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Increasing your e-commerce conversion rate

We live in times when we have virtually unlimited possibilities. It turns out, however, that the greater the choice, the more difficult it is to make a decision! The results of a study that were conducted years ago at Columbia University in the United States may be a confirmation. Its participants were divided into two groups to test different flavors of jams. After the tasting, the participants of the experiment could purchase the selected product at a promotional price. The first team tested 6 flavors, the second one extended the tests to 24. It turned out that people who had a more limited choice were more likely to make a purchasing decision (30% of the experiment participants). In the second group, only 3% decided to buy!

Why are we mentioning this? Because your website can be jam. More precisely – 24 jars. If you give the recipient too much choice, he will get lost on the shopping path and he will not reach the shopping goal – his own or the one you set. In the following text, we provide 19 proven ways to increase the conversion rate and reduce the cost of acquisition, only by optimizing the operation. Ready? Here we go.

Conversion – what does it mean?

Conversion is the transformation of the form of something. In relation to the e-commerce industry, it is a specific, expected action of the recipient, resulting from the campaign or positioning targeted at him. The conversion rate directly shows the number of actions taken for all visitors to your domain.

>> Conversion – what is it and how to increase its ratio? <<

Increase your conversion rate in easy steps

Make friends with the CRO planner
Conversion Rate Optimization (CRO) is an extensive process designed to turn more of your website audience into engaged visitors and customers. Surgery requires time and expertise. If you respect your precious minutes and want to rely on the advice of practitioners, you can use the HubSpot CRO planner. It’s a free tool that will make you an expert in increasing your website conversion rate in 60 days.

Start analyzing the collected data and based on it, develop an effective strategy to increase conversion. HubSpot CRO planner will tell you how to:
– conduct an audit of the conversion rate,
– identify areas that you are not aware of for improvement in the funnel,
– understand the behavior of users visiting the website,
– analyze and draw conclusions from the tests performed.

Shorten the forms
One of the reasons for the low level of conversion may be an excessively large form. Before creating it, think about what user information you really need. Remember that the more data you want to collect, the greater the potential customer’s resistance to filling in the form.

If you do not want the user to hesitate, or in the worst case, give up filling empty windows with your data – choose minimalism. Thanks to this, you will also build trust among your recipients.

Apply social proof of equity
Did you know that, according to Paraphrase Online Team, 89% of consumers check online reviews before making a purchase?

While we want to believe that we are unique and free from patterns, they often guide our behavior. Especially when we do not know how to behave, what decision to make, or we simply do not have time for an in-depth analysis of the situation. Then we are often automatically guided by social proof of rightness.

This rule is often used in sales. You certainly know messages like:

“As many as 73% of respondents confirm that after implementing the suggested solutions their conversion rate increased threefold”!

Since so many people have obtained measurable benefits, it must be good and maybe it will also work for you! It would be a sin not to try. Another form of using this rule are, for example, product or service evaluations appearing on the website in the form of pop-ups or messages such as:

“3 people are watching the same object. There is only one such apartment left on our website at your preferred date.”

It is motivating! If you want to use social proof of equity on your website, you can use the Yelp app, for example. It allows you to rate and publish opinions about services and products. Many people use it – maybe it will also be useful for your company?

Monitor how people interact with your website
Website polished to perfection, everything consistent with your sense of aesthetics, and the e-commerce conversion is lying? Maybe the proposed CTA placement, the length of the forms or the clarity of the message distract the recipient who gets lost on your website? And when he doesn’t know what to do, he doesn’t do anything. So she goes out and says “bye-bye”!

Use the available website analysis tools – such as Crazy Egg or the one offered by HubSpot. This will allow you to see what you are doing and diagnose which areas within your site need repair. Additionally, you will calculate the conversion rate and you will be able to analyze why it is so high. Heat maps will allow you to see which elements are catching the eye. You will be able to investigate what potential customers are clicking on or at which point they give up placing the order. This is the basis for optimizing the process and facilitating transactions.

Increase your conversion rate through communication

Add live chat
There is no sale without objections. If you are a good trader, you know people buy with emotion and then rationalization comes to the fore. It is a natural process, so you should do everything you can to learn about the purchasing barriers of potential customers. And break them!

Live chat may be helpful, as it will be another channel of reaching users of your website. If, when adding a product to the virtual basket, questions or doubts arise in their minds – they will be able to quickly contact you with a request to clarify the offer.

An additional advantage is the form of communication. Often times, people are afraid to ask questions on the phone. They don’t want to offend someone or admit that they don’t understand something. For this reason, requests or refusals are usually made in writing. It’s easier! Use this knowledge to increase e-commerce conversions. Chat is one of the things that can help you with this!

Test your offers
You took care of the descriptions of products or services, used the rule of social proof of equity, shortened the forms … Everything seems to be done, and yet – conversion as a medicine! Where is the problem? Where do you fall on the sales path? You have to go through it yourself to understand!

Maybe you come to the conclusion that the descriptions are professional, but average to your target group? Maybe the website is aesthetic, but not suited to the service? This is the case, for example, when you are too general about a topic. Instead of offering a free consultation, maybe it is better to provide useful advice that the potential client will be able to use right away? Bet on specifics.

A / B tests
If you don’t collect data – you have to base your business decisions on the predictions of the glass ball. To gather reliable information and know what works for your website, you need to test different options.

Find out what types of headings, colors, layouts, and CTAs work best. Play with creativity, experiment. Remember to change only one of the elements in the trial version. Then you will know what actually translates into an increase in the conversion rate. Create your optimal layouts and use them in the next actions!

Earn Trust
Sympathy and trust are essential currencies in sales. People buy from those they like (and like, similar to themselves) and whom they trust. If you want to increase the conversion rate, make your brand strong, be perceived as professional, and the transactions with it build a sense of security. How to do it? There are several ways …

You can guarantee a refund if the goods or service do not meet the customer’s expectations. Then you give a clear signal that you are convinced of the highest quality of your offer. And self-confidence is another component of your success in a competitive market.

Also, make sure that your website content is regularly updated and that you have valuable content. The latter will be appreciated not only by users, but also by search engine robots. Thanks to this, you have a good chance to occupy higher positions in SERPs.

Another “little big thing” that can help you increase brand confidence? Show your experts. Let your potential customers know who will take care of their case and why it is worth buying something from this person.

Recommendations will be invaluable in the process of building trust. Satisfied customers will be happy to display them, all you have to do is ask properly! After a successful transaction, ask if your offer deserves a positive evaluation. If you hear the answer in the affirmative, go ahead. Ask if the client would then be able to recommend it to relatives. It’s gonna be hard to back off… you understand? After the second, YES will be downhill! Ask if you can then ask for references that will appear on the site. If you manage to get 2 positive evaluations out of 10 transactions, think about the result in the perspective of a month, six months or three years.

Create email campaigns to “revive” abandoned carts
Think about how many times you have put something into your virtual basket but haven’t completed the transaction? The same goes for your customers. You can let that fact be forgotten or… try to motivate them to act! For this purpose, use, for example, an e-mail campaign targeted at this specific group, which you will remind about the products waiting in the basket. Offer them a discount or free shipping. This can boost your e-commerce conversion bars.

Importantly, you do not have to manually send such a message to each of the customers who have abandoned their cart. You can automate this process. You will save time and increase the chance of selling.

Present value, speak the language of benefits
People don’t buy the product, they buy the solutions it offers. Instead of talking about the highest quality of services provided, explain how they will change the life of a potential customer. To get it right, you need to know who your audience and buyers are.

Then in the campaign you can refer to their:
– goals – show how the products you offer can bring the potential customer closer to achieving them. Faster? Easier? No sacrifices?
– motivations – “importance” that make the client want to get to that particular point. Maybe he wants to be healthier? Save time spent on activities with family? Prove to himself that he can?
– problems – which he will encounter while trying to achieve the goal. Since you know what hurts him, where he falls, you can serve an easy solution, a recipe for ills!

Create dedicated campaigns for specific target groups. Bet on benefits, not features!

Enrich your content with multimedia elements
Imagine you are going to an elegant restaurant. From the menu, you choose an item that reads “rich”. The visualization in your head makes the bowels play the march twice as loud. Then the waiter places a plate in front of you, with something on it that looks more like an algae and sand cake than a glamorous dish that you were willing to pay a lot for. Disappointment? Huge!

To avoid it, provide the customer with professional and high-quality photos of your products. Thanks to this, he will know exactly what he is deciding on. Not only that – you can try VIDEO materials. The better you show your product, the more likely you are to sell it. None of us likes to “buy a pig in a poke”! You will inspire trust and minimize negative comments from customers whose imagination suggested more interesting images of your product.

In short videos posted on the website, post the opinions of satisfied customers who will talk about the product. Social righteousness works!

Write a strong CTA
CTA (Call to Action) is an element that strongly influences conversions. A call to action may include downloading an offer, sharing a post, subscribing to a newsletter or a webinar. The appropriate button must appear on your website and on dedicated landing pages. Its location is very important, so HubSpot allows you to personalize your CTA.

Remember! The sooner the recipient hits the call to action, the better! If you only opt for a CTA at the end of the landing page, some bored visitors may not scroll through the entire domain content and simply miss that conversion point entirely!

Don’t distract your audience
Strong Call To Action will not bring the expected results if the recipient finds many other “distractions” on the website. Make sure that the path of his activities is planned in advance and that the potential client knows exactly what to do, step by step. You guide him through the entire purchasing process – from arousing interest to making a decision and loyalty. Make the map clear and easy to implement.

Remove unnecessary links, pop-ups, and anything else that might distract a potential customer from the action you care about. Take it through the path from A to Z with no unnecessary attractions in between.

Good to know … Visitors to your website quickly scan its content. It only takes a few seconds to make a decision – whether he will buy something from you or look for a better offer from the competition. Keep this time pressure in mind and get key messages and calls to action “delivered to a tray.” This increases the chance of conversion.

Meet the expectations
Customers are more and more aware of their expectations, therefore your business activities must be well-thought-out and precise. It’s not just about attracting attention and redirecting users to the site. We play for conversion! If a high bounce rate is not your priority – and it is not, be consistent and consistent.

Match the meta description with the listing on your landing page. Make promises you can keep. If you are “selling” your business on Google as a manufacturer of high-quality wooden toys, do not post pics of cats and bird food purchase suggestions on your landing page. The shopping path is simple:
– seeing an ad / finding your website in a high position in the SERPs> going to the landing page> downloading the offer.

If you break this pattern and the increase in sales bars is not at a satisfactory level – take a closer look at your offer. Check if the communication in social media, descriptions in the search engine and on the website are consistent, and you fulfill your promises.

Conversion rate and the mobile version of the website

Improve page speed
The quick loading of the page content is crucial in the purchasing process. One does not need to look far for examples. Think how long you are able to wait when the content you are interested in is served in more than a few seconds? What are you doing then? Yes, you switch to a different site and choose your competition! The speed of the website is especially important when your audience is converting mainly from mobile devices.

Do you know that… 40% of people leave pages that take longer than 3 seconds to load? On mobile devices, a one-second delay in responding to a page can reduce the number of conversions by 7%!

Optimize for the mobile version
This is important for two reasons. First, your prospects want to conveniently browse the offer by holding their laptop on their lap or browsing the site’s resources on their mobile phone. They always have it “at hand” or … in their pants pocket. Take advantage of it and give them the opportunity to contact your company, regardless of the place and circumstances.

Not only that, the optimization of the website version for mobile devices (for example, increasing the font, compressing images or improving its speed) is appreciated by Google. This is another element that can help you achieve higher positions in search results.

Streamline the purchasing process
As mentioned above, the entire path should be as simple and understandable as possible for the client. In the case of the phone version – the number of steps should be kept to a minimum.

The visibility of the payment button and … its size will also be important! The user does not have a magnifying glass with him – he must conveniently select the “Pay” option. If it bounces off the wall, it won’t pay. However, he will lose his patience and probably will not come back to you. Make it possible to add products to the virtual basket from the position of the guest (i.e. without the need to register).

The principle of the abbreviated form, which we described earlier, will also work.

Be creative!
The competitiveness of the e-commerce market is increasing, and the trend of online shopping will only strengthen. This means an increase in already high competition. Stay ahead of it with product and service quality. Stand out from other players – especially if you don’t trade in a niche product.

Creativity is not only unusual descriptions on the website or refined photos. Go crazy and bet on less obvious campaigns dedicated to mobile devices. Surprising SMS? Maybe a push notification in the application that leaves a lot of doubts? No holds barred!

Use local marketing
Users who come to your website after typing the company name into the search box on a mobile phone are usually interested in receiving specific information. This could be, for example, a telephone number, business address, or opinions about the services provided. Make sure that the listed content is on the page, and access to it is easy.

Applying (all!) Of the above tips should bring you quick results in increasing your conversion rate. Guided by the principle of social proof of rightness, we will end this material with a comment: IT WORKS FOR US! Test it as it will be with you.

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