October 11, 2023

How to optimize Ecommerce Marketing for Conversions

Unlock the secrets to optimizing Ecommerce marketing for skyrocketing conversions! Our expert tips and strategies will transform your online store into a conversion powerhouse. Start boosting sales today with our proven methods
How to optimize Ecommerce Marketing for Conversions
How to optimize Ecommerce Marketing for Conversions

In the world of ecommerce, there are many building blocks to success. However, increasing your ecommerce marketing conversion rate is the key to long-term success. 

If online shoppers and visitors do everything but buy from your ecommerce store, you won’t make money. 

With hundreds of dollars invested in your ecommerce store, you want to ensure you make as much profit as possible. This is where ecommerce optimization comes in. 

Thankfully, we’ve created this article to help you optimize your ecommerce store and increase conversions. 

So let’s get started. 

What is an ecommerce conversion rate? 

An ecommerce conversion rate refers to the percentage of website visitors who have taken a desired action. This could be signing up for a newsletter or purchasing a product. Your ecommerce conversion rate will depend on what your ultimate goal is. 

Ecommerce conversion optimization can improve your customer’s shopping experience and drive the desired action for conversion. Good ecommerce optimization will also boost traffic to your store, increase your conversion rate, and ultimately sales. 

How is an ecommerce conversion rate calculated?

Before optimizing your ecommerce store, it is important to calculate your store’s current conversion rate. So how do you calculate your ecommerce conversion rate? 

To calculate your ecommerce conversion rate, divide the number of conversions by your total number of visitors multiplied by 100. 

For example, if you are getting 10,000 visitors to your store and 100 conversions within a month, your conversion rate will be 1%. 

On most analytics tools, you will easily find your conversion rates within the data section. 

What is a good ecommerce conversion rate?  

According to several data, the average ecommerce conversion rate falls around 2.5-3%. However, they may vary depending on the industry, performance, business model, pricing, marketing, and so on. 

For example, fashion websites had an average ecommerce conversion rate of 1.55% as of May 2023 while arts and crafts websites recorded an average conversion rate of 4.46% in the same month. 

To set a benchmark for your ecommerce store, you may want to consider your industry as well as the overall ecommerce conversion rate. 

You can start with a baseline goal of a 3% conversion rate and move up higher. 

10 ecommerce marketing optimization tips to improve conversions 

Now that we understand what an ecommerce conversion rate is and how to calculate it, let’s dive into some ecommerce marketing optimization tips and techniques to improve your ecommerce conversion rate: 

  1. Optimize your product pages or landing pages 
  2. Improve your page load times
  3. Simplify navigation on your site 
  4. Personalize your content 
  5. Optimize for mobile 
  6. Add recommended products 
  7. Streamline your site’s checkout process
  8. Offer multiple payment options
  9. Increase trust with social proof 
  10. Invest in a live chat service 

Optimize your product pages or landing pages

Your customers won’t be able to touch your products, so you want to make sure that your product page or landing page makes a good first impression. 

When your customers can see what your product looks like and how it will be valuable in their lives, they can feel more confident and are likely to buy from you. 

On the flip side, if your product pages or landing pages are not well-optimized, it can increase bounce rates leading to missed sales opportunities. 

Here are a few optimization tactics for your product page or landing page: 

  • High-quality images are a must. Use high-quality images to showcase your product from various angles. Ensure your product images are in high resolution and support a zoom feature to give customers a closer view of your product. You may also want to include a 360-degree view. If you sell makeup or clothing, you may want to show your product on various skin types and body types respectively. Consider product videos like demo videos and explainer videos to bring your product to life. 
  • Your product descriptions should be well-written and optimized. Include relevant keywords and ensure they are free of errors. It should include relevant information about your product including the color and size of the product. Communicate clearly using concise language and highlight the unique features and benefits of using your product. 
  • You can use A/B testing to try out different elements and find out which version converts more visitors into customers. 

Improve your page load times

No matter how great your website looks, it won’t matter if online shoppers leave before it loads. Your customers won’t wait more than a minute to have your website come up. You want to ensure your website is up within seconds. 

Optimize your themes and images to speed up your site’s load time. Reduce HTTPS requests and page redirects. You also want to go for faster ecommerce hosting to improve your site’s speed. 

Simplify navigation on your site 

When customers land on your website or landing page, the site’s navigation is typically the first thing they look for to search for specific products. Complex navigation can stall your customer’s shopping experience and cost you sales. Here are a few ways to simplify navigation on your ecommerce site: 

  • Clearly display product categories on every page
  • Use clear labels and product descriptions for your menu items
  • Create intuitive user-based menus
  • Carry out user testing or use a heat map tool to determine how and where your visitors click. 

Simplifying navigation on your ecommerce site gives your customers a clear path to finding what they need on your site. Not only does it improve your customer’s shopping experience, but it also improves your ranking on search engines. 

Personalize your content 

Today, customers want to get the “princess treatment”. Your customers expect you to know exactly what they are looking for. In other words, they want a personalized shopping experience. You can lose out on sales if your website isn’t personalized based on your buyer personas. 

One way to personalize your website is to offer a wish list or favorite option based on their interests. You can also suggest complementary products and popular items. Attract first-time buyers and lost customers with special offers and optimize their shopping experience based on the type of device they are shopping with. 

Optimize for mobile 

According to data, mobile ecommerce sales hit $3.56 billion by the end of 2022 indicating that more customers are shopping online with their mobile devices. 

If your site isn’t mobile-friendly, you could miss out on a dozen sales opportunities and lose potential customers. So what does a mobile-friendly site look like? 

First, you need to ensure your content and graphics are compatible with all mobile devices. Ensure your site is easy to navigate and responsive on mobile. Avoid using complicated elements and heavy texts. Your images should also be compressed before uploading them on your site. 

Add recommended products 

One powerful way to increase your conversion rate is to add recommended products. When a shopper visits your site, they want to find products that meet their needs. Including additional products that may interest shoppers can increase your average order value and conversion rate. You can add recommended products on search result pages, close to the shopping cart, or in the confirmation email after customers make a purchase.

Amazon is one brand that does this so well. They recommend products based on previous purchases and use “Frequently Bought Together” prompts to suggest items customers may like. 

Streamline your site’s checkout process

When all is said and done, the checkout phase is the moment of truth. You want to ensure there are no frictions or hassles when your customers are about to checkout. According to data, 69.82% of ecommerce shopping carts get abandoned at the checkout stage.  To avoid this, you want to streamline the checkout process and ensure it is as seamless as possible. Include a guest checkout option to improve your customer’s experience. 

There are many other tactics that you can implement to optimize your checkout page and increase your conversion rate. 

Offer multiple payment options

To avoid losing customers, you want to diversify your payment options to include options they are most comfortable with. Some customers may prefer to use more established payment methods like Mastercard and Visa while others may prefer digital wallets like Apple Pay and Amazon Pay. 

You also want to provide convenient payment structures. You can consider Buy Now Pay Later (BNPL) which allows your customers to pay in installments or subscriptions which require a recurring fee typically monthly or yearly. There are other payment structures like Layby and prepaid in-store cards. 

Overall, you want to choose payment options and structures that will work best for your brand and be more convenient for your customers. 

Increase trust with social proof 

Social proofs are a powerful strategy for boosting conversion rates as they address objections, increase confidence in potential buyers and encourage them to make a purchase. 

Most customers will read an online review or look at a customer testimonial before making a purchase. In fact, most customers trust an online review just as much as they would trust a recommendation coming from a family member or friend. 

Reviews, customer testimonials, and user-generated content are examples of social proof you can include on your website. 

And this shouldn’t just be on your product pages. You can include social proof on other channels like emails and paid ads. 

Invest in a live chat service 

Good customer service is crucial to improving your ecommerce conversion rates. Your customers may have some questions about your product or they may need some shipping information. To engage with your customers, you can invest in a live chat service. With a live chat, customers can easily ask questions and resolve issues quickly. Customers who may have thought of leaving your site can engage with a live chat agent to assist them. Live chat agents can also use selling techniques like offering coupons and discounts to encourage customers to make a purchase. 

Final thoughts 

Optimizing your ecommerce store is the secret weapon to turning online shoppers into paying customers. Keep in mind that ecommerce optimization is a continuous process. User behavior, interests, and trends keep changing and it is important to adjust to these changes to improve conversion rates and maximize sales. 

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