How to Optimise Your Ecommerce Website for Conversions

15th August 2023

In today's digital age, having an ecommerce website is no longer a luxury but a necessity for businesses looking to grow and expand their reach. However, simply having a website is just not enough anymore. To truly succeed in the competitive world of ecommerce, businesses must focus on optimising their website for conversions. 

Did you know that better design drives 35%  uplift in checkout conversion? Speed, form complexity and not seeing order total upfront are the top drivers for cart abandonment.


What are conversions?

A conversion is simply a desired action that a visitor takes on your website. This could be anything from making a purchase, subscribing to your newsletter, filling out a form, or even just spending a certain amount of time on your site. Essentially, a conversion is any action that moves a visitor closer to becoming a customer.

Why is conversion optimisation important?

Conversion optimisation is important for a number of reasons. First and foremost, it can significantly increase your revenue and profits. By optimising your website for conversions, you can turn more of your visitors into customers, leading to increased sales and revenue. 

"User-centric CRO is about making websites as clear, functional, and easy-to-use as possible, so users can accomplish the conversion goals that both you AND they want. The main benefit of user-centric CRO is that it’s a win-win; the user converts, which makes you happy, and they have a great experience, which makes them happy.”

Laura Wong - Hotjar

Conversion Rate Optimisation can help you to better understand your audience and their behaviour. By analysing data on how visitors interact with your website, you can gain valuable insights into what works and what doesn't, allowing you to make data-driven decisions that improve your website's overall performance.

By optimising your website for conversions you can stand out in a crowded marketplace. With so many ecommerce websites out there, it's important to create a website that not only looks great but also provides a seamless and enjoyable user experience that keeps visitors coming back.

So, how can you optimise your ecommerce website for conversions?

Streamlined checkouts

One of the biggest reasons why visitors abandon their shopping carts is because the checkout process is too complicated or time-consuming. To optimise your website for conversions, it's important to streamline the checkout process as much as possible. This could include removing unnecessary form fields, offering guest checkout, and providing clear and concise instructions at every step.

Website speed

Website speed is critical when it comes to conversions, even a one-second delay in website load time can result in a 7% decrease in conversions14. To optimise your website for speed, make sure to optimise your images, use a content delivery network (CDN), and minimise the use of plugins and third-party scripts. 

Product images and descriptions

Visitors are more likely to convert if they have a clear understanding of the product they're interested in. To optimise your website for conversions, make sure to use high-quality product images and provide detailed product descriptions that highlight the features and benefits of each item.

Shipping costs

Shipping costs can be a major barrier to conversion. To optimise your website for conversions, consider offering free shipping, even if it means increasing the price of your products slightly. This can significantly improve your conversion rate and help to reduce cart abandonment. 

Social proof

Social proof, such as customer reviews and ratings, can be a powerful tool when it comes to conversions. To optimise your website for conversions, make sure to prominently display customer reviews and ratings on your product pages and consider using social proof widgets that show how many people have purchased a particular product. 

Memorable customer service

Providing excellent customer service is essential for building trust and loyalty with your customers. To optimise your website for conversions, make sure to provide multiple ways for customers to get in touch with you, such as phone, email, and live chat, and make sure to respond to all inquiries in a timely and professional manner. 

“Make your CRO efforts dataled by running experiments like A/B tests and changing key conversion variables. A datainformed strategy can help you validate your product page ideas to determine which website elements correlate with improved conversions.”

Head of Digital Marketing - Unified

Are you tired of seeing traffic come to your website without converting into sales? Our expert digital marketing team specialises in Conversion Rate Optimization (CRO), the art and science of turning visitors into paying customers. With data-driven insights and proven strategies, we'll analyze every step of your customer journey, identify bottlenecks, and implement targeted improvements to boost your conversion rates. Get in touch to find out more.

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