Why Website Conversion Optimization Is The Hidden Gem Of Ecommerce

For this week’s podcast episode, we’re joined by Conversion Rate Optimization expert Justin Christianson from Texas, who’s been in the digital marketing realm for over 20 years!

Now he’s a bestselling author and co-founder of his own agency, Conversion Fanatics. Despite only offering CRO as a service for the last seven years, he’s truly seen everything there is to see with regards to ecommerce.

Sit down and listen in to learn about the biggest mistakes business owners make with their websites, so you can skip the suffering and find your own success much quicker and much easier!

You can gain insight into:

✔️ The best tools and apps for CRO

✔️ Qualitative vs. Quantitative approach to Conversion Rate Optimization

✔️ Last-minute CRO tips for a successful Q4

✔️ The best ways to set up your Shopify store

✔️ Avoiding gimmicks, listening to the customers, and thinking long term

Tools of the Trade

Everyone has their preferences, but Justin has been in the game a lot longer than most. Over the years, he’s preferred to use Convert.com as his primary diagnostic tool. Google Optimize doesn’t play so nicely with Shopify, so he appreciates Convert.com’s data and its arsenal of tools.

As far as apps go, Justin thinks simplicity is critical. If he had the time, he would custom code his own programs to avoid the pitfalls of popular apps that overcomplicate things. Too many apps can crash a site or do more damage than good, but he does mention that Justuno and Klaivyo are two notable exceptions everyone should use.

One Size Does Not Fit All

If you own a brand making six-figures annually, you shouldn’t be deep-diving into the data just yet; there simply isn’t enough to study early on! Justin recommends taking a qualitative approach early on instead, focusing more on the customer experience. Listening to your customers can be the most valuable thing you ever do. Exit polls, surveys, and heat maps are your best friends!

If you are making seven or eight figures per year, you can start thinking about optimizing your website to bring up conversion rates and increase your Average Order Value. CRO is only effective for brands with lots of traffic and over 300 orders per month, the bare minimum to start taking a quantitative approach.

CRO Tips for Q4

Simply put, CRO is not like any other form of marketing. Buyer behavior and buyer experiences change drastically in Q4, so Justin says you can throw everything you know out of the window. Your best bet is to make sure your site is ready to take on heavy traffic, help it run smoothly, and trust in the process.

Justin also notes that if you want to build trust, don’t try to make a quick buck with gimmicks or “grey hat” tricks. Customers will be scared off by fake countdown timers and lies about product scarcity.

Simplicity is Better

Justin stresses the importance of simplicity, opting to use powerful imagery rather than wordy texts. When people ask him what the best Shopify theme is, he says the free one you get right out of the box, of course!

Daniel and Justin also mention that the product page is the most important part of your store, and it’s where brand owners tend to lose most of their traffic. Since most ecommerce shoppers are browsing on mobile, you really only have six inches of screen to impress them, so don’t waste space with credit card logos, security icons, or other unhelpful items.

Think Long Term

Conversion Fanatics won’t even work with shortsighted ecommerce owners hellbent on making a quick buck. He rolls his eyes when he sees countdown timers or overused discounts being offered. It’s not easy to see the big picture, but your business will benefit from it if you can think long-term. Be patient, trust your product, and above all else, listen to your customers!

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