Improve eCommerce Conversion Rate: long-term methods


The conversion rate is possibly the most accurate predictor of a website's success. Simply put, it is the percentage of total site visitors who complete a specific action, such as making a purchase or scheduling a call.

However, even the most visually appealing, stylish, and seemingly engaging websites may struggle to meet their target rate. So, if you're wondering how you can increase the conversion rate of your website, you're not alone. These four simple steps will put you on the path to increasing your conversion rate in no time.

Define Your Conversion Goal

This may appear simple because if you're already looking for ways to improve your conversion rate, chances are you've already set a goal for your website. However, it is possible that your rate is suffering because you are studying the wrong metrics.

Making sure you're measuring a goal that reflects your company's goals can have a big impact on your conversion rate. For example, if your sales team is an important part of your sales funnel, it would be more effective to look at how many site visitors use the contact form rather than how many complete an online purchase.

Conversion goals to consider measuring include the following:

  • Submitting a form;
  • Clicking a particular button;
  • Reaching a specific page;
  • Completing a purchase.

Competitor Site Research

The majority of businesses today operate in a highly competitive market. This means that a low conversion rate could be due to customers preferring to convert on a competitor's site instead.

Therefore, it is critical to research all potential competitors’ websites. As a result, you will be able to fully understand their strengths and weaknesses and use this information to inform the design of your own website, ensuring that it stands out from the crowd and offers a unique set of benefits.

Try Out Various Layouts

If your website has a clear and unique proposition but you aren't seeing the conversion rates you want, it may be time to reconsider your layouts. Examine the page on which you want your site visitors to convert and consider how it could be improved.

Is there, for example, a good balance of text and imagery? Does it look good on a mobile device? Are the elements you want them to interact with large enough, such as an “add to cart” button?

Fortunately, many eCommerce website builders, such as Wix or Shoplazza, offer a variety of templates for designers to choose from.

Besides, eye-tracking software can even be used to provide insights into how visitors are engaging with different pages and to inform what elements need to be improved in order to optimize conversion rates.

Add Reviews to Your Website

Even if you have an effective layout, customers may be hesitant to convert if they have never purchased from you before. In fact, most consumers are hesitant to buy if there are no reviews.

Collecting positive testimonials from existing customers and including them on the pages where you want customers to convert will help to reduce skepticism and increase your conversion rate.


There is no single way to instantly improve your website's conversion rate, but following these steps will help you get started on the path to increasing your rate and achieving the desired results.

(Contributed by Emma Cook & Hermes Fang)

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5 years experience in digital marketing. A gracious loser, not a lousy winner.


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