Marketing Insights | Read Time - 7 Min Updated 02.05.2023

What to do to increase eCommerce conversion rates

In terms of eCommerce, conversion rate is the number of visitors who convert into customers

Understanding conversion rates and why they matter for eCommerce businesses

Increasing the conversion rate allows businesses to generate more sales without increasing their advertising spend.

Average ecommerce conversion rates lies between 1-3% (depends on industry). An awesome conversion rate lies between 3-8% and it takes much more time and bigger scope to achieve this.

1. Discover everything about your customer

By understanding their needs, preferences, emotional and rational purchasing drivers / barriers, how they make purchasing decisions, You can optimize Your eCommerce and marketing efforts to effectively target and convert visitors into customers.

This includes:

  • Demographics
  • Values / Motivations
  • Emotional and rational consuming drivers / barriers
  • Communication channels (Primary and secondary)
  • Lifestyle

Knowing this allows You to align your brand communication and proper present your products to audience(-s) so they understand “They know what I need / want)”

2. Shorten / Elevate Customer Journey

The less actions visitor performs, the more likely the transaction success becomes. By reducing the number of actions ( clicks / scrolls or visiting pages ) required to make a purchase, as well as elevating customer experience and expanding it with emotions leading to a higher conversion rate.

To help You better understand how Your eCommerce visitors act, the analytics software such as Smartlook or HotJar can help You / Your Team.

3. Streamline the checkout process for a better User Experience (UX)

One of the most common reasons for shopping cart abandonment is a long or complicated checkout process. To increase conversions, it's important to simplify the checkout process as much as possible.

This can be achieved through several tactics, such as

  1. Streamlining the checkout process
  2. Implementing one-click ordering
  3. Offer guest checkout options
  4. Add live chat - in some cases there is only 1 question that needs to be answered before a purchase is made

4. Incorporate social proof elements to build trust with audience

Social proof is a powerful tool for building trust and credibility with potential customers.

This might include:

  1. Customer reviews and ratings (Google, Trustpilot, Facebook, e.t.c.)
  2. Social media shares and likes
  3. Trust badges such as security seals
  4. Industry awards
  5. Comments on product / service page
  6. Testimonials

5. Optimize product pages for maximum conversions - use brand storytelling / product storytelling

Product pages are often the most important pages on an eCommerce website. To maximize conversions, it's important to optimize product pages for search engines, usability, and conversion rate optimization.

This might include:

  1. Knowing what customer is looking for / how he is buying and aligning your content accordingly
  2. Elevate product presentation – add well-crafted content (high-quality images and videos) as well as product and brand storytelling
  3. Providing detailed, synced with audience product description
  4. Including customer reviews and ratings

I remember an interesting case study here, at PRIME™ Creative, when we united two audiences on one product page – professionals, who mind professional terminology of product and young guns, who need to be inspired and the terminology is guts for them. So we divided product page into two parts – the left one with professional tone-of-voice and the right one – with inspirational. Both were aligned with brand platform.

6. Implement up-selling and cross-selling strategies to increase average order value

Upselling and cross-selling strategies can help increase the average order value of each sale. This might include:

  1. Recommending related products
  2. Offering bundle deals
  3. Suggesting upgrades or add-ons

7. Offer incentives such as discounts and free shipping to encourage customers to complete their purchases

Did you know that 9 out of 10 consumers say free shipping is the top most incentive to shop online more and orders with free shipping average around 30% higher in value. 93% of online buyers are encouraged to buy more products if free shipping options are available whereas 58% of consumers add more items to cart to qualify for free shipping.

8. Retargeting strategies to bring back customers who have abandoned their shopping carts

Retargeting strategies such as email marketing, social media advertising, and targeted ads can help bring back customers who have abandoned their carts. These strategies might include offering discounts or other incentives, reminding customers of items left in their cart, or providing recommendations for related products.

9. Leverage customer feedback and reviews to improve the overall shopping experience

Customer feedback and reviews can provide valuable insights into the customer experience and areas for improvement. By listening to customer feedback and addressing their concerns, businesses can improve the overall shopping experience and increase customer satisfaction. The most checked review platforms are Google Reviews and Trustpilot

10. Test and track performance to continually optimize and improve conversion rates

Finally, it's important to check-up Your flagship for user behavior for revealing new insights. Google Analytics + Smartlook / HotJar can help You to deal with that.

Conduct a website audit to identify areas for improvement:

Before making any changes to your website, it's important to conduct a thorough audit to identify areas for improvement.

This might include:

  1. Analyzing website traffic and user behavior
  2. testing website speed and performance
  3. reviewing website design and layout
  4. identifying any technical issues or errors

Also, you can apply for audit here – at PRIME™ Creative.

(About) PRIME™ Creative

PRIME™ Creative is a brand strategy and digital design agency that brings brands and culture together. With a belief that culture drives commerce, PRIME leverages shared values and ideals to inform strategy and design, creating experiences that inspire life and inspire action. With a growing client list, PRIME specializes in insights, strategy-driven and design-led company development, and digital innovation / user experience.