What is the Conversion Optimization Process for Ecommerce?

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Andy Haskins

Businesses that depend on ecommerce for revenue and growth can benefit from the conversion optimization process, which is a systematic approach to improving their bottom line through strategic changes to their website.

2022 is all about optimizing your website for conversions and generating more sales and revenue from existing visitors. This process involves identifying areas where you may be losing potential customers and making changes to improve their experience on your site.

There are many kinds of conversions that you can track, including purchases, signups, downloads, and more. In order to get the best results from your conversion optimization efforts, it is important to analyze the data you are tracking, identify patterns and trends, and test different strategies to see what works best for your business.

So, let’s take a look at the key steps in the conversion optimization process.

Step 1: Check for the Speed of the Site

CRO is all about speed, so it is essential that your website loads quickly and performs well, especially on mobile devices. If your site takes too long to load or frequently experiences downtime, it could negatively impact your conversion rates. So, the first thing you should do is make sure that your site is fast and performs well on all devices.

You can use Pingdom to test your site speed and identify areas where you can make improvements. You can also use Google PageSpeed Insights or GTMetrix to analyze your site performance and identify ways that you can optimize it for speed.

Ideally, you should aim for a page load time of under 3 seconds to get the best results from your conversion optimization efforts.

Improving speed is crucial for success in converting visitors. This way, you can ensure that your site is fast and responsive, so potential customers don’t get frustrated or leave your site before they convert.

If you identify areas where your site is slow or experiencing performance issues, you can take steps to improve its speed and boost your conversion rates.

For example, you may check your site’s source code and remove any unnecessary files or plugins that are slowing it down.

You may also upgrade your hosting plan to a faster and more reliable service to ensure your site stays up and running.

Use a CDN service like Cloudflare or MaxCDN to speed up your content delivery, which can help improve site performance and reduce page load times.

Many programs help you improve your e-commerce store’s conversion rates. From landing page builders, SEO, and targeted SEO to various paid advertisements, e-commerce owners have many choices. Though these tools may be helpful, knowing which are the best and how to use them is just as important. They can also slow down the loading time of your site.

Next, you need to clear up tracking tags and pixels. Tracking tags and pixels help you monitor your site’s performance, but too many can slow your site down or clog up your code. To reduce the number of tags and pixels on your site, only install those that are essential to your conversion optimization efforts.

Step 2: Improve Your Product Copy

After the first step is followed, it is time to work on your copy. Your product copy and other pages on your site should be written for clarity and to eliminate ambiguity. It is also important to write engaging copy encouraging users to take the next step.

The first thing your visitors see is the above-the-fold content – the content that is visible without scrolling. This should grab their attention and encourage them to continue reading your site.

You need to apply AIDA principles to your product copy – that is, write content that follows a sequence of Awareness (getting visitors’ attention), Interest (building interest in your products), Desire (creating a desire for your products), and Action (encouraging visitors to take the next step).

In addition, your copy should be optimized for search engines so that it ranks well in search results. This can help you get more visitors to your site and improve the visibility of your products. To optimize your copy for SEO, you can use keywords and keyword phrases strategically throughout your site’s text.

Another important factor to consider when writing product copy is readability. You want to write your content in a way that is engaging and easy to read, use white spaces to improve readability and break your content into short paragraphs and bullet points to make it more accessible.

  • Checklist for above-the-fold content:
  • Is your CTA (call to action) clear and noticeable?
  • Have you used AIDA principles in your product copy?
  • Have you optimized your content for SEO?
  • Is your copy benefit-driven and readable?
  • Is your product image high quality and engaging?
  • Do you provide different angles or variations of your product?
  • Is the price clear and competitive?
  • Does your above-the-fold have social proof, testimonials, influencers, and press mentions?
  • Does it mention your return and refund policy?

If your answer to any of these questions is no, then it’s time to go back and optimize your copy. By improving the clarity and readability of your product copy, you can better engage your visitors and encourage them to convert to your site.

Check this screenshot from Intuit Mint:

It’s a perfect example of a well-formatted and above-the-fold product copy. The image is high quality and engaging, and the text clearly communicates the main benefit of the product/service. The photo is also accompanied by testimonials to enhance the service’s credibility further.

Step 3: Offer to upsell and cross-sell recommendations

Next, you need to consider upsell and cross-sell opportunities. Upselling involves encouraging visitors to buy more expensive products, while cross-selling involves suggesting related products to complement their purchase. Both strategies can help boost revenue and encourage visitors to take action on your site, so it’s important to incorporate them into your conversion optimization efforts.

Some tips for upselling and cross-sell recommendations include:

  • Offering better deals or discounts on your upsell and cross-sell recommendations. For example, you can offer a bundle package with two or more products often bought together.
  • Offer monthly deals and discounts on your upsell and cross-sell recommendations. This can help encourage users to sign up for subscription services or regularly purchase your products.
  • Provide multi-product deals on your upsell and cross-sell recommendations, such as offering a discounted bundle of products that all work together.

Step 4: Make the checkout process  easy and streamlined

Customers are often hesitant to buy on ecommerce sites because of concerns about the checkout process. This is why making your checkout process as quick and easy as possible is important. Some tips for streamlining your checkout process include:

  • Creating a simple checkout form with just a few required fields, such as name, email address, and payment information.
  • Including a progress bar or other visual indicator that shows users how far they are in the checkout process.
  • Offering a guest checkout option to minimize the friction of creating an account on your site.
  • Allowing customers to save their payment information for future purchases.
  • Ensuring your checkout page is optimized for mobile so that it is easy to use on any device.
  • Offer guest checkout and save payment info for further purchases.

Finally, test your checkout process regularly and make any necessary changes or improvements based on user feedback and site analytics. The checkout process also varies according to what’s popular in regionally specific markets, so make sure to take this into account as well.

Step 5: Eliminate distractions on your homepage and product pages

Finally, minimizing distractions on your homepage and product pages is important. This means eliminating unnecessary elements or features that might distract visitors from taking the desired action.

When users land on your homepage, you want to make sure that the main focus is on your call-to-action and conversion opportunities. To do this, consider removing any unnecessary elements, such as flashy graphics or drop-down menus.

If the page is cluttered with distractions, it sends the wrong message to viewers. They will think that you’re not trustworthy and won’t buy from your site. A cluttered homepage or landing page is likely to confuse visitors, causing them to exit the page prematurely.

Check this screenshot from Pacific Northwest X-ray Inc.

Seeing the home page of  Pacific Northwest X-ray Inc., we can see that it looks like the theme of the 1990s is applied. However, there is something that disturbs our eyes and minds because it is not clean enough for the most important information to appear in front of us.

The color scheme of this website is too dark, which makes it difficult for people to focus on important information.

So, if your home page or landing page is too cluttered or distracting, consider removing these elements to improve conversion rates and make your site more user-friendly.

Step 6: Design a SIte Search That is Simple and Effective

The next step in the conversion optimization process for ecommerce is to design a site search that is simple and effective. When users visit your site, they will often be looking for specific products or information.

To help them find what they’re looking for, you should include a search bar or search function in your main navigation. This lets users quickly and easily search for specific products, content, or other information on your site.

In addition to including a simple search bar, you should also optimize the search results for maximum effectiveness. This may involve using relevant keywords and tags that can help users find what they’re looking for quickly and easily.

If you can improve your site search functionality, you will be able to increase conversion rates and keep visitors on your site for longer.

To optimize your site search, consider incorporating features like autocomplete and search suggestions to make the process faster and easier. You should also try to prioritize the most relevant and popular search results so that users are able to find what they’re looking for quickly and easily.

Check this screenshot from PetSmart:

If you search for a hairball, the site shows details about the product and an information section that users can find. The relevant blog section alongside the product section encourages users to explore and increase the time on the website.

PetSmart also has an auto-complete option that will further simplify product search. This will enhance the user experience and increase the conversion rate.

With a simple and effective site search, PetSmart is able to help users find exactly what they are looking for, while also encouraging them to explore and browse other products on the site. This can improve conversion rates and keep users engaged and interested in the products and content on your site.

Let the misspelled words show with the search. In many cases, users may search using words that are misspelled or contain typos. By allowing these search results to show, you can improve the effectiveness of your site search and help more users find what they’re looking for.

Check the example from Habitat:

We searched the term ‘table’ on the Habitat website, but it didn’t have any relevant products, so instead, it showed what visitors might like to buy. It’s a good way for visitors to find what they’re looking for, and it also makes the website more engaging by showing them other products they might be interested in.

Overall, the key to optimizing your site search is to make sure that it is simple, effective, and easy to use. By putting these strategies into place, you can help more users find exactly what they are looking for while also encouraging them to explore and browse other products on your site. This can help to increase conversion rates and keep users engaged and interested in your products and content.

Step 7: Measure, Experiment, and Optimize

The final step in the conversion optimization process for ecommerce is to measure, experiment, and optimize. It’s not easy to implement practical changes to your site and improve conversion rates, but with the right tools and strategies, you can measure your performance and make adjustments based on the data you collect.

One effective method is to use A/B testing, which allows you to compare two versions of your site and measure the performance of each one. This can help you identify what changes work best and optimize your site for increased conversions.

In addition to A/B testing, you can also use tools like Google Analytics to monitor your site performance and identify areas for improvement. This data can help you understand how users interact with your site and what changes you can make to improve their experience.

Hack what your customers are looking for. So you can increase your conversion rates and keep visitors engaged on your site. When it comes to optimizing your site search, it’s important to experiment and try different tactics that can help you improve user experience and increase conversions. You can measure, experiment, and optimize your site search to maximize results with the right tools and strategies.

Time to leverage conversion optimization for ecommerce!

Whether you’re just starting with your ecommerce site or looking for ways to improve your existing conversion optimization process, the strategies,  tools, and tips outlined above can help you maximize your results and increase conversions. By focusing on the user experience and optimizing your site search, you can make it easier for visitors to find the products and content they are looking for. This can help you increase conversions and generate more revenue from your ecommerce site.

So don’t delay – get started with conversion rate optimization for e-commerce today!

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