20 Things You Should Know About ecommerce Conversion Rate Optimization

In this modern era, every business needs to maintain a strong online presence. Marketing teams work hard to ensure that traffic is redirected to their website. After all, websites with more traffic are likely to increase sales. This is how the world works, and especially the ecommerce marketing world.

When you want to gain more traffic into your website, it is important to focus on conversion rate optimization (CRO) strategies. By definition, conversion rate optimization is a simple, streamlined process that allows people to execute a particular action when they land on your website.

This will increase the chances of a visitor becoming a customer or a lead. With this being said, here are the top 20 conversion rate optimization strategies for you.

#1 Simplify the UX

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The landing page plays a vital role in conversion rates. Every marketer values the landing page. This is because the landing page is what converts visitors into potential customers. And, when an existing customer visits the website, they will be drawn deeper into your brand.

This is why developers are encouraged to run frequent tests on the landing pages. You must ensure that the landing page promises high performance and is simple. Also, you must see if all the options are flawless and easy to reach. The images, content, website questions, and design should be appropriate.

#2 Special Offers

The talk about ecommerce conversion rate optimization will be incomplete without special offers!. Everyone loves deals and special discounts. After all, there is a reason why seasonal sales are more famous than conventional shopping. This is because customers are always looking for something cheap, and interesting. This is why special offers play an important role in any business model.

The moment you decide to have an online sale, ensure that the content is as exciting as the sale. Use colors, videos, and images to highlight the sale. Once again, these are simple changes that can attract thousands of customers.

#3 Use Testimonies

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Finally, make use of testimonies from your existing customers. The use of testimonies has many perks. First of all, it can help you establish trust with the visitor. Two, it will help in building loyalty. And, if you have testimonies from celebrities or Fortune 500 companies, you are at luck. This is what most people look for. A business with high profile customers is likely to attract more.

#4 Product Discovery

Visitors are not going to scan through all the products on your website. Instead, they will be keen on a specific product. This means you need to have a system that helps them find products easily. The website’s navigation structure should be straight forward.

Also, don’t forget to include an interactive search functionality. If you have the right resources and budget, make the search functionality as intelligent as possible. For example, you can introduce options like sorting and filtering in the search box. These will make the job easier for your customers. As a result, they may stick to your business for a longer time.

#5 Arranging the Home Page

Once you build a site for mobile and desktop devices, you should be keen on how the homepage appears. Remember, your primary goal is to boost conversion rates. And, this optimization needs a perfect home page. The interface has to be consistent, and it should keep the visitor engaged. At all times, your website should convince the visitor to read, explore, and make a buy. Simplify this experience for the visitor. This strategy plays a vital role in conversion rate optimization.

#6 Make use of error 404 Page

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Is your website down? Will it be difficult for your customers to execute an order? If yes, make use of the 404 page. Most of the time, customers are tech-savvy. And, they understand that websites cannot run all the time. Every site is bound to have a downtime.

What differentiates one site from the other would be the duration. When you decide to pull your page down, or when a product is not available – try using the 404 technique.

#7 Add Instagram Feed

In this modern era, the link between Instagram and businesses has increased drastically. It is important for businesses to maintain a perfect Instagram feed. In fact, the social media networking website has improved with special business pages. These pages will help in listing your products, with descriptions and price tags.

Any business that is not into Instagram, is going to miss out on a lot of important marketing strategies. And, without the assistance of Instagram feeds that are up and active – you will not be able to achieve optimal conversion rates.

#8 Quality Images & Page Contents

Next, you should ensure that all the pages on your website are loaded with high-quality content. Don’t restrict content to simple text or blogs. Instead, focus on the images and links too! Every link on your website should be tested.
And, when you choose an image, ensure that it is of high quality. The image should be paired with “Alt Texts”. These texts are important for search engines to spot your website when users engage in image searches.

#9 Price, Delivery and Stock

When you run an ecommerce website, you need to be very careful of price, delivery, and stock. These are three crucial pieces of information that can keep a customer glued to your website. And, these are three details that can send customers away from your site too.

  1. When you quote a price, ensure that it is the most recent and accurate one.
  2. When it comes to delivery, be precise about when and where the shipment will reach. If possible, delight your customers with a tracking system.
  3. The stock displayed on your website should be up to date. If possible, tag all products that are out of stock. And, ask the customer if he/she would like a notification when the stock is available.

#10 Power of Product Reviews

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The talk about conversion rate optimization will be incomplete without product reviews. There is a marked difference in products that have reviews and ratings, from those that don’t. let’s understand this with an example:

You are ought to buy a camera, and there are two models. One has 500 reviews, and the other has none. Which one would you prefer? Ideally, the one with 500 reviews will be perfect.

#11 Curated Instagram

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As mentioned previously, Instagram plays a vital role in the growth of any ecommerce website. To stay ahead in the race, your Instagram feed should be planned wisely. For example, be relevant to what you post on the site. Don’t mix your personal and business Instagram pages. You will be astonished that many businesses tend to make this mistake. Well, this can cost you oodles of new orders.

The process of curating Instagram for your business is an art. You need to use high-quality images. The content needs to be designed. And, every post has to be planned. If you are unaware of how to curate your feed like a true professional, check out the Instagram feed of your rivals. You are bound to get some ideas.

#12 Ask Less Customer Information at Checkout

Most customers hate the idea of filling forms after or during a buy. Indeed, it is important to ensure that the entire checkout process is smooth and quick. This way, the chances of you losing a customer is less. One of the best ways to keep a customer excited, and attached to your website is with the help of a pre-filled customer checkout form.

Most ecommerce websites will expect customers to fill forms when they sign up. Details from these forms can be used during the check out phase.

#13 Send Emails for Abandoned Cart

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Have you ever wondered if remarketing will be apt for your business? Most of the time, businesses forget to engage in re-marketing efforts.

What would you do when a customer decides to leave your website? How will you help the customer find his way back to your business? In such cases, remarketing will be extremely useful. One of the simplest ways to remind a customer of his/her buy would be through emails.

Try to send periodic emails to your customers. Tell that something special is left in the cart. This way, they will be reminded and encouraged to re-visit. Remarketing helps customers understand how keen you are about their business.

#14 Use Thank You Emails Wisely

Once the business gets done, don’t forget your customers. Any online venture needs customers who are loyal, and willing to return. For this, you need to help them with signs of gratitude. One might consider this as an old way of doing business.

Traditional, or online – you need to make some space for thank you emails and messages. The moment you send such emails; customers are likely to feel special. Even when the email lands in their spam or social category – it will reach their sight at some point. This is when the real magic happens.

#15 Use Free Shipping to your advantage

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Many a time, customers shun ecommerce websites when they have to pay for shipping. The concept of paying for an item and delivery doesn’t sync with ecommerce. After all, a major reason why customers prefer online shopping is convenience. When you attach a price tag to this factor, things get a little complicated. The best way to avoid such issues is by offering free shipping.

Of course, free shipping can be attached to a few “ifs” and “buts”. Yet, the overall service offered from your ecommerce website should favor free shipping. Remember, customers can sense “any additional charge” that gets attached to their orders.

#16 Refund Policies!

Another important aspect that needs to be sorted would be a “Refund”. It wouldn’t be a surprise if a customer wants to return a product. And, is your website return-friendly? Well, this is an important question you must raise. It is essential for your store to have customer-friendly return policies.

And, all of these policies should be mentioned on the website. Never give your potential customers surprises. This would be a big turn down. And, customers who shun away from sites because of surprises will never return.

Ensure that your policies allow customers to make the best, and most refund. Ideally, you should offer a 100% refund for all the returns.

#17 Tell A Story

When you want to build a successful and great business, it is important to connect with your customers at a better level. This is where “stories” come into the picture. A lot of people mistake stories for testimonies. Well, these are two different zones.

Connecting with customers through stories is all about understanding their needs. When your ecommerce website meets their requirements, they are likely to engage in business with you. And, it is important for you to share your purpose, and values with them. Make the discussion engaging and real.

#18 Meaningful Contact Page

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Moving on, customers may want to get in touch with your store at any time, and for any reason. This is why you need a well-planned contact page. The contact page should be readily accessible. And, it should have accurate details.

A recent survey revealed that most businesses have contact pages with incorrect, or old data. This is a bad move for your business. If you want customers to feel safe and secure with their orders, it is important for you to be transparent. And, your first level of transparency can be showcased through the contact page. Verify every piece of information on this site.

#19 Always have a Responsive Site

It wouldn’t be an exaggeration if someone tells you that the world is more mobile than ever. More than 60% of people make purchases using their smart devices. And, if your website is not mobile-friendly – it will have a negative impact on your business.

Building a responsive site is not rocket science. If your developer is skilled, and truly experienced in ecommerce sites – he/she will be able to pull together a design that is absolutely mobile-friendly. Once again, you should be aware of the fact that websites that don’t render properly on mobile devices can annoy visitors.

#20 Be Conscious about Loading Times

So, how quick is your page? Do you stick to a 2-second policy? There are numerous reasons why businesses want their websites to load quickly. This is because customers are always impatient. They don’t have the time or energy to wait for your page to load.

After all, they have so many other ecommerce websites to choose from. If you want to stay ahead in the race and attract new customers – you need to be fast. Always upgrade your technology, and use methods that would reduce loading time. This can change your business model by leaps and bounds.


On the whole, conversion rate optimization for your ecommerce website is essential. But, this is not rocket science. With a pinch of creativity, the right technologies, and expert advice – you will be able to improvise on your conversion rate optimization strategies easily.

Author Bio

AdNabu helps improve sales in Google Ads for eCommerce companies. If you are running the search, shopping, or display campaigns in Google Ads, Their software will be able to increase your sales. Sign up today for a 14-day free trial from here.

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