5 Key Factors for Improving E-commerce Conversion Rate

For us competitive online business owners, we’re always looking to boost our E-commerce website’s sales. More often than not, our biggest problem actually lies in guiding visitors to get through the entire buying process. From what we put on our product pages all the way to the parting message we leave to customers, all these matter in optimizing our conversion rate.

1# Product Pages

We all know that we’re selling quality products, or we wouldn’t be in our respective businesses in the first place. It’s just a matter of presenting our products in a way that they deserve in our site’s product pages. These pages are where the visitors will ultimately make their decision to buy or not, so they have to be very convincing.

We all know that we’re selling quality products, or we wouldn’t be in our respective businesses in the first place. It’s just a matter of presenting our products in a way that they deserve in our site’s product pages. These pages are where the visitors will ultimately make their decision to buy or not, so they have to be very convincing.

  • Provide high quality pictures of your product. Include snapshots in different angles, and give visitors the ability to zoom in to really see the care your business gives in creating your products.
  • Take it a step further by recording videos of your product in use. The added dimensions really give your customers a better idea of how good they look, feel, and/or perform.
  • Naturally, you also need to write compelling copy for your products. It’s where the customers will get the bulk of the information that will help them make their purchase. One thing that can turn off people is buying into your own hype. Don’t bother making exaggerated claims of how awesome your product is. Just list down the facts of what you’re product can do.

A good idea is to give two versions of product descriptions – one concise and one detailed. You’ll also want to highlight the best features by mentioning them early.

2# Calls to Action

Again, just because we have visitors on the product page doesn’t mean we’ll automatically get them to spend their money. We need to push them over the edge with the help of calls to action, such as attention-grabbing buttons and messages.

To accomplish that, start off with how your CTA buttons look. They should stand out from the rest of the page by being blown up in size with bright colors. Green is the go-to color with how it’s associated with positive actions, but you still have to consider the page’s overall design so the buttons don’t just clash with the rest of the elements’ colors.

Don’t litter the screen with them, because that would just make all of them start blending in to the point that none of them would stand out. If you really need several buttons on screen, start prioritizing which ones should get the most attention.

Use verbs to move them into taking action. Keep it to a simple word or a short phrase to get your point across quickly.

It’s also important to have the buttons positioned where they’re immediately visible, such as above the fold. You can also place them close to the relevant messages they’re trying to impart, such as sticking the Add To Cart button right next to the product’s price.

3# Landing Pages

When people get to our website from clicking an ad they saw on another website or a search engine, the page they land on should follow the thought process they’re in when they first clicked. Nothing’s more frustrating than following a link where you want to avail of a particular promo only to find no hint of that same promo in the page you ended up on.

  • Take a good look at your PPC campaigns, including what the ads are saying and where they’ll be placed. Link them to the appropriate pages on your website for continuity.
  • As for the landing pages themselves, keep the layout easy to navigate.
  • Provide whatever important information there is within that layout in a highly visible manner, then lead them to a CTA button. The info should include how exactly they will benefit from the actions you’re persuading them to pursue. It also helps to add a little pressure, such as telling them the offer is limited.
  • Earning their trust is another crucial tactic in optimizing your landing page. Leverage your audience’s support to your advantage by placing testimonials, customer reviews, and social shares within those pages.

4# Check Out Pages


Getting a visitor to click on the Add To Cart button doesn’t mean you’ve already made a sale. You need to guide that customer throughout the entire check out process so that he/she doesn’t end up abandoning the purchase.

As always, you need to keep it straightforward. Don’t bombard customers on the way to giving you their credit card numbers with surveys or links to other products and pages and other distractions.

Make the form easy to follow. If the website already has information from the user, pre-fill the boxes with those data for their convenience. Label each field clearly, and provide examples on what needs to be entered so there is never any confusion.

Tell them which part of the process they’re currently in and what’s left for them to do before they complete the purchase by using a progress bar on top of every page. Also give them the option to go back to previous pages without having to clear entire forms with an actual button on the page.

It is imperative that you reiterate all the important information about the purchase such as the products, the costs, methods of delivery, etc. before they finalize the transaction.

One of the biggest obstacles to making a sale is requiring visitors to register for an account when they’ve clicked the check out button. Yes, it can help us track our operation’s performance better, but it also has an adverse effect. Econsultancy ran a survey that reported over 25.65% of online shoppers abandon their carts because of having to sign-up for an account.

Lastly, assure them that the whole process is safe by using a secure server and prominently displaying security logos. They’ll be handing over key details about their lives, and they expect you to handle them carefully.

 5# Thank You Page


Getting a visitor to make a purchase is good, but that should never be enough. So after the customers are done checking out, there should be a thank you page that follows them up for even more conversions.

First of all, don’t leave customers wondering. You need to confirm that the transaction was successful, and provide any information that will dissuade any apprehensions such as confirmation emails or text messages and links to tracking updates if possible. Give them contact details and detailed steps in case something goes wrong.

This is also a good time to offer more of your products and promos, as these customers have already given you their trust and shown interest. You can try linking them to totally different products or having them subscribe to newsletters for updates about your catalogue, but it’s easier to show them something relevant to their previous purchase.

They probably had a good experience with your store, so take advantage of that good will by telling them to promote your website through social media buttons.

Final Words

There’s always something more that we can do to increase our online businesses’ conversion rate. It’s a matter of having the utmost respect for our products and their quality, and tailoring the entire purchasing experience for the convenience of the customer before, during, and after the transaction.

Also if you don’t have a website for your small business, you could always create one. A reliable hosting, good domain name and website builder like WordPress or Shopify. If you are having trouble building your own website, don’t forget that there are lots of helpful websites with step-by-step tutorials on how to build your own website that you could use to build a website.

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