When a person visits your online store you want them to take an
action. As a store owner, you likely want customers to purchase
products from your store, however, you might also want them to
create an account, add an item to their cart, sign up for your
email list, or follow you on social media. Conversion is about
getting customers to take an action that moves them deeper into
your sales funnel.
Ecommerce conversion rate optimization is about figuring
out why more of your store’s visitors aren’t converting and
then taking steps to improve your chances of turning a browser
into a buyer.
Most online stores have a conversion rate of about 1.8%.
However, the top 10% can have much better results around 3-5
times higher than the industry standard. With conversion rate
optimization, you take the steps to increase your store’s
chance of converting more. Even if you increase your conversion
rate by 1% your business will be more profitable, thus allowing
you to grow more quickly. Taking the steps to convert the
customer can bring in more money both in the short term and
long term. If you develop a strong relationship with your
customers, you can build a loyal fanbase who will continue
shopping on your website and you’ll also have access to a wider
customer base that you can re-market to.
Important Note: This post is part of a series
where we’ll be discussing 50 total ways to increase your
ecommerce store’s conversion rates. To learn more about the
first 10 ways, keep reading.
How to Determine Areas that Can Benefit from Conversion Rate
When it comes to conversion rate optimization avoid making any
assumptions and let the data tell you whether or not something
converts. When you make assumptions without testing, you may be
hurting your odds of conversion. Sometimes the data surprises
you which allows you to better understand your customers and
If you’re just starting out you can use a free tool like
Peek User Testing. You submit your
website on the platform and someone will review your website.
They’ll share the overall impression of your website while
exploring it. You can also upgrade to a paid version where
you’ll receive a more in-depth review. Having an objective
third-party share insights about your website will allow you to
understand what someone’s first impression of your store may be
and you’ll get a better understanding of customer’s
perspectives for what’s working or not working for you.
If your store regularly gets visitors you can use the Shopify
app Lucky Orange. You can
view heatmaps and watch recordings of customers using your
website. It allows you to see which areas customers look at,
where they click and how they go through your website. You
might find that they click on a homepage banner that doesn’t
link to the product page, or you might find that customers read
reviews before making a purchase. You’ll have a better
understanding of how your customers navigate your online store
allowing you to make adjustments as needed.
You can also use Google Analytics
to better optimize your online store for conversions. When
looking at reports, you can see which pages could benefit from
better conversions so you know where to focus your optimization
efforts on. You’ll need to know how to interpret the data in
the reports so this is a bit more advanced for new
entrepreneurs. You’ll want to analyze segments such as mobile
devices used, buyers vs. non-buyers, new vs. returning and so
forth. If you’re just starting out, you might want to check out
Shopify’s article, Google Analytics for
Ecommerce: A Beginner’s Guide.
When it comes to
CRO avoid making assumptions & let data tell you whether or
not something convertsClick To
50 Ways to Increase Your Conversion Rate
1) Split Test Your Images
Product images play a vital role in selling a product. Since
your customers can’t touch or try your product on in person,
your images need to be compelling enough to still convince them
to buy from your store.
To boost your conversions, you’ll want to test various product
photos. In addition to having the product on a white
background, you might want to have a lifestyle product image.
For example, Casetify places their phone cases
next to plants and other accessories to bring the image to
You’ll want to split test your images to see which converts
better. Does your product convert better with a plain white
background or if it’s included in a lifestyle type of image.
Does your clothing convert better when worn by a person or when
laid out on a white background? What number of pictures does a
customer need to see on your store before making a purchase?
You’ll need to experiment with your product imagery to know
what converts best on your store. What works well on another
store might not work for you.
If you dropship products from AliExpress you’re often provided
multiple product images. Even in this instance if you don’t
take your own pictures you can still split test which images
convert best. You can test different main images to determine
which product image lands the sale best. When dropshipping from
AliExpress, you also want to ensure you import products that
have impulse buy images. An impulse buy image is one that
captivates a customer to make a quick purchase of a product
they weren’t looking to buy. These type of images often work
well at converting the browser into a buyer.
When creating an image, you want to ensure that the image pops
against the store background. Having an image with vibrant
colors is more attention grabbing than a white product on a
white background. Vibrant images often convert better.
Learn More: Shopify’s 10 Must
Know Image Optimization Tips is a great resource where you
can learn more about naming your image files, choosing the
right image file type, and more.
2) Split Test Your Ads
To boost your online store’s conversion rate you’ll also need
to split test your ads. Firstly, split testing allows you to
buy traffic more affordably and secondly, it allows enough
variety so that your customers don’t get used to seeing the
Ideally, you should have several different ads running
simultaneously. You’ll quickly find some products convert
better than others and you’ll also find that different images,
copy, and offers convert better than others. By doing extensive
testing to determine which images, products, copy and offers
work best, you work towards optimized ads, thus allowing you to
draw in more customers to your store to land more sales.
However, once you’ve determined which ads convert best you’ll
still need to create new ads to continue the process to prevent
ad fatigue. Ad fatigue is when the performance of an ad drops
because it’s been shown to the same audience too many times.
You can easily prevent ad fatigue by creating ads with
different products, offers and images.
Learn More: AdEspresso’s Facebook
Ads Split Testing 101 article is great for beginners as it
showcases real examples of split tests done so you can see for
yourself what works and what doesn’t and how to structure your
3) Improve Your Site Time
Site speed plays an important role in conversion rate
optimization. Some store owners noticed a 1% increase in
revenue for every 100 milliseconds of site
speed improvement. Others noticed a 7% decrease in
conversions for every one second delay in page speed.
There are a number of things you can do to improve your site
speed: first, you can reduce the number of items the page
has to download. For example, if you have several pop-ups,
Shopify apps, images and more that load up as soon as someone
visits your website, you may want to test removing some
You might also want to decrease the image size of each image
without impacting the quality using the Shopify app Crush.pics. Compressing your images
allows your website to download images more quickly.
You might want to use fewer scripts or embed YouTube videos
instead of hosting them on your website. You’ll want to ensure
that you have a great server – if you’re on Shopify you already
Learn More: Crazy Egg’s 10 Ways to Speed Up Your
Website – And Improve Conversion by 7% can help you improve
your site speed with proven actions that work.
4) Use Urgency & Scarcity
Scarcity and urgency tactics work really well psychologically
to convince the casual browser that now’s the time to buy.
According to Sumo, an
online retailer was able to boost their sales by 226% by having
a countdown timer on their website.
While we were testing different urgency and scarcity Shopify
apps on one of our stores we noticed a drastic drop in sales
after removing the Hurrify app. The app is
essentially a countdown timer you can customize and you can
create scarcity in the copy by mentioning that you have limited
quantities available. This app helped boost our conversion rate
to about 4%.
Scarcity and urgency work because many people have a fear of
missing out. They don’t want to miss out on the deal or product
with limited quantities which encourages an impulse buy. There
are certain keywords and phrases you can use that’ll help
encourage that impulse buy such as mentioning “Limited
Edition”, “Limited Quantities”, “While Supplies Last”, “Only 2
Left”, “Sale Ends in 15 Minutes” and they can help boost your
sales. You’ll want to test it out on your store to find the
phrase that encourages the most sales.
Learn More: VWO’s How to Use Urgency
and Scarcity Principles to Increase Ecommerce Sales is
great for beginners as it provides resources to prevent
overdoing or deceiving your customers with these tactics.
5) Update Your Website Design
Changing your website’s look can help boost conversions.
According to VWO, there are several design
principles that can help boost conversions such as
different colors, use of white space and more.
For example, if you look at SpaceX’s online
store you’ll notice that it has a dark color scheme.
They could likely further boost sales by adding a white
background to product images, remove drop down menus when
there’s only one option, avoid having grey fonts on the grey
background and changing any odd color fonts.
While it’s important to stay on brand you also want to ensure
that your product images and copy are easy to read. Making
slight adjustments to your online store or a drastic theme
change can help improve conversions.
Learn More: If you’re not sure whether or not
you should be updating your website design, these Top 5 Reasons to
Update Your Website may help you decide whether it’s time
for a change.
6) Have Clear Copy
You should have well-written, clear, action driven
copy on your website. Your homepage should tell your customers
what problem you’re solving for them. For example, if you sell
fitness equipment you help solve the problem of excess body
weigh. When writing copy on your website you want to let your
customers know the problem you solve to compel them to buy.
When it comes to the product page you should split test your
copy. You need to figure out which format converts best whether
it is a list of bullet points, a short paragraph, a mix of
bullet points and paragraph, one long paragraph or no copy.
You’ll also want to showcase the benefits of your product
rather than just the features. What’s the benefit of the
product size or fabric? For example, if your product is made of
cotton you could also mention “for a softer feel.”
You should provide enough copy on your website from product
information to return policies to ensure that the customer has
all the information they need to feel comfortable enough to buy
from your store. Copy can play an important role in building
customer trust. When a new store visitor trusts your brand,
you’ll be better able to convert them into a customer.
Learn More: Moz’s 4 Ways Copywriting
Can Boost Your Ecommerce Conversion Rates is a great
resource where you’ll learn how store owners were able to
increase their conversions with copy while also learning tips
on how to write for your audience.
7) Present an Irresistible Offer
By presenting an irresistible offer you’ll be better able to
boost your conversion rate. There are many ways to present an
irresistible offer but the most common are pricing strategies
When a product has a steep discount, it looks like a better
deal. Pricing items at 50% off often works really well. You’ll
want to ensure that your products are priced appropriately so
that your business is still profitable.
When it comes to bundling, having a “Buy Two Get a Free Gift”
or “Buy Three Get One Free and a Free Gift” typically works
well. The free gift should typically be an item with a very low
product cost like jewelry or cufflinks. This strategy also
helps boost average order value to ensure you make a higher
Pricing and bundling work really well because your customers
won’t be able to find a better deal anywhere else. Having a
free gift or a steep discount often helps encourage a customer
to buy right now because people like freebies and saving money.
If done effectively, you can increase your business’ revenue
and profit. You will have to crunch some numbers to ensure that
you take in all business costs into account.
Learn More: Retail Touch
Point discusses how free gifts can help incentivize
purchases and create brand loyalty.
8) Sliders Can Convert Better Than Video
Some store owners choose to have a video featured on their
homepage. While video is known for boosting conversions, the
length of the video matters. If your video is a couple minutes
long or longer, having a slider might actually convert better than video.
However, for the most part, sliders with only one main image
typically converts best. When you have only one banner image
that links out to a collection or a specific product, you
simplify the selection process. Having multiple banner images
can distract people during their shopping experience. Showcase
your best product or collection on the banner image to drive
more traffic to it and lead your customers through the sales
Learn More: Ecommerce Illustrated wrote a great article
on Home Page Sliders. The article details why you shouldn’t
use carousel sliders and shows examples of other non-slider
9) Set-Up Retargeting Campaigns
One of the biggest struggles for store owners is cart
abandonment. According to
Baymard approximately 69.23% of carts get abandoned on
retail stores. Most marketing experts recommend sending
retargeting emails, however, they’re not as effective as
running retargeting ads. You can run retargeting ads to
customers who added your product to their cart but never went
through the checkout experience. These type of ads can easily
boost conversions and convert customers you thought you lost.
They work well because depending on where you run your
retargeting ads they keep showing up. If you retarget with
Google, websites that use AdSense will show your ad. If you use
Facebook, your retargeting ads will appear on Facebook or
Instagram. If you use push notifications, the customer will
receive a notification on their desktop that they’ve left
something in their cart.
Learn More: Hubspot wrote a thorough piece
on A Beginner’s Guide to
Retargeting Ads which you can read through to better
understand how they work, how to choose the right platform and
10) Focus on What’s Above the Fold
Whether it’s your homepage or your product page, everything
above the fold should be optimized. Above the fold is the top
part of the website that a person sees before scrolling.
Neilsen web users spend about 80% of their time on your
website above the fold.
Since customers may not through the rest of your product page,
you’ll want to ensure that your customer has everything they
need to buy above the fold. You might want to include the
product star rating, product photo, marketing tactics and of
course, the add to cart button. You’ll want to have sale
information, a countdown timer, or other scarcity and urgency
tactics above the fold. Your add to cart button should be
visible so that a customer who lands on that page can go
through the sales process with ease.
Learn More: Econsultancy
wrote a piece in 2009 that still holds true today about what
belongs above the fold on an ecommerce website. The article
explains what belongs above the fold and why it matters that
When working to increase your online store’s conversion rate
never underestimate the power of testing. Little by little
you’ll start to see your conversion rate increase bringing your
business more money to work with. People who regularly
optimize their online stores tend to make more money than those
who don’t regularly run split tests. Not only will optimizing
your store make you a better marketer, it’ll also help you
build a stronger relationship with your customers. From
creating copy that helps customers realize your product solves
their problem to creating an easy to navigate store that makes
shopping online fun, customers do notice the work you put into
your store. Focus on creating and optimizing your store for
your customers and you’ll build brand loyalty.
Remember, these are just the first 10 of 50 ways to increase
your conversion rates. We’ll be building on this post in future
to discuss even more ways to increase your conversions.
regularly optimize their online stores tend to make more money
than those who don’t.Click To