{"id":18730,"date":"2022-09-01T15:18:20","date_gmt":"2022-09-01T13:18:20","guid":{"rendered":"https:\/\/trilogi.com\/blog\/guide-to-improving-your-cro-this-black-friday\/"},"modified":"2026-10-23T18:30:48","modified_gmt":"2026-10-23T16:30:48","slug":"guide-to-improving-your-cro-this-black-friday","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/en\/guide-to-improving-your-cro-this-black-friday\/","title":{"rendered":"Guide to improving your CRO this Black Friday"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Black Friday is coming and you need to get your eCommerce ready. Last year we looked at what <a href=\"https:\/\/trilogi.com\/blog\/en\/black-friday-2021-the-post-pandemic-reality\/\">the first post-pandemic Black Friday<\/a> would be like. Now it\u2019s 2022, with a more mature and more competitive eCommerce landscape. When we start planning Black Friday we think about the communication strategy, promotions, duration&#8230; but if, once the campaign is live, the results aren\u2019t what we expected, what went wrong? Maybe your website\u2019s CRO needs improving. CRO, \u201cConversion Rate Optimization,\u201d is a set of techniques aimed at improving the conversion rate. The idea is to optimize your eCommerce so potential customers buy more.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s why this year we want to share a <strong>Guide to improving your eCommerce CRO <\/strong>so you still have time to get your online store ready.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to analyze your CRO<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Before taking action, it\u2019s important to know our eCommerce: your current CRO, your acquisition cost and your Customer Lifetime Value. Knowing your business is what will let you see what\u2019s failing and how you can improve it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For reference, according to IRP Commerce data, in July 2021 the conversion rate by sector was:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Arts and crafts 3.39%<\/li><li>Baby and child: 0.89%<\/li><li>Clothing and fashion accessories: 1.63%<\/li><li>Food and drink: 1.58%<\/li><li>Health and wellness: 3.05%<\/li><li>Home and gifts: 0.99%<\/li><li>Pet care: 2.85%<\/li><li>Sports and recreation: 1.37%<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Sometimes, when key moments of the year like Black Friday come around, we invest a lot of time and effort in off-site strategies, campaigns and influencers, and forget that the customer experience within our eCommerce is just as important. In this post we share 10 key points to improve your online store\u2019s CRO.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">10 key points to improve your CRO<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">1. Website navigation<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s important to have a good <strong>website architecture. <\/strong>A logical, well-defined categorization that lets users know where they are on the site at all times.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Clearly defined product areas or categories and a mobile-optimized website are essential for intuitive, easy navigation. One test we recommend is to try the key actions on your eCommerce, for example buying, subscribing and finding a product, and see whether they\u2019re easy to complete.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Optimize for SEO<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Optimizing your eCommerce for SEO is necessary to attract organic traffic, but it can also help your CRO.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Review the H1s of each category. They should be clear and descriptive; besides organic ranking, they help users know what to expect from that page.<\/li><li>Improve speed. If a page takes more than 3 seconds to load you can lose a sale; improving speed helps both your conversion rate and your SEO.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">3. Search bar<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The search bar may be a forgotten element of your eCommerce, but pay attention to it because it can help you improve your CRO. If your catalog is very large and varied, users are very likely to end up using the search bar.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A fast search bar that delivers the results users expect can improve your conversion rate. At Trilogi we recommend the <a href=\"https:\/\/trilogi.com\/blog\/en\/the-value-of-smart-search-in-your-ecommerce\/\">Doofinder smart search<\/a>, which lets you go a step further and work with search synonyms, add promotional banners, fine-tune results\u2026 Between 20% and 40% of users use a website\u2019s or online store\u2019s internal search, making it a key element for improving your CRO.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Clickable elements: buttons and CTAs<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Clickable elements must be visible and recognizable to users. Reviewing their design, color, size or fonts is recommended to improve your CRO.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Live chat<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Customer service in an online store is as important as in a physical one. A live chat that lets you answer customers\u2019 questions and help them if they run into problems during checkout is highly recommended.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At Trilogi we\u2019re <a href=\"https:\/\/oct8ne.com\/es\">Oct8ne<\/a> partners, and at the start of the year we already saw that one of the <a href=\"https:\/\/trilogi.com\/blog\/en\/ecommerce-trends-to-watch-in-2022\/\">eCommerce trends for 2022<\/a> was conversational marketing and personalization.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. Simple and intuitive<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Every process on the website (selecting a product by color and size, adding to cart, checking out\u2026) should be simple and intuitive. Reducing the number of clicks or steps is highly recommended to improve CRO.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This also applies to sign-ups and forms. Review the required fields in your forms and make sure users only have to fill in the essential ones. Allowing guest checkout or social login will increase the number of leads you can capture on Black Friday.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">7. Build trust on your website<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Your eCommerce must convey security and trust so users want to buy. Having an SSL certificate, being transparent about costs and delivery times, offering different payment methods\u2026 all help build that trust.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">User reviews are also a key element in getting other users to buy, and they generate a lot of trust.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">8. Track your website<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">To improve CRO, it\u2019s essential to know what users do on your eCommerce. Tracking user actions will help you understand what barriers they face or which steps they struggle with.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We also recommend using tools such as heatmaps to see how users move around your website and which parts catch their attention most.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">9. UX and UI design<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Review your page so the important information is clear. If there are lots of images or videos, or the structure isn\u2019t well defined, users can get distracted and not interact with your eCommerce the way you expect.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Defining what information you want to provide and finding the best design to make it intuitive and easy is key to improving your CRO<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">10. Test your website<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s important to check the effect every change you make has on your eCommerce. You can use tools like <a href=\"https:\/\/marketingplatform.google.com\/intl\/es\/about\/optimize\/\">Google Optimize<\/a> to run A\/B tests before making a change (such as a button color or CTA text). This will tell you which changes will really improve your CRO this Black Friday.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s time to start testing and make the right changes to your eCommerce to get the best results this Black Friday!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Black Friday is coming and you need to get your eCommerce ready. Last year we looked at what the first post-pandemic Black Friday would be like. Now it\u2019s 2022, with a more mature and more competitive eCommerce landscape. When we start planning Black Friday we think about the communication strategy, promotions, duration&#8230; but if, once [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":15768,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2507],"tags":[],"class_list":["post-18730","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emarketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Guide to improving your CRO this Black Friday | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"Increase your eCommerce conversion rate with this guide to improving CRO. 10 tips to help your eCommerce sell more. Read it now!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/trilogi.com\/blog\/en\/guide-to-improving-your-cro-this-black-friday\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Guide to improving your CRO this Black Friday | Blog Trilogi \u2013 The Digital Agency\" \/>\n<meta property=\"og:description\" content=\"Increase your eCommerce conversion rate with this guide to improving CRO. 10 tips to help your eCommerce sell more. 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