How to Improve Conversion Ratios on Your Ecommerce Website


Business survival is dependent on having a website in today’s world and, as a result, having an optimized ecommerce website is lucrative to your business. Optimization involves tweaking your website to enhance visibility and make it user friendly. Conversion rates optimization deals with changes on the site to encourage guests engage and complete desired actions like making a purchase or commenting and sharing on social media platforms. This may be tricky to implement but with a plan and clear objectives, it can ensure your ecommerce platform leaps from obscurity to reliability for your customers.

  1. Enhancing clarity of your ecommerce website’s goal

Whether your website serves as a sales lead generator or as a virtual storefront, much needs to be done to ensure it meets the business goals and customer needs. To achieve this, you should provide a unique value proposition. This serves as a statement explaining the value you provide and why your site’s guests should get it solely from you. This statement should be mirrored in the messages, design, media content and services you offer to enhance clarity on why customers choose your ecommerce platform.

  1. Optimizing your ecommerce site based on data driven decisions

Traffic insight is crucial to ensuring that the investment to optimize your ecommerce website will add value. The data to get this done is easily available on sources like Google Analytics and other site visitor tracking software. It can shed light on important aspects of your site such as how the guests to the website are reacting to its usability and where the clients are jumping off. Incorporating hypothesis testing will allow you make changes to resolve issues based on what the testing shows works with your website’s customers.

  1. Take advantage of opportunities for SEO

Online visibility isn’t by chance and engaging search engine optimization (SEO) greatly improved the odds of your ecommerce platform growing. Having an SEO friendly framework and staying updated on the algorithms and search trends takes time and strategy. It’s important that pages have proper meta tags, relevant keywords and accurate titles. This SEO strategy isn’t a one time deal though as it needs constant effort to ensure competitiveness and relevance of the ecommerce website.

  1. Diversification of marketing strategies

You risk isolating a large base of potential customers and conversions if you only utilize one marketing strategy such as thinking that paid advertising is good enough. This strategy won’t be profitable or sustainable by itself when the cost for bids on keywords rises. It is advisable to diversify the marketing of the ecommerce platform by partnering paid ads with search optimization, email campaigns as well as ensuring a consistent social media presence.

Small Businesses

  1. Matching the message on the paid ads to your website experience

It’s important that advertisements match the ecommerce website’s offering and not just be attractive due to use of popular keywords. This is because the chances of a visitor to the site bouncing off after clicking an ad that ends up not matching expectation are very high. You need to ensure that all aspects of the ecommerce website fit the same message. This will be a great help in avoiding making customers feel as if they stumbled on the wrong website.

  1. Use social media to cultivate a relationship with your customers

Social media popularity has grown in leaps and bounds over the past couple of years as it has been observed with sites like Twitter and Facebook. This growth can be leveraged into being a positive extension to your ecommerce web presence thereby resulting in improved conversion rates. Sharing company announcements and website content via the social media platforms allows your customers to share the information further among their social circles. This essentially serves as an electronic word of mouth and it further allows your customers to engage you and each other. The comment boards, social media reviews posts and trending topics make the business more relatable and responsive to the customers’ needs.

  1. Enhance the level of trust by your customers

Face to face interaction is out of the equation when dealing with ecommerce platforms and this means finding other ways to establish trust between you and the customer. It is advisable to always include an “about us” page that offers visitors the opportunity to know you and the business better. Displaying security measures in use and professional organization partnerships/memberships are also an excellent way to enhance confidence in transacting with your business. Having testimonials from past customers displayed to show your positive reputation also helps greatly.


Using any of the above tips should help improve the conversion rates of your ecommerce website. However you approach any of them, though, it’s important that you test the results of the changes you make to ensure the conversion rates are growing positively.

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