Conversion Rate Optimization (CRO)

More revenue from the same traffic is the only free growth there is

Conversion rate optimization is the work of making more of your existing visitors buy, which increases revenue without increasing advertising spend.

Every other growth lever costs money in proportion to the growth. Improving conversion improves every channel at once, permanently, at no additional media cost.

Wink helps businesses maximize sales by improving every stage of the customer journey.

What Wink optimizes

Wink works across the full path from arrival to completed order.

• User behavior analysis
• Product page optimization
• Checkout simplification
• Call to action improvement
• A/B testing
• Cart abandonment reduction
• Shopping experience enhancement

The funnel loses people at every step, and not evenly

CRO in ecommerce examines the whole sequence rather than a single page, because a store loses customers at several points and only one of them is usually the problem.

Visitors drop between arrival and product view, between product and cart, between cart and checkout, and between checkout and payment. Each has different causes and different fixes.

Finding the largest single drop is what makes the first piece of work the most valuable one.

Behavior data replaces the argument about what is wrong

User behavior analysis shows where customers hesitate, backtrack and abandon, which ends most internal debates about the store.

Opinions about which page is confusing are unreliable and expensive to act on. Recordings and behavior data identify the specific step where people stop.

That converts CRO from a redesign into a sequence of targeted, testable changes.

Product pages are where most stores lose the sale

Product page optimization addresses the page where the decision happens, and where most missing information becomes a lost sale.

Photography, delivery cost, delivery time, size guidance, stock status and return policy are what customers look for. Anything absent sends them to check a competitor.

Nothing about that requires a redesign. Most product page improvement is adding information customers already wanted.

Checkout simplification is the highest yield work available

Simplifying checkout usually returns more than any other single change, because everybody at that stage had already decided to buy.

Every field, step and account requirement between decision and payment costs completions. Guest checkout, fewer fields and visible progress recover customers a store had already paid to acquire.

Cart abandonment reduction extends this to the people who left anyway, since a recoverable cart is revenue that already exists.

Testing settles it, opinion does not

A/B testing identifies which variation actually performs rather than which one the room preferred.

Most confident predictions about conversion are wrong, including experienced ones. Testing is how a store improves reliably instead of changing repeatedly.

Small stores test bigger changes less often, large stores test smaller changes continuously, and both approaches work when the results are actually measured.

Who ecommerce CRO is for

• Stores with steady traffic and disappointing sales
• Businesses whose advertising costs are rising faster than revenue
• Retailers with high cart abandonment
• Companies planning to increase ad spend on a store that converts poorly
• Any store that has never tested a change against a control

What CRO connects to

CRO improves the store built through ecommerce website development and the checkout delivered by payment gateway integration.

It is measured by tracking and analytics, and it makes every campaign in performance marketing cheaper per sale.

Where to start

Send us your conversion rate at each funnel step. The largest gap between two steps is where the first work belongs.