are visitors not engaging with your site like they once were? Are customers spending less money with you on average? Are your visitors leaving the cart without making a purchase at a higher rate? If you answered yes to any of these questions, it might be time to hire a conversion optimization agency.  It is the only way we have found in many years doing digital marketing to get and keep a competitive advantage as well as scale and be more profitable.

Q: Why do I need to hire a CRO agency and what will they do for my business?

The right CRO agency partner can provide a specific level of expertise to help you grow and scale your business more profitably.  They will often provide a fresh set of eyes on your marketing and data to uncover key problem areas that you and/or your team don't see due to being so close to your product and marketing efforts. The right CRO agency partner brings more resources at a more affordable rate than having to hire additional in-house resources.  Experts in conversion focused development, UX/UI design, strategist, analysts and implementation experts. The right CRO agency can help you understand your visitors behaviors with your brand/site, remove friction in the buying process, identify key areas to increase average order value as well as increase engagement on the site that will lead to increases in KPI's that matter most to you and your business.

Q: What are the limitations of split testing?

In terms of limitations on what can actually be split tested, there aren't really any limitations. It is really only limited to your imagination.  With split testing there is never a shortage of ideas to test as each experiment can help inform a list of new ideas that will lead you down the path to improvement. Depending on the platform you are on, there are some limitations as to areas where you can actually conduct experiments such as checkout page on Shopify (limited in what can be tested). Some other limitations could possibly be multi-page experiments that could lead to muddy data in the tests and skew your results. 

Q: What are the roles of qualitative and quantitative data on the optimization process?

Most companies rely on the hard data numbers (quantitative) as being the only source of their decision making. In the conversion optimization process we want to look at both the qualitative and quantitative data to inform our process and plan. Both elements play a key role in understanding what drives the visitors.  Sometimes the qualitative data can tell us more than the hard numbers ever can. Something as simple as a survey to your customers, an exit poll, heatmaps/clickmaps can identify trends and key problem areas as well as what the visitors are paying attention to, what they are ignoring and where they are falling off in the buying process. Both are vital to the optimization process. 

Q: When do you employ a multivariate versus an A/B test?

Here at Conversion Fanatics we aren't big fans of what is true multivariate testing, we much prefer A/B or A/B/C/D testing.  With multivariate testing it all sounds good in theory, you have a bunch of elements and test all the different combinations to come up with the ultimate winner. The problem is multivariate testing takes a long time to setup and complete and you could end up with basically no improvement results when done.  With A/B testing you can test quicker, measure different variables and make more meaningful adjustments as you go along. In essence, you learn more. There may be times where you test bigger changes that include multiple elements but then you would simply go back and adjust and experiment on each of those individual changes once you have proven to have an overall winner to see what actually held the most weight in the eyes of the visitors.

Q: How do you prioritize experiment ideas?

Here at Conversion Fanatics we prioritize experiment ideas on a high, medium and low scale usually taking into account how easy the test is to implement, the impact it can have based on our hypothesis and where in the buying process the test idea is focusing. There are other fancy frameworks out there to determine priority but we find ours to be quite effective as it simplifies the process to the most impactful and easier to implement experiments which judging by the results we deliver it has been quite successful.

Q: How to prioritize a list of tests to run on your website?

To prioritize where you need to test on your own site you must first understand where the visitors are at. What are they paying attention to, what are they ignoring and where are they getting help up and falling off in the buying process. Once you identify those key problem areas you can then come up with the hypothesis as to why that is the case. Basically answering the question "why".  Why is that particular action happening? Then come up with a list of all the possible variables to help solve that key problem. It sounds complex but it is vitally important to the success of your conversion rate optimization process.

Q: How do you measure conversion success when it lies further down the funnel than at the A/B test level?

It is important that when conducting your experiments that you track more than one goal on each test.  Don't just rely on a single variable to determine the success or failure of the test, especially if the conversion lies further down the funnel. You need to track engagement, revenue per visitor, successful checkout, successful lead submit and track micro commitments like click through to the next step in the process. Tracking more than one variable will give you a better picture as to how things are performing overall vs. relying on one single metric.

Q: What are 5 ecommerce optimization tips to improve your product page conversion rates?

When looking at the product page there are MANY variables. Without looking at the data there are a few items you can test to improve your product page conversions. 


  • Remove unnecessary elements or clutter such as urgency messages, redundant information or images and possibly social share icons. Put the focus on the product selection and the next step.
  • Make sure your images paint a good picture of the product. Show all angles and the product being used. Allow for mouse-over zoom on the image to allow the visitors to see more details.
  • Make sure your call to action and product options is above the fold especially on mobile.
  • Use short descriptions near the images that leverage the key benefits and features of the product.
  • Leverage supporting benefit icons near the CTA button that highlights free shipping, satisfaction, made in the USA etc... 

Q: What is the importance of conversion optimization?

So many companies focus solely on the traffic to their site but pay less attention to what happens when the visitors land on the site. They rely on their gut or mis-guided information to make changes.  The benefits of conversion optimization is you make educated marketing decisions as based on the data and what your visitors actually care about most.  You find out what they like, what they don't like and where they are falling off. Conversion optimization allows you to evolve your marketing message and create a much better overall shopping experience for your visitors. Of course the key benefits are that you will make more money, scaling traffic will be easier, cost per acquisition will be reduced and your customers will be happier overall. That is just a few of the key benefits of conversion optimization. If you aren't doing strategic conversion optimization then you must hate money. :)

Q: Best tips for optimizing an ecommerce website?

So many companies focus solely on the traffic to their site but pay less attention to what happens when the visitors land on the site. They rely on their gut or mis-guided information to make changes.  The benefits of conversion optimization is you make educated marketing decisions as based on the data and what your visitors actually care about most.  You find out what they like, what they don't like and where they are falling off. Conversion optimization allows you to evolve your marketing message and create a much better overall shopping experience for your visitors. Of course the key benefits are that you will make more money, scaling traffic will be easier, cost per acquisition will be reduced and your customers will be happier overall. That is just a few of the key benefits of conversion optimization. If you aren't doing strategic conversion optimization then you must hate money. :)

How We Help

Whether you are looking for a total site re-design that actually converts, are running out of test ideas, want bigger more impactful wins, or you need help with implementing and fixing attribution issues, our expert team can help. We can handle pretty much all your design, strategy, implementation and experimentation to help your website growth. We have experience with most tracking, analytics, CRM, CMS and testing tools and can likely solve your biggest conversion and marketing growth problems. 


  • Analysis: We analyze both qualitative and quantitative data, identify drop-off points & areas for improvement, and even research competition
  • Strategy: We will create a custom strategy plan leveraging your data and leverage past concepts that we have proven to work time and time again.
  • Design: Re-architect information hierarchy, wireframe UI/UX for all major page types, and create conversion-focused modern designs to match your brand. We make sure your site structure is optimal for the results improvement you are looking for.
  • Experimentation: This is where the magic happens. We provide a fully-managed optimization solution, setup and run new experiments to find what really has the most impact for you in the eyes of your visitors. Then report on the results and analyze the findings. We test as fast as the data will allow.
  • Consulting: Not sure that a full service optimization solution is right for you or already have a team in place but need a little guidance? We can create a custom strategy plan for you and hold your hand along the journey while you make the necessary adjustments. Basically we will be your guide to manage the process to better results.
  • Training:  Want to instill effective optimization into the DNA of your company? Let us train your team! We have helped dozens of marketing organizations become better optimizers. Whether you are an agency or high growth e-commerce organization, we will lay out a curriculum to help your organization.  We regularly do on-site training sessions and even event speeches.


Who We Help

Ecommerce: If you have 5000 product SKU's in an online store or just a few and you are looking to generate more on-site leads and sales, we can help you increase average order value, reduce shopping cart abandonment, increase engagement and improve advertising effectiveness we can help. We have experience in most all verticals from home goods, electronics, health and wellness, clothing and accessories among many others.


Software As A Service: It doesn't matter if you are looking to increase free trial signups, get more people to request demos or to get more trial customers to upgrade, we can help you streamline the process and increase your results.


Subscription/Lead Generation: Not sure where your company falls in terms of category but are driven by online leads and sales. Chances are we can help you maximize your return on advertising investment and increase other valuable metrics. We have helped subscription and lead generation companies in financial, home building and many more.



We are the best at what we do

We take what we do and your results seriously. You can expect an affordable, proactive, results driven conversion optimization solution that will leave a lasting impact on the growth and value of your company. There is a reason why dozens of top companies choose us. Will you be our next success story?

  • Discover Key Leverage Points For Bigger Growth Opportunities
  • Get Ideas Tested Faster So You Can Learn And Win MORE!
  • Reduce Abandon Cart Rates To Make You More Money
  • Better Understand Your Site Traffic So You Can Better Serve Your Customers
  • No Added Strain On Your Resources Since We Take Care Of The Heavy Lifting
  • We Use The Tools You Are Already Using For Seamless Integration And Quicker Results
  • Increased Conversions Means Your Advertising Dollar Becomes More Effective

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