{"id":16531,"date":"2022-11-30T07:57:06","date_gmt":"2022-11-30T12:57:06","guid":{"rendered":"https:\/\/www.invespcro.com\/blog\/?p=16531"},"modified":"2022-11-30T07:57:06","modified_gmt":"2022-11-30T12:57:06","slug":"omnichannel-retailers","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/omnichannel-retailers\/","title":{"rendered":"Why CRO Should Be A Priority For Omnichannel Retailers"},"content":{"rendered":"Reading Time: <\/span> 7<\/span> minutes<\/span><\/span>

The customer journey is changing, and so is the way we shop. With the advent of e-commerce and mobile devices, customers increasingly purchase in various online and offline channels while seeking a seamless shopping experience.<\/span><\/p>\n

It’s essential for omnichannel retailers to improve their customer experience<\/a> across multiple channels continuously.\u00a0<\/span><\/p>\n

To do that, they need an omnichannel strategy \u2014 whether through product descriptions or the checkout process. One such way is through CRO (conversion rate optimization)<\/a>.\u00a0<\/span><\/p>\n

Conversion rate optimization (CRO) helps companies improve the percentage of visitors who complete a desired action when shopping online on their website \u2014 like signing up for an email newsletter or making purchases.\u00a0<\/span><\/p>\n

Here are some ways CRO can help retailers:<\/span><\/p>\n

What Is Conversion Rate Optimization?<\/span><\/h2>\n

Conversion rate optimization (CRO) is an approach that helps businesses increase the percentage of website visitors who complete the desired action.\u00a0<\/span><\/p>\n

CRO can include everything from testing different headlines on banner ads or which post-purchase follow-up email message gets the best response rate, all the way up to redesigning entire checkout processes based on customer behavior patterns.<\/span><\/p>\n

Reasons CRO Is Critical For Omnichannel Retailers<\/span><\/h2>\n

1. To give customers a better experience<\/strong><\/h3>\n

According to\u00a0<\/span>statistics<\/span><\/u><\/a>, 32% of customers say they will leave a brand they love after one unpleasant online shopping encounter, while 92% say they would walk away after two or three bad experiences.<\/span><\/p>\n

And that’s where conversion rate optimization comes into the picture.\u00a0<\/span><\/p>\n

CRO can help you improve your conversion rates<\/a> across all your different channels \u2014 including mobile, desktop, and desktop apps. This means that you’ll see an increase in conversions across all your channels rather than just one or two.\u00a0<\/span><\/p>\n

For example, if someone visits your website but leaves without purchasing anything and then later returns via email or social media advertising, they might still become a customer if they’re given more information about what they’re buying or how much it costs before making their purchase decision.<\/span><\/p>\n

In a\u00a0<\/span>case study of Zen Windows<\/span><\/u><\/a>, the brand was able to give customers a better experience after it redesigned the visitor flow.\u00a0<\/span><\/p>\n

Have a look at the design of the old visitor flow:<\/strong><\/p>\n

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This is the new design:<\/strong><\/p>\n

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The redesign made navigating the website easier; the company saw a conversion rate of 2.95% after the redesign, which in turn, increased their conversion rate to 2.95%.<\/span><\/p>\n

2. To reduce friction in user journeys.<\/strong><\/h3>\n

In the omnichannel retail world, CX is about creating a seamless user journey for customers wherever they are in the world.<\/span><\/p>\n

The problem for eCommerce store<\/a> owners in the retail industry is that there’s no one-size-fits-all approach to CX.\u00a0<\/span><\/p>\n

The way we shop online and in store is different from country to country, so every retailer needs to tailor their strategy accordingly.<\/span><\/p>\n

In a\u00a0<\/span>case study of Ecwid<\/span><\/u><\/a>, a SaaS company that deals in online store setup and management, the company used CRO to boost the rate of initial free plan sign-ups, have more users upgrading to their paid plan, and create a smoother onboarding process.<\/span><\/p>\n

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Ecwid added a new progress indicator showing their users had completed 15% of the steps toward creating an account after they completed the first step.\u00a0<\/span><\/p>\n

Before this change was made, users did not take any further action after completing the initial sign-up. Ecwid saw an increase of 21.3% in the rate at which paid accounts were being upgraded by English-speaking users after they made this change.<\/span><\/p>\n

Here are five more tips every omnichannel retailer should follow to reduce friction in their user journeys:<\/span><\/strong><\/p>\n