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Learn how to overcome CRO challenges and improve conversion rates with clarity. Discover the importance of understanding your clients' needs, avoiding rookie mistakes, and optimizing every section of your site. Find out how to collect qualitative data, address potential clarity issues, and benefit from increased micro-conversions and higher sales volumes.
The video discusses the importance of clarity in improving conversion rates. The speaker talks about how they struggled to increase conversion rates with a client who was running with 80% of clients from Europe and North America where the market is more mature. They made some rookie mistakes and assumed people would know how to order online and that the brand sells online. They started collecting qualitative data through surveys and exit surveys to understand why people weren't buying from them. They found out that it was a clarity problem, and they overcame it by creating videos on how to order, FAQs, and blog posts showing how to order from their website. They also improved several parts of the site like the home and product pages, highlighted call-to-action buttons, and simplified the product descriptions through bullet points. They ran experiments to improve every micro-conversion through the funnel and repeated the whole process over and over again for each section and each part of the site and each source of traffic. They kept the winning test and redid the whole process. They improved many parts by highlighting unique selling points and making it easier for people to buy from the website.
let me start by saying this Clarity
beats persuasion at any given day
and this is the main issue with this
client but before we understood that we
struggled to increase the conversion
rates but and um you see that conversion
our problem it's not the problem but our
challenge because we were running with
80 percent of clients from Europe and
North America where the market is way
more mature than back home
we made some rookie mistakes
rookie mistake number one we assume that
people would know that the brand sells
online rookie mistake number two we
assume that people know how to order
online and this is the basic principle
when doing anything like anything when
it comes to cro whether in into your ads
all your page or anything in between
never assume anything
here is what we did to fix the cro
challenge we started collecting data
collecting the qualitative data we run
surveys exit survey trying to understand
one thing which is why people didn't buy
from us if you only look at heat maps
and recording you won't get the full
picture
a heat map or a recording will show you
that the customer didn't know what to do
and then you come up with a unique
hypothesis that you need to make your
CTR bigger
but
the reality was that the client didn't
know how to order and that's due to the
market immaturity
in order to come up with this
breakthrough we run surveys we asked two
simple questions why didn't you buy from
us today and how can we do to serve you
better this two-sample question let's
ask to discover that it wasn't a
punctuation problem but rather a Clarity
one and we decided to make everything
clearer and improve
we created videos on how to order
FAQs answering all and every simple
questions we converted them to videos
and we run ads to blog posts showing how
to order from our websites we overcome
the clarity challenge people started to
understand how to add products to the
cart how to order how to buy what to
expect when the delivery is out when
like um how what happens after they buy
all of that was fixed and the cro tests
started making results
we have run experiments to increase
every micro conversion through the whole
funnel getting more micro assets from
the moment they see an app to placing an
order and Beyond like headline split
tests product images product
descriptions call to action text and
buttons card Pages checkout Pages
pricing shipping pricings hero sections
landing pages and messenger messaging
and so on
and here is how our cro process looks
like we built the landing page with the
best practices in mind
imported info above the fold
clear value proposition clear ctis
social proof Authority proof we install
hojer and all Clarity Clarity is a free
tool from Microsoft
so we can get all the recordings
but how jar became a little more
expensive recently but the extra or the
bonus it's a it's like it does all in
White in one place heat Maps recordings
and surveys so we start pushing traffic
we collect the data from heat Maps
recording and surveys and we start
analyzing all the data like combining
the qualitative data plus the
quantitative data we keep the winning
test and we redo the whole process over
and over again for each section for each
section and each part of the site and
each source of traffic
after going through the cro process
we improved many parts and this is how
it looks the home page we added the
research and filters all type of filters
like it's super crucial when the markets
when the marketplace or shop offers many
skus many Brands and many categories
like hair lips and so on highlighting
the ctas using a different color
then the brand caller you don't want
your CTA to blend in
making the home page longer different
sliders scrolling to tell stories we
added different product product sections
best sellers new releases products in
promo and each section has a unique
color while respecting the guide the
guideline and the brand book of beauty
store
for the product page or the money page
this is what we did we added more
picture
more variety and goals how to use it
ugc picture lifestyle picture we
highlighted the call to action we
simplified the product description
because you know people don't read text
they skim through the coffee so through
the copy so we need to make it easier
through bullet points
and we highlighted the unique selling
points of beauty store
In marketing, clarity is more important than persuasion. It is vital to understand what your clients really want and need. Clarity will help to overcome issues and challenges in increasing conversion rates. The transformation process starts with data collection and analysis. Surveys, exit surveys, heat maps, recordings, and qualitative data will provide a comprehensive understanding of the issues that are hindering conversions.
Affiliate marketing, like any other industry, has its own set of challenges, such as trying to increase conversion rates. One of the problems many companies experience is that they are running with 80% of clients from Europe and North America, where the market is more mature. In contrast, their home market may have a less mature market and might require different strategies to address the unique challenges. Rookie mistakes include assuming that people know that the brand sells online or assumes that people know how to order online. Incorrect assumptions can prevent conversions and lose potential customers. Therefore, Clarity is crucial to identify and address these potential issues.
The impact on affiliate marketing may extend to the industry, affecting various aspects of marketing like ads, headlines, images, descriptions, call-to-action buttons, pages, pricing, shipping, and landing pages. However, overcoming these challenges can lead to several benefits, such as increased micro-conversions and higher sales volumes. Using Clarity in conversion rate optimization (CRO) will not only increase conversions but also generate more traffic and boost revenue. The success of CRO lies in optimizing each section of the site, including traffic sources, and continuously testing to achieve the best results.
How to Overcome CRO Challenges
Understanding clients' needs and challenges is crucial in increasing conversion rates. Affiliate marketing faces unique challenges, such as assumptions about online ordering. Overcoming these challenges can lead to increased sales and traffic. Using Clarity in conversion rate optimization is essential for success.
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