Improve Conversion

Improve Conversion
Maxwell Reed

Maxwell Reed

Aug. 30 2023

14.2k

Improving conversion rate in e-commerce involves changes to the website, and customer service to convert more visitors into customers. This leads to increased sales, improved profitability, enhanced brand reputation, and reduced marketing costs.

What does improving conversion mean?

Improving ‘conversion rate’ in e-commerce involves increasing the percentage of website visitors who make a purchase from your online store. This can be achieved by making changes to your website, marketing messages, and customer service.

Why are conversions important for your online store?

Conversions measure the success of your online store. A high conversion rate means that you are effectively converting website visitors into customers, which ultimately leads to more sales and revenue. Some other reasons include:

1. Increased sales

When you convert more potential customers into actual buyers, you will see a direct increase in your sales revenue. This is why it is essential to focus on tactics that can help improve your conversion rates and grow your business even further.

2. Improved profitability

When less money is spent on marketing and advertising to acquire new customers, a company can allocate those resources toward other areas of the business that may need more attention. Hence, leading to improved profitability in the long run.

3. Enhanced brand reputation

A high conversion rate can help enhance your brand reputation. This is because it shows that people are confident in your products and services and are willing to buy from you. Additionally, a high conversion rate can also help establish your brand as a leader in your industry, as it demonstrates that your products and services are in high demand. This can be particularly advantageous if you are competing in a crowded market with many other businesses offering similar products or services.

4. Reduced marketing costs

A high conversion rate can help reduce your marketing costs. By reaching a wider audience with your marketing campaigns and attracting more visitors to your website, you can achieve this.

How to improve conversions on your online store?

1. Create a great user experience

Ensure that your website is easy to navigate and use. The checkout process should be smooth and efficient, and your website should be optimized for mobile devices.

+ High-quality images and videos

People want to see what they're buying. Using high-quality images and videos of your products can help them visualize what they're getting.

+ Clear and concise produce descriptions

Write clear and concise product descriptions explaining what your products are, what they do, and why people should buy them. Include all important details, such as color, size, and material.

+ Excellent customer service

When customers have a positive experience with your customer service, they are more likely to become repeat customers. Ensure that your customer service is responsive, helpful, and friendly.

+ Keep website updated

Ensure that your website always features the latest products and content. This will encourage visitors to return to your site and convert.

2. Provide free shipping and return policies

When free shipping and returns are provided, customers will be more willing to convert as the perceived risk is reduced. Also, ensure that your policies regarding shipping and returns are easy to understand and concise so that customers know what to expect when purchasing.

When a customer sees a product they are interested in but is out of stock, they may be inclined to leave your website and look elsewhere. However, if you offer a back-in-stock alert, you can give them the option to be notified when the product is available again. This can help you to keep the customer engaged and increase the chances of them completing the purchase in the future.

4. Apply Charm pricing

Charm pricing is a pricing strategy based on the theory that people perceive prices ending in 5, 7, and 9 as being lower than prices ending in even numbers. For example, a product priced at $9.99 is perceived as being lower than a product priced at $10.00.

5. Product-Led SEO

Product-led SEO is one of the highest-impact content tactics for e-commerce. Explaining how a product can help a customer builds trust and improves conversion. Useful content showcasing your product is one of the only realistic ways for new brands to get discovered through Search Engines.

6. Use trust signals

Trust signals are elements that help people feel confident about making a purchase from you. For example, secured payment gateways, customer reviews, etc. Read more about trust signals here!

Real-life examples of conversion-improving tactics

Samsung

Oatside

LEGO

For more examples of tactics to improve conversions, click here.

Learn more

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Maxwell Reed

Author

Maxwell Reed

Maxwell Reed a growth engineer is helping online stores with insights and recommendations to help implement conversion rate optimisation tactics.