Want to increase your ecommerce store’s sales? Improve your webshop’s conversion rate. It’s the percentage of visitors who take a desired action on your site. For example, if your webshop has 1,000 viewers and 50 of them make a purchase, that’s a 5% conversion rate. Use it to evaluate your website’s call to action (CTA) and gain insights into your customers. Discover how to optimize your conversion rate for happier customers and a happier you.
Getting familiar with ecommerce conversion rates
“Conversions” refer to the desired actions taken by people on your website, such as making a purchase or completing a contact form.
Your conversion rate measures the effectiveness of all the CTAs on your website in achieving your goals. These goals may include customers buying products or services, visitors subscribing to your newsletter, or reaching out to customer service. A higher conversion rate for your ecommerce site indicates a greater likelihood of generating sales, as it signifies that your desired call to action is successfully leading to product or service purchases.
4. Make it easy for the user
User experience is crucial for your website. A seamless and user-friendly design can significantly increase your conversion rate. According to Forrester, a well-designed interface can raise conversion rates by up to 200%, and improved UX design can yield rates up to 400%. Ensure that routine tasks like account creation and checkout are easy for shoppers. If there are obstacles, they may abandon the process.
Jamie conducted usability testing to study how visitors used her website, gathering live feedback from users. Through this process, she gained a better understanding of her customers, identified areas of struggle, and discovered what they enjoyed about her site. One significant finding was that many users found the checkout process on her jewelry store too complex. As a result, she simplified it, leading to more completed transactions.
To achieve a higher conversion rate, consider optimizing the following:
- Make your site responsive to adapt to different devices.
- Implement effortless navigation to enable users to accomplish tasks quickly.
- Provide a robust search function with filters to help users narrow down search results.
- Simplify user tasks, such as sign-up and checkout, to save time and reduce cognitive load.
- Always prioritize your customers’ needs for better engagement and customer satisfaction.
5. Optimize your webshop’s performance
Slow-loading pages lead to user bounce, as we’ve all experienced ourselves. It’s one of the major factors that negatively impact conversion rates. Optimize your website to load quickly, making it accessible for users with slower internet connections and keeping visitors engaged. Additionally, prioritize mobile users by adopting a mobile-first design, considering that more than half of online consumers shop using their mobile devices.
Here are some tips on optimizing your page load times:
- If you use a site manager like Shopify, Webflow, and WordPress, eliminate unnecessary plugins to reduce page load times
- Reduce the number of interactive elements, such as code-heavy interactions and videos
- Remove redundant code
- Use smaller file sizes for images and videos, especially for those with slow internet speeds
6. Offer incentives and rewards
Monitor your brand’s competitors to assess your strengths and areas for improvement, and even gain inspiration from them. Jamie recognized that her prices were slightly higher than her competitors. After reducing them, she observed that maintaining competitive pricing resulted in increased jewelry sales.
Customers value saving money. Jamie leveraged this knowledge by implementing a rewards program based on customer spending. By rewarding customer loyalty through discounts, free shipping, coupons, or rebate programs, you can build relationships and trust, incentivizing customers to return to your store. A rewards program strengthens the bond between new and recurring shoppers and your brand, making it an excellent way to boost your conversion rate.