7 tactics to optimize ecommerce conversion rates

7 tactics to optimize ecommerce conversion rates - Having more followers on social media doesn't necessarily mean that your conversion rate will increase accordingly. Usually, it is not enough to attract more and more visitors to your website. You need to find a way to attract their attention and persuade them to browse more on your website. While they hang around, you have more time to promote your product or service and that will lead to more conversions.

Nowadays, opening an online store is simpler than ever. You have all the one-click installers, website builders, user-friendly control panels that provide all the tools you need to build the website you want. Problems start to arise when businesses realize that website design and traffic have little to do with revenue generation.

They need to focus on another item, which is conversion rate optimization. Let us show you how conversion rates work on eCommerce websites, and what you can do to improve them.

Conversion rate on e-commerce website


Website conversion rate is the percentage of the total number of people who have visited your website and actually purchased your product or service. With your online store conversion rate, you can calculate the various Key Performance Indicators (KPIs) of your business. These are values ​​that can show you how successful your business is in achieving the main goals.

For example, when it comes to conversion rates, KPIs are worth the number of email signups, product sales, users who put products in their shopping carts, people who share your website on Facebook, Twitter, etc. The problem is that people are constantly interacting with your website and it will be monitored. If you improve the user experience for them, it will also increase conversion rates.

Here's the main thing you should focus on after creating your eCommerce website: optimizing conversion rates or CRO.

Improve conversion rates on e-commerce websites

You can find many useful tools online and people develop new tools every day. Many software can help you analyze the conversion rates of your online stores. In the 7 steps below, we will show you the main things you should focus on to make your conversion rate better. These are proven techniques that can be applied to any webshop.

Improve shopping experience


When people buy things online, they can't wear a shirt or sit on the gaming chair you sell to see if it's comfortable enough for their interests. Regardless of what you want to sell, you need to provide enough details to help customers decide whether or not to buy your product.

A few nice pictures or videos of each product are great. Of course, it needs to be high quality because it's a big change if the customer wants to enlarge and the image becomes pixel. When people buy online, they often want to look into details.

But there is one thing that customers consider to be the most valuable information: reviews of your previous customers. Always include customer reviews below the product, even if some reviews are negative.

On the other hand, every product needs an informative and easily digestible description besides videos and images. Only show pictures and videos of your product with little or no seemingly unprofessional text details to your customers.

Free shipping is required

Providing free shipping has become necessary in the past few years. First of all, people get used to it and once they find an online store that doesn't offer free shipping, most of them immediately abandon their shopping carts and start looking for another website. Second, no one likes to see shipping costs, taxes and other costs just a pain in the neck and destroy the whole shopping experience.

The surefire way to ensure your website has better conversion rates is if you start offering free shipping. Potential customers will be more willing to buy from your eCommerce website and it also ensures a seamless shopping process. If you take into account Amazon, the largest online store in the world that offers free shipping, and your visitors can shop there and buy any product in seconds, then that's obviously not right. What to do for free delivery on your website.

Remember that you don't have to offer free shipping and keep your product prices as low as possible at the same time. It may only result in a significant loss of revenue. It's still better to keep the price a bit higher and still offer free shipping than keep it low and get people to pay for it. People value free shipping a little lower.

Get creative with coupons

The simplest way is to offer discounts on certain products, but you can also offer special offers or coupons. Since people like coupons and special offers, this is a powerful method that is sure to increase the conversion rate of your online store. If you offer certain percentage discounts, it also needs a shelf life that will encourage your customers to take advantage of it right away.

Special offers can be used in a variety of ways. Statistics show that offers that last from a week to a month are useful for generating sales, thereby increasing your revenue. You can also offer discounts on products not yet in stock, but can be pre-ordered. This can increase people's interest in new products coming out in your store and also lead to an increase in traffic.

Holidays give you the greatest opportunity for discounts, coupons and special offers that can all be offered at the same time. People are checking out the shops and looking for the perfect gift for their loved ones a few days before Christmas, Valentine's Day and Black Friday. All you need to do is come up with an agreement they can't resist and your conversion will peak.

Optimize your payment process


The shopping cart abandonment rate is on average 60-70% and shipping fees are not the only reason for people to leave their shopping carts. Customers often leave their carts when they reach the final step. The main reasons behind it are: slow page load time, account creation, unexpected costs, limited payment options and lots of boring or confusing information.

In general, your eCommerce website payment page needs to be as simple as possible. One way to streamline the checkout process is to include every step on the same page and ensure as few steps as possible. Research says that every subsequent step only causes stress and eventually the customer leaves the shopping cart. For example, you can simplify things by giving your customers the option of marking their payment address as their shipping address, two steps at a time.

Signing up for an e-commerce website requires some personal information and of course, customers need to take some time for it. Normally, people won't be interested in signing up, so there's always an option to check in as a guest. Having them sign up before they check out can cause them to abandon their shopping carts.

However, there are several quick and smart methods available. Visitors can simply create an account with one click, using information from their Google or Facebook accounts. Alternatively, you can offer discounts to those who register or use their billing information so they can pay and sign up at the same time.

There are many standards offered by hosted e-commerce providers, making sure the payment page for your website works for many businesses. That's fine, but you may still need to vary according to your customer base.

Do not abandon an abandoned cart


There are many people who pack their shopping carts with products but eventually they change their minds and abandon it. You can never know what the reason behind their decision is, but it's always a good idea to email them 24 hours later and let them know that their shopping cart is still waiting. These waiver emails can help you bring in leads and you might also consider including special discounts in emails.

With email, you should send videos or a few photos of the products or products they leave there. If they do not respond, wait a few days and resend the email so it is not spam. Without strict rules, you can create many different reminder emails and then use the A / B testing tool to determine which email works best for your customers.

Secure your website and make it clear


Most people know that the Web is full of insecure websites, so they are really careful about providing personal information. Buying tools online requires sensitive information from your customers and they will only provide that information if you convince them that your eCommerce website is safe.

When visitors reach the landing page, most will immediately check to see if you have a security badge. These security badges are provided by the famous Certification Authority (CA) and make sure your customers know that their information is secure. There are three main types of SSL certificates available: DV, OV and EV.

DV is the most common and it stands for Domain Validated Certification. These certificates only use the domain name for verification. It basically confirms that the domain name is owned by a trusted company. OV certificates are authenticated by the Organization, they require more validation, but they are also more reliable.

The OV certificate verifies the enterprise itself instead of the domain name only. With OV, you can ensure that your eCommerce website and business are trustworthy. If you want to maximize customer trust, you should choose an Extensible Authentication (EV) certificate. It has some strict requirements to get a course, but it's definitely worth it.

Similar to OV, EV certificates also show your company name. But that's not all, it will also display the business name in the browser address bar and it will become green. Upon seeing this, customers know that you have taken the necessary steps to make the website as safe as possible. The majority of large businesses use Extended Authentication to instantly earn customers' trust.

Website loads quickly

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There are many e-commerce websites on the Web that have an average download time of 4 to 8 seconds, which is crazy. You can lose a significant number of potential customers even if your web pages load in more than 2 seconds. If your website is packed with high quality images and videos, it is always advisable to invest in a faster and better web hosting provider.

However, to make more people stay on your website, your main goal is to reduce the page download speed to less than 1 second. In addition, search engines also favor websites with faster download speeds. If your web pages are large, they need to be compressed in zip files, which also reduces bandwidth and HTTP responses.

Using JPEG images is the best option if you want to optimize images on your eCommerce website. Good practices include cropping, resizing, deleting image comments, and reducing image color depth. These methods ensure faster download speeds by making the image larger and unnecessarily dense.

There may be plugins on your website you don't even need. While plugins can help a lot by simplifying various tasks, too many or too many plugins can lead to slower or even suspended websites. You can turn off or uninstall certain plugins to find out which plugin slows down your website the most.


These are the strategies that you should implement on your eCommerce website to increase the conversion rate. Each of them solves a different part of the problem, so it is advisable to go step by step to make sure everything is set up for a great customer experience.

The main idea behind each method is that the customer is always right. Every potential customer should have a great and seamless experience while browsing your website. To get there, sometimes you need to test it and use the right tools to build the statistics.

With an ecommerce website that meets these requirements, you will undoubtedly have the potential to convert visitors into people who actually buy and enjoy your products.

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Nguyen Diep
My name is Nguyen Manh Cuong. I was born in a poor village in Ba Vi district, HA NOI province - windy and sunny land. Currently

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