How to Increase Conversion Rate for Ecommerce? Essential Tips with Examples

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Andy Haskins

Want to increase your Conversion Rate for Ecommerce? Ecommerce conversion rate isn’t a new term. It’s been around for a while, but with the rise of ecommerce websites, it has become more and more important to understand how to optimize your e-commerce store for the highest possible conversion rate.

Businesses in 2022 are expected to face new challenges, especially in reaching and retaining more customers. With the rise of online shopping, brick-and-mortar stores have a harder time competing with the convenience and low prices offered by these gigantic websites. This means that you’ve probably been looking for ways to stay on top of things, and we’ve got just the right tips for you to succeed!

It’s important to understand what a good conversion rate is and how and why ecommerce stores can increase their numbers. Experts at ConversionWise, a noted conversion rate optimization agency, have revealed their top nine tips for maximizing your ecommerce site’s conversion rate.

But first thing’s first –

What is a Conversion Rate?

Conversion rate simply refers to the number of visitors that take the desired action on your ecommerce website, whether it’s signing up for an email list, making a purchase, or any other goal that you’ve set. This number is usually expressed as a percentage (for example, if 100 people visited your site and 20 bought a product, your conversion rate would be 20%). The higher this number is, the more successful your ecommerce store is.

Personalization on the website is a key factor in increasing your conversion rate. According to a recent survey, marketers claim 90% of the personalization efforts made increased conversion rates, while 80% of consumers said they were more likely to buy from a company that offers tailored content.

So, how exactly can you personalize your website for better conversion rates? Let’s jump to why your website doesn’t convert as much as it should. Or in other words, what are the most common reasons that people aren’t purchasing your products or services?

  • Your site’s first impression is bad
  • You don’t know who you are selling to
  • Your hero image is lackluster
  • Your website’s design is dated and ugly
  • Your checkout process is complicated and confusing
  • You don’t offer multiple payment options
  • You don’t offer live chat or other customer service options
  • Your website is too slow and crashes frequently
  • You ignore mobile users
  • You haven’t optimized your site for SEO

Now with these mistakes that businesses often make, let’s see how we could reverse the situation and improve our conversion rates:

Following are the top tips for increasing your ecommerce conversion rate:

Apply AIDA Principles on Above the Fold Area:

AIDA, or Attention-Interest-Desire-Action, is a psychological principle that describes the pattern of decision-making for customers. The above-the-fold area of your website is what visitors see first, and it’s important to make a good first impression. This means that you need to use tactics like appealing images and a clear, persuasive headline to attract attention and draw in visitors.

How would you drive attention to your above-the-fold area?

Your hero image or video should grab your visitors’ attention, and you can use colorful contrast or simple but eye-catching graphics to do this. Hero image always put their product in the center focus to show off its benefit. Visitors first notice the hero image, so make sure it’s high quality, interesting and relevant to your target audience.

Check this screenshot from HM:

Do you see how attractive the hero image is? It definitely grabs the visitors’ attention and gets them interested in learning more about HM’s products.

How would you develop an interest in your above-the-fold area?

Once you have visitors’ attention, focus on developing interest in your product by using engaging copy and smart storytelling. Why should they use your services? What benefit will they get from it? You’ll pique their interest and keep them engaged by answering these questions and showing how your product or service can improve their lives.

Check this screenshot:

Do you see the benefit-driven headline and copy on this Klient Boost? It immediately establishes the product’s value and highlights how it can help customers solve a problem.

The second step to further strengthen their interest is t outline the additional benefits or perks they will get from buying your product or service. More benefits means more interest, so you should focus on highlighting the best features of your products and services in order to increase your conversion rates.

Check this screenshot from Payoneer:

Do you see how they’ve outlined all the benefits of using Payoneer to get across-border payments? They’ve pointed out how easy and convenient it is to use this service, so it’s no wonder that visitors are getting interested in learning more about this product.

How would you create the desire for your product?

So, now we have their interest, how will we create a desire for our product or service? You can use effective emotional triggers, like fear of missing out (FOMO) or social proof, to encourage customers to take action. Using powerful imagery to illustrate your product’s value can also help create desire, as can showcasing customer testimonials or other types of social proof.

Check this home page of ConversionWise

Our home page has Trustpilot reviews that help build a sense of trust and credibility with potential customers, as well as powerful imagery that speaks to the value of our services and helps evoke an emotional response. We know that our customers want to feel confident in their decision to work with us, and by providing these elements, we are able to create a sense of desire and urge customers to take action.

So, now the last element of AIDA – how do we get customers to act and convert? You can use a strong call-to-action (CTA) button or offer that is relevant to your target audience. A clear, well-placed CTA button that stands out from the surrounding text or imagery can help drive conversions by enticing customers to take the next step.

A descriptive, persuasive call-to-action can also help you increase your conversion rates. For example, Payoneer’s CTA leverages the emotional trigger of FOMO, telling customers that they “don’t want to miss out.”

Check this screenshot from glo:

Check this unusual, curiosity-provoking CTA from glo. This is an example of how you can use smart copy and design to create a sense of urgency and drive conversions.

So, this is how you can apply AIDA in your marketing efforts to increase conversions and boost your sales. By focusing on attracting attention, building interest, creating desire, and getting customers to act, you can create a strong foundation for your marketing efforts and increase the likelihood of success.

What is Your Goal?

After AIDA, make sure the goal of your store or landing page is clear and well-defined. With a clear goal in mind, you can focus on building the right elements into your marketing strategy, like a compelling copy, engaging images and videos, powerful CTAs, and social proof, in order to increase your conversion rates.

Example of Wise:

What does Wise do? They provide cross-border money transfer services, helping customers get paid or receive money quickly and easily.

Their homepage is well structured with the goal of what they do. Even if you don’t know about Wise, you will get an idea of what they do within seconds. The goal must be clear and the destination obvious so that customers know exactly where to click or what to do.

Persuasive Copy

Copy sells. The copy on your homepage or product page needs to be persuasive, highlighting the key benefits of your products and services in a clear, structured way.

Copywriting is essential to conversion optimization, and you should focus on creating compelling copy that entices customers to take action. This might include using emotional triggers, like fear of missing out (FOMO) and social proof, or emphasizing features, benefits, and values that will resonate with your target audience.

Example of PetSmart

At PetSmart, the copy on their homepage is highly effective at highlighting the benefits of their products and services. It seems someone with great interest in pets wrote it, as the copy appeals to pet parents who want to give their dog (or cat) the best. Their messaging is clear; every dog lover knows that they have everything a pet parent could need, from toys and treats to food and supplies.

Check Speed and Functionality

Google considers page speed and functionality when ranking your site in search results. Ecommerce sites in particular, need to ensure that their web pages load quickly and are user-friendly.

Let’s say visitors click on your ad or search results listing and arrive at your site. If they have to wait a long time for the page to load or if the site doesn’t work well on their mobile device, they’re likely to hit the back button and move on.

It will cause double loss: lose the subscriber, click and bounce.

To ensure optimal performance, you should run regular speed tests on your site and use tools like Google’s PageSpeed Insights to find ways to optimize your site and make it more user-friendly.

You can also use a free tool like Pingdom or GTmetrix to check your site’s speed and ensure that you’re using a reliable web hosting provider with fast server speeds. If you see room for improvement, consider updating your web host, optimizing images or videos, and removing any unnecessary plugins or other elements that might slow down your site.

Some tips for increasing website speed include:

  • Minimizing the number of plugins and other third-party scripts that your site uses
  • Choosing a reliable web hosting provider with fast server speeds
  • Reducing the size of images and videos on your site
  • Streamlining your checkout process and eliminating any unnecessary steps or fields
  • Utilizing caching to speed up page load times

When it comes to increasing conversion rates, your website’s performance and usability are key. With the right optimization techniques and tools in place, you can ensure that your site is speedy, efficient, and easy to navigate. And with higher conversion rates, you can drive more revenue and grow your business over time.

Make Site Navigation Easy

In order to increase your conversion rates, you also need to make sure that site navigation is easy. This means breaking your website down into simple sections with clearly labelled buttons, drop-down menus, and other navigation tools.

For example, H&M’s ecommerce site features a simple navigation bar with clear navigation. Each and everything is clearly labelled, from “Clothing” to “Bags and Shoes.” This makes it easy for visitors to find products quickly and easily and to complete their purchase.

Give Users Multiple Discount Offers:

In order to increase your conversion rates and boost sales, you may also want to consider offering users multiple discount offers. This could include running a promotion on a holiday like Black Friday or Cyber Monday, offering loyalty discounts to regular customers, or using coupon codes to entice new customers.

Discounts and other special offers can help you increase your conversion rates, as they encourage users to make a purchase right away rather than waiting.

Check this supplement brand page:

Discounts and special offers are a big part of the marketing strategy for this supplement brand. On their product pages, visitors can find multiple discount codes and coupons, including offers for free shipping and buy-one-get-one deals. This encourages users to make a purchase right away, increasing the brand’s conversion rates and sales. Whether you’re running a holiday promotion or offering loyalty discounts, giving users, multiple offers can be an effective way to increase your conversion rates and boost sales.

Allow Guest Checkout:

Ecommerce sites also need to make it easy for customers to buy from them. This might mean allowing guest checkout or giving users the option to create an account after they make a purchase.

Many ecommerce sites are turning to guest checkout to improve their conversion rates and boost sales. This allows customers to quickly and easily purchase without registering an account or entering their personal information. This can be particularly helpful for first-time buyers who may not want to create an account or for customers who already have an account with a competitor and don’t want to enter their information again.

What happens is that guest checkout is a simple, one-step process that allows visitors to checkout as a guest by entering their credit card information. It can be an effective tool for increasing conversion rates and sales, as it makes the checkout process quick and easy for customers.

Multiple Payment and Order Options:

In addition to guest checkout, ecommerce sites may also benefit from offering multiple payment and order options. This could include accepting payments via credit card, PayPal, or other methods, as well as allowing users to purchase products in a variety of ways.

Customers may prefer to place orders over the phone, in-store, or via email. Offering multiple payment and order options can help increase your conversion rates and boost sales, giving customers more options and making a purchase easier.

Nothing can be more frustrating for an ecommerce site visitor than having to jump through hoops to make a purchase. The next step is to make delivery and shipping as smooth and hassle-free as possible. One way to do this is to offer free delivery for purchases over a certain price point or for purchases within a certain region.

Delivery and shipping are a big part of the ecommerce experience, and customers will generally place a higher value on fast and easy delivery options. You can improve the experience by providing options like free shipping, express delivery, and multiple payment methods. This will make it easier for customers to make a purchase and will help to increase your conversion rates and boost sales.

If you’re looking for ways to increase your conversion rates and boost sales, offering discounts, guest checkout, and multiple payment options are all effective strategies. By providing fast, easy delivery and shipping options like free shipping or express delivery, you can also improve the customer experience and increase your ecommerce success.

Wrap-Up: How to Increase Conversion Rate for Ecommerce?

Conversion killers can really dampen your sales numbers and frustrate your customers. Each strategy mentioned above can help to increase your conversion rates and boost sales. Whether implementing AIDA principles, persuasion techniques or offering flexible payment and delivery options, there are many ways to increase your ecommerce success. So, if you’re looking for ways to increase conversion rates for ecommerce and improve your sales, try these strategies today!

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