Conversion Rate Optimization For Ecommerce – A Complete Guide

Conversion Rate Optimization

There are certain dos and don’ts in the digital buying market. These methods are the most crucial measure to keep an eye on as you work to expand your company and boost sales.

Among the most useful tools for eCommerce companies to gauge return on investment are conversion rates and the custom made that goes along with it (ROI). Your ROI can be increased by using conversion rates to tell how to develop your website.

But it’s crucial to keep in mind that organizations must prioritize them and optimize for them if they want to see conversions. 

This is true whether you are just getting started and managing everything yourself or as an eCommerce manager or marketing director who has to reach crucial targets and KPIs for the year. Let’s start with what is a conversion, which is different from business to business.

What Is The Conversion Rate Optimization For eCommerce?

The percentage of website guests who buy from your online store is known as your e-commerce conversion rate. Because every part of the user sense on your site can affect conversion, the subject is so vast.

In order to increase sales, conversion rate optimization (CRO) enhances shopping. On landing pages, category pages, or any other client contact point, conversion rate optimization can be carried out. How to raise your site’s eCommerce conversion rates is covered in this CRO guide.

How Is Conversion Rate Determined?

For a certain period, if your online store has 5,000 visitors and 50 conversions, its conversion rate is 1%.

The conversion rate is calculated by dividing conversion by the total number of visitors. Within any data, most the analytics systems offer conversion rates, which we will discuss in the sections below.

To set up eCommerce conversion rate standards for your online store, you must first understand what your present visitors are doing before aiming to increase conversion rates. How are customers linked with your website, and where are they getting stuck?

To gauge success, compare your benchmarks once you have identified them. You will hear the word “testing” mentioned by professionals when discussing how to boost conversions. Before deciding what to test, it is crucial to grasp the fundamentals and your present conversion problems.

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What Form A High Ecommerce Conversion Rate?

Conversion rates for online sales typically range from 2.5 to 3%. Even if you follow all the appropriate steps, you should still anticipate winning the sale about 2-3% of the time.

Your online store should aim for a conversion rate of at least 3%. When you succeed in doing that, you can graduate to more sophisticated conversion rate strategies.

The Best Tools for Conversion Rate Optimization

1. HotJar

hotjar brand image

The heat mapping program HotJar aids in understanding the workflow and customer journey. Simply put, HotJar integrates with websites to offer a color-based visual representation of user behavior.

The color in those areas is bolder in areas where user engagement is higher. Users can adjust websites using this information for the best user experience and conversion rates.

Even non-technical users will find HotJar to be very simple to use. There are several freemium alternatives, and the user interface and UI are really nice. Additionally, you can speed up user sessions up to four times, greatly lowering wait times.

The inability to download recordings is one restriction. Google Analytics cannot be used with the plugin.

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2. InstaPage

One of the best website conversion tools available is Instapage. To help you in constructing landing pages focused on conversions, Instapage, a cloud-hosted platform.

The best part: To get the most of Instapage, you don’t need coding abilities. Heatmaps, split-testing, form builders, and analytics are online conversion tools that aid in optimizing landing pages and boosting sales.

Instapage is among the greatest solutions for conversion rate optimization because it is fully compatible with WordPress and many email marketing platforms using Zapper.

3. OptinMonster

A lead-generating platform called OptinMonster has features that boost product sales, content engagements, and email signups. It receives regular updates and is linked with a number of CRM systems, including WordPress.

To increase the conversion rates of your website, OptinMonster offers a group of templates for opt-ins and popups. The InactivitySenor and Exit Intent are just two of the features that allow you to change how these assets appear. 

A/B testing and comprehensive conversion analytics are other tools you may use to analyze website performance.

Depending on the needs of the users, OptinMaster’s biggest selling point can also be a disadvantage. Most of the functions are considered excessive by some users. The subscriptions are also pricey and not as friendly to small firms.

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4. OmniConvert

This is a flexible platform for conversion optimization. OmniConvert gives users the ability to create custom experiences for visitors based on factors like cart value, weather, geography, and more. 

These possibilities are in addition to A/B testing, bespoke popup banners, and user survey options. Omniconvert claims to have one of the best capabilities on the market.

However, Omniconvert might not be the best choice if you’re managing a small website and only require a fundamental and basic lead generation tool. Advanced marketing experiments and product teams will benefit more from it.

Strategies for Increasing Ecommerce Conversion Rates

On your product site, use graphics and videos of the finest quality. When you are shopping, consider what you want to see. 

When you purchase online, you cannot touch or try a product on. The best thing you can do to verify that the buyer knows what they are getting is to display a photograph or video. 

Users may more easily imagine the things they are interested in and conversion rates can rise by using high-quality photographs and videos on the product pages.

1. Offer free delivery.

Online buyers have developed some beliefs that they have come to expect from Amazon. In today’s market, free delivery is a need. If you don’t offer free shipping, customers will shop somewhere else.
Increasing product cost to account for delivery expenses is an alternative to offering free shipping. But consumers are wise; if your costs are more, they will go right away.

2. Offer short-term coupon codes.

Create coupon or discount codes that customers can use for a short period of time at the point of purchase to receive a certain amount off or a percentage off. A sense of urgency will be created when your coupon code expires, allowing customers to make purchases without being interrupted.

3. Be reasonably priced.

If you want to compete, you probably need to price your goods at or below the average price. if you offer well-known brands that are frequently sold by other stores. Make careful to regularly change your prices to check what works.

The level of your marketing and visuals will also have a significant impact on how much someone is ready to pay. 

4. Test and refine your online checkout procedure.

If your store’s checkout procedure is too drawn-out, challenging, or unusual, you risk losing a lot of clients just as they are about to make a purchase. 

Many of your A/B tests and custom tactics should be conducted at this stage of the funnel. For most hosted eCommerce sites, there are industry standards, but you may still need to adjust the procedure based on your consumers.

5. Use shopping cart abandonment software.

If you consistently deal with abandoned carts, abandoned cart software can help you increase your store conversion rates. 

Some eCommerce systems offer this type of software free as part of the shop functionality — BigCommerce among them. Every firm will experience this software’s success differently, but there is no denying that it can benefit eCommerce stores that employ it.

6. Use chatbots and live chat software.

Customers can get answers to their problems quickly and without having to wait on hold for long periods of time over the phone by using live chat support software and chatbots to communicate with them. 

The human component of live conversations is frequently replaced by chatbots, therefore the two are frequently seen as alternatives to one another. The most successful businesses will probably be those that can combine the use of both, with chatbots engaging with clients after hours.

7. Always display the items in your shopping cart.

If they can’t find their cart, they can’t check out. When a user adds an item to their shopping cart, be sure to display a shopping cart icon with a link to it so that they can return there and see their purchases.

8. Allow consumers to pay as visitors.

Assuming you already have the customer’s name and email address from the time they made the purchase, allow them to check out without creating an account. You give the customer another reason to leave by making them register.

9. Describe your products in great detail.

Make sure to include a thorough description of the goods so that clients understand exactly what they are purchasing. 

Remember, customers can’t touch the product, and they are not at a store where they may ask questions. Additionally, doing so will help prevent returns. A great addition to product descriptions is the inclusion of a product video.

10. Have a good return policy for products.

Before making a purchase, almost two out of every three customers will study the return policy. Make it as simple and easy as possible for customers to return things, but be careful not to overpromise.

Although it might not seem like conversion optimization, this is yet another instance of standard business procedures serving as CRO. Gaining your customers’ trust with an easy-to-follow return policy will help you boost sales and conversation rates.


All effective CRO strategies begin with the appropriate tools. To simultaneously increase business performance, you’ll need to apply a variety of conversion rate optimization tools and techniques, depending on the requirements and problems of your website. 

This multi-pronged strategy will also enable you to avoid overpaying for essential features while assuring a full CRO tool stack.

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