Conversion Rate Optimization (CRO) is a broad topic.
You might be inclined to think that it’s a fairly recent concept exclusive to eCommerce, but it’s been prevalent since consumer culture began. Shelf organization, customer service, multiple checkout lanes, and consumer-preferred payment solutions have been part and parcel of traditional commerce ever since you first stepped into a Walmart.
Ecommerce is just the new frontier where business owners can strategize and implement CRO strategies with a digital twist. Ecommerce platforms, in turn, have facilitated CRO by providing users with multiple features and functionalities that aid them in converting visitors into customers.
Because of its breadth, we’ll cover the conversion rate strategies only for WooCommerce. More specifically, we’ll be covering B2B eCommerce and how you can use WooCommerce’s functionalities to make your store stand out from the crowd.
Why is WooCommerce Best for Conversion Rate Optimization?
A powerful eCommerce platform for both B2C and B2B businesses, WooCommerce’s true appeal lies in its plugins and extensions. Built for WordPress it supports every feature for WordPress and provides plenty more that are specific to WooCommerce.
But what about conversion optimization?
With WooCommerce, you get the whole nine yards and then some. Apart from the various CRO strategies you can apply, there are plenty of useful plugins that can improve your store’s conversion rates.
Streamline the User Journey Through Bulk Ordering
You’ve managed to get people to land on your site, congrats. Now what you have to do is to ensure that their user journey is as seamless as possible.
For B2B users who purchase similar products on a regular basis, simplifying the user journey is even more important. There is no variety in their products, so every time they come to purchase, they would have to open tabs upon tabs of product pages, add each individual product to cart, and then check out. If your store has a mobile application, then even more time can be taken to purchase a product.
For regular buyers, this presents a complex problem. They want to purchase from your store, but it’s taking too much of their valuable time. Fearing that they might switch to a competitor, you feel the need to make their journey as seamless as possible.
One way you can go about making the user journey as such is through a bulk ordering table. Fortunately, WooCommerce has a plugin for that in the form of Quick Order for WooCommerce.
All the plugin does is create a separate page for the table. The table takes a note of all the inventory in your store. Once users click on the quick ordering page, they see a table where they can just search for, and add the products without having to visit individual product pages. Best of all, they can check out directly from the table page.
The benefit to using this is two-fold. Not only are you speeding up the purchasing process, but you are also increasing conversions to your store since new users can create a list of products they want to buy, search for it in the table, add their desired quantities, and check out without adding each individual product to cart.
Conversion Focused Product Pages
Product pages lie at the center of a store. This is the point at which the customer decides whether or not they want to buy from your store.
For new B2B users coming on your website, it’s important that you provide them with sufficient information on the product page to convince them of the legitimacy of the product and make the purchase.
Contemporarily, what works here is a strong sales copy combined with good product images. But it would help if you had more functionality than that to convert a B2B customer. Wholesale Product Page Customizer helps you do just that by allowing you to create variation tables, detail sheets for downloadable products, set maximum and minimum order quantities, discount messages, and sample requests.
The plugin is effective in that it adds value to a user’s purchase before the user has purchased the product. For B2B users looking for a demo, or wanting discounts on purchases, this is indeed a powerful tool to have. With more information at their disposal, customers would feel less the need to ask for customer support. Rather, they’ll just read the knowledge base and go immediately to purchase – increasing your conversion rates in the process.
Conversion Strategies that Drive Your Ecommerce Operation
With the plugins out of the way, it’s time we do a quick run-down through some of the strategies that make an eCommerce store drive conversion.
Simplify the User Journey – We talked about this from the context of a plugin, but you can also simplify the user journey through good content. The better sales copy you write, the more chances you will have to convert a user into a paying customer.
Utilize SEO for B2B – Using SEO best practices, and optimizing your website for relevant keywords that solve a problem, you can increase your conversion rate at every step of the purchasing process. On the technical side, optimizing your store for speed, and enabling search engines to crawl your site proves really beneficial in improving your store’s visibility and conversion rates.
Remove Gated Forms – If you have a downloadable document on your site, which can only be accessed through gated contact forms, try to ensure that the form is as simple as possible. Maintaining a balance between general information requirements and asking them to fill too much information can help guarantee conversions both at the download and checkout form page.
Track Your Data Points – If you’re an eCommerce owner, it’s highly possible to know and understand what a funnel does. Using your analytics software, you can easily track user behavior at each step of the funnel. If a user is bouncing off at a certain point in the funnel, you need to rectify that, which brings us to the final step.
A/B Test Regularly – These tests are extremely important because they give you an idea of how you can alter your strategy with each problem you face. CRO strategies are not set in stone. What might work for you might not work for another individual? This is why it is important to constantly monitor your website’s performance and alter it when you feel that things are starting to go wrong.
The plugins mentioned above are useful in their own right, but if you want an entire B2B solution for your WooCommerce store equipped with the features mentioned above and more, then you should try out B2BWoo (WooCommerce B2B) – an all-in-one B2B solution that lets you scale your B2B business on WooCommerce.