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Ecommerce Conversion
Conversion Optimisation
Ecommerce Growth
Conversion Strategies
Conversion Rate Optimisation
ARTICLE #107
How to increase conversion rates for your ecommerce store?
Ecommerce Conversion
Conversion Optimisation
Ecommerce Growth
Conversion Strategies
Conversion Rate Optimisation
Written by:
7 min read
Updated on: September 02, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Do you know the average ecommerce conversion rates across industry verticals are around 2.5% to 3%? You might be surprised to know that your ecommerce site is just one in a sea of over a billion websites currently swimming around the internet. Out of these, over 26.5 million are ecommerce sites.
These stats show that running an ecommerce store takes a lot more than you might assume. Considering the average conversion rates, you need to strive hard to have an optimised website, implement strategies to increase customer engagement, and offer something unique.
However, these aren't the only things you need to do; multiple other strategies are also involved in making a huge impact on your ecommerce website’s conversion rate, which we will discuss here.
Do you know the average ecommerce conversion rates across industry verticals are around 2.5% to 3%? You might be surprised to know that your ecommerce site is just one in a sea of over a billion websites currently swimming around the internet. Out of these, over 26.5 million are ecommerce sites.
These stats show that running an ecommerce store takes a lot more than you might assume. Considering the average conversion rates, you need to strive hard to have an optimised website, implement strategies to increase customer engagement, and offer something unique.
However, these aren't the only things you need to do; multiple other strategies are also involved in making a huge impact on your ecommerce website’s conversion rate, which we will discuss here.
Do you know the average ecommerce conversion rates across industry verticals are around 2.5% to 3%? You might be surprised to know that your ecommerce site is just one in a sea of over a billion websites currently swimming around the internet. Out of these, over 26.5 million are ecommerce sites.
These stats show that running an ecommerce store takes a lot more than you might assume. Considering the average conversion rates, you need to strive hard to have an optimised website, implement strategies to increase customer engagement, and offer something unique.
However, these aren't the only things you need to do; multiple other strategies are also involved in making a huge impact on your ecommerce website’s conversion rate, which we will discuss here.
Optimise user experience (UX)
Optimise user experience (UX)
Optimise user experience (UX)
Studies show that 53% of sales out of 60% of ecommerce traffic comes through mobile commerce sites. This clearly shows how important it is to optimise user experience across all devices. Here are the following ways you can ensure better UX.
Easy navigation
If your website takes longer browsing times and has a high bounce rate, users will find its navigation challenging. If users can't find what they are looking for in the quickest possible way, they won't be able to buy it.
Therefore, you need to keep a balance between showing all the products and making them easy to find. You can add drop-down navigation boxes and easy-to-search categories.
You can change the appearance of links when you hover over them, add new arrivals or bestsellers to the bar, and make the search icon visible. Other ways include using breadcrumbs, simplifying options on the menu, and prioritising elements.
Use responsive web design
A responsive website automatically responds to fit the device of the visitor. If you have made your website responsive, it will provide a better user experience and minimise the need to scroll, pan, or resize.
Though website design mainly favours desktops, mobile traffic hovers around 49.78% of website visits. As Google is also shifting to mobile-first indexing, your site should have a mobile-first design strategy; otherwise, it will be lost in the rankings. It won't be wise to lose customers to another site only because they have mobile ecommerce and you don't.
Ensure fast loading times
Around 47% of customers expect a webpage to load in 2 seconds or less. Tests showed that pages that load in 2.4 seconds had a conversion rate of 1.9%. At 3.3 seconds, it was 1.5 and reduced up to 0.6% at 5.7+ seconds.
The more it takes a website to load, the more performance-related stress will build, creating a negative shopping experience for customers. This will also affect their overall engagement with an ecommerce store.
To reduce website load speed and increase conversion rate, you need to select an image compression plugin that optimises images without compromising the quality. You should also reduce redirects when building internal links and disable plugins that you are not using.
Add clear CTAs
Call-to-action buttons play a significant role in optimising conversion rates. You need to add clear CTAs at different places but don't overwhelm your visitors with too many CTA buttons on one screen.
Experiment and test different CTA placements by conducting A/B testing. You can also use heatmaps to understand the user interaction with your website and place CTAs in those areas. Customer feedback surveys can also help you get their opinions regarding CTA buttons.
However, don't forget to test your CTA copy, button design, style, and placement on daily basis to optimise conversion rates.
Studies show that 53% of sales out of 60% of ecommerce traffic comes through mobile commerce sites. This clearly shows how important it is to optimise user experience across all devices. Here are the following ways you can ensure better UX.
Easy navigation
If your website takes longer browsing times and has a high bounce rate, users will find its navigation challenging. If users can't find what they are looking for in the quickest possible way, they won't be able to buy it.
Therefore, you need to keep a balance between showing all the products and making them easy to find. You can add drop-down navigation boxes and easy-to-search categories.
You can change the appearance of links when you hover over them, add new arrivals or bestsellers to the bar, and make the search icon visible. Other ways include using breadcrumbs, simplifying options on the menu, and prioritising elements.
Use responsive web design
A responsive website automatically responds to fit the device of the visitor. If you have made your website responsive, it will provide a better user experience and minimise the need to scroll, pan, or resize.
Though website design mainly favours desktops, mobile traffic hovers around 49.78% of website visits. As Google is also shifting to mobile-first indexing, your site should have a mobile-first design strategy; otherwise, it will be lost in the rankings. It won't be wise to lose customers to another site only because they have mobile ecommerce and you don't.
Ensure fast loading times
Around 47% of customers expect a webpage to load in 2 seconds or less. Tests showed that pages that load in 2.4 seconds had a conversion rate of 1.9%. At 3.3 seconds, it was 1.5 and reduced up to 0.6% at 5.7+ seconds.
The more it takes a website to load, the more performance-related stress will build, creating a negative shopping experience for customers. This will also affect their overall engagement with an ecommerce store.
To reduce website load speed and increase conversion rate, you need to select an image compression plugin that optimises images without compromising the quality. You should also reduce redirects when building internal links and disable plugins that you are not using.
Add clear CTAs
Call-to-action buttons play a significant role in optimising conversion rates. You need to add clear CTAs at different places but don't overwhelm your visitors with too many CTA buttons on one screen.
Experiment and test different CTA placements by conducting A/B testing. You can also use heatmaps to understand the user interaction with your website and place CTAs in those areas. Customer feedback surveys can also help you get their opinions regarding CTA buttons.
However, don't forget to test your CTA copy, button design, style, and placement on daily basis to optimise conversion rates.
Studies show that 53% of sales out of 60% of ecommerce traffic comes through mobile commerce sites. This clearly shows how important it is to optimise user experience across all devices. Here are the following ways you can ensure better UX.
Easy navigation
If your website takes longer browsing times and has a high bounce rate, users will find its navigation challenging. If users can't find what they are looking for in the quickest possible way, they won't be able to buy it.
Therefore, you need to keep a balance between showing all the products and making them easy to find. You can add drop-down navigation boxes and easy-to-search categories.
You can change the appearance of links when you hover over them, add new arrivals or bestsellers to the bar, and make the search icon visible. Other ways include using breadcrumbs, simplifying options on the menu, and prioritising elements.
Use responsive web design
A responsive website automatically responds to fit the device of the visitor. If you have made your website responsive, it will provide a better user experience and minimise the need to scroll, pan, or resize.
Though website design mainly favours desktops, mobile traffic hovers around 49.78% of website visits. As Google is also shifting to mobile-first indexing, your site should have a mobile-first design strategy; otherwise, it will be lost in the rankings. It won't be wise to lose customers to another site only because they have mobile ecommerce and you don't.
Ensure fast loading times
Around 47% of customers expect a webpage to load in 2 seconds or less. Tests showed that pages that load in 2.4 seconds had a conversion rate of 1.9%. At 3.3 seconds, it was 1.5 and reduced up to 0.6% at 5.7+ seconds.
The more it takes a website to load, the more performance-related stress will build, creating a negative shopping experience for customers. This will also affect their overall engagement with an ecommerce store.
To reduce website load speed and increase conversion rate, you need to select an image compression plugin that optimises images without compromising the quality. You should also reduce redirects when building internal links and disable plugins that you are not using.
Add clear CTAs
Call-to-action buttons play a significant role in optimising conversion rates. You need to add clear CTAs at different places but don't overwhelm your visitors with too many CTA buttons on one screen.
Experiment and test different CTA placements by conducting A/B testing. You can also use heatmaps to understand the user interaction with your website and place CTAs in those areas. Customer feedback surveys can also help you get their opinions regarding CTA buttons.
However, don't forget to test your CTA copy, button design, style, and placement on daily basis to optimise conversion rates.
Enhance product pages
You also need to create great product pages to help your customers understand what they are spending money on. For this purpose, you will need high-quality images, videos, web copy, and a lot more. You might not want your customers to leave your site only to get more details about the product.
Improve product images
Product images are essential for an ecommerce store in the context of design principles because customers can't touch or feel the product before making a buying decision. You should add high-quality images to avoid a situation where your customers want to zoom in but can't, or in worse scenarios, they see pixelated images.
Try to add images of each product from different angles to make it easy for customers to view them clearly. Avoid using AI enhancers, as they can easily be detected and make a bad impression. Optimise all images for websites to prevent them from slowing down your web. It'd be great if you display products in a 3-dimensional format.
Add explainer videos on product pages
Adding explainer videos can provide better results as younger generations are more interested in video platforms such as TikTok, Instagram reels, and YouTube shorts. So, these can be your best bet to increase conversion rate.
Make detailed, high-quality videos using good-quality cameras, tripods, and voice enhancers. Also, add subtitles in videos so people can read what is being said in the video. Share your videos on all channels and product pages.
Write detailed and persuasive product descriptions
Along with images and videos, you also need to write detailed and persuasive product descriptions to let customers know what they are getting. Good copy that creates a narrative for your product will play a great role in convincing your customers to buy your products. However, you don't just need to add features; promoting benefits will do a better job.
To increase ecommerce conversion rate, you can pitch benefits by mentioning point rewards for purchases across product pages. Also, describe feature referral rewards to make your existing customers talk about your brand in their circle. Write about the kind of trust you have built with your audience and how it translates into your products.
To make your content easier to understand, keep it based on why, who, when, and how.
Put customer reviews and ratings
There is no need to add stats to tell that people always read reviews online before they buy a product. Without positive reviews, your product won't get any attention. People are also aware of artificially written reviews or feedback. So, you will need to provide social proof with the help of customer reviews and ratings.
Ask your current customers to write reviews for you. Send reminders to customers to request reviews. If you get a negative review, try to address the problem by improving your product or service. In case of malicious or false reviews, get legal help or contact reputation management services.
Clear pricing and shipping information
The major reason why customers abandon carts is hidden and unexpected costs. Customers don't like to be bombarded with additional charges shown only during the last stages of the checkout process. You might think that luring customers with a seemingly low cost and then adding on extra cost at the point of purchase is a good strategy, but it will destroy your business.
Be direct about prices, shipping costs, taxes, and fee to increase conversions. You can also offer free shipping, as statistics show customers spend more per order if the shipping is free or minimal.
To increase conversions, you can also offer discounts by featuring a subscription or quantity discount. Introduce flash deals for bestsellers or fast-selling clearance items. Another great way is to drop special email-only surprise prices for your loyal customers or announce members-only tiered prices.
You also need to create great product pages to help your customers understand what they are spending money on. For this purpose, you will need high-quality images, videos, web copy, and a lot more. You might not want your customers to leave your site only to get more details about the product.
Improve product images
Product images are essential for an ecommerce store in the context of design principles because customers can't touch or feel the product before making a buying decision. You should add high-quality images to avoid a situation where your customers want to zoom in but can't, or in worse scenarios, they see pixelated images.
Try to add images of each product from different angles to make it easy for customers to view them clearly. Avoid using AI enhancers, as they can easily be detected and make a bad impression. Optimise all images for websites to prevent them from slowing down your web. It'd be great if you display products in a 3-dimensional format.
Add explainer videos on product pages
Adding explainer videos can provide better results as younger generations are more interested in video platforms such as TikTok, Instagram reels, and YouTube shorts. So, these can be your best bet to increase conversion rate.
Make detailed, high-quality videos using good-quality cameras, tripods, and voice enhancers. Also, add subtitles in videos so people can read what is being said in the video. Share your videos on all channels and product pages.
Write detailed and persuasive product descriptions
Along with images and videos, you also need to write detailed and persuasive product descriptions to let customers know what they are getting. Good copy that creates a narrative for your product will play a great role in convincing your customers to buy your products. However, you don't just need to add features; promoting benefits will do a better job.
To increase ecommerce conversion rate, you can pitch benefits by mentioning point rewards for purchases across product pages. Also, describe feature referral rewards to make your existing customers talk about your brand in their circle. Write about the kind of trust you have built with your audience and how it translates into your products.
To make your content easier to understand, keep it based on why, who, when, and how.
Put customer reviews and ratings
There is no need to add stats to tell that people always read reviews online before they buy a product. Without positive reviews, your product won't get any attention. People are also aware of artificially written reviews or feedback. So, you will need to provide social proof with the help of customer reviews and ratings.
Ask your current customers to write reviews for you. Send reminders to customers to request reviews. If you get a negative review, try to address the problem by improving your product or service. In case of malicious or false reviews, get legal help or contact reputation management services.
Clear pricing and shipping information
The major reason why customers abandon carts is hidden and unexpected costs. Customers don't like to be bombarded with additional charges shown only during the last stages of the checkout process. You might think that luring customers with a seemingly low cost and then adding on extra cost at the point of purchase is a good strategy, but it will destroy your business.
Be direct about prices, shipping costs, taxes, and fee to increase conversions. You can also offer free shipping, as statistics show customers spend more per order if the shipping is free or minimal.
To increase conversions, you can also offer discounts by featuring a subscription or quantity discount. Introduce flash deals for bestsellers or fast-selling clearance items. Another great way is to drop special email-only surprise prices for your loyal customers or announce members-only tiered prices.
You also need to create great product pages to help your customers understand what they are spending money on. For this purpose, you will need high-quality images, videos, web copy, and a lot more. You might not want your customers to leave your site only to get more details about the product.
Improve product images
Product images are essential for an ecommerce store in the context of design principles because customers can't touch or feel the product before making a buying decision. You should add high-quality images to avoid a situation where your customers want to zoom in but can't, or in worse scenarios, they see pixelated images.
Try to add images of each product from different angles to make it easy for customers to view them clearly. Avoid using AI enhancers, as they can easily be detected and make a bad impression. Optimise all images for websites to prevent them from slowing down your web. It'd be great if you display products in a 3-dimensional format.
Add explainer videos on product pages
Adding explainer videos can provide better results as younger generations are more interested in video platforms such as TikTok, Instagram reels, and YouTube shorts. So, these can be your best bet to increase conversion rate.
Make detailed, high-quality videos using good-quality cameras, tripods, and voice enhancers. Also, add subtitles in videos so people can read what is being said in the video. Share your videos on all channels and product pages.
Write detailed and persuasive product descriptions
Along with images and videos, you also need to write detailed and persuasive product descriptions to let customers know what they are getting. Good copy that creates a narrative for your product will play a great role in convincing your customers to buy your products. However, you don't just need to add features; promoting benefits will do a better job.
To increase ecommerce conversion rate, you can pitch benefits by mentioning point rewards for purchases across product pages. Also, describe feature referral rewards to make your existing customers talk about your brand in their circle. Write about the kind of trust you have built with your audience and how it translates into your products.
To make your content easier to understand, keep it based on why, who, when, and how.
Put customer reviews and ratings
There is no need to add stats to tell that people always read reviews online before they buy a product. Without positive reviews, your product won't get any attention. People are also aware of artificially written reviews or feedback. So, you will need to provide social proof with the help of customer reviews and ratings.
Ask your current customers to write reviews for you. Send reminders to customers to request reviews. If you get a negative review, try to address the problem by improving your product or service. In case of malicious or false reviews, get legal help or contact reputation management services.
Clear pricing and shipping information
The major reason why customers abandon carts is hidden and unexpected costs. Customers don't like to be bombarded with additional charges shown only during the last stages of the checkout process. You might think that luring customers with a seemingly low cost and then adding on extra cost at the point of purchase is a good strategy, but it will destroy your business.
Be direct about prices, shipping costs, taxes, and fee to increase conversions. You can also offer free shipping, as statistics show customers spend more per order if the shipping is free or minimal.
To increase conversions, you can also offer discounts by featuring a subscription or quantity discount. Introduce flash deals for bestsellers or fast-selling clearance items. Another great way is to drop special email-only surprise prices for your loyal customers or announce members-only tiered prices.
Simplify the checkout process
As mentioned in Facebook Business Insights, 87% of customers admit that a complicated checkout process makes them abandon their shopping cart. You can avoid this issue by limiting the number of pages in the checkout process or sticking to a single checkout page.
Guest checkout options
No doubt, it is standard practice to create customer accounts before allowing them to make purchases. You can get their email addresses and use them during your future marketing campaigns. But, many people don't like to register, especially if they plan to make only one-time purchases. For those people, you can introduce guest checkout options.
You can ask your customers to register after they make a purchase. Try to collect only basic information like email address and phone number. Promise them that you will not annoy them with promotional emails. Use the given details only to share transactional details. Once customers gain trust, they will register on your website.
Multiple payment methods
If you want to improve your ecommerce conversion rate, offer multiple payment options. In case you don't accept the payment method your customer prefers, they might not complete their purchase.
Use digital wallets to increase speed and convenience. Many customers who shop online using mobile prefer digital wallets. You can accept payment forms such as Samsung Pay or Apple Pay to reduce friction and attract customers.
Applications and processors like PayPal Express and Amazon Pay are also great options. For better outcomes, also introduce instalment options.
Minimised form fields
You should try to simplify all fields in the checkout form as a well-designed ecommerce is supposed to guide towards closure without becoming a burden.
Start by limiting the number of fields when you ask for key information. Ask limited questions in a funnel quiz. If you want detailed personalisation, add an extra edge of gamification to keep things interesting.
Add a progress bar if the checkout form involves multiple steps. It'd be great if you also added auto-functions such as address and date pickers associated with email or phone numbers.
Cart abandonment solutions
The most direct way to increase the ecommerce conversion rate is to reach out to customers who have left unpurchased items in their online shopping cart. You can send them emails as a reminder or adopt more advanced branding and behavioural techniques. SMS texts are another good way to engage customers for abandoned carts.
There are also some great ways to prevent cart abandonment, such as offering a quantity discount, featuring a “wishlist it before it runs out” pop nudge, or sending an email signup nudge that promises an exclusive discount on the products in the cart.
As mentioned in Facebook Business Insights, 87% of customers admit that a complicated checkout process makes them abandon their shopping cart. You can avoid this issue by limiting the number of pages in the checkout process or sticking to a single checkout page.
Guest checkout options
No doubt, it is standard practice to create customer accounts before allowing them to make purchases. You can get their email addresses and use them during your future marketing campaigns. But, many people don't like to register, especially if they plan to make only one-time purchases. For those people, you can introduce guest checkout options.
You can ask your customers to register after they make a purchase. Try to collect only basic information like email address and phone number. Promise them that you will not annoy them with promotional emails. Use the given details only to share transactional details. Once customers gain trust, they will register on your website.
Multiple payment methods
If you want to improve your ecommerce conversion rate, offer multiple payment options. In case you don't accept the payment method your customer prefers, they might not complete their purchase.
Use digital wallets to increase speed and convenience. Many customers who shop online using mobile prefer digital wallets. You can accept payment forms such as Samsung Pay or Apple Pay to reduce friction and attract customers.
Applications and processors like PayPal Express and Amazon Pay are also great options. For better outcomes, also introduce instalment options.
Minimised form fields
You should try to simplify all fields in the checkout form as a well-designed ecommerce is supposed to guide towards closure without becoming a burden.
Start by limiting the number of fields when you ask for key information. Ask limited questions in a funnel quiz. If you want detailed personalisation, add an extra edge of gamification to keep things interesting.
Add a progress bar if the checkout form involves multiple steps. It'd be great if you also added auto-functions such as address and date pickers associated with email or phone numbers.
Cart abandonment solutions
The most direct way to increase the ecommerce conversion rate is to reach out to customers who have left unpurchased items in their online shopping cart. You can send them emails as a reminder or adopt more advanced branding and behavioural techniques. SMS texts are another good way to engage customers for abandoned carts.
There are also some great ways to prevent cart abandonment, such as offering a quantity discount, featuring a “wishlist it before it runs out” pop nudge, or sending an email signup nudge that promises an exclusive discount on the products in the cart.
As mentioned in Facebook Business Insights, 87% of customers admit that a complicated checkout process makes them abandon their shopping cart. You can avoid this issue by limiting the number of pages in the checkout process or sticking to a single checkout page.
Guest checkout options
No doubt, it is standard practice to create customer accounts before allowing them to make purchases. You can get their email addresses and use them during your future marketing campaigns. But, many people don't like to register, especially if they plan to make only one-time purchases. For those people, you can introduce guest checkout options.
You can ask your customers to register after they make a purchase. Try to collect only basic information like email address and phone number. Promise them that you will not annoy them with promotional emails. Use the given details only to share transactional details. Once customers gain trust, they will register on your website.
Multiple payment methods
If you want to improve your ecommerce conversion rate, offer multiple payment options. In case you don't accept the payment method your customer prefers, they might not complete their purchase.
Use digital wallets to increase speed and convenience. Many customers who shop online using mobile prefer digital wallets. You can accept payment forms such as Samsung Pay or Apple Pay to reduce friction and attract customers.
Applications and processors like PayPal Express and Amazon Pay are also great options. For better outcomes, also introduce instalment options.
Minimised form fields
You should try to simplify all fields in the checkout form as a well-designed ecommerce is supposed to guide towards closure without becoming a burden.
Start by limiting the number of fields when you ask for key information. Ask limited questions in a funnel quiz. If you want detailed personalisation, add an extra edge of gamification to keep things interesting.
Add a progress bar if the checkout form involves multiple steps. It'd be great if you also added auto-functions such as address and date pickers associated with email or phone numbers.
Cart abandonment solutions
The most direct way to increase the ecommerce conversion rate is to reach out to customers who have left unpurchased items in their online shopping cart. You can send them emails as a reminder or adopt more advanced branding and behavioural techniques. SMS texts are another good way to engage customers for abandoned carts.
There are also some great ways to prevent cart abandonment, such as offering a quantity discount, featuring a “wishlist it before it runs out” pop nudge, or sending an email signup nudge that promises an exclusive discount on the products in the cart.
Personalise product recommendations
As every ecommerce store features product recommendations on their high-intent pages, you need to adopt smart strategies to get the emotional triggers, cognitive biases, and social influences to make your recommendations more attractive.
It is ideal if you place your star products in the middle, recommend products “just for you,” highlight top-selling products from specific categories, and offer suggestions under “we have the highest-rated (product category) you will love.”
Upselling and cross-selling techniques
Once your customers are hooked, you can use these techniques to engage them further by keeping them interested in making a purchase while offering them something extra.
Upselling involves providing a better, high-value product for free, while cross-selling means you are giving a product from a different category somewhat related to the product the customer wants to buy. These cross-promotion strategies can increase new sign-ups in business by up to 50%.
Offer subscription programs
You can also offer subscription programs and use them as a retention strategy. People who sign up for subscription programs already like your products, so they are your high-value customers with whom you should engage, nurture, and build long-term relationships.
It would be a good idea to urge people to subscribe for monthly or fortnightly purchases. Use it as an opportunity to upsell and cross-sell products.
As every ecommerce store features product recommendations on their high-intent pages, you need to adopt smart strategies to get the emotional triggers, cognitive biases, and social influences to make your recommendations more attractive.
It is ideal if you place your star products in the middle, recommend products “just for you,” highlight top-selling products from specific categories, and offer suggestions under “we have the highest-rated (product category) you will love.”
Upselling and cross-selling techniques
Once your customers are hooked, you can use these techniques to engage them further by keeping them interested in making a purchase while offering them something extra.
Upselling involves providing a better, high-value product for free, while cross-selling means you are giving a product from a different category somewhat related to the product the customer wants to buy. These cross-promotion strategies can increase new sign-ups in business by up to 50%.
Offer subscription programs
You can also offer subscription programs and use them as a retention strategy. People who sign up for subscription programs already like your products, so they are your high-value customers with whom you should engage, nurture, and build long-term relationships.
It would be a good idea to urge people to subscribe for monthly or fortnightly purchases. Use it as an opportunity to upsell and cross-sell products.
As every ecommerce store features product recommendations on their high-intent pages, you need to adopt smart strategies to get the emotional triggers, cognitive biases, and social influences to make your recommendations more attractive.
It is ideal if you place your star products in the middle, recommend products “just for you,” highlight top-selling products from specific categories, and offer suggestions under “we have the highest-rated (product category) you will love.”
Upselling and cross-selling techniques
Once your customers are hooked, you can use these techniques to engage them further by keeping them interested in making a purchase while offering them something extra.
Upselling involves providing a better, high-value product for free, while cross-selling means you are giving a product from a different category somewhat related to the product the customer wants to buy. These cross-promotion strategies can increase new sign-ups in business by up to 50%.
Offer subscription programs
You can also offer subscription programs and use them as a retention strategy. People who sign up for subscription programs already like your products, so they are your high-value customers with whom you should engage, nurture, and build long-term relationships.
It would be a good idea to urge people to subscribe for monthly or fortnightly purchases. Use it as an opportunity to upsell and cross-sell products.
Build trust with secure transactions
A study showed that around 25% of customers abandon a purchase at checkout because they lack trust in the website with their credit card information. The study also found that any sign that indicates security on the checkout page plays a great role in increasing customer trust.
It is the right of customers to know that they are dealing with a legitimate store that ensures industry-standard security measures. If possible, install an SSL certificate at checkout and throughout the site. Add small images of credit cards, PayPal, and other methods of payment as a visual signal to show you use customer-trust payment options.
You can also display GeoTrust, McAfee, or other security badges to ensure you have an active account with them.
Transparent return and refund policies
You should introduce reciprocity in your ecommerce business to build strong customer relationships and show your customers that the business genuinely cares about them, not just making sales.
So, create a policy with some seasonal variations and customer preferences. You can also include unusual events, such as the product being intact but missing its packaging.
To implement this, you need to clarify the date of return and how you will refund their money through an email. Make sure to link your return policy along with the information about your product. Keep your customers updated about the status of their returns via SMS or email.
Provide multiple channels for customer support
One of the best but most underrated practices for ecommerce conversions is to make live chat more helpful and accessible. Research shows that 43% of customers spend more on the brands they feel loyal to and support, which builds loyalty.
Customer experience statistics have revealed that 42% of customers prefer live chat to just 23% for email and 16% for social media or forums.
If you want to increase the conversion rate for your ecommerce store, offer trappable links to find products by checking the stock and confirming your email address. You should also offer some method to attach pictures specifically for faulty products. Add a text label on your website with something as simple as “Hello! How can we help?”
A study showed that around 25% of customers abandon a purchase at checkout because they lack trust in the website with their credit card information. The study also found that any sign that indicates security on the checkout page plays a great role in increasing customer trust.
It is the right of customers to know that they are dealing with a legitimate store that ensures industry-standard security measures. If possible, install an SSL certificate at checkout and throughout the site. Add small images of credit cards, PayPal, and other methods of payment as a visual signal to show you use customer-trust payment options.
You can also display GeoTrust, McAfee, or other security badges to ensure you have an active account with them.
Transparent return and refund policies
You should introduce reciprocity in your ecommerce business to build strong customer relationships and show your customers that the business genuinely cares about them, not just making sales.
So, create a policy with some seasonal variations and customer preferences. You can also include unusual events, such as the product being intact but missing its packaging.
To implement this, you need to clarify the date of return and how you will refund their money through an email. Make sure to link your return policy along with the information about your product. Keep your customers updated about the status of their returns via SMS or email.
Provide multiple channels for customer support
One of the best but most underrated practices for ecommerce conversions is to make live chat more helpful and accessible. Research shows that 43% of customers spend more on the brands they feel loyal to and support, which builds loyalty.
Customer experience statistics have revealed that 42% of customers prefer live chat to just 23% for email and 16% for social media or forums.
If you want to increase the conversion rate for your ecommerce store, offer trappable links to find products by checking the stock and confirming your email address. You should also offer some method to attach pictures specifically for faulty products. Add a text label on your website with something as simple as “Hello! How can we help?”
A study showed that around 25% of customers abandon a purchase at checkout because they lack trust in the website with their credit card information. The study also found that any sign that indicates security on the checkout page plays a great role in increasing customer trust.
It is the right of customers to know that they are dealing with a legitimate store that ensures industry-standard security measures. If possible, install an SSL certificate at checkout and throughout the site. Add small images of credit cards, PayPal, and other methods of payment as a visual signal to show you use customer-trust payment options.
You can also display GeoTrust, McAfee, or other security badges to ensure you have an active account with them.
Transparent return and refund policies
You should introduce reciprocity in your ecommerce business to build strong customer relationships and show your customers that the business genuinely cares about them, not just making sales.
So, create a policy with some seasonal variations and customer preferences. You can also include unusual events, such as the product being intact but missing its packaging.
To implement this, you need to clarify the date of return and how you will refund their money through an email. Make sure to link your return policy along with the information about your product. Keep your customers updated about the status of their returns via SMS or email.
Provide multiple channels for customer support
One of the best but most underrated practices for ecommerce conversions is to make live chat more helpful and accessible. Research shows that 43% of customers spend more on the brands they feel loyal to and support, which builds loyalty.
Customer experience statistics have revealed that 42% of customers prefer live chat to just 23% for email and 16% for social media or forums.
If you want to increase the conversion rate for your ecommerce store, offer trappable links to find products by checking the stock and confirming your email address. You should also offer some method to attach pictures specifically for faulty products. Add a text label on your website with something as simple as “Hello! How can we help?”
Display UGC on product pages and social media
User-generated content, such as product descriptions and reviews, can play a great role in directing customers towards a purchase. Statistics show that a 3.2% conversion rate was observed in 1200 ecommerce websites running UGC technology. Customers who interact with UGC are more likely to convert than those who don't.
The reason is that shoppers find customer reviews and photos more trustworthy as compared to a copy directly from the company. If you have UGC on your website's homepage, it will reduce the bounce rate. UGC on category, checkout, and product pages can significantly increase conversion rates.
But you don't just need to add UGC to your site, as using this content strategically is also important. Professional content and UGC product videos increase brand engagement by 28%, leading to high conversions.
User-generated content, such as product descriptions and reviews, can play a great role in directing customers towards a purchase. Statistics show that a 3.2% conversion rate was observed in 1200 ecommerce websites running UGC technology. Customers who interact with UGC are more likely to convert than those who don't.
The reason is that shoppers find customer reviews and photos more trustworthy as compared to a copy directly from the company. If you have UGC on your website's homepage, it will reduce the bounce rate. UGC on category, checkout, and product pages can significantly increase conversion rates.
But you don't just need to add UGC to your site, as using this content strategically is also important. Professional content and UGC product videos increase brand engagement by 28%, leading to high conversions.
User-generated content, such as product descriptions and reviews, can play a great role in directing customers towards a purchase. Statistics show that a 3.2% conversion rate was observed in 1200 ecommerce websites running UGC technology. Customers who interact with UGC are more likely to convert than those who don't.
The reason is that shoppers find customer reviews and photos more trustworthy as compared to a copy directly from the company. If you have UGC on your website's homepage, it will reduce the bounce rate. UGC on category, checkout, and product pages can significantly increase conversion rates.
But you don't just need to add UGC to your site, as using this content strategically is also important. Professional content and UGC product videos increase brand engagement by 28%, leading to high conversions.
Implement A/B testing
The best possible way to understand how a customer perceives your ecommerce site and what it is like to use it is to conduct A/B testing. With this testing, you can compare different versions of your website to check which performs best.
From test headlines to descriptions, colours, page layouts, calls-to-action, and navigation, check everything to find out what matches well with your target audience. A/B testing will let you know what products visitors will click on and which products they will most likely buy. Eczemacompany increased conversions by 158% through A/B testing. Dell increased the conversion rate by 300% from A/B testing, while other studies showed that conversions may increase up to 400% if proper A/B testing is performed.
The best possible way to understand how a customer perceives your ecommerce site and what it is like to use it is to conduct A/B testing. With this testing, you can compare different versions of your website to check which performs best.
From test headlines to descriptions, colours, page layouts, calls-to-action, and navigation, check everything to find out what matches well with your target audience. A/B testing will let you know what products visitors will click on and which products they will most likely buy. Eczemacompany increased conversions by 158% through A/B testing. Dell increased the conversion rate by 300% from A/B testing, while other studies showed that conversions may increase up to 400% if proper A/B testing is performed.
The best possible way to understand how a customer perceives your ecommerce site and what it is like to use it is to conduct A/B testing. With this testing, you can compare different versions of your website to check which performs best.
From test headlines to descriptions, colours, page layouts, calls-to-action, and navigation, check everything to find out what matches well with your target audience. A/B testing will let you know what products visitors will click on and which products they will most likely buy. Eczemacompany increased conversions by 158% through A/B testing. Dell increased the conversion rate by 300% from A/B testing, while other studies showed that conversions may increase up to 400% if proper A/B testing is performed.
Analyse and use data
It is good to use tracking codes on your website. If conversions are not visible in Google Analytics, make sure to make adjustments to get a clear picture of your conversion rates. These tracking codes give clear ideas of where conversions are coming from and what pages they go through before converting.
Conversion rate optimisation tools
CRO tools can test different aspects of your website, such as product descriptions, images, headlines, and CTAs. These help to identify their relevance to your audience. Google Optimise and Visual Website Optimiser offer A/B testing heatmaps, along with user session recordings, to understand user behaviour and preferences.
It is good to use tracking codes on your website. If conversions are not visible in Google Analytics, make sure to make adjustments to get a clear picture of your conversion rates. These tracking codes give clear ideas of where conversions are coming from and what pages they go through before converting.
Conversion rate optimisation tools
CRO tools can test different aspects of your website, such as product descriptions, images, headlines, and CTAs. These help to identify their relevance to your audience. Google Optimise and Visual Website Optimiser offer A/B testing heatmaps, along with user session recordings, to understand user behaviour and preferences.
It is good to use tracking codes on your website. If conversions are not visible in Google Analytics, make sure to make adjustments to get a clear picture of your conversion rates. These tracking codes give clear ideas of where conversions are coming from and what pages they go through before converting.
Conversion rate optimisation tools
CRO tools can test different aspects of your website, such as product descriptions, images, headlines, and CTAs. These help to identify their relevance to your audience. Google Optimise and Visual Website Optimiser offer A/B testing heatmaps, along with user session recordings, to understand user behaviour and preferences.
How to calculate ecommerce conversion rate?
If your ecommerce site has 300,000 unique visitors a month and 5000 conversions for a set period, that means your conversion rate is 1.6%. You can simply calculate it by dividing conversions by the total number of visitors and then multiplying the value by 100 to get a percentage.
Below are some CVR benchmarks from the fourth quarter of 2023 to assess your sales campaigns' performance. You can compare them against your competitors and make improvements.
Active apparel had a conversion rate of 1.9%
Luxury apparel had a CVR of 0.9%
For health and wellness, it was 1.8%
For pet care, it was between 2.20% and 2.53%
For food and beverage, it was 3.7%
If your ecommerce site has 300,000 unique visitors a month and 5000 conversions for a set period, that means your conversion rate is 1.6%. You can simply calculate it by dividing conversions by the total number of visitors and then multiplying the value by 100 to get a percentage.
Below are some CVR benchmarks from the fourth quarter of 2023 to assess your sales campaigns' performance. You can compare them against your competitors and make improvements.
Active apparel had a conversion rate of 1.9%
Luxury apparel had a CVR of 0.9%
For health and wellness, it was 1.8%
For pet care, it was between 2.20% and 2.53%
For food and beverage, it was 3.7%
If your ecommerce site has 300,000 unique visitors a month and 5000 conversions for a set period, that means your conversion rate is 1.6%. You can simply calculate it by dividing conversions by the total number of visitors and then multiplying the value by 100 to get a percentage.
Below are some CVR benchmarks from the fourth quarter of 2023 to assess your sales campaigns' performance. You can compare them against your competitors and make improvements.
Active apparel had a conversion rate of 1.9%
Luxury apparel had a CVR of 0.9%
For health and wellness, it was 1.8%
For pet care, it was between 2.20% and 2.53%
For food and beverage, it was 3.7%
Frequently Asked Questions
What is a good conversion rate in ecommerce?
On average, conversion rates are around 2.5 to 3%. In case you are doing everything the right way, you can still expect to win the sale around 2 to 3% of the time. You can set a baseline goal of over 3% for your online store.
What affects ecommerce conversion rate?
Websites that drive maximum traffic from blog posts and ads will have a lower CVR than sites that rely on traffic from social media followers or existing customers. This doesn't mean the blog or ad-driven websites are bad; they are just introducing more people to their brand for the first time.
What is a CRO in ecommerce?
It is a process of increasing the percentage of visitors who take a particular action on your website, such as:
Making a purchase decision
Filling out a contact form
Signing up for a newsletter
For an ecommerce business, these actions can be associated with higher add-to-cart rates and lower cart abandonment rates.
Final Thoughts
As there are many strategies to improve your conversion rate, you may not know where to start. Trying just a few of these ecommerce conversion strategies can bring a positive return on investment. You can take simple initiatives such as improving the speed of your website. It’d be better to make changes every month or every week instead of making multiple sweeping changes at once. You can use your potential to raise your site above 26.5 million other ecommerce sites striving for attention.
Frequently Asked Questions
What is a good conversion rate in ecommerce?
On average, conversion rates are around 2.5 to 3%. In case you are doing everything the right way, you can still expect to win the sale around 2 to 3% of the time. You can set a baseline goal of over 3% for your online store.
What affects ecommerce conversion rate?
Websites that drive maximum traffic from blog posts and ads will have a lower CVR than sites that rely on traffic from social media followers or existing customers. This doesn't mean the blog or ad-driven websites are bad; they are just introducing more people to their brand for the first time.
What is a CRO in ecommerce?
It is a process of increasing the percentage of visitors who take a particular action on your website, such as:
Making a purchase decision
Filling out a contact form
Signing up for a newsletter
For an ecommerce business, these actions can be associated with higher add-to-cart rates and lower cart abandonment rates.
Final Thoughts
As there are many strategies to improve your conversion rate, you may not know where to start. Trying just a few of these ecommerce conversion strategies can bring a positive return on investment. You can take simple initiatives such as improving the speed of your website. It’d be better to make changes every month or every week instead of making multiple sweeping changes at once. You can use your potential to raise your site above 26.5 million other ecommerce sites striving for attention.
Frequently Asked Questions
What is a good conversion rate in ecommerce?
On average, conversion rates are around 2.5 to 3%. In case you are doing everything the right way, you can still expect to win the sale around 2 to 3% of the time. You can set a baseline goal of over 3% for your online store.
What affects ecommerce conversion rate?
Websites that drive maximum traffic from blog posts and ads will have a lower CVR than sites that rely on traffic from social media followers or existing customers. This doesn't mean the blog or ad-driven websites are bad; they are just introducing more people to their brand for the first time.
What is a CRO in ecommerce?
It is a process of increasing the percentage of visitors who take a particular action on your website, such as:
Making a purchase decision
Filling out a contact form
Signing up for a newsletter
For an ecommerce business, these actions can be associated with higher add-to-cart rates and lower cart abandonment rates.
Final Thoughts
As there are many strategies to improve your conversion rate, you may not know where to start. Trying just a few of these ecommerce conversion strategies can bring a positive return on investment. You can take simple initiatives such as improving the speed of your website. It’d be better to make changes every month or every week instead of making multiple sweeping changes at once. You can use your potential to raise your site above 26.5 million other ecommerce sites striving for attention.
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FOR® Industries
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
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Click to copy
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