Ecommerce Conversion Rate Optimization

August 26, 2022

Customers are becoming increasingly aware of the fact that there are certain things you can and cannot do to encourage them to buy from your business. These procedures focus on conversion, which is one of the most critical metrics you will need to monitor as you establish your business and grow revenue.

Conversion rates - are the percentage of how many visitors to your website or store choose to purchase something (or provide some other desired action such as email sign-ups) compared to the total number of visitors. The easiest way to find out your website’s conversion rate is to track every visit and every purchase with a piece of software. The most common way to track conversions is with a one-click software solution that allows you to see exactly when a visitor clicks the “buy now” button.

Almost 90% of personalization efforts generate a positive ROI, according to a survey of marketers in the U.S. and the UK. Businesses must strive to prioritize conversions and, above all else, optimize them.

Whether you're running your startup or working as an eCommerce manager or marketing director, you should define conversion as soon as possible. A conversion, which is frequently defined differently for business to consumer transactions, is defined here.

  1. Understanding Ecommerce Conversion Rates
  2. How is the Conversion Rate Calculated?
  3. What is a Good Ecommerce Conversion Rate?
  4. Additional Metrics to Help Measure Ecommerce Conversions
  5. Tips to Increase Your Ecommerce Conversion Rate
  6. Additional Tips for E-Commerce Conversion Rate Optimization
  7. The Final Word
  8. E-Commerce Conversion Rate Optimization FAQ

Understanding Ecommerce Conversion Rates

The eCommerce conversion rate is the proportion of people who purchased from your online store from all visitors to your website.

eCommerce websites such as crypto business typically convert the following:

  • An online sale.
  • Added products to a cart.
  • Added items to a wishlist.
  • Email signups.
  • Social media shares.
  • Any KPI your company finds valuable.

Every aspect of the user experience on your site can impact conversion, which is a broad topic. A CRO initiative focuses on enhancing the shopping experience to help achieve a specific goal—usually sales. It can be used to optimize conversion rates on landing pages, category pages, or any other e-commerce customer touchpoints. This eCommerce conversion rate improvement guide covers how to boost conversion rates on your website.

How is the Conversion Rate Calculated?

How to calculate conversion rate

When your online store receives 5,000 visitors and 50 conversions over a set period, your conversion rate is 1%. It's that simple. You can calculate your conversion rate by dividing the number of conversions by the total number of visitors. Knowing the conversion rate is crucial to assessing the success of your marketing campaigns. We'll discuss data segmentation in the following sections.

You must determine what your current visitors' eCommerce conversion rate benchmarks are before you attempt to increase conversion rates. What are customers getting stuck on and how are they interacting with your website?

Once you locate your benchmarks, you should compare them to gauge success. Experts who discuss conversion increases frequently refer to testing. Before you determine what to test, you must first comprehend what problems you have now and what you already know. Conversion rate optimization is an iterative process, so you must start somewhere. What is the one thing you would most like your visitors to do when they come to your website? What one question do you want them to answer “yes” to? What is the one thing you most want to test?

What is a Good Ecommerce Conversion Rate?

Even if you are doing everything right, you can still win the sale 2-3% of the time, with ecommerce conversion rates averaging 2.5-3%. To achieve a baseline conversion rate of 3%, you should strive to achieve a conversion rate of 3% or higher. Once you are able to do that, you should move on to more sophisticated conversion rate strategies.

Additional Metrics to Help Measure Ecommerce Conversions

In addition to the conversion rate of your store, a few other metrics are important when discussing conversion. If these metrics move in the right direction, your store's overall conversion rate will generally be improved.

Bounce Rate. 

Bounce rates tell you how many visitors leave your site after visiting just one page. If your bounce rate is high, it means that people are not finding what they want on your site and are leaving immediately.

Exit Rate.

When visitors view a page and then leave without looking at any other pages, the page's bounce rate is said to be 100%. The exit rate, which is the proportion of visitors who leave without looking at any other pages, lets you know what page visitors last visited before leaving.

Your landing page optimization efforts can help drive down the very high exit rate on a specific page, one metric you can look to for red flags.

Click-through rate (CTR). 

An ad or email click-through is counted as the number of people who go from the ad or email to your website. It is one of the metrics used to measure the effectiveness of AdWords or email marketing campaigns. It measures whether users click through to your website and take action—or even engage on social media.

Average Session Duration.

The average session duration is a metric that gives you a general idea of how long people stay on your site. A high bounce rate indicates that visitors aren’t staying long enough to convert—meaning a low average time on site.

Average Page Depth (Pages Per Session in Google Analytics).

An individual's average page depth is a metric that indicates how many pages a customer typically visits before leaving. This metric measures the total number of page views per session duration. It can either indicate more engagement or a lack of clarity in your conversion funnel if no conversions occur.

These Are The Tools That Can Help Improve eCommerce Conversion Rates.

Some valuable and utilized ecommerce tools can help you analyze and solve your current conversion rate problems, including:


HotJar offers a good grasp on how your site is being used by your users.

A glance at the heatmap will tell you where users clicked, scrolled, and moved their cursors as they browsed your website. With every heatmap experiment, you'll learn more about how people interact with your website. 

Using live user playback, real-time suggestion boxes, and personalized user surveys, your company may gain insight into how to best serve customers and what services they desire.

You can also establish visit length, page views, country, and device-based attribute-based filters—either individually or in combination—to target specific customer segments and demographics.

Quantcast Measure.

Tag-based Quantcast Measurement fills a gap between Google Analytics and Facebook Analytics by measuring user activity and delivering demographic data based on individual clicks.

Businesses have gained a deep understanding of visitors' personal identities, which has enabled creative teams to craft more impactful messaging and imagery.

The most intriguing aspect of Quantcast's data is the composition view—which provides demographic information as a proportion of the whole, in addition to the usual indexed performance relative to other websites in your country.

Using this tool, you can discover which groups of visitors you are reaching excessively relative to the general public.

Google Analytics.

Google Analytics is a priceless resource for most websites. It provides you with valuable information about your site visitors, including:

  • How visitors found your website. This information discloses the number of visitors and how they found your site.
  • How long visitors stay on your website.
  • Where the visitors come from.
  • If the visitors are returning or new.
  • The device (computer or mobile) and operating system (OS) were recorded, as well as the browser the visitor used.
  • The conversion rate and which page element drove the conversions can be determined by looking at the visitor flow.
  • Also link to your Google Adwords campaign to track paid traffic.


Some ecommerce platforms provide real-time insights into abandoned carts through the Analytics tab in the administration panel. Besides seeing what customers are searching for in-store, you can also see what they are searching for using the built-in search engine tool analytics. By using this technique, you can connect the dots between what your customers want and the words and content on your website. It is possible to determine what follow-up actions are required by looking at the keywords that your prospective customers are searching for but are not finding.

Tips to Increase Your Ecommerce Conversion Rate

1. Use high-quality images and videos on your product pages.

When purchasing online, you cannot physically touch the item or try it on. Considering what you want to see when shopping may help you make the right decision. Provide the customer with a clear picture of what they are purchasing by showing an image or video. Enhanced visualization of products on product pages can boost conversion rates by using high-quality images and videos.

2. Offer free shipping.

Customers have grown accustomed to the high level of service provided by Amazon online. In today's economy, free shipping is an absolute must. If your business does not offer free delivery, customers will likely seek out other options.

Shoppers are smart—if your prices are too high, they will quickly find another place to shop. However, if free shipping is not an option, you can increase your product prices to cover shipping expenses.

3. Provide limited-time coupon codes.

Customers can receive a specific amount off or a percentage off their purchase using a coupon or discount code that is only valid at checkout for a limited time. Shoppers can make their purchase decisions without distractions when your coupon code expires.

4. Be competitively priced.

It's important to keep your prices competitive if you're selling brand-name items that many other stores offer. Keep your prices in tune to see what resonates with your audience.

An adequate marketing and imagery campaign can heavily impact the amount someone is willing to pay for your product. Position your brand to the appropriate audience with appealing messages and images to generate income.

5. Tweak and test your ecommerce checkout process.

In order to increase sales, you must ensure that your store checkout process is simple, quick, and familiar to customers.Hosted ecommerce sites have industry standards for this step in the funnel, but you may still need to adjust the process based on your clients. A/B testing and personalization strategies should be implemented here.

6. Use shopping cart abandonment software.

Use abandoned cart software if you  frequently  deal with abandoned carts.

Many ecommerce platforms provide this kind of software for free as part of the store experience. Every enterprise may benefit from this application, although its achievements are diverse.

7. Use live chat software and chatbots.

Customers can get answers to their questions quickly and without long wait times over the phone by using live chat support software and chatbots.

There is a prevalent belief that chatbots can substitute human live chats, but those that can utilize both—chatbots interacting with customers outside of working hours—will most likely achieve the greatest success.

8. Let customers know your ecommerce store is safe.

Website visitors are less likely to provide their credit card information if they don't feel secure. Split tests have demonstrated that trust signals can significantly boost conversion rates.

Having multiple ways to enhance your on-site trust and credibility should be the foundation for your conversion rate optimization efforts.

Consumers want to feel confident that they're purchasing from a reputable store with strong security. This assures them that their credit card information will be safeguarded.  Here are some pointers:

  • It's always a good idea to install SSL at checkout (many ecommerce platforms come with it out of the box). It's also a good idea to install it site-wide if possible.
  • Let customers know that you support a variety of payment options by showing small images of credit cards, PayPal, and other payment options.
  • Make sure that you have an active account with McAfee, GeoTrust, or another security firm and that you display their security badges. Adding an image to make you look secure is not enough; you must really be secure.

9. Structure your site so visitors can easily find products.

Using options like 'Shop By Color,' 'Shop By Product Type,' logically structure your product categories. You should keep the number of levels down to a minimum to allow a user to reach a product as quickly as possible.

Make sure your customers can locate the items they want by utilizing a rotating banner to promote your finest merchandise as well as a website search. It's crucial to keep in mind that the quicker a visitor can locate an item, the more likely they are to purchase from you.

10. Make your checkout form easy to understand.

Make sure that every element on your order form is comprehensible, such as CVV and input formats. If possible, restrict what customers can enter into certain fields to avoid any confusion.

  • Make it easier for users to read and harder to mess up by formatting credit card numbers as they go along.
  • Letting users enter dates in a date field is a bad idea; provide a dropdown or date picker instead.

Users are often reluctant to provide credit/debit card information, so it is vital that they feel comfortable and that checking out is not difficult.

Digital wallets help tremendously with this.

Having account information pre-populated, these digital wallets are payment processors, such as PayPal Express, Amazon Pay, and Apple Pay. These systems allow users to sign in and pre-populate everything in a faster and more secure way.

11. Always show shopping cart contents.

Customers cannot finish their shopping unless they can find their shopping cart. Make certain to show a shopping cart icon with a link to it after the user has entered an item, and allow customers to see what they're buying as they check out.

12. Let customers checkout as guests.

Users can checkout without signing up for an account, since you will have their name and email address when they purchase anyway. If you force them to register, they will have another reason to leave your store.

13. Give detailed product descriptions.

Customers should know exactly what they are getting when they purchase a product, so make sure you describe it in detail.

Customers can’t touch the product or ask questions when they purchase online, so having a video or demonstration can be a great supplement to product descriptions. In addition to avoiding returns, this also prevents customers from touching the product.

14. Allow customer reviews and provide product testimonials.

There are many reasons why people purchase from Amazon, and product reviews are among the most important.

Online purchasing requires customer testimonials. Customer reviews act as a signal to prospective buyers, letting them know whether your business is reputable and successful.

It's crucial to get positive reviews if you want to be successful. Customers may be enticed to give you a positive review the next time they purchase if you offer them a coupon code or other type of incentive.

It's also an excellent way to advertise your service-based company. By having customers describe why they chose your business and why it was an excellent choice, you're establishing yourself as a provider of high-quality services.

15. Make your “Add to Cart” and “Checkout” buttons prevalent.

The user can be further prompted when considering a purchase by an actionable button that describes exactly what to do and is visually distinct from the surrounding text and images.

Marketers frequently overthink things, resulting in the removal of these buttons. As long as you don’t excessively hit people over the head with CTAs, the absence of these buttons is usually due to an overthinking mindset.

16. Have a great product return policy.

More than two-thirds of customers read the return policy prior to purchasing. Don't over promise here, but make the return process as simple and painless as possible.

Although this may appear to be a simple business practice, it is another example of conversion optimization. By providing an easy-to-use return policy, you can increase sales and conversation rates by gaining the trust of your customers. 

17. Optimize for mobile devices.

By 2025, mobile commerce is predicted to contribute more than 10 percent of all retail sales in the United States—an increase of nearly 7% from 2018. Great mobile experience is crucial if your ecommerce store fails to provide one.

18. Display your phone number prominently.

It's a good idea to display your phone number prominently on your website, so that your customers know they can always reach someone if they have a problem. This little bit of authenticity can go a long way toward boosting your conversion rates.

19. Provide valuable content.

Your products can be supplemented with valuable and functional content to increase the likelihood that your customers will purchase from you. By creating product landing pages with content that educates, informs, and engages your target audience, you can increase organic SEO traffic.

20. Capture emails.

It's crucial to capture emails on your site because site visitors may take multiple sessions before converting.  Continuously marketing to customers in the decision phase can be accomplished by capturing their emails through a pop-up, provided that you can do so effectively.

21. Grab visitors’ attention quickly.

A visitor may become lost if you cannot capture their attention immediately.

Be sure to choose carefully when using large images on the homepage, as visitors will subconsciously judge a website based on product images.

22. Use calls-to-action sparingly.

It is important to spread your CTAs across multiple pages or screens so that your site is not over-packed with 'Add to Wishlist,' 'Share Icons,' 'Add to Cart,' or 'Learn More' buttons.

Use 'Add to Cart' or 'Proceed to Checkout' on product or cart pages to drive users to the call to action button of your choice.

23. Clearly state your unique selling proposition.

What makes you unique among all the people selling the same goods? Why should visitors buy from me? Is there a unique value proposition that distinguishes you from all the others?

Why should someone shop with you rather than anyone else? Be funny, intelligent, and true to yourself.

24. Spell check your copy.

An unprofessional appearance is produced by misspelled words and poor formatting. Everything must be spelled correctly. While it may seem like a trivial issue, proper spelling and syntax can help position you as a serious, intelligent company. Sales may suffer if people lose confidence and trust in your company because of poor spelling and grammar.

25. Measure your ecommerce conversion rate optimization success.

A glance at the conversion rates is one of the best ways to verify whether your modifications and adjustments are working.

On certain ecommerce platforms, you can examine your store's conversion rates day-to-day, week-to-week, month-to-month, quarter-to-quarter, and year-to-year, and in any customisable way. You can get a sense of this easily on your dashboard or the Analytics Dashboard.

In addition to boosting conversions, you want to ensure that your value per customer or profit is rising. It's more important to know how you'll utilize the visitors you receive than to always strive for more traffic. Make the most of what you already have, and then strive for even more visitors.

26. Implement a browser abandonment campaign.

You can send email reminders to your customers while they browse your site, encouraging them to make a purchase. Send them a coupon for the items they just looked at or a gentle reminder why they should purchase and not miss out on the offer.

27. Always be testing.

You should constantly be A/B testing new ideas on your website, from button color and font size to full page redesigns. There are free tools like Google Optimize that you can use. You may require design and development assistance for certain tests.

28. Personalize.

With powerful user tracking and communication software available off the shelf, there’s no excuse for not personalizing the user experience.

Creating personalized experiences for your customer will shorten the path to purchase and increase your conversion rates. Personalized user experiences also allow you to keep your message and desired action the focus of the user across platforms.

29. Implement progress bars on checkout.

Adding a progress bar to your checkout process will let your customers know where they are in the process and how much longer it will take to complete their purchase.

By making the checkout process more accessible and streamlined for customers, you're opening yourself up to repeat visits and a greater customer experience. 

30. Add filters to your category pages.

Customers need assistance finding the right products, and filters on category pages can help them do so. Conduct research to determine the questions customers have about products, and provide answers on category pages. Suppose one of your customers' primary reasons for not buying items is cost. In that case, you might be able to remove their objections by filtering the category page for items they can afford.

Additional Tips for E-Commerce Conversion Rate Optimization

- Display Product Reviews

When it comes to purchasing products, users rely heavily on user reviews to guide their decision-making process.

On our product rating research studies across multiple rounds of desktop and mobile testing found that up to 95% of subjects relied on reviews to evaluate or learn more about the product. They search for two crucial pieces of data about reviews: the average rating and the number of ratings the average is based on. Display both for each product.

- Streamline Mobile Payment

Mobile users need to be able to pay in a simple manner.

When testing mobile checkout usability, we observed that users frequently encounter difficulties with payment method selection. It's common for sites to support a variety of payment methods (usually credit cards), although the primary method is usually predominant. Having so many choices on a tiny screen can be overwhelming and disorienting for users, leading them to become confused and overwhelmed.

We've analyzed 92 companies' mobile payment options and identified what they are doing right and wrong, so you can learn from their examples and improve your mobile conversion rates.

- Autocomplete Fields Need to Work Correctly

Users on e-commerce websites do not interact with autocomplete fields as much as they should, and this negatively affects conversions. During Baymard's desktop and mobile testing, we noticed that nearly all users relied on autocomplete suggestions at some point while searching.

Having optimized autocomplete suggestions can improve conversion rates. For example, avoid making usability problems associated with misspelled queries that cause users to leave the site.

The Final Word

85% of global consumers were shopping online in 2020.

customer shopping online

The success of an eCommerce or retail website is becoming increasingly dependent on how successfully it is implemented in online shopping.  

Your clients want to buy your products, and boosting eCommerce conversion rates should be your primary focus because it encourages them to do so.

E-Commerce Conversion Rate Optimization FAQ

1. What Is the Purpose of Conversion Rate Optimization?

The purpose of conversion rate optimization is to boost the outcomes you receive from your current website traffic. You can increase the number of conversions you receive, whether it be more clicks, signups, or sales, using an effective e-commerce CRO strategy.

2. What Are the Best Ways to Optimize Conversion Rates for E-Commerce Sites?

You can continuously increase your conversions and bring in more sales by streamlining the checkout process, creating clear product descriptions, and making it easy for customers to find what they want. In UX design, you can increase revenue significantly by making small changes.

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