How to Improve the Conversion Rate of Your Ecommerce Website

7 Conversion Rate Optimization Tips For Ecommerce Sites

Conversion rate is pivotal to the ecommerce business. It shows you how well your website is performing and what you could do to improve it. 

The average conversion rate across ecommerce sites ranges from 2 to 3%; hence a killer conversion strategy is essential to ensure good returns. For example, the below screenshot shows a landing page with 3 CTAs that help users with various uses. 


Here are a few tips to optimize your ecommerce site’s conversion rate. 

1. Analyze Audience Behavior 

Before implementing strategies that promise conversion rate optimization, it is important to see how your target audience responds to your site. You could find this by looking at the patterns of activity taking place on your site. 

Check for key indicators such as which page your audience spends the most time on, whether the landing page is clear enough for the lead to go on further down the conversion funnel and what percentage of your audience converts as customers at the end. 

It is vital to see at which point of the conversion funnel the target audience stops, and accordingly, You could develop a CRO plan. Tools such as Google Analytics can help at this stage by providing deep insights into your users’ on-site behavior. 

2. Enhance User Experience 

Using less cluttered designs and cleaner landing pages are key steps in ensuring conversions in ecommerce sites. Make it easy for your users to navigate your site without much confusion. A few things you could do to improve user experience on your ecommerce site are: 

  • Using white space on your landing page 
  • Designing clear Call-To-Action buttons in bright colors

The below screenshot shows a better example of how the site has used white spaces and user engaging Call to Action.

  • Giving clear directions for navigation 
  • Using large sized prominent product images 

Another important point to note here is that not all of your users will be checking your site from their computers; hence the site needs to be optimized for mobile phone or tablet use. You can use a responsive design strategy to achieve the same. 

Studies show that over 80% of users expect a page to load within 3 seconds or less, beyond which the business risks losing the user; hence increasing your page speed could help increase conversions. 

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3. Write Persuasive Copy 

Using clear and to-the-point headlines and keeping your website copy as readable as possible can go a long way in ensuring that the user converts. 

While writing copies for your ecommerce business, make sure that you are writing for your specific target audience and not a generic crowd. 

Option 1: Take a look at the below screenshot showing the landing page containing a persuasive headline, description, and CTA of Amazon prime. 


Option 2: Take a look at the below screenshot that shows a headline written to attract the audience looking to buy gifts for their on Father’s Day eve. 


The writing needs to convey a clear idea of what you expect the user to do; hence clear calls to action are necessary. Website copies need to be scannable to avoid losing the idea while the user is trying to read. 

Most importantly, the copy needs to be optimized for the user throughout the conversion funnel. 

For instance, the popup message intended for a user at the landing page cannot be reused when they are at the checkout point. Hence, it needs to be customized. 

4. Use Pop-ups Judicially 

Though pop-ups may be a good way to inform the user about your offers or products, you must use them carefully. Too many pop-up windows might annoy users and push them to leave the site before checking out the products. 

For instance, you could let the user get into your site and spend some time navigating through the landing page before springing a pop-up about a discount. 

The below screenshot shows a simple yet effective pop-up that enhances CRO. 


On the other hand, exit-intent pop-ups have been shown to increase sales and are a good way of making the user stay on the website post their purchase. Offering a 20% discount on a complementary product, per se, could make the user consider buying it once their original sale is made. 

5. Optimize Product Pages 

When a user enters your site to place an order, it works well to keep them informed about the product they are about to buy. Hence product pages need to be carefully designed to increase conversion rates. 

Here a few pointers that could help are: 

  • Use white space, as it will help the user focus on the product details 
  • Use professional pictures of the products. Studies have shown that large pictures that show the product accurately help gain users’ trust. 

The below screenshot shows how good a user feels while browsing large and clear pictures while buying the product. 

  • Create a human touch wherever possible. Displaying pictures of the product used by real people instead of stock images helps users trust the site. 
  • Write detailed product descriptions. 
  • Use client reviews and ratings. 
  • Make the CTA bold and clear. 

Product pages are also great sites to upsell products. Suggesting frequently brought together products could be a great way to increase sales.

Read: How To Excel At SEO for ecommerce Product Pages?

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6. Focus On Micro-conversions 

Even if the user is not ready to complete a sale, you could still make a micro-conversion by getting their email ID or getting them to fill out your form or download your e-book. 

Take a look at the below screenshot showing how effectively brands use this tactic to collect customer data and get a chance to close the sales later through email marketing. 


These conversions are just as important as macro-conversions. This way, you can ensure the user has more time and better access to explore products while you constantly guide them throughout their journey to convert eventually. 

When such conversions happen, it is important to know the users’ preferences and market appropriately. 

If you intend to add a particular user to your email list, know their preferences and inform them about the category of products that they are particular about. This will help ensure that your emails do not go into the spam folder. 

7. Focus On A/B testing 

Though there are several great tips on the internet about optimizing your conversion rate, it is only through testing that you can find what works best for your site. 

Based on your analysis of your site's performance analysis, create two versions of a page and test it with different groups of randomized visitors. 

For instance, you could set up A as the version with an offer on a particular product and B as one with an option for a free trial. Track the performances of both of these versions and check which one results in more conversions. 

Take a look at the below screenshot showing an example of A/B testing on an ecommerce site. 


Based on the results, post the testing, see which option works best for your page, and stick with it. 

CRO Tips For Ecommerce - FAQs 

1. What Is A Good Conversion Rate? 

The average conversion rate ranges from 2% to 3%; however, a small portion of advertisers have a conversion rate of over 11%. Though higher numbers seem attractive, industry leaders opine that a good conversion rate is better than what you

What are the best ways to increase ecommerce conversion rates? 

  • A/B testing
  • Optimizing site for mobile and tablet usage 
  • Enhancing user experience 
  • Correct targeting of audience 
  • Using exit-intent pop-ups 
  • Using persuasive copywriting 
  • Increasing page speed
  • Upselling while appropriate 

2. Why Is Conversion Optimization Important To Your Inbound Strategy? 

Inbound marketing makes sure your site gets the appropriate audience, i.e., those interested in buying your product. Conversion optimization helps these users take the next step in their buyer journey and eventually convert.

3. What Are Some Common CRO Mistakes? 

  • Using too many pop-ups 
  • Asking users for unnecessary information 
  • Writing copy that is not customized for your buyer persona 
  • Using stock photos for products 
  • Absence of customer reviews 
  • Improper placement of call-to-action buttons 

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Key Takeaways 

  • Use persuasive copywriting techniques while writing for your ecommerce site. 
  • Make your site user-friendly and easy to navigate. 
  • Use white space on your site to help users focus on the content 
  • Optimize product pages for easy user navigation 
  • Use clear calls to action and use bright colors for CTA buttons 
  • Use A/B testing to find out what works best for your site 
  • Cross-sell and upsell wherever appropriate 
  • Simplify the conversion funnel, i.e., reduce the number of stages in the buyer’s journey

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Brice Decker

Brice has been handling marketing projects for more than 12 years and he is providing consulting services on SEO, Social Media and PPC. He has a huge expertise in working at large corporations including Accenture Interactive & PwC Digital Services.


Brice Decker

Brice has been handling marketing projects for more than 12 years and he is providing consulting services on SEO, Social Media and PPC. He has a huge expertise in working at large corporations including Accenture Interactive & PwC Digital Services.

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