Converting Traffic into Sales

conversion rate optimization

Running an ecommerce website or online store means doing everything you can to rise above the competition. From building to launching and to managing its daily operations, you need to employ various tools and tactics to keep it going and ranking. If you have talked with a digital marketing agency, you will already have known the many ways to help your website rank, yeah? Among these, we have search engine optimization, social media management, content marketing, and influencer marketing. Now, the question is, ‘what’s next?’. If people have started coming to your website and increased its traffic, how then do you convert them into buyers?

The quick answer is through Conversion Rate Optimization.

Conversion Rate Optimization or CRO is basically rooted in the word ‘conversion’, which refers to the event when a website visitor completes a desired goal such as making a purchase or filling out a form. This means that CRO is the percentage of visitors that land on a website that completes a desired goal or action. For an ecommerce website, the CRO is the percentage of people who visited the site that bought something from the store within a given period of time.

Now, what is a good conversion rate? The average ecommerce conversion rates are 1% to 2%. It may sound very small but if you think about it in the long run, that could impact your online store a whole lot. How do you calculate your website’s conversion rate? Simply get the total number of visitors you had within a specific period as well as the total conversions. Divide the conversions by the number of visitors, and you get the conversion rate.

Some of the typical conversions include online sales, email signups, social media shares, an added product to the cart, an added item to the wishlist, and any company KPI.

For example: 5,000 visitors / 50 conversions = 1% conversion rate

If you need some helpful tips to boost your conversion rate, do read on.

Utilize high-quality videos and images on your online store

You can never go wrong with such resources because people are naturally visual. Think about when you want to shop. Of course, you’re more likely going to buy products that look enticing. However, while you make images sharp and clear, make sure that this still reflect the actual product so as not to get product returns.

Shoulder the shipping fee

One of the strongest and most irresistible features of product selling is free shipping. Even if you say free shipping, you can jack up the item price and people will still think they making huge savings.

Offer time coupon codes

Coupon codes that can be used for a limited time can make customers feel the urgency to use them even if they don’t have anything specific in mind to buy.

Ensure a smooth and easy checkout process

One of the quickest ways to discourage customers from making a purchase is by giving them a hard time with the checkout process. So, check, tweak, and test it to ensure that it gives them a seamless experience that they’ll want to come back for more.

Utilize a cart abandonment software

Abandoned carts are not conversions. And when there’s a lot of this on your website, you will definitely benefit from cart abandonment software that allows you to create follow-up emails that remind customers of their cart.

How’s your ecommerce website’s conversion rates? Share with us your tips in making it grow by leaving a comment!

Tactics to improve conversion rates right away

So, the truth of the matter is that higher website traffic doesn’t do the job—conversion does. When you are not converting enough customers, your store will not earn and grow.

And speaking of conversions, there are many ways to improve conversion rates. You’d even find that most of these are already being applied by many online stores. Here are some of these tactics that can help you convert more customers.

Make product descriptions clear

It’s never a good idea to assume that customers already know the full scope of your products’ details. The last thing you ever want to make them do is to conduct research to figure it out. If you make them do this, you’re not inviting them to buy but pushing them away to your competition. So, leave no stone unturned and give your customers the complete information they need.

Consider making a product benefits section

Product details are not enough. If you can make a product benefits section, the better it will be. This is promoting transparency to your customers. It helps them know if the product is what they actually need. And if they don’t think that it is and decide not to buy your product, then, they would certainly come back to your store when they need something because of your transparency.

Make sure to offer customer reviews

We cannot emphasize enough the importance of customer reviews. According to research, about 95% of customers read the customer reviews first before purchasing, while 72% of customers don’t take any action before checking the reviews.

So, the best way to do this is to integrate customer reviews into your product pages.

Let customers know your advocacy

More often than not, customers are more likely to buy from online stores that support their values. For example, if your products are never tested on animals, do state this in your product page and About Us page. Or, if you use organic ingredients, this will surely be inviting for your customers.

Create a chatbot

It’s been predicted that chatbots will be handling about 85% of all customer interactions in the near future. This is why more and more online stores are utilizing it to answer basic questions from customers. The beauty of chatbots is that they are customizable and available round the clock.

Do these tips and watch your conversion rate. Increase. Remember, 2% gives you a lot of room to improve!

Best CR tools

Aside from the tips to increase conversions, there are also CRO tools or tools that can be used to optimize conversion rates. These include the following:

Data collection and analytics tools

These tools cover the tracking and analytics part of the optimization process. Online store owners can use these to identify areas that perform low and to be updated on the ‘big picture’ metrics such as average order value, conversion rate, and cart abandonment.

Multivariate testing tools

These tools, also called A/B split-testing tools, can be used to compare the performance of proposed and new pages against current ones.

Wireframing and prototyping tools

These constitute the earliest stage of optimizing ecommerce conversions. While wireframing involves outlining potential changes and ideas in a loose way, prototyping involves the process of visualizing them more concretely. It is this prototype that can be used by developers to make changes to a website.

Research tools

Use research tools to gather feedback from site visitors through video sessions, questionnaires, and exit pop ups, among others. Gaps left by analytics apps are filled by this tool so that users can collect real human feedback and high-level data for a big picture of the issues encountered by the site.

Site conversions can be increased with the right tips and tools. Let us know your experience in improving your CRO.

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