14th June 2021 - 5 minutes

How To Optimise Your Ecommerce Conversion Rate

Having a good ecommerce conversion rate is a vital part of having a successful online business because it means you’re actively converting consumers into customers and making sales. It’s all well and good for an ecommerce store to attract visitors, but if they don’t convert then it’s time to go back to the drawing board and think about how to optimise your ecommerce conversion rate.

In this article, we’ll explore the importance of Conversion Rate Optimisation (CRO) and give you some practical tips on supercharging your ecommerce strategy.

Let’s start with diving into some benchmark ecommerce conversion rate statistics.

What’s the average ecommerce conversion rate?

According to recent data, the average ecommerce conversion rate is 2.35% across industries. Although it’s important to remember that this figure varies widely across different websites and can be taken as a useful starting point.

Something else to be aware of is that top-performing websites typically achieve conversion rates of 11% and more. 

Now that you have an understanding of what kind of conversion rate to aim for, here’s our checklist for optimising your ecommerce store.

1. Understand your target audience

The first step is to have a clear understanding of who your target audience is. Questions to ask yourself:

  • What demographic are you targeting?
  • Who will be buying your products?
  • What type of behaviour do they exhibit when shopping?
  • What kind of emotions do you need to evoke to encourage them to make a purchase?

All of these questions need to be answered when optimising your ecommerce store and once you’re able to give customers what they want, you’ll start to see conversions.

2. Make navigation as easy as possible

It’s important to make store navigation as simple as possible. Consumers expect an effortless journey where they’re able to find the products and services they want quickly, and you can make it easier by having a clearly defined site map.

By having a menu that clearly shows product categories and sub products, you’ll speeding up the browsing process and potentially removing any obstacles between the shopper and the purchase. Moreover, you’ll ultimately increase conversion rate.

3. Have detailed product information

Another CRO best practice is to always provide as much product information as possible on product pages. This includes a product description, technical specifications like weight and size, colour options and more.

This is important in a conversion rate optimisation sense because detailed product information helps consumers make an informed buying decision.

4. Use social proof

Social proof is another way to improve ecommerce conversion rate, as it influences shoppers to mirror the behaviour of other shoppers if they see something as positive.

A good example of social proof is to offer testimonials and reviews on a product page showcasing the positive experiences of other customers.

5. Use high-quality images and videos

Creating a visual shopping experience is a sure-fire way to increase ecommerce conversion rate. It can be achieved through using high-quality images and videos throughout product pages.

Images provide more context about a product and it’s useful to combine them with a zoom feature that allows consumers to view an item from different angles.

Videos make a difference through providing additional context and being interactive. A high-converting video could involve a product demonstration and then it’s shared across social media platforms to drive more traffic towards a specific page.


6. Put your shopping cart front and centre

We recommend keeping the shopping cart visible at all times, so consumers are aware they can make a purchase at any moment. It’s become a habit for shoppers to check over the items that they’ve put into their basket and providing easy access goes a long way to improving the buying journey.

From a navigation point of view, it’s as simple as putting a shopping cart icon at the top right-hand corner of the screen.

7. Make useful product recommendations

Creating product bundles is a great technique to include in your conversion rate optimisation strategy. It involves recommending complementary products to shoppers and encouraging them to buy items together.

The psychology behind this is that the additional items have a perceived value, and you could include a discount for all the products being bought together.

In addition, suggesting similar or premium items will increase the chances of a cross sell or upsell. For example, if you sell gift hampers you could include on the individual hamper product pages a ‘you might also like’ recommender, which highlights all the luxury gift hampers.

This will increase the chances of average order value and conversion rate – win win!

8. Remove all distractions during checkout

The checkout phase is one of the most critical parts of the shopping journey and it’s vital that you strip away any distractions that could stop someone from making a purchase. This means not having any random pop-up ads, blog posts or offers that aren’t relevant.

Focus on making check out easy. A good tip is to have an auto-populate feature so consumers can automatically fill out all of their personal details.

For more tips on improving the shopping experience at check out, be sure to read our blog on 6 sure-fire ways to lower shopping cart abandonment.

9. Offer discounts

Another useful tip for improving your ecommerce conversion rate is to provide targeted product discounts. Discounts are powerful tools for encouraging people to buy items in bulk and to keep returning for repeat business.

An example of this would be to launch an offer about joining a customer loyalty programme and one of the perks being that your audience would receive monthly discounts.

Not only will this help to drive more conversions, you’ll have the added benefit of being able to know more about your customers through the data they use to sign up for the loyalty programme.

You could do this in multiple ways: a pop up on the home page, a targeted email campaign, or a dynamic personalised banner.

10. Provide personalised search recommendations

Creating a personalised shopping experience helps to drive more conversions through tapping into the innate wants and needs of individual customers. As part of this, you should provide personalised product recommendations based on a shopper’s search habits.

This might involve using artificial intelligence to display products based on past purchases. So, when a consumer returns to your website, they’ll be shown items that are similar to what they’ve bought before and be more likely to buy again.

Build a successful ecommerce conversion rate strategy with PureClarity

A powerful ecommerce platform, PureClarity has the capability to turbocharge conversion rates and comes with several other benefits.

To see what PureClarity can do for you, book in a discovery call today. Or try out 30-day free trial.

Leave a Reply

Your email address will not be published. Required fields are marked *