How to Increase eCommerce Conversion Rate: Best Practices

How to increase eCommerce Conversion Rate?


Conversion rate is a general concept that helps with calculating what share of users performed the targeted action.

Conversion can be in registration, purchase, etc. You can also consider a narrower conversion for individual elements on the site: how many users clicked “more”, how many watched the video, how many scrolled through the gallery.

Conversion is always the ratio of the total number of visitors to the desired action over a certain period. It is easy to calculate it using the formula:

*number of users who performed the action / number of all users who visited the site * 100%

For example, you can calculate the purchase conversion rate from Instagram ads. Using it, 100 people went to the site and 1 of them eventually made a purchase. Conversion to purchase will be 1%.

Of course, the higher the conversion, the better your performance in almost all metrics. For example: CPA (Cost Per Action), CPO (Cost Per Order), CRR (Cost Revenue Ratio), CAC Rate (Customer Acquisition Cost). Today we will share our recommendations on how to increase conversions in your online store.

make sure it’s quality traffic

Traffic is not that important, the genuine interest of your users in the purchase is important. Better 10 buyers out of 100 visitors than 1 in 1000.

Of course, images are important, but, unfortunately, very often you can see naked characteristics next to cool visuals. Your description should tell stories and evoke emotion. We wrote on why descriptions are important and what a quality description is in this article.

Use descriptions to tell a potential buyer information that cannot be obtained through sight: smell, taste, weight.

Remember that really outstanding descriptions don’t show the features of your product, but its benefits: show value, prove that your product is indispensable.

With the help of our service Copymonkey.ai you can make great descriptions that will catch the attention of your users in just minutes.

Convenient payment

Of course, it is important to provide your user with a convenient and fast way to pay: Gpay, Apple pay, and so on. But that’s not the only thing worth working on on the checkout page

  • Ask your client for the minimum amount of information – only what is really scroll.
  • Place the entire payment form on one page so that the user does not have to rewind.
  • Shorten the payment process as much as possible: short data form, payment confirmation. Do not force to register, go to the mail for confirmation, and so on.
  • Ensure safety and security: Econsultancy, found out and that 58% of respondents interrupted checkout because of concerns about the safety in the buying process. To improve these parameters, provide operation via the https protocol, add payment via popular payment systems (Visa, Paypal). You can also add a simple return statement.

Easy and clear navigation

The user will not be able to buy if he does not find the desired product. According to a study by the Online Marketing Institute, 85% of potential buyers leave the site because of its poor design, and 83% leave because you have to do too many things before you can find what you need. You won’t sell anything if users simply can’t find what they want.

  • don’t make long dropdown menus
  • structure products by category
  • put important information, such as returns or frequently asked questions, in the footer
  • set accents: help your clients quickly find targeted actions
  • improve the search functionality: take into account typos and abbreviations, search by product name
  • display alternatives instead of an empty search result

Do not impose registration

Don’t force people to register for every action taken: ask for their personal data only when needed. The more they can learn about your product, the more likely they are to make a purchase.

free shipping

According to research by Walker Sands, 88% of customers named free shipping is the most important purchase incentive. Add such an option for a certain amount: an increase in the average check and conversion will allow you to do it painlessly.

Fostering the sense of urgency

One way to speed up the buying process is to prove that this is a unique opportunity. But it’s not enough just to add a red “Hurry up!” – you need to explain why and this can be done in several ways.

  • Only a few items left in stock
  • Several other people are looking at this item.
  • “Expedited” delivery if ordered now

image quality

All photos must be of good quality and show the product from different angles and in different situations. Help the customer introduce the product as a part of their life. It is also important to add the ability to enlarge the photo to see it in full detail.



Adding a video clip to your content can greatly enhance your product. It’s not just beneficial for showcasing the product in real life on the product card, but also for reviews and FAQs. Consider including a story about the product from your sellers in a review format. To create engaging video clips, you can use online clip-maker tools. This will not only help personalize the selling experience but also create compelling videos that can attract potential buyers, just like visiting an offline store.

correct headers

Headings should stand out as visitors skim the site fluently without reading. Therefore, they should also be succinct and informative: the client should catch his eye and understand that this is exactly what he needs.

clever use of pop-ups

Many blogs write that pop-ups annoy visitors and do more harm than good. However, SumoMe research based on the analysis of 2 billion pop-ups shows that a properly constructed scenario for working with pop-ups increases conversion by an average of 3%. and in some cases by 50%.

You can write a separate article about the correct scripts for pop-ups, but you should definitely start with the fact that you decide on the goal: lead generation, collecting reviews, buying. Here’s an example of a cool tool that will help you solve this problem.

show off

Share your successes with customers: awards, positive reviews, customer photos. This will increase loyalty and work out objections very well. According to BrightLocal, 84% of customers trust site reviews as much as they trust recommendations from friends.

A little tip: to make your reviews clear, show the process of collecting reviews transparently and add custom photos.

Upselling & Cross-selling

It is much easier to sell again to an already loyal customer than to find new clients who are not yet familiar with your store and convince them to take the first step. You definitely came across this trick: when buying sneakers, you are offered to buy a set of care for them, and when buying a phone – headphones and a case.

abandoned cart management

One of the common mistakes is working on getting the user to the buy button and not paying attention to abandoned carts. Each such basket is a lost profit.

The easiest and most common way to deal with this is to send emails with a reminder and a promotional code.

be mobile-first

Today, about half of all users are bought from mobile – and we need to take care to make it easy for them. Check that all the buttons are in convenient places and you can see that the photos open in a convenient quality, and the pages are not misaligned.

Conclusion: How to increase ecommerce conversion rate?

It turns out that your site’s usability and how you deal with your customers’ objections are the most influential factors that affect the conversion rates. Make the path to purchase as fast and simple as possible, and convey why it is necessary to buy this particular product from you.

If you start working with at least a couple of these suggestions,  it won’t take long until you’ll notice that your conversion rates will go up.

P.S.  Try CopyMonkey. Our AI will take care of your Product Descriptions, in bulk or separately. Editing is faster than writing from scratch, and you will have more time on your hands for other important tasks.