CRO: 3 main website structure factors that influence conversion rates

We will present 3 factors that are vital for any e-commerce CRO and how can you optimize yours to get better conversion rates.

September 24, 2020
2 min read

The ultimate goal of any e-commerce store are conversions, but there are many measures that can influence in the optimization of the conversion rates.

First of all, the conversion rate is a factor used to determine the percentage of site visitors that converted into customers or took any desired action on the webpages like subscribing to blog or downloading a PDF resource.

In the ecommerce industry, it is the percentage of visitors who made a purchase from the site.

What is Conversion Rate Optimization (CRO)?

Having said that, Conversion Rate Optimization (CRO) can be defined as the process of improving the overall performance of a website using the data collected from site analytics, user feedback and other sources.

CRO is directly proportional to improved site metrics called as Key Performance Indicators (KPIs). KPIs could be anything from registrations, downloads, inquiries, subscriptions, comments, likes, shares to purchases.

Conversion Rate Optimization (CRO) differs from Search Engine Optimization (SEO) because it is related to site aesthetics and performance for lead generation, while SEO is focused on generating and increasing site traffic and ranking on Search Engine Result Pages (SERPs).

3 website structure factors that influence CRO

Website Design (UX/UI)

It is a no-brainer when we say site design plays a key role in optimizing conversion rates. Minor changes such as a change in the font color or button text can substantially affect your conversion rates.

Creating an aesthetically pleasing and functionally efficient ecommerce website can drive traffic and deliver an ultimate user experience. Complicated designs, multiple steps, confusing site navigation – are a thing of the past.

If you want to notice a drastic change in how your visitors respond to your products, then keep it simple – with a touch of practicality. In short, a strong UX has a strong impact on the visitors’ decision to exit, convert or cancel.

Page Load Speed

If you are running an ecommerce business, you are not new to the page load speed and downtime issues. It would be a nightmare to hear your customers complaining about your site performance on public forums and social networking channels.

Hence, it is essential to play smart and keep testing your site regularly to keep an eye on any functional, navigation and practical issues in an end-user point of view. Tools such as and Lazy Load can help manage your site’s page load time and improve latency on a real-time basis.

Personalized User Experience

It is difficult to read a site visitor’s mind, but it is not complicated to gather a large amount of data and analyze it to create a predictive analysis of what a user of a specific demographic would prefer.

Predicting consumer behaviors through browsing and navigation patterns to deliver personalized product recommendations is a possibility that can be implemented through Artificial Intelligence and Machine Learning capabilities.

Extra content: In LATAM, business must be prepared for the holiday seasons.
To make this process simple, we created a free guide with all important holidays per month across Latin America.


Our annual study is out! Beyond Borders 2022-2023

Beyond Borders 2022-2023: How digital payments and e‑commerce are gaining traction in Latin America

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