E-Commerce Conversion Optimization 101

E-commerce conversion is influenced by many different factors, including some you probably know already: price, selection, and ease of checkout, for example.

However, conversion also depends greatly on personal factors like the visitor’s level of commercial intent, what brought them to your store, what they’re exposed to in your store, and even external factors like which device they’re on and what distractions they might have.

How can you optimize for all of these different elements to convert more visitors to buyers?

Here are the important optimizations you need to make:

Load Speed

Slow page loading time is a conversion killer, but that’s not the only drawback. According to Google, improving your load speed boosts user engagement, retention, and conversion.

First, find out how fast your site actually loads. It only takes a few seconds with the Google DevelopersPageSpeed Insights Tool. Reducing your load speed means finding each of the bloated aspects weighing it down and lightening the load. This might mean removing unused image meta data, inlining small resources, optimizing JavaScript and CSS files for load time, and more. If that all sounds a bit overwhelming, Google also offers an open source PageSpeed Module you can have do the optimizations for you.

Homepage Optimization on E-Commerce Sites

Optimize your site for easy navigation and product discovery.

Use clear category structures to optimize navigation for your shoppers. Test your internal search for accuracy using direct match keywords, as well as terms people looking for certain types of products might commonly use. Optimize your homepage with top-selling products and refer visitors to similar, complementary or also-purchased items from your product pages.

Show Off Top Products

They’re already your best-selling products – chances are good that your new customers will love them, too. Use banners, pop-ups and pop-outs, and a recommended products section to highlight the items you’ve identified as most popular.

Make Your Site Locally Relevant

Reassure customers as soon as they land on your site that they’re in the right place. Use headers or slide-outs to confirm that you ship to their country.

Use shipping offers for ecommerce conversion optimization

In this example from OnlineShoes.com, you can see that a visitor from Canada is immediately reassured that shipping is available to their location, breaking down any potential barriers around location.

Build Trust & Credibility

Trust is a huge factor in a customer’s decision to make a purchase or bounce; 70% of consumers will terminate a purchase if there’s a lack of trust. Be 100% credible and trustworthy in the eyes of your visitors to convert at the best rate possible.

Offer Live Chat & Make Contact Info Prominent

At a bare minimum, display your phone number and email so shoppers with inquiries can easily contact you – 91% of European retailers have this down. However, only 18% offer access to live chat; the vast majority are missing out on an opportunity to provide support in real time, as shopper concerns arise.

Reassure Shoppers with Prominent Policies and Guarantees

People will understandably have questions about how your business conducts itself when they’re shopping with you for the first time. Make your privacy policy, returns policy, security certificates and any other guarantees highly visible on your site, especially in the shopping cart.

Offer Multiple Ways to Pay

Give shoppers the option of using the payment method they’re most comfortable with. Some people just don’t like using their credit card to shop online and won’t convert no matter what you do, if that’s your only available method of payment. Alternatives like PayPal can help increase the comfort level for those hesitant shoppers, increasing your conversion rates.

Showcase Product & Business Reviews

Consumer reviews are huge, and I mean HUGE – 88% of shoppers trust online reviews as much as they trust personal recommendations! A recent BrightLocal survey also showed that only 10% of people completely ignore reviews. Different review software comes with different functions, but at the very least, you want all reviews pulled in and displayed, with reminders to customers to leave reviews after purchase.

Convince & Convert with E-Commerce Product Page Optimization

Your online store’s product pages are a critical juncture for conversion optimization. They’re an opportunity to convert the visitor on that product, but on others, as well.

Convince and convert with product page optimization

Image: Aeropostale

Optimize product listing videos and images.

High quality images and video can be extremely compelling in the moment of decision-making. They can demonstrate a product’s different uses, answer questions about quality and more. Optimizing these rich media elements means ensuring good quality for visitors, but also making them accessible to search engines, as well.

Use descriptive alt text to tell users what the image is in case it doesn’t render, and to tell search engines about the product. For example, “garden hose” could be used as an image’s alt text, but “18-foot durable vinyl-reinforced retractable garden hose in green” gives both visitors and search engines a far better idea of what the product actually is.

Create a sense of urgency with pricing strategy.

By showing a limited number of items in stock or a limited time sale, you can create a sense of urgency to purchase now versus waiting to make a decision. You can also use comparative pricing or show markdowns to tap into the fear of missing out, a powerful motivator in e-commerce. No one wants to miss out on a deal!

Optimize for e-commerce conversion by creating a sense of urgency.


Image: KitchenStuffPlus

In the above example, you can see the retailer is using comparative pricing with “Save $3.01” to motivate visitors to convert. They’re also offering free shipping on orders over $75 to help increase average order value.

Be specific and optimize product descriptions.

Optimize your product pages with compelling descriptions using keywords and phrases people will actually use to find products like yours. You want your descriptions to appear in site search and search engine results.

Overcome objections with real-time offers.

Use personalization to overcome specific objections. For example, you could set up a campaign to offer free shipping to buyers, with their state or province actually listed in the banner:


Or, you could offer a coupon to a buyer whose behavior indicates they may be hesitant on price:

Offer a free coupon to motivate e-commerce buyers

Again, once you set up these campaigns to target specific behaviors with Commerce Sciences, these offers will appear to site visitors who will find them relevant.

Close the Deal with Checkout Optimization

Of course, all of your e-commerce optimizations are for naught if your visitors get hung up or turned off in the process of checking out.

Shipping Policies

Almost half of all online orders now include shipping; e-commerce retailers have realized that charging for shipping kills conversion. Free shipping is so important to shoppers that in a recent E-Tailing Group survey, 73% of respondents said it was “critical” to them.

Be specific with button text.

Navigation buttons may seem straightforward to you, but are they clear to users? Instead of simply telling a user to go “Back,” avoid confusion or frustration and let them know where they’re going, eg.: “Continue shopping,” or “Back to account registration.”

Costco makes good use of the buttons in their shopping cart – no surprises here!

The online shipping cart is an e-commerce conversion optimization opportunity


Image: Costco

Offer persistent shopping cart.

Persistent shopping carts use cookies to save items in a user’s cart across sessions. This is particularly important today, when people shop from mobile devices and across screens. It enables a shopper to browse around, choose a few items, run out and pick the kids up from swimming lessons, and come back to finish the transaction.

Enhance the user experience with pre-filled forms and information memory.

Don’t make users fill out information twice. Visitors who encounter validation errors should be able to see clearly where they need to make a correction and all other information should stay populated.

Enable account registration with purchase for ease of use in future.

Make account registration an optional part of checkout, to ease future checkouts. If you’re going to do this, though, ask only for information you truly require to keep the form short and simplify password selection.


E-commerce conversion optimization means making your visitor’s shopping experience intuitive and seamless, from site entry to checkout and everywhere in between. Real-time behavior tracking and personalization enables savvy online retailers to adapt to their visitors’ changing needs, state of mind and preferences, in order to convert.

Source – Πηγή: http://blog.commercesciences.com


0 replies

Leave a Reply

Want to join the discussion?
Feel free to contribute!


Η ηλ. διεύθυνσή σας δεν δημοσιεύεται. Τα υποχρεωτικά πεδία σημειώνονται με *