49 eCommerce Conversion Rate Optimization Tactics

  • 19 min read

We are all in the business of conversion. Whether you're selling a product or service, have an online store, or are running a blog - your goal is to convert visitors into customers. The key to increasing eCommerce conversions starts with understanding your customer and their needs.

Successful eCommerce businesses know that the customers are the lifeblood of their business. Given this, they employ a variety of tactics to increase conversion rates and thus maximize revenue.

This blog post will explore 40 tactics that can be used to improve your online store's conversion rate.

What Is Online Store Conversion Rate?

The eCommerce conversion rate is a metric that eCommerce business owners and managers use to gauge their store’s performance. You can calculate conversion rate by dividing the number of eCommerce sales by the total number of eCommerce visitors or pageviews.

For example, let's say that website A has 1 million visitors/month and eCommerce revenue of $10,000. The eCommerce conversion rate would be 10% ($10,000 eCommerce revenue/1 million visitors). In another example, website B has 100 eCommerce sales with 500,000 eCommerce visitors per month. This eCommerce Conversion Rate is 2%.

Optimizing eCommerce conversion is critical for business owners and managers to ensure their business becomes successful. eCommerce Conversion is one of the most important metrics that business owners should focus on because eCommerce conversion rate directly affects revenue and eCommerce growth.

What Is a Good Ecommerce Conversion Rate?

However, eCommerce conversion rates can change based on various factors. eCommerce business owners and managers need to understand the eCommerce industry benchmarks for eCommerce conversion rate to gauge eCommerce performance.

There are several benchmarks for eCommerce conversion rate. 

After analyzing many reports, we can say, eCommerce websites with eCommerce conversion rates below 2% are considered underperforming. So, eCommerce website owners and managers should aim to have eCommerce conversion rates of 2-5% (or higher).

For eCommerce sites that already have eCommerce conversion rates in the 5-10% range, eCommerce business owners may want to optimize eCommerce conversion rates regardless.

When tracking conversion rate, eCommerce business owners should monitor metrics such as average order value (AOV) and cost of goods sold (COGS). These metrics can be tracked using eCommerce software, applications, or analytics.

4 Top Conversion Rate Optimization Tools

Heap

Heap

One of the best CRO tools on the market, Heap, allows marketers to understand better how users interact with their eCommerce site. Marketers can then use this information to make changes that increase conversion rates.

The Heap analytics tool can help you understand how users engage with your site by collecting important data about their online behavior.

Use these metrics to figure out how customers are navigating your site and what they're clicking on.

Mixpanel

Mixpanel

One of the most important things to optimize your conversion rate by measuring how well you understand your audience. With Mixpanel, tell you who is on your website, what they do on the website, and when (in relation to the rest of your customer life cycle).

After analyzing your conversion rates, you can make changes to try and improve them. For instance, Mixpanel provides visualizations that let you see the problem areas in terms of metrics.

Google Analytics

Google Analytics

This tool is like a data-driven compass for your campaigns, providing insight into some of the most vital metrics that can give you marketing insights.

One of the most important things you should measure to improve your eCommerce conversion is to optimize parts of your site that cause users to bounce or lose interest.

Hotjar

Hotjar

Hotjar is the best CRO software for understanding how people interact with your website. It lets you see what they click on, where they scroll to, and more important data such as Taylor-made heatmaps that will help you understand where people are looking at your site so that you can make improvements.

Use this handy CRO tool to help you visualize how users interact with your website and what might be causing them not to convert.

With Hotjar, you can see how people use your site. This will tell you where people go on the page and if these actions lead to conversion.

49 eCommerce Conversion Rate Optimization Tips

1. Use High-Quality Images and Video

High-quality images and video can enhance eCommerce conversion by providing customers with visual details about purchasing. There is a difference between the eCommerce conversion rates for high-quality eCommerce product photography versus low eCommerce product photography. 

eCommerce businesses that employ high-quality eCommerce product photos have higher eCommerce conversion rates than those that don't. eCommerce websites that use eCommerce product photos can see eCommerce conversion rate increase by 97%. eCommerce website owners should aim for high-quality eCommerce product images on their eCommerce site.

Amazon, for example, is one company that does a great job of using eCommerce product photography on its eCommerce site. They use both lifestyle eCommerce product photos and eCommerce closeup eCommerce product photography.

Optimize eCommerce conversion rate by using high-quality eCommerce product photos to show off your products in the best possible light. eCommerce websites increase conversion rates with optimal product photos. Use a small number of eCommerce product images per eCommerce product page.

Work on eCommerce conversion rate by playing with eCommerce product images' size and shape. eCommerce website owners should use vertical eCommerce product photos and horizontal eCommerce product photos for maximum eCommerce conversion rate growth.

2. Offer Free Shipping to Increase CRO

Offering customers free shipping is one eCommerce conversion optimization tactic that eCommerce businesses can implement to increase sales. Offering free shipping on orders may be all it takes to encourage shoppers to buy more for eCommerce websites.

According to research from Marketing Land, 90% of consumers would shop online more often if given the option of free shipping.

If eCommerce businesses don't offer free shipping or have a very high minimum purchase requirement, they will lose potential customers and eCommerce sales.

3. Provide Limited-Time Coupon Codes

eCommerce Discount Code Promo

eCommerce owners can increase the e-conversion rate by offering limited-time coupon codes. eCommerce website owners should send out email e-blasts to subscribers announcing email-exclusive limited duration coupons for special discounts and sales on products or services.

You can also include a call to action eCommerce ad linking eCommerce customers to eCommerce coupon landing pages. Email exclusive coupons can be distributed via email newsletters and e-blasts or social media channels such as Facebook, Twitter, Instagram, and Pinterest.

An eCommerce conversion rate increase is just one of the benefits of sending out email limited-time coupons to existing and new customers.

4. Be Competitively Priced

If you are not competitively priced, then new and existing customers will shop at the competitor with a better price.

eCommerce store owners should set their prices to offer products or services at lower prices than competitors without losing money. However, these eCommerce businesses cannot sell too low as this will cause them to lose profit.

5. Tweak and Test Your eCommerce Checkout Process

Tweak and Test Your eCommerce Checkout Process

By testing the length of your eCommerce checkout process, you can tweak and improve it. The shorter your checkout process is, the higher your conversion rate will be. As discussed in our article about increasing the conversion rate by 2x, customers are intimidated by long checkout processes. Improve your c-conversion rate by keeping it as short as possible by testing, tweaking, and improving your checkout process.

Conversely, you can also try out longer checkout processes and see if it converts better than a shorter one. If a longer eCommerce checkout process improves conversion rate, then stick with it to grow your business.

6. Use the Price-Comparison Tool on Your Product Pages

You should make sure that you always have price comparison functionality for eCommerce websites on your product pages. This way, your customers can view the prices and cost of competing products on the same page as they view yours.

Make sure that the pricing is reflected in the product details to be compared on a single screen. With this strategy, more and more visitors will make a clearer comparison between your product and the competing products.

7. Make Use of Cart Abandonment Software

Shopping cart abandonment software can help eCommerce website owners to increase the e-conversion rate by sending automated follow-up emails and phone calls to customers who abandon their shopping carts.

By following up with these potential customers, you can remind them of the earlier product they were interested in buying. You can also inform them about sales, discounts and new products.

Price change software is also an excellent option to increase the e-conversion rate as you can set up automated price changes based on the customer's journey through your checkout process. This will make them look again at prices they were interested in paying earlier.

You can also send an email or text message when there is a limited-time offer or promotion. This will prompt customers of items they had been looking at earlier to purchase at the lower price.

In addition, you can also implement opt-in software on your eCommerce website to gather customer information when they are interacting with certain pages or products. Then you can follow up with these customers by sending them targeted offers and product recommendations.

8. Use Live Chat Software

Live Chat

You should also consider using live chat software on your eCommerce website. This will help you convert more visitors into customers as they interact with a human being when shopping online.

When they have questions about your products or services, they can answer through the live chat feature. This way, you can answer their questions directly and provide them with expert assistance.

Additionally, it is also a good idea to use live chat features that allow your customers to send you requests and messages at any time of the day or night. This way, you can provide more personalized service as well as receive feedback from them.

If your eCommerce website visitors have questions about products and prices during the checkout process, you can instruct your live chat agent to answer their questions.

9. Ensure Your Customers That Your Ecommerce Store Is Safe

Make sure that your customers are aware you have security measures to protect their payment and identity information. You can use the latest SSL (Secure Socket Layer) encryption software on your eCommerce store so customers can rest assured that they will be safe when they submit credit card numbers, addresses, and phone numbers to you.

10. Make Sure Your E-Store Visitors Can Find Products Easily 

You should focus on making it easier for your visitors to find products.

If you have many products with similar names, you can create descriptive sub-categories so that they are easy to be found. You can also facilitate the shopping process by allowing customers to filter their searches by product category or grouped items.

Make sure that potential customers can search and compare prices on your product pages. You can also use comparison pricing to show customers that certain products are sold at a lower price elsewhere in the online marketplace.

11. Make Your Checkout Form Easy to Understand

When designing your eCommerce checkout form, it is important to keep things simple so that visitors will not get confused.

Your checkout process should be as easy to understand as possible so that customers can quickly find their way around the page and fill out their information correctly.

Make sure you also make potential customers aware of how often they need to update their information. This can be included in the checkout form, so they will not be surprised when you need to contact them again.

12. Always Show Shopping Cart Contents

Your customers are likely to be more compelled to buy once they have what they are looking for within the shopping cart. Always show a button your customer can click on and will take them directly into their shopping cart. 

Make sure you always include a prominent link that takes people straight to the shopping cart at all times across all of your online marketing channels.

13. Give Detailed Product Descriptions

When consumers are in the research phase of making a buying decision, they're likely to read product descriptions. To increase your eCommerce conversion rate, ensure that you provide enough information about your products and services on each page.

14. Make Your “Add to Cart” and “Checkout” Buttons Prominent

If you have a prominent "Add to Cart" or "Checkout" button, it makes it more likely that customers will buy. Make sure your site has these main buttons on every page and in the most visible areas of your online store so that customers can easily find them.

15. Have a Fair Product Return Policy

A great product return policy is a must for eCommerce stores. It gives the customer an extra incentive to buy products from your store. Make sure you display your returns and refund policies on every page of your online store so your customers know how they can get their money back if they aren't satisfied with what they've bought.

16. Don’t Use Images That Are Too Big

If you have large image files, they can slow down your site and reduce your eCommerce conversion rate. Always use smaller images to make sure your website loads quickly for all of your customers.

17. Optimize for Mobile Devices

Optimize for Mobile Devices

A vast majority of internet users use the internet from mobile devices. If your online store is not optimized for mobile devices, you could lose many customers to competitors who have their eCommerce stores set up to load quickly on mobile devices. 

Make sure your site design is geared toward loading soon on all types of phones and tablets because if it isn't, it's likely that consumers using mobile devices won't find your site user-friendly and easy for them to use.

18. Look at Competitors’ Sites

To increase your eCommerce conversion rate, look at your competition's websites and pay attention to what they're doing on their online store pages. After doing this, ask yourself how you can implement the same strategies in your online store.

19. Make Returns Easy

If a customer is unsatisfied with a product, make it easy to get a new one. Ensure you clearly state this in your return policy and allow customers to print their shipping labels, so they don't have to contact customer service for refunding or exchanges.

20. Add Social Networking Sharing Buttons

Add Social Networking Sharing Buttons

When customers like your products, they'll want to tell their friends about it and share pictures of what they've bought online using social media. 

If you include Share buttons on all the pages of your online store, you will make it easy for customers to share your products with others via social media and increase your eCommerce conversion rate.

21. Provide Valuable Content

Providing great content for your customers is very important. You can do this by adding blog posts about the products you sell and share tips that will help your customers in their daily lives. 

To increase your eCommerce conversion rate, make sure you also update social media channels with valuable ideas and items that people will enjoy sharing with others online.

22. Grab Visitor’s Attention Quickly

If potential customers can't find the information they want within a few seconds of landing on your eCommerce site, they're likely to leave and search for another website that will be more user-friendly. To increase your eCommerce conversion rate, make sure you have all the product descriptions, images, and other helpful content written in an easy-to-understand manner so that visitors can find the information they need without being forced to search for it.

23. Remove Distractions and Provide a Clear Path

To increase your eCommerce conversion rate, you must create a clear path for customers to follow. Make sure you don't have other links on every page of your site leading away from the main content, or else you're likely to lose the attention of your visitors.

If they become distracted, it could result in them leaving your site and finding one that's easier to navigate.

24. Make Sure You Only List the Items Customers Want

If your potential customers don't know what products to look for, they may leave without purchasing because they don't see anything that interests them. If your eCommerce site is already getting visitors, make sure you're only listing the most frequently purchased items and not including every product you carry.

25. Prepare to Ship Ahead of Time

If your shipments are delayed because the main fulfillment center could not receive inventory from suppliers on time, it can make it look like your business is not trustworthy. To avoid this, make sure you prepare shipments ahead of time so that they can be completed promptly.

26. Use “Calls to Action” Sparingly

Don't choose "Call now" or "Learn more" as the main button on your eCommerce website. This can confuse customers and make it seem like you're steering them in the wrong direction if you want them to buy products.

This is a bad idea:

Instead, pick a button that makes sense and directs customers to the intended action they will take when buying products.

This is a good idea:

Make sure you give your customers the information they need before they start making their purchases. They might not have all of the details readily available, so it's better to provide them with as much as possible. 

You can do this by including the shipping charges and return policy on your site. This will show customers that they can trust you and make it easier for them to make a purchase and give them all of the information they'll need to get help if an issue occurs.

27. Clearly State Your Unique Selling Proposition

If you have a clear goal of what your eCommerce site should achieve, it's easier to develop a plan and improve your current eCommerce conversion rate. If you are not getting as many visitors as you'd like or sales are slow, make sure you craft a unique selling proposition that differentiates you from the rest of the competition.

Another way to increase the eCommerce conversion rate is by including special offers and discounts, but this only works if you have an active social media presence on platforms like Facebook, Twitter, and Instagram. 

If you regularly update these accounts with interesting calls-to-action that people share with others, it will be easier for more potential customers to find your eCommerce store.

You can also offer coupons (e.g., "5% off your purchase of $75 or more") that customers can enter at checkout to receive a discount on their order, as well as incentives for sharing and referring friends such as cashback offers and discounts.

Remember that it's not easy to get people to share their personal information and that you should only ask for the bare minimum.

28.Prioritize Your Customers’ Needs

Make sure you always put customer needs first by being aware of what they want when they visit your eCommerce site. You can do this by asking them in surveys or email messages. By understanding their potential needs and wants, you'll be able to give them the best shopping experience possible.

Using a search bar is not the only way for customers to find what they want quickly. You can also organize categories by price, brand name, and other details users will use when searching for products.

29. Personalization

To get even more out of your eCommerce conversion rate, you can personalize the website for each visitor. 

This is much easier to accomplish than it sounds and can be done by using data or information that a user provides when they sign up for an account on your store. Using this information, you can add the visitor's name to any of your eCommerce communications like emails or when they receive a welcome email after making a purchase.

Another way to personalize an eCommerce website is to follow what you know about customers who frequently visit your store. If they are always checking out specific products, make sure that those are the first items people see when they arrive on your website. 

People will feel more comfortable shopping if they can easily find what they're looking for, and it's even better if you can show them a product that is similar to the one they've been checking out (since consistency builds trust).

30. Add Filters to Your Category Pages

This tactic is one of the most effective ways to increase the eCommerce conversion rate. When it comes to eCommerce, category pages are some of the most important parts of your eCommerce site.

Allow users to sort products by different parameters, such as price or features.

For example, you can show your customers how many people have bought a product instead of just how many people looked at it.

31. Find Your Target Audience

It's important to know who your target audience is and what they're looking for.

Use Google Analytics to get data on individuals who hit the exit button when on your site. You can understand why people leave by using this info to create a better user experience website design.

You should have a clear idea of where you want people to go on your eCommerce site. This can be done by making sure that your most important pages are easily accessible.

Use key indicators, such as conversion rate and revenue per visitor, to determine whether the new design is working for you or not.

The best place to start optimizing is on the homepage of your website since this is where users land first. You can use heatmaps to get an idea of what people are clicking on your homepage.

By keeping a close eye on the important data through analytics, you'll be able to understand how users engage with your website and make more informed decisions about changes that will help improve your conversion rate.

32. Don't Distract Shoppers

One of the most important things to keep in mind is that there should only be one main call to action on the page. The closer you get to a single conversion goal, the more likely it will compel people to take action.

When deciding where your CTA (call-to-action) button will go, the best places to place it are in your banner, above the fold, or below the fold.

If you have a large amount of information, then try to create two different landing pages. This will help you understand which version is working better for your eCommerce site and business.

33. Many Payment Options

A study showed that sites with at least three payment options received a 68% higher rate of purchases than those with only one option.

Using more than one currency on your eCommerce site will make it easier for international customers to find what they're looking for.

34. Use Promotional Graphics

Use a promotional graphic when promoting items that are on sale or giving away a promotion. This will help generate more interest in your eCommerce site.

It can be effective to create landing pages and social media ads that are specific to one promotion. Use this information to craft emails that will get more people purchasing products during promotions.

35. Build Trust - Offer a Risk-Free Trial

Offering your customers money-back guarantees is a great way to build trust. Your customers will feel more comfortable purchasing from you if they know they have a guarantee in case the product doesn't work for them.

If you run an eCommerce site, email marketing is one of the best ways to increase conversion rates. It's important to understand your customer base and send them emails that suit their needs.

36. Help Customers Recover from 404 Errors

Customers will be discouraged to return to your eCommerce site if they encounter 404 (page not found) errors regularly.

Using online chat can help you and your customers resolve problems quickly and easily. Studies have shown that businesses with online chat receive an average of 70% higher conversion rates than those without it.

You should use your call-to-action button to link customers to a pricing page. This will make it easier for them to complete the purchase on their own time.

37. Limit Choices to Help Shoppers Decide

Don't overwhelm your customers by offering too much choice. Give them a few different options and let them choose the one that best suits their needs.

Users are more likely to convert when they get an email that is relevant to their search query.

38. Leverage Social Proof/ Customer Reviews

Leverage Social Proof/ Customer Reviews

People are more likely to convert on your eCommerce site if there is proof of past conversions within the reviews section. Customers can also offer a lot of insight into what products sell well and why.

You should make sure that these reviews come from real customers, not people posing as influencers, in order to increase the conversion rate.

39. Optimize Price Presentation in Your eCommerce Website

The first thing your customers will see is the price of each product. You can ensure their online shopping experience is positive by offering discounts, using graphics, and displaying prices relative to other options.

40. Offer eCommerce Discounts Strategically

Offering discounts is a good way to get customers to increase their spending. However, you should first understand the demographics of your shoppers and which products they purchased during promotions or sales.

For example, if you have researched that your shoppers are more likely to buy an item when it's on sale, then use this information to offer a discount on this item when it's in stock.

Show proof of delivery on your eCommerce site. You can even offer a guarantee or money-back guarantee when you are shipping products to customers, and they don't receive them within the deadline you have set for yourself. This will increase confidence with each purchase that is made from your eCommerce site.

41. Use Behavior-Triggered Popups

Trigger these popups at a time when e-shoppers are most likely to buy, such as when they're viewing your sale items or after adding an item to the cart. This helps them get what they want while increasing eCommerce conversion rates.

42. Improve Your THANK YOU Page

Improve Your THANK YOU Page

After a person has completed an order, be sure to thank them for their purchase. A thank you message will let the customer know that their purchase was successful and encourage them to return in the future.

43. Provide visual presentation of your store product

It is recommended to include multiple visual presentations of your product on the eCommerce website. This will help visitors to understand and differentiate your product from others. 

When creating a landing page, use an image based on the user's goal instead of just plain text. Also, put as much information as possible.

Images are very important to draw in customers. Not only do they encourage people to click on your site, but also to purchase items.

If you're showing the "As Seen On" feature, be careful not to use logos of well-known companies, as these may come across as disingenuous or spammy.

44. Follow up on Abandoned Carts

After a shopper has added products to their cart but has failed to check out, they will usually have the option of leaving the site or adding more items. 

As soon as you see this happening on your end, follow up with an email and communication through social media channels. This will help encourage conversion and get customers to buy.

45. Use Personas and Customer Journeys

If you're having problems with the eCommerce conversion rates, get to know your audience. Using a persona focus group, you can familiarize yourself with what your target customers are looking for when they shop online. 

Also, if you don't have a clear idea of who makes up your target audience, these groups can help you develop a customer journey map to figure it out.

46. Create a Sense of Urgency for Prospects

Urgency is an important aspect when it comes to buying something online. When people feel like they compete with others, they are more likely to make purchases immediately. This works best with time-sensitive offers such as flash sales, special promotions, etc.

47. Make Your Site Recommendations Robust

If you're a niche site, you must have the functionality to personalize the shopping recommendations based on buyer history and purchase data.

Your products should be unique in their own way, which is why you should consider creating your own products rather than just selling those of others. This will give your audience something they can't find anywhere else.

48. Create Customer Wish Lists

A wish list feature allows visitors to create a list of items they are interested in. This will help you track your customers' shopping behavior and make product recommendations based on their past purchases.

You can integrate with Google Analytics and add these templates for eCommerce conversion rate optimization CRO into the pages where more people see them. You will be able to see what is working the best and make changes accordingly.

49. Make Your CTA Bold and Clear

You have to make your call-to-action button stand out of the crowd, maybe by making it bold and adding a contrasting background. Also, you need to ensure that call-to-action text is clear and makes sense – visitors will be more likely to click on something if they understand precisely what it is.

Make sure that your call-to-actions direct the customer towards complete goal completion:

  • The most common error online store owners make is directing the customers to specific pages rather than a complete destination. For example, they should require customers to "Buy" instead of "Shipping & Payments."
  • Aspects such as size and shape can help you create an eye-catching call-to-action button, but you should always keep in mind the copy. Make sure it matches your brand image and that users can understand where they are being directed to.
  • Make sure it matches your brand image and that users can understand where they are being directed to.

Conclusion

The conversion rate is a key metric for any business selling products online. It's the number of visitors who buy something divided by all your website traffic, so it tells you how many people are buying from you out of every 100 that visit your site or store.

A high percentage means more sales and therefore more profit! If yours isn't what it should be, don't panic just yet. There are plenty of ways to improve eCommerce conversion rates without investing too much time or money into these improvements- here are 49 tactics we recommend trying today! Which tips do you plan on checking off the list? If all else fails or if these just don't work for you- let us give it a try and learn about oureCommerce hyper-growth strategy at Ecomhype.

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