In an ideal situation, preferably in a parallel dimension, your ecommerce store is generating business without having you to crack your knuckles in anxiety from the significant risks of falling flat on your face. You depend on the business generated by your ecommerce store which is subsequently dependent on its lead generation and conversions for you to make both ends meet.

Despite the fact that the ecommerce Industry is successfully booming – with an estimation to reach a global revenue of $4.88 trillion by the end of 2021 – you think that your hopes of turning your recently launched e-store into a rippling enterprise still seem bleak, otherwise.

ecommerce conversion rate

What is Meant by ‘Conversion Rate’

By definition, an ecommerce store’s conversion rate can be deduced by assessing the number of leads generated from the total number of visitors approaching your website that have converted successfully according to your business goals. For instance, in simpler terms, your business goals might vary in accordance to the outreach of your ecommerce website, allowing conversions related to purchases and sales, but not restricted to.

Calculating the Conversion Rate

Conversion rate can be calculated by adhering to a simple formula. All you have to do is divide your conversions with the total number of visitors turning up towards your website and multiply the resultant with 100 for the conversion rate.

(Conversions / Total Visitors) X 100% = Conversion Rate %

For instance, let’s consider a pretty vague opportunity. Let’s suppose that the number of visitors turning up to your website per month is 20,000, but the number of conversions generated from your leads equals to a rough amount of 4,000. This means your conversion rate is 20% which in an ideal situation is ten times the average mark.

10 Ways to Boost Your Ecommerce Conversion Rate in 2019

However, as simple it may seem, not all leads end up as conversions for a website. According to the following statistics posted by SmartInsights, it was reported that the conversion rate in 2018 generated from ecommerce stores was only 2.86%. In order to boost your conversion rate and pool of potential customers, consider the following ways with examples from leading ecommerce stores on the internet.

1) Improve the Design and Copy of Your Landing Pages

First impressions matter – if your website doesn’t correspond to a visually appealing and responsive design, then chances are it won’t be able to attract visitors in the first place, let alone converting them towards potential customers. Simply put, your website should consist of visuals that consist of imagery of high resolution and graphics with copy that delivers value and proposition to users. Attractive and responsive design along with comprehensive yet concise copy will motivate your visitors to interact with your website.

Case Study

Consider the following three websites. Design Shoe Warehouse has not only used bold imagery but morphed them into a clean design template to lure customers into staying on its website. You can also see the options for browsing through categories with the search bar with allotted and choice filters for customers to sift through the virtual aisles swiftly.

Ladybug Shoes, however, consists of content that despite consisting of profound imagery, lacks the gimmick for luring a visitor’s attention. It’s simple and seems as if the web developer threw the content onto the page by simply adjusting the design.

Away, for instance has served to be the most captivating in this context. With a compelling image, bold text and distinct call-to-action, the brand’s homepage is serving exactly what its purpose is supposed to be.

2) Simple Navigation

Imagine walking into a brick-and-mortar store with dismantled aisles containing products that don’t match the description, or products that are lying aimlessly across the floor. In order to catch a visitor’s attention, make sure that your categories are divided into relevant subcategories which have their personal landing pages for easy navigation and redirection.  

Case Study                     

Consider IKEA’s example below. You walk into its store, and immediately, you’re greeted with design and copy that supports the nature of the brand. Since you know that you’re at a shop that sells home décor and furniture, you can now sift through the different aisles (categories) in accordance to your search.

For instance, let’s suppose you wish to search for products related to your living room décor. Now, you can simply see that IKEA has placed its products of ‘Living Room Lighting’ and ‘Living Room Textiles and Rugs’ into two distinct subcategories, making your search more concise, easier and simpler.

3) Personalization

Suppose you have a broad target audience that spans from products related to both men and women. Consider a 25 year old working woman who wishes to visit your website to find out more about apparel that she can wear to work. Now, consider a 35 year old woman with a new-born child, who despite working in a different industry, wishes to shop at your e-store for apparel for her offspring.

Your website should be tailored to meet the needs of both your visitors. They have two things in common, though – they both are women who manage a daytime job. However, your results will be tailored according to their needs. Just because they’re women, you can’t just throw any type of products to satisfy their purpose for shopping at your place.

In order to understand your customers, keep an eye on their browsing history by enabling cookies (or any other method) for creating buyer personas relative to their on-site behaviour. Delve into their demographic and psychographic data to create a thorough buyer persona of each of your potential customer, so the next time they visit your e-store, they know exactly the reason they came here for.

Case Study

For example, Amazon invented personalization techniques, and therefore, are the pioneers of tailoring content according to each customer’s needs.

4) Optimize Social Media Channels For Shopping

Today, companies are not only leveraging their profiles on social media channels for the mere purpose of acquiring new leads with the help of marketing campaigns and advertisements. Today, several ecommerce brands are optimizing their social media platforms such as Facebook and Instagram for direct shopping purposes.

This allows a visitor, who let’s say, is snooping around your website for the first time, to actively browse through your shop on social media without referring to your actual website. Since your shop might consist of restricted products on social media, the intrigued visitor will now refer to the mentioned CTA or redirection towards your main website for more products in the enlisted category.

Case Study

Consider the following brand shown below. This brand has included the price of the products as posted on Instagram. This allows shoppers immediately learn about the lucrative value of the products shown, hereby allowing them to make intuitive decisions regarding their purchases as well.

5) Leverage Product Descriptions

What value does your product possess for your target audience, and exactly why should they refer to your website for making a purchase when they can get the same product at another e-store for half that price? Consumers prefer a brand that has taken the opportunity to include product descriptions along with their marketed products. This also helps to prove a brand’s credibility and seriousness towards their business.

Most brands also include FAQs at the end of their product category pages so that you can immediately refer to any query and make a purchase without delay. In addition, most brands will also prompt open a live chat dialog so that you can ask you queries right then and there.

Case Study

Consider the following brand with its detailed SEO product description. SEO allows the discovery of a brand, therefore, allowing potential customers to find products easily in response to their queries on search engines.

6) Feedback From Customers

Abandoned carts amount to 60 – 80% of all ecommerce statistics, hereby, advocating the authenticity of the average conversion rate in the ecommerce industry (2.86%). In order to understand why your visitors prefer to stay on your page but have second thoughts before making a purchase, you can do what top tier brands do. Enterprises issue surveys via e-mails to their visitors and customers, or ask for feedback once a visitor is about to leave the website. This will tell you to pay attention to the areas that demand improvement for maximum turnout of customers.

Case Study

Consider the following example below. This brand asked its customers to take part in a poll concerning the reasons as to why its leads aren’t converted successfully and won’t make a purchase. 37% of visitors didn’t want to be converted to leads in the first place as they were unwilling to lend any contact information. Moreover, there was a vague percentile of customers who either didn’t trust in the brand’s returns’ policy or security for making purchases as well.

7) Post Testimonials

According to Nielson, approximately 84% of consumers are more likely to shop from a brand that leverages actual product testimonials from satisfied and happy customers in contrast to relative marketing campaigns.

Case Study

Consider the following brands below that have enlisted reviews of native customers, experts and celebrities as brand endorsements.

Example 1.

Example 2.

Example 3.

8) Leverage Product Scarcity and Urgency

Suppose that you had a visitor on your website that showed a lot of interest in your brand’s sweaters and therefore, ended up adding one of the options to their wishlist. Days passed but you failed to grab their attention, leaving the agenda of the abandoned cart as it is was earlier. In order to convince the visitor to buy your merchandise, consider the tactic of issuing scarcity or urgency towards the targeted product.

When your potential customer realizes that their shortlisted product might go out of stock any moment, they might turn up to your website and make the final purchase, therein.

Case Study

In order to understand how you can use your product’s scarcity and urgency for attracting a customer’s interest, consider the following two examples, respectively.

Example 1.

Example 2.

9)   Promotional Offers

In order to incentivize your conversion rate, launch promotional offers and discount options that can be leveraged as coupons once the customer makes a purchase. For instance, most brands issue a ‘free shipping threshold’ offer on their websites that get approved only when a specific amount of transaction is reached by the customer. Moreover, most websites also offer promotional  as ‘clearance’, ‘new in’, ‘prom night exclusive sale’, ‘Christmas Sale’ amidst others at the time of specific holidays and celebratory occasions.

However, in order to leverage sales and offers, try to keep your brand’s AOV in hindsight so that you don’t risk out on losing your profit margin. Calculate your brand’s AOV so that you can incentivize deals and purchases without narrowing your profit margin.

Case Study

For instance, take a look at Offer Factor and see how they’ve leveraged its promotional Spring Offer for every visitor to take notice of.

Also, there are times when a customer might complain of having missed the opportunity of leveraging a discount coupon in the e-mail. In order to make them stay, do what Target does, and issue a variety of coupons and discount offers for people to choose from. Target here, also leverages discount offers to people who have opted for membership on its website. This will provide exclusivity to the customers, and therefore, will enable your visitors to subscribe to your brand’s offers – a win-win situation for both.

10) Mobile-Friendly and Persistent

Approximately 51% of customers make purchases from their cellphones. Moreover, the number of people using cellphones for purchases reached a toll of 2 billion by the end of 2017, which proves the fact that consumers require your websites to be mobile-friendly. In addition, 33% of consumers use at least two devices until and unless they make a successful conversion. For instance, such consumers might browse through an e-store via their desktops or tablets and make a purchase from their smartphones or vice versa.

People want to pick up from where they left – even if it was at another device. Moreover, you can also provide your customers with a sense of urgency by telling them the number of days that their shopping cart will stay active on a specific device so that your network doesn’t run out of products aimlessly.

Conversions related to sales are perhaps one of the most common metrics of calculating a conversion rate for the success of an ecommerce business. This is followed by leads that have either signed up for an e-mailing list or registered for a newsletter subscription, downloaded content or left comments on posts such as FAQs, imagery and blogs, participated in online surveys either through e-mails or social media, added items to their shopping carts or converted them into their wishlists, or simply interacted with your online chat for the development of valuable KPIs.