February 17, 2019

E-Commerce Conversion Rate Optimization – How to Increase Conversion Rate

Here are 10 proven e-commerce conversion rate optimization steps that will help you increase your sales.

Before you start focusing on conversion rate optimization it is important to build a solid analytics and tracking foundation on your website.

1.) Install Google Analytics and enable E-commerce Analytics. Install / Enable Shopify / woo-commerce analytics.

2.) Install Hotjar or Crazyegg to analyze website visitor interaction. These heatmap tools are a fantastic way to test elements on your website.

3.) Target the right audience using Facebook and Google ads.
You need to find out where your potential customers are hanging out using audience insights tools, online research. Create a buyer person using Hubspot’s free buyer persona maker.

4.) Competitor Analysis:
This is a critical step to understand where your customers are buying products that are related to you. What your competitors are doing on their website, customer experience, product pages, reviews, traffic stats, organic and paid keyword stats. By conducting competitor analysis you will be able to replicate and improve what is working best for your competition and provide additional value.

5.) Improve Ad relevance:
When running ads on Facebook and Google, bring your paid traffic to product pages instead of homepage or collection pages. Run ads that are focusing on specific products so that you are able to better target your audience.

6.) Set up goals in Google Analytics.
By setting goals you can track micro-conversions and understand which micro-conversions are leading up to sales.

7.) Product page optimization.
Add at least 3 to 4 professional images, add proper H1, H2 tags, meta titles, descriptions so that the product pages are search engine optimized and easily crawlable/searchable.
Add product review functionalities to build social proof.
Place a clear call to action buttons to increase click-through rate and thereby conversions.

8.) Lead nurturing for an e-commerce store.
By nurturing your leads, you are building trust, providing value and warming them up before they are ready for purchase.

9.) Opt-in Forms
Utilize opt-in forms such as Optinmonster or Privy to enable exit-intent pop. These tools will allow you to capture email addresses of visitors who leave your website without converting.

10.) Run promotions:
Provide discount codes, free shipping, buy 1 get x% off offers to your returning customers to increase their lifetime value. Promotions help to increase the conversion rate for new visitors and lifetime value of returning customers.

RESOURCES:
E-Commerce conversion rate and revenue calculator: https://docs.google.com/spreadsheets/d/10VBG0a-xKZr815r-KOvuJ2bKyWayot5WOMJW3T4M6TU/edit?usp=sharing

Hubspot buyer persona maker: https://www.hubspot.com/make-my-persona

Heat Map Tools:
https://www.hotjar.com/
https://www.crazyegg.com/

Exit Intent Pop-up Tool:
https://optinmonster.com/