5 Simple Ways to Improve Your eCommerce Website Conversion Rate

If you own an eCommerce website, your ultimate goal is likely to sell as many products as possible. Not every visitor or customer who visits your site will make a purchase. However, you can increase the number through conversion rate optimization.

What is conversion rate optimization? Conversion rate optimization (CRO) is the practice of helping improve the number of visitors and customers that make a purchase (or take another action) on your website.

The conversion rate percentage is calculated by taking the number of transactions (or any other specific conversion activity) and dividing it by your website’s total number of visitors. Multiply by 100 to get a percentage or rate of conversion.

CRO is important because it identifies gaps and opportunities in your customer journey to help increase your revenue and profits.

A ‘good’ conversion rate can depend on your product and industry. However, a good conversion rate is typically between three and five percent for most eCommerce websites.

Why you should optimize your conversion rate

CRO ultimately affects your company’s bottom line. It directly impacts the number of sales and the revenue you can earn. Here are some of the top reasons for optimizing your conversion rate.

• Better understand customers and increase customer lifetime value (CLV) – CRO involves carefully studying the behavior and needs of your customers. You’ll improve conversion and have insights that can carry through to your products and other customer experiences through this process.

• Lower acquisition costs – By converting more of the traffic on your site, you’ll increase your revenue without the costs associated with generating new traffic. (ie. though paid media or other means)

• Increase site traffic – Search engines favor websites and domains that customers engage with. An eCommerce website with a strong conversion rate will have better search rankings, which is a low-cost way to increase the amount of traffic coming through your website. The increased traffic will naturally boost your revenue.

Five tips for optimizing your eCommerce conversion rate

There are many options for improving the conversion rate on your site. Here are some simple things you can do to start optimizing your conversion rate.

1. Understand your customers

Use surveys, focus groups, and social engagement to understand better what drives your customers. If you know what your customers want and need, you’ll be able to tailor the experience and products better.

2. Have a clear, unique selling proposition (USP)

Your prospective customers want to know why they should purchase your product or service? Having a unique value proposition makes them more likely to understand the benefits of completing their purchase.

3. Prioritize the website experience

A poor user experience (UX) or user interface (UI) can make it difficult for your customer to navigate your website. Customers who struggle to find the information they need are more likely to leave your website.

4. Focus on the customer journey

CRO is more than just making some changes on your web page. It includes everything from nurturing customers through email to checkout. You want to make sure you’re making the journey a good experience from start to finish.

This can include offering free shipping, sending abandon cart communications, and addressing any pain points throughout the process.

5. Build data-based strategies

Different users can require different experiences before they’re ready to make a purchase. Use the data that you have about your users to help curate a customer journey that fits their needs.

For example, it uses strategic discounting for customers that need an extra nudge to get past any budgetary restraints. Alternatively, offer content to help nurture early-stage users that are still at the beginning of the decision process.

The bottom line

While the process can feel intimidating, there are many ways you can improve the conversion rate on your website. CRO is an invaluable tool for any eCommerce business. By optimizing for conversion, you’ll be able to deliver a better customer experience and increase your business revenue.

The Cymax Group Advantage

Choosing appropriate marketing strategies is critical for eCommerce companies to be profitable despite the steep challenges and fierce competition.

To give your customers the best possible user experience, we'll help you design and visually tell your brand’s story and create an unforgettable user experience. Put your best foot forward and stand apart from your competition.

Our team of experts audit your website content and provides you with content scorecards to support efficient and high-quality content optimization.

Cymax Group’s expert digital marketing team offers product and promotion optimization with best-in-class ROAS and ACOS. Drive consistent growth in revenue and margin by aligning your business’s strategic objectives with our proven methodology, technology, expertise, and services.

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