6 E-Commerce Tips to Improve Your Online Store’s Conversion Rate Optimization

There have been countless hours of study devoted to this question. Today, though, it is usually considered in the light of sales: what will it take to help my conversion rates go up? Is there a way I can get more people to buy my service or product?

The answer is yes. And it is not as difficult as you think.

Here are six tips to increase your conversion rate optimization.

#1 Have a Strong Value Proposition

The number one question you have to reply when someone new comes to your site is this:

What is in it for me?

“I’ve been working for a while on ways to tell people why they should use my e-commerce program, and I still don’t think that it’s there yet,” said Nick Peroni of Ecom Empires. “But it has definitely helped that we created a media on the sign-up page that lays out the value proposition clearly.”

When you’re trying to bring someone on board, do not start with”Welcome!” Tell them instantly why they should listen. Grab their attention instantly and tell them what’s in it for them instead of beating around the bush, and you will enhance the likelihood they really follow through on what you are asking.

Why are you more comfortable buying something from a friend than a person off Craigslist, even when you’re buying the exact same thing from a friend in the same or a higher price?


A lot goes into building trust.

Make your site simple to verify.
Put contact information out publicly, and keep social networking profiles which are easily verified.
Emphasize your credentials and the credentials of your employees.
Maintain your website. Keep it updated, easy-to-use, and professional in appearance.

You are talking to someone who may not have come in contact with you or your organization before. First impressions are crucial.

#3 Compare Yourself to Your Competition

You’re an expert in your field, but your customers may not be.

A good deal of things that go into making your product or service better or different may not be immediately apparent to the eyes of a layman. Your best chance of competing on something apart from cost is to immediately get out in front of the objections the customer raises. A product comparison page is a superb way to do this, especially if your competitors are already doing it.

Apple did a stellar job of this with their “Get a Mac” campaign.

Though exaggerated for comic effect, the advertisements did a excellent job of highlighting the differences in focus between the two. If you do the comparison first, you’ve got the opportunity to bring out the things you do the best, providing the customer incentive to pick your product or service.

#4 Insert Incentive for Immediate Action

One of the most powerful motivators is the fear of missing out.

There are two distinct kinds of scarcity you may use to induce action: time scarcity–Hurry! Sale Ends Soon! –or quantity-related scarcity–Hurry! Both work well, depending on what you’re trying to achieve.

Some things are not necessarily scarce–maybe you have a ton of product to move, or you are selling a service which will always be around. In that case, you can conduct time-sensitive specials that still cause that feeling of urgency.

And make sure it’s real. Your customers can sense fake. In this, as in all things, be honest and genuine.

Michael Phuong, Director of Conversion World Conferences, goes into every interaction with this in mind. “When we put together Conversion World Conferences, we wanted to help people understand business and digital marketing technology better,” he said. “That bleeds through when you are trying to sell people on coming. It must come from a genuine place.”

#5 Put Your Checkout on One Page

Sounds simple. You’d be surprised.

When the 2010 Vancouver Olympics store was attempting to put together a new checkout page, it analyzed two distinct options: a single page and a two-step checkout. The single page outperformed the two-step checkout by 21%, raising incentive to follow through.

If you want to boost your conversion, reduce the friction at the point of sale as far as possible. Provide your customers less chances to rethink things and they will be more interested in following through.

#6 Use Video to Explain

If a picture is worth a thousand words, how much is 30 pictures per second worth?

Ask Dropbox, who saw a substantial boost in conversion after incorporating an explanatory video into their home page. Showing customers what they were getting themselves made it easier for Dropbox to get them to take another step, and especially with less tech-savvy clients, it went a long way towards easing their concerns.

Leverage the value of video to tell a story your clients want to hear and guide them towards conversion and you also may see a similar boost.

It’s a crowded marketplace out there, and when it comes to conversions, every percentage point aids. Applying these six suggestions will go a long way towards making your e-commerce more effective, your profit margins larger, and your business more effective.

So what are you waiting for? Go change some minds.

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