How to Improve your E-commerce Conversion Rate. Simple CRO Checklist for E-commerce business owners

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June 13th. 2024

5 Minutes Required

CRO checklist

As an e-commerce business owner, you must deal with fierce competition in the digital marketplace.

The best way to get the most out of the traffic you receive to your e-commerce site every day – whether it’s organic or paid – is to make sure that the majority of your visitors buy something or at least take a step further towards making a purchase.

This is where improving your e-commerce conversion rate comes into play. Optimising your site for higher conversion is the key to unlocking greater sales potential so you can capitalise on as many opportunities as possible.

In this article, we will explore practical strategies and tips to help you improve your e-commerce conversion rate and make the most of your daily traffic.

What Is an E-Commerce Conversion Rate?

A conversion in e-commerce can be any action a potential customer takes on your e-commerce site, such as:

  • Adding an item to the cart,
  • Completing the checkout process,
  • Signing up for a newsletter,
  • Creating a customer account,
  • Downloading a resource or guide,
  • Filling out a contact form.

What you consider a conversion will depend on your goals and strategy. Each type of conversion represents a step in the customer journey and indicates a level of interest in your brand.

An e-commerce conversion rate is simply the percentage of site visitors who took the specific action you consider a “conversion.” For example, if you had 10,000 visitors to your website in a month and 500 of them made a purchase, your sales conversion rate would be 5%.

Why Is Your E-Commerce Conversion Rate Important?

Keeping track of your e-commerce conversion rate can help you see where people are dropping out of the sales funnel and identify areas for improvement.
Calculating the conversion rate for your e-commerce store can give you insights into customer behaviour and pinpoint specific stages where they might be losing interest. A better understanding of your conversion rate allows you to:

  • Focus your marketing on areas that need improvement to create more effective campaigns and get a better ROI.
  • Use data to enhance your website’s user experience, making your customers happier and more likely to return.
  • Keep an eye on how different strategies are working so you can keep improving and growing your business

How to Calculate E-Commerce Conversion Rate

To calculate e-commerce conversion rate, you need to know how many people visited your site during a specific period of time (for example, a month) and how many of them took action, like making a purchase, during that period of time.

Then, you use this simple formula:
Conversion rate = (Number of conversions/Total number of visitors)*100%

For example, let’s say your online store had 20,000 visitors last month, and out of those, 400 people bought something. This means that 2% of all the people who visited your site last month made a purchase.

We’ve created a simple CRO calculator to calculate your projected revenue after implementing CRO strategies to increase your conversion rate.

What Is a Good Conversion Rate for E-Commerce?

There isn’t a one-size-fits-all answer to this question, as your conversion rate will depend on several things, such as your industry, target audience, the quality of your website and products, your marketing efforts, and even the e-commerce platform you’ve chosen, such as Shopify or BigCommerce or other.

What Is the Average E-Commerce Conversion Rate?

Overall, the average e-commerce conversion rate in 2024 is 2.5% to 3%. However, it can vary greatly depending on various factors, such as your industry or even your e-commerce platform. For instance, the average conversion rate on Shopify is 1.4%.
Here’s the average e-commerce conversion rate based on industry and traffic source.

Based on industry:

  • Food and beverage: 4.6%
  • Health and beauty: 3.3%
  • Fashion and apparel: 2.7%
  • Entertainment: 2.5%
  • Household goods: 2.1%
  • Electronics: 1.9%

Based on traffic source:

  • Referral: 5.44%
  • Organic traffic: 3%
  • Direct traffic: 2%
  • Email marketing: 2%
  • Paid traffic: 1.44%
  • Social media: 1%

How to Improve E-Commerce Conversion Rate

As an e-commerce business owner, you’ll always want your conversion rate to be as high as possible.

That’s where e-commerce conversion rate optimisation (CRO) comes into play. By implementing various CRO strategies, you can increase your store’s conversion rates and turn more visitors into customers.

CRO means optimising your website to make it easier and more enticing for people to buy from you. Some effective e-commerce CRO strategies are optimising your site for seamless navigation, streamlining the checkout process, A/B testing product images, and personalising email newsletters.

Below, we’ve created a simple CRO checklist to help you improve your e-commerce conversion rate.

Our Simple E-Commerce CRO Checklist

If you’re looking to increase e-commerce conversion rate for your store, here’s a quick CRO checklist you can use. These are proven methods to ensure your conversion rate is as high as possible.

Simplify Your Checkout Flow

Baymard Institute found that in 2024, the average cart abandonment rate will be 70.19%, and one of the main reasons shoppers abandon their carts is a complex checkout process.
If you ask your customers to go through too many hurdles to submit their order, they’ll get frustrated and leave without completing their purchase. Buyers seek streamlined and hassle-free experiences when shopping online, so ensure your checkout flow is as simple as possible.

Use Hi-Res Product Images

According to statistics, 91% of buyers prefer visual content over text. This is why using high-resolution, professional images to showcase your products in your store can significantly increase your e-commerce conversion rate.

Blurry, low-res images will detract from the overall shopping experience and may give the impression of unprofessionalism. High-quality photos, on the other hand, allow customers to see your products in detail, increasing their confidence in making a purchase decision.

So, when photographing your products, show them from various angles, zoom in on the details, and showcase them in daylight and on a visually appealing background.

Promote Benefits, Not Features

While enumerating the features of your products is essential to appeal to logical buyers, most people are emotional buyers who make decisions based on how a product will improve their lives or solve their problems.

So, focusing on your product’s benefits – such as saving time, making life easier, or enhancing well-being – resonates more deeply with potential customers.

By highlighting these benefits in your marketing messages and product titles and descriptions, you can connect with customers on a more emotional level and inspire them to make a purchase.

Feature Visual Product Reviews

Aside from traditional, written reviews under your products, it’s a good idea to include visual product reviews, such as images or videos. This creates a more engaging and trustworthy shopping experience for potential customers.

Seeing real people using and enjoying your products can build credibility and provide social proof, making it easier for customers to visualise how the product might work for them.

It also helps address common questions or concerns that might not be covered in written reviews, further encouraging potential buyers to make a purchase.

Build Trust Fast

70% of customers are more likely to buy from a brand they trust, which is why building the know, like, trust (KLT) factor is an essential element of increasing your e-commerce conversion rates.

You can quickly build trust with your audience by including product reviews (both written and visual), adding a money-back guarantee, ensuring payment security, and displaying trust badges.

What’s more, offering excellent customer service, providing clear and detailed product information, being transparent about shipping and return policies, and sticking to your brand values can further enhance trust with your potential customers.

Offer Multiple Payment Methods

Another excellent way to improve e-commerce conversion rate is to offer multiple payment methods on the checkout page.

Different customers have different preferred payment methods, whether it’s credit cards, debit cards, PayPal, digital wallets like Apple Pay and Google Pay, or even buy-now-pay-later options like Afterpay and Klarna.

Providing various payment options reduces friction in the checkout process and makes it easier for customers to complete their purchases.

Create a Seamless Mobile Experience

According to Statista, mobile e-commerce sales make up 60% of all e-commerce sales worldwide. This means that if your e-commerce site isn’t optimised for mobile devices, you’re losing out on a significant portion of potential sales.

Creating a seamless mobile experience can help you significantly improve your conversion rates because mobile users expect a fast, intuitive, and hassle-free shopping experience.

Improve E-Commerce Conversion Rate With Us

Naturally, you want the highest possible conversion rate for your e-commerce store.

At A.P Web Solutions, we offer expert conversion rate optimisation (CRO) services. We analyse your website’s performance, identify bottlenecks, and implement targeted strategies to enhance the user experience and boost conversions.

Our experts can help you increase e-commerce conversion rates, regardless of which platform you’re using. Whether you want to improve Shopify conversion rate or optimise another e-commerce platform, we can help.

Let us help you maximise your e-commerce potential and achieve your sales goals. Contact us today to get started!

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Step 2: Audit

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Step 3: Forecast

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