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Conversion Rate Optimization (or CRO) is the process of optimizing a website or landing page experience based on a website visitor's behavior to help improve the probability that a visitor takes the desired action (conversion) on that page.
At the moment, conversion rate optimization is crucial, especially for e-commerce websites. If you can't get visitors into your conversion funnel on their first visit, there's a slim chance they'll return and take the desired action on your website.

In this article

A. Overview of analyzing and optimizing the conversion rate in the View ads to View product step
B. Conversion rate optimization checklist

A. Overview of analyzing and optimizing the conversion rate in the View ads to View product step

To assess the effectiveness of conversion rate optimization on online store, store owner need to make sure their ad campaigns have been optimized and can attract the visitors to the targeted product page to view and start the buying process.

During this process, to pique the customer's interest in buying the target product, the store owner need to perform the following 03 steps:

Step 1 - Analyze products

Before running or optimizing ad campaigns of a particular product, you need to:

Analyze products to determine their strengths and weaknesses, as well as their selling point. This will assist you in determining which information should be used to effectively market this product.
Determine whether this product can assist customers (users) in solving problems that other products on the market cannot. Determine the distinction between this product and others on the market.

Step 2 - Identify the target audience

Identify the target audience and optimize the ad copywriting hook and product description to attract the target audience and increase the chance of purchase.
Take the decision-making units into consideration when choosing appropriate advertising content, including: users, influencers, and decision makers.
Determining where each role lies in the marketing funnel will help you reach the target audience in the most effective manner.

B. Conversion rate optimization checklist

Influential factors

Advertisements: Product advertising images and videos, advertisement titles and descriptions, Call-to-Action (CTA) buttons.
Product page: Product images, variant images.

Suggestions

Identify the objective of the ad campaign:

Choose the appropriate campaign objective: The campaign objective is determined by the seller's recommendations and the product. Please choose an objective that is appropriate for the product.
Choose the appropriate target audience and product view point.
Use behavioral targeting to narrow your audience: Behavioral targeting will help you find users who are relevant to your ad.
Use the Facebook pixel to track results: The Facebook pixel will provide you with specific results statistics as well as the ability to remarket to people who are interested in your product.

Choose impressive advertising images:

Images relevant to the product: To avoid visitors entering the store to find out that the product is irrelevant.
Images need to be suitable to the selected subject.
There must be no more than 20% text in the advertising images: Some paid advertising channels, such as Facebook, may not accept it.
Select the appropriate image size: For example, Facebook recommends to use image with the size of 1200 X 628 pixels.
The advertising image must be related to the product image on the landing page.

Advertising content:

Focus on the product benefits, not its features.
Make the title intriguing enough to pique the users' interest.
Conduct A/B Testing: Create different versions of your advertisement (including the images, texts, and landing pages) for testing purposes.
Run the ad long enough to determine the best version for your store.

Continue with A/B testing for optimization:

Continue to create versions of that advertisement and conduct A/B testing, such as replacing images and text, to see if better results can be achieved.

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