How to optimize your e-commerce conversions


Maybe your marketing efforts are paying off and driving significant traffic to your website.

Maybe even your CPC ads are converting, your search ranking is high, and buyers may even add items to your cart.

But the income needle is still not moving to the front line.

It’s time to review the customer journey once buyers are on your page, to understand how to optimize your e-commerce conversions.

Use these 5 simple tips to optimize the customer experience and improve your results.

What is considered a “good” e-commerce conversion rate

Standard e-commerce conversion rates vary slightly by product category and geography, but the average is around 1.4%.

Higher-priced items, like furniture, typically have a lower conversion rate (sometimes as much as 0.4%).

This is because consumers tend to spend more time researching and considering large purchases.

On the other hand, products like pet care often have e-commerce conversion rates of up to 3.28%.

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It is important that you compare your conversion rates with those of other people in your industry.

How to measure e-commerce conversion rates

To calculate your conversion rate , divide the number of sales made within a specific time period by the number of page views during that same time period.

For example: 30 sales in a day divided by 1,000 page views that day equals 0.03 (or 3%).

To understand which pages or marketing tactics work best, target your conversion rate from home page, product pages, email, etc.

Once you determine your highest converting pages, you can increase the visibility of those pages.

Analyze them to find out what exactly is converting buyers – attractive text, eye-catching graphics, or a prominent “buy now” button.

Then replicate those elements on other pages.

Regardless of the performance level of your website, optimizing your e-commerce conversions can increase the ROI of your marketing investment and improve your bottom line.

5 tips to optimize your e-commerce conversions

1. Offer free shipping

A recent survey revealed that the shipping options offered at checkout influence customer decisions more than shopping cart discounts or gifts with purchase.

56% of merchants indicated that offering free shipping is a very effective tool to improve e-commerce cart conversions.

2. To optimize conversions, offer 2-day shipping

In the same survey, 52% of merchants reported that 2-day shipping is also very effective in influencing customer decisions at checkout.

You can increase conversion rates up to 25%.

In fact, fast shipping guarantees have been shown to improve conversion rates at the top of the funnel as well.

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3. Optimize content

Attractive and detailed product descriptions, as well as accurate and high-quality photos, as well as optimizing e-commerce conversions, also decrease the rate of return.

Make sure to include photos of your products from as many angles as possible.

Also, if your budget allows it, include 360 ​​° interactive photos or videos of the product in action.

Another powerful content tool for optimizing e-commerce conversions is customer reviews and user-generated content.

4. To optimize conversions, personalize the shopping experience

Implement a tool in your e-commerce platform to complete the offers of “also viewed” or similar products, below the list that the customer is viewing.

This type of personalization keeps shoppers on your website , until they find exactly what they are looking for.

Clearly displays “You May Also Like” products based on user search history and the product they are currently viewing.

Buyers are more likely to convert than navigate away from your website after seeing one or two products.

5. Optimize the payment process

The more clicks it takes to complete the checkout process, the more likely a buyer will abandon the shopping cart.

In a BigCommerce survey, shoppers indicated four payment experiences that caused them to abandon their cart without making a purchase:

35% indicated that they did not want to create an account

Creating an account early in the checkout process is a widely used tactic for capturing email addresses for remarketing and cart abandonment campaigns.

You can include an email field as the first step in checkout, but offer a “guest checkout option” after they enter their email address.

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In this way, you capture both their valuable marketing information and the final sale.

27% said the checkout process was too long or complicated

To streamline the checkout experience, eliminate all distractions on the page and provide clear instructions.

A progress bar at the top of the page also lets customers know how many steps are left in the checkout process.

24% abandoned their cart because they couldn’t see the full purchase price up front

Be sure to include taxes and estimated shipping costs (if applicable) as early as possible in the checkout process.

18% said they did not trust the website to give them their credit card information

Show that you use recognized payment methods, to earn the trust of buyers.

Show images of the major credit cards you accept or PayPal or Apple Pay logos.

It also displays a McAfee, Geotrust, or similar security badge, to establish greater trust and credibility.

Close the loop with marketing

In addition to optimizing the page, also check the copy of your paid ad.

If your ad conversions are high, but your website conversions are low, you may be targeting the wrong audience or your ad copy may be misleading.

A / B testing for your ad copy helps you fine-tune your ad copy to convert clicks into revenue, reducing customer acquisition costs.