What Is the Best Way to Optimize Ecommerce Conversion Rate?

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Published on: May 18, 2022 Updated on: July 05, 2024 views Icon 645 Views

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Rukman Singh
Rukman Singh LinkedIn

Director - Creative & Customer Success

Rukman is a skilled product designer with over 6 years of experience. As the head of product design, she has successfully brought to life over 80 brands and products across various sectors, including SaaS, B2B, eCommerce, and more. With a deep understanding of user experience, Rukman excels in creating profound digital experiences that resonate with target audiences, resulting in increased conversions for the brands she works with. She is a vibrant, driven, and team-building creative marketing executive.

Article Reviewed By: Taran Nandha LinkedIn

Table of Contents

Conversion rate is one of the most important metrics to determine the success of your ecommerce website. 

So, what is a good conversion rate? 

How does it compare to your competitors? 

How can you increase the conversion rate? 

If these are a few questions that are popping up in your head, then this article is for you. 

What Is Ecommerce Conversion Rate?

Conversion is a core part that defines a paid strategy. It is the process of converting visitors into buyers where the growth of your online store is shown by the ecommerce conversion rate graph. The conversion rate is determined by a "pay per click" strategy based on consumer action. 

In 2021, the average conversion rate across all ecommerce sectors was 2.96 percent. Ecommerce conversion rates are comparatively better than the overall conversion rate (2.3%) across industries. Yet, the numbers are not high and that is why you need to optimize your website in the best possible way to increase the conversion rate. Luckily, we have some tips for you. 

5 Best Ecommerce Conversion Rate Optimization Tips You Must Try

Businesses need to provide a positive shopping experience to their customers in this highly competitive market. There's no use in having customers visit your site but not buy anything. To increase eCommerce conversion rates, every step must be evaluated, from the landing page to the payment page. Increased conversion rates in turn lead to higher revenue. Here are some tips that you should consider implementing:

1. Understand Your Customer

This is the first tip since it applies to any business or industry. You won't know your customers' pain points, wants, or what makes them convert if you don't understand them. Failure to comprehend clients can have damaging consequences for your business. To assist you to uncover your market's demands, try these data-gathering techniques:

  • Use a survey to ask customers questions.
  • Invite your most devoted consumers to a focus group.
  • After a live chat, email, or phone engagement with customer support, ask for feedback.
  • Use tools such as Google Trends to keep track of industry trends.
  • Examine how your target audience uses social media.
  • You can Utilize heat mapping software as well. Heat mapping tools show you where users move their mouse on your page and what they click.

2. Optimize Your Web Pages

There is no better tip than optimizing your web pages for an increased eCommerce conversion rate. Here are 4 web pages you should improve:

  1. Homepage

It takes about 0.05 seconds for a customer to create an opinion about your website; whether they like your product or not. If they like what they see, they'll probably visit your site, look at your products, and consider buying something. Your homepage will almost always be the first page a visitor sees. It's similar to having a virtual front door.

If you can establish a strong first impression, you'll be in a fantastic position to convert more customers. That is why you must go above and above to create a successful e-commerce homepage.

  1. Category Pages

Many businesses have added product listings to category landing pages to reduce the number of pages buyers must navigate through. Visitors can also utilize filters or facets to narrow down the results based on their needs.

  1. Checkout Pages

Businesses must provide seamless shopping experiences on tablets and smartphones, in particular, to stay up with the tremendous surge in mobile shopping. While most e-commerce businesses concentrate on creating attractive landing and product pages, they frequently overlook the final step of the funnel: checkout pages.

Consider how frustrating it would be to select a product and add it to your cart, only to abandon the order because it was too difficult to complete.

  1. 404 Error pages

404 pages are unavoidable, whether it's due to a visitor mistyping a URL or revisiting an old offer. That doesn't imply you can't take advantage of them, such as driving more orders. Businesses often redirect 404 pages to the brand's homepage However, if the visitor does not understand what has transpired, they may leave.

Optimizing your error page language to alleviate confusion, eliminate buying friction, and urge visitors to make a purchase is another, superior option.

3. A/B Test Your Web Pages

Split testing is one of the most effective methods for improving eCommerce conversion rates. It's rather simple: if you have two headlines for your online page and aren't sure which one to use, A/B split testing can help. It will assist you in determining which one is favored

So you'll need to create two versions of your site page, with half of the traffic going to page A and the other half going to page B. Depending on the results, you can use A or B. This is a simple method that will save you time while increasing your conversion rate.

4. Make Your Website Mobile-Friendly

As mobile devices have become increasingly important in online retail purchases, having your As mobile devices have become increasingly important in online retail purchases, having your website mobile-friendly is a certain way to boost eCommerce conversion rates. In 2021, shoppers in the United States spent $359.32 billion on retail sales using mobile phones and are predicted to climb to $728.28 billion by 2025.

To begin, select a mobile-responsive theme that will effortlessly scale down to the size of a mobile device. Then you must think about the user experience (UX). Try accessing your website on a mobile device and take note of any issues. Perhaps your menu is hidden, or your headings take up too much space on the page. Something that irritates you will inevitably frustrate customers on your website.

5. Hear What Your Customers Have to Say

You must consider things from the perspective of your website visitors if you want them to convert. Customer-centricity is one of the most important aspects of eCommerce success. Your website and digital experiences, as well as your goods and products, should be tailored to your client's demands.

You may find out what excites your users the most and what they don't like at all by analyzing your customer journey to align optimizations with their wants and needs.


The above-mentioned conversion optimization tips will help you improve your overall conversion rate. However, conversion rate optimization is a marathon, not a sprint; to achieve your conversion targets, you must stay attentive and test your site regularly.

If you are looking for help with optimizing your ecommerce website, Growth Natives can help! Our Commerce Martech services can help you create sales-boosting multichannel commerce strategies. Connect with us at info@growthnatives.com

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