Ecommerce CRO: 18 Tips for Better Online Sales

Conversion rate optimization for ecommerce involves simplifying the checkout process, writing clear product descriptions, and improving the shopping experience for mobile devices. Learn how to use different conversion tactics to boost your online sales.

Is your ecommerce website getting decent traffic but mediocre conversion volume?

Many online stores attract plenty of visitors, yet struggle to consistently turn that interest into actual sales.

To turn website visitors into paying customers, you need to invest in ecommerce conversion rate optimization (CRO).

This digital marketing approach can improve your site’s user experience, remove friction in the buying journey, and guide shoppers toward a purchase.

What is ecommerce conversion rate optimization?

Ecommerce conversion rate optimization (CRO) is the process of making strategic adjustments to an online store to increase the percentage of desired actions taken by visitors.

Ecommerce CRO involves:

• Website auditing
• User behavior analysis
• A/B testing
• Optimization tactics, such as web design and website speed improvements

What are ecommerce conversions?

A conversion for ecommerce businesses typically includes:

• Macro-conversions: completed purchases
• Micro-conversions: intent goals, such as add-to-carts or a newsletter signups
• Engagement: trust-building actions, like interacting with a quiz or FAQ page visits

How to calculate ecommerce conversion rate

To calculate your ecommerce brand’s conversion rate:

1. Take the total number of sales over a specific period
2. Divide it by the total number of visitors to your site during the same period
3. Then, multiply it by 100 to calculate the percentage

Here’s what that equation looks like:

(Conversion / total visitors) X 100% = Conversion rate

What is a good ecommerce conversion rate?

A good average ecommerce conversion rate typically ranges between 2% and 3%. However, this can vary depending on your industry, product type, and target market.

For instance, luxury goods may have lower rates due to higher price points, while essential items might see higher rates.

What affects ecommerce conversion rates?

There are some key factors that influence conversions on an ecommerce website.

Understanding these variables helps you identify where friction exists and where CRO efforts will have the biggest impact.

These factors include:

• Website speed
• Mobile UX
• Product page quality
• Checkout friction
• Trust signals
• Traffic quality

Why ecommerce CRO matters

Conversion rate optimization for ecommerce directly increases your sales by making the most of the traffic your site already receives.

CRO for ecommerce is important because it:

• Enhances user experience (UX) which can lead to higher customer satisfaction
• Increases ROI by maximizing the effectiveness of each visit
• Lowers customer acquisition costs (CAC) since improving conversion rates can be more cost-effective than attracting new site visitors
• Makes your business more scalable by increasing sales without a big increase in advertising costs
• Supports long-term business growth by continuously optimizing user pathways to purchase (the steps customers take from entering your site to completing a purchase)

“Effective conversion rate optimization ensures each visitor to your site has the best chance to convert into a customer,” says HawkSEM co-founder and CEO Sam Yadegar.

“From testing the right keywords to optimizing landing pages, every element needs to work together to ensure your marketing efforts yield the highest return on investment.”

18 CRO best practices for ecommerce

Follow these conversion rate optimization tips to improve sales revenue for your ecommerce store:

1. Simplify site navigation
2. Write thorough product descriptions
3. Offer free shipping
4. Provide social proof
5. Create a sense of urgency
6. Simplify the checkout process
7. Use retargeting ads
8. Offer live chat support
9. Optimize for mobile shopping
10. A/B test your changes
11. Provide clear shipping and return policies
12. Use high-quality visuals
13. Offer a money-back guarantee
14. Personalize the shopping experience
15. Offer multiple payment options
16. Optimize your email marketing campaign
17. Provide detailed size guides
18. Offer a loyalty or rewards program

1. Simplify site navigation

Clear, well-organized navigation helps visitors find what they need quickly, enhancing their shopping experience.

Ensure your menus are intuitive — categories should be logically organized to guide customers.

For larger ecommerce sites, implement a mega menu that displays all available product categories and subcategories. This allows users to see everything at a glance without being overwhelmed.

Walmart is a good example of a website with thousands of product pages that manages to keep its navigation clean and organized:

(Image: Screenshot)

Pro tip: Pairing category and subcategory pages with breadcrumbs makes for easier navigation and keeps visitors from getting lost along their shopping journey. 

2. Write thorough product descriptions

Product descriptions are your opportunity to address your customers’ needs and concerns and demonstrate how your product solves their problems.

Your product descriptions should include:

• Bullet points for scannability
• Benefits and features
• Descriptive language
• Details such as size, material, and any unique qualities

Here’s an example of a good product description by Levi’s:

(Image: Screenshot)

Further reading: How to Increase Conversions with CRO Website Design

3. Offer free shipping

The extra cost of shipping at checkout can cause high intent shoppers to bounce. But orders with free shipping average around 30% higher in value.

To minimize cart abandonment (and frayed trust at the sight of additional charges), consider making the switch to free shipping.

Many ecommerce brands manage the costs of free shipping by setting a minimum purchase threshold.

Here’s an example of Michaels, an arts and crafts store, offering free shipping for orders over $50:

(Image: Screenshot)

4. Provide social proof

Social proof like customer reviews and testimonials helps build trust and increase the number of people who convert on an ecommerce site.

Here are some common ways to incorporate social proof:

• Integrate testimonials and reviews: Integrate real customer reviews or ratings on product pages.
• Collaborate with influencers: Use their photos and videos to highlight product details.
• Display inventory or number of products sold: A live inventory tracker plays into a scarcity mindset — but also shows that other customers trust your brand.
• Display awards and achievements: Add award logos to your homepage or product pages to establish authority.
• Make social sharing easy: Allow customers and fans to share your content easily.  

Here’s an example of Nike showing customer product reviews and ratings on its product pages:

5. Create a sense of urgency

Building a sense of urgency can lead to quicker purchase decisions by tapping into the fear of missing out (FOMO).

Use real-time stock updates or limited-time offers to communicate scarcity and prompt immediate action.

For example, displaying messages like “Only 1 left in stock!” or “Sale ends in 2 hours!” can increase the perceived value of purchasing right away.

Here’s an example of creating scarcity by Uncommon Goods, a New York-based retailer:

(Image: Screenshot)

Further reading: What is Marketing Psychology? + Ways to Increase Conversions

6. Simplify the checkout process

A complicated checkout often leads to cart abandonment.

To ensure your checkout process is straightforward and easy to navigate:

• Use a clean layout
• Use minimal form fields
• Integrate one-click and digital wallets
• Include simple steps to guide the user from the cart to completion without distractions like pop-ups
• Add a guest checkout page
• Integrate progress indicators
• Use auto-complete tools for faster address input

7. Use retargeting ads

Retargeting ads reconnect you with visitors who leave your site without taking the desired action (like buying).

These ads follow users to other websites they visit, reminding them of what they’ve left behind and inviting them back to complete their purchase.

For effective retargeting, segment your target audience based on their behavior on your site, like which products they viewed or how far they got in the checkout process.

The right ecommerce ad platform allows granular audience segmentation and integrates with your omnichannel analytics.

It can make your ads more personalized and relevant, increasing the chances of conversion.

8. Offer live chat support

Live chat can improve your website conversion rates by providing immediate assistance to visitors.

When potential customers have questions or need reassurance, live chat offers real-time solutions, which eliminates doubts and encourages purchases.

Here’s an example of live chat on every product page of Wayfair:

Equip your chat support with expert staff who are ready to answer product-specific questions and offer personalized recommendations.

Proactively initiating chat on pages where visitors hesitate or abandon their carts can also be a strategic move to increase engagement and sales.

9. Optimize for mobile shopping

SellersCommerce reports that 30% of the digital population globally shops on mobile phones. This means mobile optimization is a critical conversion rate optimization strategy.

To make your ecommerce site mobile friendly:

• Ensure a responsive web design
• Optimize page load speed
• Incorporate dynamic serving
• Create content specifically for the mobile experience
• Make navigation easy to click on
• Consider creating an app

Further reading: How to Build a Mobile-Friendly Site: Best Practices + Examples

10. A/B test your changes

A/B testing (or split testing) improves your site by comparing two different versions of the same web page to determine which converts better.

To start, select a page element that is critical to conversion, such as a headline or call-to-action (CTA buttons).

Then, create two versions of the same webpage: one with your current element and another with an alternative version.

Use a platform like Optimizely or VWO to create and run these tests and track click-through and conversion rates to compare performance.

Further reading: 16 A/B Testing Ideas to Boost Conversions + Tools to Use

11. Provide clear shipping and return policies

Clearly communicating shipping and return policies builds trust and reduces purchase hesitations.

Make these policies easy to find and understand by placing them prominently on your product pages and linking them in the footer.

Ensure the terms are straightforward, explaining shipping timelines, costs, and return procedures without complex legal jargon.

Here’s an example from Vasque, an online shoe store, prominently mentioning that customers receive free shipping on orders over $50 and can return products for free:

(Image: Screenshot)

12. Use high-quality visuals

High-quality images and videos give visitors a clear and detailed view of your products, which boosts their confidence in making a purchase.

For the best results:

• Ensure product images and videos are high resolution
• Include multiple angles
• Use lifestyle images of your products in action
• Consider adding features like a 360-degree view or zoom functionality

(Image: Quince Screenshot)

13. Offer a money-back guarantee

A money-back guarantee reassures customers of the quality of your products and minimizes their perceived risk in purchasing.

Clearly state this guarantee near your pricing or add-to-cart button so it’s seen during the decision-making process.

Explain the terms simply: what the guarantee covers, how customers can claim it, and the timeframe they have to return the product. You can also link to your money-back policy page.

Here’s an example from eBay:

(Image: Screenshot)

14. Personalize the shopping experience

Personalizing the shopping experience can increase user engagement and the number of conversions.

To do this, implement product recommendation engines that display items based on a customer’s browsing behavior and previous purchases.

(Image: Pact screenshot)

For higher engagement, develop personalized email campaigns that feature products tailored to individual preferences and past interactions.

15. Offer multiple payment options

Offering various payment methods meets customer preferences and eases the checkout process.

Payment options should often include:

• PayPal
• Apple Pay
• Google Pay
• Shop Pay
• Traditional credit cards
• Buy now pay later (BNPL) options like Klarna

(Image: Screenshot)

16. Optimize your email marketing campaign

Effective email marketing directly increases sales by engaging customers through personalized communication.

Segment your email list to tailor campaigns to specific customer groups, such as frequent buyers or those who’ve shown interest without purchasing.

Automate critical emails like:

• Abandoned cart reminders, which prompt customers to return and complete purchases
• Post-purchase follow-ups to encourage repeat business and gather feedback

Here’s an example of a great abandoned cart email by Huckberry, a men’s clothing online store:

(Image: Screenshot)

This targeted approach ensures each recipient receives relevant content, increasing the likelihood of engagement and conversion.

17. Provide detailed size guides

When customers feel confident in the size and fit of the product, they are more inclined to purchase.

Help shoppers choose the right product size by offering detailed size guides and fit tools.

(Image: Louis Vuitton screenshot)

These can include clear visual charts and interactive tools like virtual try-ons on product pages.

(Image: Louis Vuitton screenshot)

18. Offer a loyalty or rewards program

A loyalty or rewards program incentivizes repeat purchases and builds long-term customer relationships for higher retention.

Ecommerce brands can offer points, discounts, or exclusive access to sales for returning customers.

Here’s an example of a point-based loyalty program by Zappos:

(Image: Zappos screenshot)

Further reading: 11 Conversion Rate Optimization Trends + Tips to Grow Sales

Other metrics to track for ecommerce

While sales numbers are a clear indicator of success, tracking additional key performance indicators (KPIs) provides a deeper understanding of your ecommerce CRO efforts.

Other ecommerce KPIs to track include:

• Average order value (AOV): The average amount spent every time a customer purchases. To calculate this, divide total revenue by the number of orders.
• Cart abandonment rate: The percentage of shopping carts that are filled but never lead to a purchase. This metric helps identify issues in the checkout process.
• Customer lifetime value (CLTV): Estimates the total revenue you can expect from one customer account. It helps predict long-term business viability.

To track these metrics, use analytics tools like Google Analytics, heatmap software (like Hotjar), or ecommerce platforms with built-in analytics features.

These tools provide detailed reports that help you understand user behavior, identify potential issues in your conversion funnels, and monitor key benchmarks.

Based on this data, you can continually refine your strategies to boost conversions and improve the overall customer experience.

The takeaway

Improving your ecommerce website’s conversion rate requires a cohesive strategy that makes it easy for shoppers to discover, evaluate, and purchase your products.

The most successful brands rely on an integrated ecommerce marketing approach that connects SEO, content marketing, CRO, social media, paid advertising, and email marketing into one unified system.

If your ecommerce sales aren’t where you want them to be, start with these steps:

• Analyze your existing digital marketing strategy to ensure it’s comprehensive and covers all functions
• Evaluate whether you’re attracting enough qualified traffic
• Apply the CRO tactics outlined in this guide to optimize the buying journey
• Consider partnering with an ecommerce CRO agency

Need help with your CRO strategy? HawkSEM’s team of digital marketing experts is ready to turn your online shoppers into longtime customers.

Reach out today. 

This article has been updated and was originally published in June 2024.