Ecommerce Conversion Optimization: 17 Hacks to Generate More Revenue (Updated March 2019)

Brandon Brown

Brandon Brown

Did you know that there are nearly 2-3 million ecommerce websites in the world? In such a competitive ecommerce market, it’s tougher than ever for businesses to get traffic and conversions.

Setting up an ecommerce business is the easy part. However, to scale your business and start making a profit, you need to do a lot more. To stand out among the millions of other websites is no easy task. But, there are a few hacks you can use to your advantage.

To get more conversions, you need to leverage ecommerce conversion optimization. This means optimizing every aspect of your website that can help you get more conversions. It’s the only thing that can help your business grow and flourish.

Pro tip: Download our guide to optimizing your ecommerce store for influencer marketing here. 

But what exactly is ecommerce conversion optimization? Simply put, ecommerce conversion optimization is the process of designing your website in such a way that it attracts visitors, converts them, and helps you retain them. It might involve the use of lead magnets, lead generation strategies, calls-to-action, and more.

Before we take a look at how to do ecommerce conversion optimization, let’s first take a look at what a good conversion rate is. Based on multiple research studies, 3% - 4% is supposed to be a good conversion rate.

Smart Insights

Image via Smart Insights

If you’re there already, that’s awesome. However, if you want to improve your conversion rates, you need to leverage the following ecommerce conversion optimization strategies.

1. Write Useful Product Descriptions

Whenever a visitor clicks on a product to learn more about it, they expect to see a detailed description. Your descriptions should cover the benefits of your products and their features.

Consumers want to know how your products can help them. They don’t want to know how great you think your products are. So focus on providing value through your product descriptions. This is a simple ecommerce conversion optimization tip that works because it helps consumers make the purchase decision.

Also ensure that you use relevant search keywords in your product descriptions. Since these are the terms consumers search, using them in product descriptions will help you rank higher for relevant search queries.

 

2. Use Cart Abandonment Software

Cart abandonment can eat away your marketing budget quicker than you can imagine. Just as you’re about to move your prospects to the bottom of your sales funnel, they leave. These are substantial lost opportunities.

Cart abandonment software can help you reduce the rate of abandonment and drive ecommerce conversion optimization. It might even help you get those prospects back to your website to complete their transactions.

When a prospect abandons their cart, you can send them an automated email using the software. The email will remind them that their chosen products are still waiting in their carts. You can also provide a discount to encourage them to complete their purchases. The email will also include a call-to-action using which the consumers can complete their transactions.

If you can bring back the visitors who’ve deserted their carts, you might be able to improve your conversion rates.

3. Optimize Your Website Speed

These days, we’re perpetually pressed for time and our attention spans are much shorter than they used to be. That’s the reason why people lose interest in a website that takes too long to load.

According to Akamai, every second can reduce conversion rates by 7%. For an ecommerce business that makes $1,000 per day in revenue, a 1-second delay can cost them $25,000.

To ensure that you do not end up like that, you need to optimize your page speed. To do this, you can use Google PageSpeed Insights. This tool shows you how much time your pages take to load on desktop and mobile. It even provides detailed reports on the loading speed along with a PageSpeed score.

Google PageSpeed Insights

Image via Google PageSpeed Insights

The best part is that it provides suggestions to help you optimize your page speed.

You should also look at your host and hosting plan. Make sure that you are using a high-performance hosting plan. It may cost you more but it will help you reduce your page load time and increase conversions.

Images and videos on your website can take more time to load because media files are bigger. You should consider optimizing them for web and mobile. By reducing their size, you can stop them from killing your conversion rates.

4. Leverage FOMO

With countless offers available from brands today, consumers suffer from a fear of missing out (FOMO). You can leverage this fear of missing out to increase your ecommerce conversions. But how? You need to showcase demand for your products and instill a sense of urgency.

Expedia

Image via Expedia

For example, Expedia shows if a hotel is in high demand or has only a few rooms left. They sometimes show a timer if they have a special offer on a hotel. This instills a sense of urgency in people.

You could also showcase items that have been recently purchased by other customers. You can use FOMO plugins to showcase discount codes or purchases made by others. This can get users to consider purchasing that particular product.

5. Optimize For Mobile

A significant number of users visit your ecommerce store from mobile devices. To ensure that they have a great experience, you need to optimize your website for mobile. This involves serving attractive and useful information on an easy-to-use interface.

Metschan Media

Image via Metschan Media

Focus on responsive design to make your mobile site more user-friendly. This will ensure that mobile visitors have a pleasant experience. You should also reduce your page loading speed so that the website loads quickly on mobile.

6. Use SEO To Your Advantage

SEO can increase traffic to your website, which in turn can help you generate more sales. To improve your SEO, you need to optimize multiple parameters on your website. These include keywords, content quality, page speed, and more.

You can use various keyword research tools like KWFinder to find the right keywords. These keywords can then be incorporated into your content on your website. Once your website starts ranking well in Google search results, you’ll get more users to your website.

KWFinder

Image via KWFinder

Improve Quality Of Content

Visual content attracts people more than text content. But you still need text content to sell your products. If your copywriting skills are strong, you can improve your conversion rates.

In fact, Freckle managed to increase their conversion rates by 2.4X through stronger copywriting.

Stacking The Bricks

Image via Stacking The Bricks

Most visitors to your website will only skim through it and won’t really read your content. A study by the Nielsen Norman Group suggested that the scanning pattern of most people is in the shape of an “F.”

Nielsen Norman Group

Image via Nielsen Norman Group

Based on this, you can format your copy to capture the attention of your readers. Try to keep the most relevant information towards the top of the page and use multiple subheadings. They make it easy for readers to identify the sections which are important to them.

You should also write content keeping your target audience in mind. To do this, you first need to create a consumer persona. You can create this persona using location data, demographics, and interests.

Once you have defined your target customer persona, you can then tailor your content based on that. This can make your website more user-friendly for your target audience and increase conversions.

Optimize Your Landing Page Titles

Whenever someone searches for something on Google, the first thing that they see is the title of page. This is why you need to make sure that your page titles are catchy. It needs to be informative and should tell people what they can expect from the page.

If you create a solution-focused SEO title, you may be able to increase your click-through rate. This is because a person may not be looking for a specific brand but may use a general search term. When your SEO title is the solution to their search, they will be more likely to click on it.

A higher CTR will also help improve your rankings which, in turn, will help to improve your traffic.

Google

Image via Google

For example, OppoSuits uses SEO titles that showcase their value and benefits. This helps them rank higher in search results.

7. Use Exit Intent Popups to Optimize Conversions

An exit intent popup box gives your visitors one more chance to purchase your product. Ideally, it needs to prompt them to make the purchase by giving them a coupon or a discount. When such an incentive is offered, people may change their minds and make the purchase.

You can play around with this popup box and make it interactive as well. You could add a spinning wheel so that visitors can spin it to win a freebie or a discount. This may even improve their overall experience and increase their engagement.

You could even ask them to share their email addresses to get offers by email. This opens up the possibility of them wanting to come back and purchase from you using the coupon.

8. Optimize Your Website Layout

One of the most important things to keep in mind for ecommerce conversion optimization is your website layout. If your layout is user-friendly, it improves the chances that people will purchase from you.

You can experiment with different positions of buttons, category pages, sidebars, and more. Not only can you vary the positions, but can also try out a variety of color combinations.

You can then analyze the performance of each style and zero in on which perform the best.

Slide Shop, an ecommerce store that sells PowerPoint templates wanted to increase their conversion rates. Using heat maps and click flow data, they determined the areas that visitors engaged with. Their layout had a promotional bar to the right but nobody was engaging with it.

They replaced the promotional bar by a navigation bar which they placed towards the left. This increased the engagement by 8.9% and add-to-cart rate by 34%.

9. Increase Visual Content

Visual content is known to catch the audience attention and connect better with people than written content. So make sure to include a good amount of visual content on your website. Add high-quality images of your products to your product pages.

The product images should include still images of your products and also ones that show them in use. You could get more creative and incorporate videos to market your products too. You can easily convey the details of a product through a video rather than text.

You can upload video tutorials in which you provide useful information about the product. These guides can have a call-to-action to buy the product.

Kelty

Image via Kelty

Kelty, for example, uses this technique to market many of their outdoor products. The video gives the consumers a better idea of what the product looks like and how it works.

This is an effective ecommerce conversion optimization hack that you should start using immediately.

10. Provide Smooth Navigation

Poor navigation can make users leave you site. And they may never return. So you need to ensure that the navigation on your website is smooth and easy.

Many consumers use an ecommerce website’s search bar to find products they’re looking for. For this reason, you need to make sure that your search bar is prominent. You should ideally keep it at the center of the screen right below the header. You can make it big so that visitors don’t need to keep looking for it.

Asos

Image via Asos

Apart from the search function, you should also create categories and subcategories. Make sure that a product which can fall into a number of subcategories does not get listed in just one. If it is listed in just one subcategory, it will be difficult to find the product.

Also, consumers may assume that you don’t actually have the product if they don’t find it in a subcategory. Adding products to multiple subcategories helps with ecommerce conversion optimization.

If you have a WordPress website, you could use the WooCommerce plugin. This plugin helps to manage taxonomies of the products on your website.

You should also take a look at your website’s internal search data. This will give you some very useful insights into what people are searching for. Based on this, you can make improvements to your website.

11. Optimize CTA Buttons

Call-to-action (CTA) buttons are the ones that visitors need to click to make a purchase. If you can make these buttons stand out, it makes it easier for people to spot them.

Your CTA buttons should attract your audience and they should be unique. You could use different CTA captions to catch the attention of your visitors.

For example, instead of using “Buy Now,” you could use “Get 10% Off.” This button might attract visitors and encourage them to make a purchase.

However, you should test your CTA buttons regularly to ensure that the best ones remain on your website. You can do A/B tests for CTAs and then find out which one is performing better than the others.

12. Allow Purchases as Guest

Let’s be honest, it’s annoying to fill out long registration forms. It tests the patience of a visitor. Ecommerce conversion optimization focuses on improving the user experience and allowing people to checkout as guest helps to do that. Allowing people to check out as guests does just that.

Using this ecommerce conversion optimization hack, you can enable people to complete the checkout process quickly and easily. You only need to ask for the most important information that you need to complete the order. This reduces the chances of people abandoning their carts because of a complicated checkout process.

Try this ecommerce conversion optimization hack and you will surely see a reduction in cart abandonments.

13. Introduce Live Chat

When you introduce a live chat function on your website, it can help encourage visitors to trust you more. It makes your website look more authentic. Additionally, if they have any concerns or questions, they will be able to ask you instantly.

When their questions are addressed instantly, they might consider purchasing your products. A study by Apex Chat found that live chat can increase your online leads by 40% on an average.

Live chat software may be expensive, but it is definitely worth the investment. You don’t necessarily even need to even purchase live chat software. You could simply integrate Facebook Messenger into your website and get going.

This is an ecommerce conversion optimization hack that you can not afford to ignore.

14. Leverage Influencer Marketing

Influencer marketing is an indirect form of ecommerce conversion optimization. With it, you can collaborate with influencers to promote your brand and products.

When their followers see them endorsing your brand, they start to trust you. If the influencer includes a call-to-action in their post, their followers may even click on it and make a purchase. The same goes for reviews written by other customers on your website. Visitors may read them and trust your website more.

However, you need to find relevant influencers for this to work.

This can be a tough task considering the number of fake influencers out there. To make your job easier, you can use Grin. It has a huge database of influencers across social media platforms, locations, and even niches. You can directly contact influencers and track your campaign progress from the platform as well.

Grin makes influencer marketing easy so you can leverage it for your ecommerce conversion optimization.  

15. Offer Free Shipping

There’s nothing quite like free shipping. Seeing extra shipping costs puts off a lot of visitors and leads to cart abandonment. Offering free shipping is a great ecommerce conversion optimization strategy. When visitors only need to pay for their products, they will be more inclined to purchase them.

You may be wondering how to make profits if the cost of shipping is high. If you can increase your conversions enough, you’ll easily be able to recover the shipping costs. And generate more revenue as well.

For example, 2BigFeet offered free shipping on orders above $100 and they noticed a 50% jump in conversions.

16. Add Customer Reviews and Testimonials

Adding customer reviews provides social proof and makes consumers trust your products more.

Reading that other customers are satisfied with a product can help alleviate any concerns that a consumer might have before buying a product. This can help make their purchase decision much easier and help you increase sales conversions.

According to a BigCommerce study, 92% consumers read online reviews. And 88% of them trust them like a personal recommendation from a friend. 72% of consumers said that they trust a business more if it has positive reviews.

Customers are more likely to buy from a brand that they trust. So, adding customer reviews can result in an increase in sales.

In fact, according to the same study, consumers are 58% more likely to make a purchase after reading positive reviews. Also, adding online reviews can result in as much as 62% increase in sales per consumer.

So, if you’re not doing it now, it’s time that you add customer reviews and testimonials to improve ecommerce conversion optimization on your website.

17.  Use Trust Seals

This is another ecommerce conversion optimization hack that aims to build consumer trust. A lot of people abandon their carts if they feel the payment process is not secure and they should not provide their payment information.

Use Trust Seals

Image Source

This is, in fact, one of the top five reasons for cart abandonment.

To avoid this, you can use trust seals that assure consumers that their payment information is safe and that they can buy from your website.

There are numerous trust seals like Norton, McAfee, and PayPal that you can choose from. Using trust seals alleviates consumer concerns regarding payment security and helps encourage them to make a purchase.

Conclusion

There are many ecommerce conversion optimization hacks out there. But most of these ecommerce conversion optimization hacks have similar themes. They all revolve around making the purchase process easier and instilling consumer trust in your brand.

Leverage these ecommerce conversion optimization hacks and see a visible increase in your sales conversions.


Brandon Brown

Brandon Brown

Brandon Brown is the CEO of Grin, an influencer marketing software solution for brands. Grin’s software helps customers identify, recruit & activate the world’s most engaging influencers. Prior to Grin Brandon led marketing for the #1 energy drink market in the world, Los Angeles & Orange County, at Red Bull North America. He is an expert in consumer marketing and has extensive experience working with with the worlds largest brands to reach consumers through influencers, athletes, musicians and artists.

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