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9 Ways the Best Online Stores Improve Ecommerce Conversion Rates

Some online stores are like a well-oiled machine, while others could use a little tune-up. If you want to improve eCommerce conversion rates and could use a boost, read on for the nine ways the best online stores improve their numbers.

Spoiler alert: it's not all about traffic!

1) They optimize their shopping experience for all devices

#1 They optimize their shopping experience for all devices - Shopify on a mobile phone to improve eCommerce conversion rates
Photo by Roberto Cortese on Unsplash

Enhancing a user experience across multiple devices has become an essential goal for software developers, designers, and online business owners.

After all, 64% of all global retail visits happen on mobile traffic but account for only 46% of retail sales, highlighting the need for optimization.

Creating positive experiences no matter the customer's device is key to creating loyal customers and making their product stand out.

Remember the days of exploring websites on your phone, trying to zoom in and out to get the buttons to fit the screen?

Customers just don't put up with that these days.

In fact, this point is so important that designers will often build multiple versions of their web product to ensure the best possible experience, whatever the technology their customers utilize.

Companies that do this well see higher returns from satisfied users and can be confident that their products offer an enjoyable experience from wherever it's accessed.

Ensure all your features work across your website on multiple devices (especially smartphones and tablets), including…

  • Your landing pages
  • Your product pages
  • Your category pages
  • Your site search and search bar features

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2) They provide a user-friendly experience, especially during the checkout process

#2 They provide a user-friendly experience, especially during the checkout process - checking out with Square to increase eCommerce conversion rates
Photo by Clay Banks on Unsplash

E-commerce sites put convenience at the forefront of their design, and one area where this shines is the checkout process.

A streamlined, user-friendly checkout should make buying online more enjoyable and fast, so online shoppers can feel confident they're getting a good experience throughout the purchase without wasting time.

This attention to detail makes it easier for your website visitors to remember their experience and return the next time they need something, making it a win-win situation.

It's like when children receive a lollipop at the dentist. It's the final thing they receive, so they are more likely to remember it as a good experience.

With today's competition, having an outstanding user experience is more important than ever for eCommerce conversions. Making sure the checkout flow is convenient will help you stay ahead of the game.

3) They craft compelling headlines and product descriptions and test them

#3 They craft compelling headlines and product descriptions and test them - writing headlines on computer
Photo by Kenny Eliason on Unsplash

Crafting compelling headlines and product descriptions is no easy feat.

It requires creativity, attention to detail, intuition, and a bit of luck. But when done successfully, it can bring excellent results to the bottom line of an eCommerce site.

That's why savvy marketers spend hours perfecting writing their headlines and product descriptions to ensure every word counts.

Once they have crafted the perfect words, they test them to see which combination will give them optimal results. This is commonly known as A/B testing, where customers will be shown two designs to prove which is more effective.

This back-and-forth process ensures that the right message gets across effectively to the target audience. In the end, it pays dividends for improving conversions.

Pro Tip: Don't forget to use high-quality images, upsell on your checkout page, and give your site visitors what they want to see in an engaging way!

4) They align their pricing with the product's value

#4 They align their pricing with the product's value - produce
Photo by Rajiv Perera on Unsplash

Companies that are serious about their products know the value of a good pricing model. By aligning their prices with the product's actual value, they send out a message to customers that what they're buying is worth it.

We dwell in a throw-away culture, and from an economic perspective, this has helped fuel the rise of eCommerce. Understanding the value of a product and selling a higher quality product combats planned obsolescence and puts the focus back on quality and product longevity.

This strategic pricing is challenging, as many competitors sell on quantity over quality. Still, this strategy can set you apart and grow a successful brand online. This kind of strategic pricing ensures that both sides win.

Customers get the quality they deserve for affordable prices, and companies earn profits and build up customer loyalty.

A well-thought-out pricing strategy allows for success, improving conversion rates and customer retention, encouraging repeat purchasing, and overall customer satisfaction ratings.

5) They research and understand their audience

#5 They research and understand their audience - Man giving a speech
Photo by Miguel Henriques on Unsplash

Understand the importance of researching to determine their target audience and how to create content that speaks directly to them.

Gathering data from surveys, interviews, analytics, and more can be immensely helpful in understanding who you're creating for.

Many successful online businesses use this information to craft communications that appeal to their audience's interests and sound like genuine conversations tailored uniquely to them.

This is one of the best ways to improve your eCommerce conversion rate.

It's simply a case of giving your customers what they want in the most valuable way. Tell them if they want to know how great your snacks taste. Just like you would if they had dietary preferences, food allergies, or even an ingredient preference.

They'll convert if you give customers the answers they're looking for.

It's pretty simple and follows human nature.

6) They offer live chat services

#6 They offer live chat services - Chat window
Photo by Sigmund on Unsplash

Ah yes, the age-old question: “How can I get a human on the phone?”

Or the more modern question, “Do I even want to speak with a human on the phone?”

Most people would say probably not.

Offering live chat services is an effective way to both answer customer questions and create a more personal connection. It's an invaluable service that has become increasingly popular recently, as customers want their inquiries answered quickly and efficiently.

Plus, it gives companies a chance to provide a more personalized customer service experience, which can be invaluable in fostering customer relationships.

Offering a live chat service shows your customers that your business understands their needs and is willing to go above and beyond to ensure they are met. This creates an enjoyable user experience and can positively affect customer loyalty.

Plenty of great communication software platforms can help you offer the best live chat service, and most eCommerce platforms offer integration as standard.

#7 Allow for Multiple Payment Options

An essential in the modern world.

Allowing customers to pay with their preferred payment method increases the likelihood of successful purchases. Giving customers various choices is key and can make all the difference when checkout comes.

Offering multiple payment gateways makes transactions simpler, faster, and more secure for both parties involved. Plus, it gives customers peace of mind that their information is safe and the transaction is processed quickly.

#7 Allow for Multiple Payment Options - Checking out online while holding credit card
Photo by rupixen on Unsplash

Some of the most popular payment options include:

  • Credit cards (via Stripe, PayPal, Authorize.net)
  • PayPal (multiple options)
  • Zelle and Venmo
  • Buy now, Pay later (Klarna & Affirm)
  • Samsung, Google, or Apple Pay

Ultimately, these payment options can help increase sales volumes and customer satisfaction. And more payment options mean more visitors!

#8 Offer Fast Checkout Options

Photo by cottonbro studio

The internet was built for speed, so don't hold your customers back.

More and more businesses are starting to offer fast checkout options for customers who want to get in and out with their purchases as quickly as possible. This can mean providing a “one-click” option, where customers fill in all their information once and then have to click one button to finish the transaction.

Quite simply, businesses will see a drop in their eCommerce conversion rate if their web pages take longer than four seconds to load. This doesn't just apply to your payment pages but also to your entire site speed!

Likewise, offering a complicated checkout process that can naturally slow things down can push customers away.

Don't keep customers waiting when they shop online; instead, offer a streamlined service on your eCommerce website to ensure customers have a positive checkout experience and are more likely to return.

#9 Highlight Social Proof Everywhere

#9 Highlight Social Proof Everywhere - Five stars
Photo by Towfiqu barbhuiya on Unsplash

Social proof is an invaluable asset in the modern world. It's a key factor in customer conversion and can help build trust with potential customers by showing them that other people are already using your services or products.

Highlighting social proof everywhere—from reviews to ratings to customer stories—is one of the best ways to show customers what impact your product or service can have. It tells customers that others are enjoying success with your business and that trying it's worth their time and money.

This reinforcement helps customers feel more confident in their purchase decisions, which can be invaluable in driving sales and building up customer loyalty. A prime example of this is?

You wouldn't buy a product from Amazon with bad or no reviews.

You wouldn't buy a product from Amazon with bad or no reviews. - 1-star review shown

It's too risky because you don't know what you're getting, the product's quality, or the experience. Reviews exist to alleviate those worries and concerns, and shoppers all feel the same about your business.

So, for a good eCommerce conversion rate, highlight social proof, whether you're adding customer reviews, video essays, or integrating Trustpilot ratings—it'll do wonders for your business.

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How is the conversion rate measured for an eCommerce store?

Measuring conversion rates for an online store Open shop sign
Photo by Mike Petrucci on Unsplash

Understanding the conversion rate of an online store is key to optimizing profits. Conversion rates measure the number of visitors who take the desired action, such as a purchase, signup, or form submission.

To get an accurate conversion rate, businesses must understand the number of visitors and how many take the desired action.

This can be tracked through analytics such as Google Analytics and website data mining by looking at various log files and tracking on-site user behavior.

Google Marketing Platform logo

Once these metrics are collated and monitored, eCommerce websites can use this to optimize their store for efficiency and higher conversion rates, which ultimately converts into more profit.

Understanding eCommerce conversion rates are essential in developing an effective digital marketing strategy! When you know what to aim for, you can do so with purpose and a sense of direction!

What's a good conversion rate for my eCommerce store?

Conversion rate by vertical - Statista 2022
Conversion rate by vertical – Statista 2022

The average eCommerce conversion rate sits around 2-5% conversion rate. But it depends on your niche or vertical, as some convert better than others. Excellent customer retention can lead to improved conversion rates and average order values.

Customer retention by vertical - 2019 Metrilo Customer Retention Report
Customer retention by vertical – 2019

However, note that this is merely a benchmark target to strive towards. A good conversion rate for an e-Commerce store will depend on the type of business and its objectives. To be a top 10% eCommerce business, you'll look at average eCommerce conversion rates around the 6% or higher benchmark.

Different eCommerce stores may have higher or lower goals depending on their industry, the competition, and the store's objectives.

With enough research and tracking of customer behavior, online stores can determine their specific goals for conversion rate depending on their unique circumstances.

By taking a data-driven approach to testing different strategies, businesses can more accurately arrive at an optimal conversion rate for their store.

What are the other bests ways to increase an eCommerce conversion rate?

In addition to all the tricks and tips we covered above, there are plenty of other great ways to boost your average conversion rate. Regardless of the device, you want to ensure the site meets the user's needs.

Even though we can see that higher conversion occurs on mobile devices, that wasn't true just a few years ago.

Revenue share by device type - 2019-2020 - 2020 Wolfgang KPI Report
Revenue share by device type – 2019-2020

Let's quick-fire through them and see how easy it can be to improve eCommerce conversion rates.

  • Improve your mobile optimization process so mobile devices have a great experience when using your website.
  • Offer a fully-functional site search feature or another search functionality that allows visitors to find what they want.
  • Offer free shipping as this gives a potential customer a reason to think they're getting a good deal when shopping online.
  • Upsell other relevant products relating to customers' search queries that they might be interested in.
  • Contact past or existing customers to tell them what new products you've got to offer. This can increase your eCommerce conversion rate because they already know the experience your business has to offer.
  • Provide multiple discount options on products and packages to help generate more eCommerce sales.

Following these strategies will ensure your eCommerce site is well-optimized in terms of its functionality and features that are customer focused.

How important is SEO when it comes to online stores?

For new customers to find your store, they must be able to find it on search engines, which means that Search Engine Optimization (SEO) is vital for the success of your e-commerce conversion rate.

By optimizing your website and content with SEO best practices, businesses can increase their visibility and attract more customers.

Conversion rate by channel top 25% of retailers vs the average
Conversion rate by channel top 25% of retailers vs the average

Suppose you are building a store and don't have a central focus on SEO. In that case, you will need to rely on other channels (email, social media, paid, referral) and likely have to buy traffic from paid advertising or via social media platforms from ads.

Paid ads can quickly bankrupt a new e-commerce site, and social media can take time.

When it comes to SEO, businesses should focus on keyword research, page optimization, and link building. Additionally, companies should keep their content up-to-date with the latest industry trends to ensure they always provide customers with relevant information.

Businesses can use an SEO approach for their store to increase their visibility and reach more customers. It's important to note that SEO is an ongoing process, and it may take time for businesses to see results.

Share of revenue by channel - 2020 Wolfgang KPI Report
Share of revenue by channel – 2020

With patience and dedication, businesses can ensure their store appears in search engine rankings and attracts more traffic.

Some of the ways you can improve your eCommerce store's SEO include:

  • optimizing page titles and meta descriptions
  • using relevant keywords in your content, including every product category
  • optimizing images with alt-tags
  • creating an SEO-friendly URL structure
  • building backlinks

By employing these tactics as part of a comprehensive SEO strategy, businesses can ensure their store is visible to potential customers.

Ecommerce Conversion Rates Wrap-up

Improving eCommerce conversion rates is essential for any online business. Understanding what the best online stores do is essential to improving your eCommerce site.

By understanding the basics, such as how powerful user tracking can be and how a faster checkout process can make all the difference, businesses can create a better user experience and optimize their store for maximum efficiency and the best conversion rates possible.

Remember, giving your site visitors what they want most, whether it be free shipping or promos and discounts, the extra effort you put in will pay dividends down the road.

9 Ways the Best Online Stores Improve Ecommerce Conversion Rates

Mike Arnold

Mike Arnold is a 29-year-old writer from the South East of the UK. He's been writing for seven years but has never lost his love and passion. Mike loves creating stories, blogs, and articles that connect with readers and get them thinking. He enjoys playing board games with friends, going for long walks, and writing TTRPG adventures when he's not writing!

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