Increasing conversions is the ultimate goal for any ecommerce website because it directly leads to more sales. When you optimize your website’s conversion rate, you’re essentially making the most of the traffic you already have—turning more visitors into paying customers without the need for additional ad spend.
Whether you’re investing in Google ads or driving traffic organically, the endgame remains the same: converting website visitors into actual buyers.
Here are our top tips for how to improve the buying process and increase conversions:
- Optimize Your Website for Mobile Users
- Simplify Your Checkout Process
- Use Clear and Compelling CTAs
- Improve Page Loading Speed
- Leverage Social Proof
- Personalize User Experience
- Offer Multiple Payment Options
Why You Should Pay Attention to Conversion Rates
Your conversion rate measures how many website visitors take a desired action, whether that’s making a purchase, signing up for a newsletter, or filling out a contact form. The higher your conversion rate, the more efficiently you’re using your resources, whether that’s your ad budget, organic traffic, or email list.
What is Conversion Rate Optimization?
Conversion Rate Optimization (CRO) is the process of improving your website to increase the percentage of visitors who take a specific action. The conversion optimization process includes using website data to understand user behavior, refining your value proposition, and streamlining the conversion funnel to make it as easy as possible for potential customers to engage with your site.
How to Increase Conversion Rate of Your Website
1. Optimize Your Website for Mobile Users
Over half of web traffic comes from mobile devices, so if your site isn’t mobile-friendly, you’re potentially losing a large portion of your audience. These users have different needs and behaviors compared to desktop users. They expect fast load times, easy navigation, and content that is easily digestible on smaller screens.
Tips to Increase Mobile Conversion Rates:
- Make sure your site is responsive so it adapts to different screen sizes and devices.
- Keep menus and navigation bars simple. Large, drop-down menus or complex navigation systems can be difficult to use on mobile devices.
- Regularly test your mobile site to ensure there are no broken links or issues with image loading. Tools like Google’s Mobile-Friendly Test can provide insights into areas that need improvement.
2. Simplify Your Checkout Process
One of the most common reasons for cart abandonment is a complicated or confusing checkout process. Even small improvements can make the process smoother. Start by condensing the checkout process into one page in order to minimize distractions and reduce the likelihood of customers getting frustrated and leaving.
Ask for only the information you need to complete the checkout process, such as shipping and billing details. Avoid asking for unnecessary details that could slow down the process. If possible, use auto-fill options to make it easier for users to complete fields.
Pro Tip: Allow for guest checkout. Forcing users to create an account before making a purchase can deter them from completing the transaction.
3. Use Clear and Compelling CTAs
A well-crafted Call to Action (CTA) is one of the most critical elements of any landing page or sales page. CTAs act as a guide, leading your potential customers through the conversion funnel. A strong, action-oriented CTA can significantly improve your website’s conversion rate by encouraging visitors to take immediate action.
Tips for Creating Effective CTAs:
- Make Your CTA Action-Oriented: Use clear, concise, and action-driven language like “Buy Now,” “Get Started,” or “Sign Up Today.” Your CTA should tell users exactly what action you want them to take. Avoid vague terms like “Click Here,” which don’t convey a sense of urgency or purpose.
- Place CTAs Strategically: Position your CTA where it is easily visible—above the fold or near key content on your sales page or landing page.
- Use Contrasting Colors: Make sure your CTA button stands out by using contrasting colors that draw attention. If your page has a neutral or muted color scheme, a bright CTA button will catch the user’s eye and encourage clicks.
- Create a Sense of Urgency: CTAs that imply urgency, like “Limited Time Offer” or “Only X Left,” can encourage users to act quickly and lead to more conversions.
4. Improve Page Load Speed
Page speed impacts every step of the user experience. A slow-loading site frustrates visitors, making them less likely to engage with your content or complete a purchase. Plus, Google considers page speed a ranking factor, so improving load times can also positively influence your SEO efforts, bringing more traffic to your site.
When we provide SEO services for ecommerce sites, here are some things we often do to improve page load time:
- Optimize Images: Large image files are one of the biggest culprits behind slow page load times. Compress your images without sacrificing quality, and use the right file formats (JPEG for photos, PNG for graphics with transparency).
- Minimize HTTP Requests: Reducing the number of elements on your page (like scripts, images, and CSS files) can decrease the number of HTTP requests needed to load your site. Combine files and remove unnecessary elements to speed up the process.
- Leverage Browser Caching: By enabling browser caching, you allow a user’s browser to store copies of your site’s resources. This means that on repeat visits, the browser doesn’t need to reload the entire page, resulting in faster load times.
5. Leverage Social Proof
In an age where online reviews and user-generated content hold significant weight, social proof is a powerful tool for building credibility. People are more likely to trust recommendations from real users than from the company itself. Leveraging social proof can reduce hesitation, instill confidence, and lead to higher conversion rates.
To do this, you can feature positive reviews and customer testimonials on your sales pages. Encourage customers to include photos or videos in their reviews. If you’ve collaborated with industry influencers or public figures, showcasing their endorsements can further build trust with your audience.
6. Personalize User Experience
Today’s consumers expect a customized experience when they interact with brands. Personalization makes your website feel more human and relevant, increasing engagement and encouraging visitors to take action. Personalized content is more likely to keep visitors on your site longer and guide them toward conversion.
As part of our Shopify SEO services, we can help you set up personalized product recommendations. Based on user behavior and browsing history, you can show products or services that align with their interests. You may have seen this on ecommerce sites when you view a product and then see a “You May Also Like…” section with related products.
You can also use dynamic calls to action that change based on the user’s behavior on your site. For example, a visitor who is close to making a purchase may see a CTA for “Buy Now,” while a first-time visitor might see “Learn More.”
Finally, if users have signed up for your mailing list, personalize their experience by sending targeted emails based on their preferences or past interactions with your brand.
7. Offer Multiple Payment Options
Not all customers prefer to use the same payment method, and restricting them to a single option at checkout can lead to lost sales, especially for international customers or those who prefer alternative payment methods like PayPal or mobile wallets. Providing multiple payment options makes the checkout process more inclusive and accessible, leading to higher conversion rates.
Recently, services like Klarna or Afterpay are becoming more popular. These options allow customers to break up their payments into installments and can appeal to customers who may not be ready to make a full payment upfront.
Additional Helpful Tips
The steps we’ve outlined are the most effective ways to increase conversion rates and turn more visitors into customers, but there are a few other small things you can try if you want to go above and beyond the basic steps.
Here are a few examples:
- Use a live chat feature where customers can ask questions. This is especially helpful SaaS sites or more complicated products.
- Offer free shipping if users spend over a certain amount. With so many people getting free shipping through Amazon Prime these days, additional shipping costs can be a deterrent for online shoppers.
- Offer a money-back guarantee to increase trust in your brand.
- Provide a free gift with purchase for new customers. This could be a sample of a new product that encourages them to come back as a repeat customer.
Increase Your Average Conversion Rate With Our Expert Tips
Boosting your conversion rate is one of the most efficient ways to grow your business. At Purebred Marketing, we’re experts in how to increase conversion rate across websites and turn your traffic into paying customers. Whether you’re looking to refine your landing pages, improve page speed, or craft compelling CTAs, our team has the expertise to help.
