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How To Increase Conversion Rate For Your eCommerce Store



It’s no secret that the conversion rate is essential for any business – no matter the type. It is what aids in growing a business in reaching new heights. However, eCommerce store owners tend to overlook this particular metric.

Conversion rate is important if you want to achieve every goal you have for your store. There are conversion rate hacks to help in improving your business with sales, marketing, and retention.

If you want to improve your conversion rate, this article can help you with that endeavor. Below are the proven ways to increase this aspect of your business to help your eCommerce store scale.

12 Tips For A Higher Conversion Rate (For eCommerce)

Tip #1: Improve Loading Speed

Think of the last time you patiently stayed on a website and waited for it to load. Chances are, you didn’t wait for long. When such a scenario happened, you would have quickly closed the website and gone to another one.

This is the same for most consumers nowadays. When a website loads longer than expected, they quickly move on to the next one. They don’t have the patience to wait for everything to load out.

According to Portent, 0-4 second website load time is the best for higher conversion rates. As for WebsiteBuilderExpert, if you’re running an eCommerce site, the website should load within 3 seconds. They’ve added that if consumers wait longer than that time, some would already resort to abandoning the site.

That is how important website load speed is. You can never efficiently present your products and convert a customer if they don’t stay long enough in your store. So make sure to aim for a faster load speed for your eCommerce business.

Tip #2: Simplicity Of Design Is Much Appreciated

Gone are the days of over-the-top designs for websites to make them stand out. It had its peak moments with website visitors, but today’s landscape has changed. Most eCommerce stores go for a sleek and simplistic design.

When consumers feel that the website is too “noisy” like when the eCommerce store has too many popups and distracting web animation, they might dismiss the site immediately.

Current consumers appreciate a minimalistic design that is still engaging enough to capture their attention. How the eCommerce store would do this will totally depend on the owner.

Most eCommerce stores have chosen simplistic designs because it greatly helps with customer experience. It makes it easy for their customers to scan and navigate the website.

If consumers do feel that way, they will stay longer in your store. And the longer they stay, the more chances of them finding a product or service that fits their needs which helps for a better conversion rate.

Tip #3: Make Navigation Easy To Do

Sometimes, eCommerce stores like to have a lot of web pages for customers to visit. There is nothing wrong with this, but eCommerce store owners need to simplify the navigation process. You wouldn’t want to lose a potential customer just because they couldn’t find the page they were looking for.

According to a Clutch survey wherein they asked 600+ people which website UX features are important, the feature that came on top was easy navigation. This shows website visitors want to find what they’re looking for with ease.

Additionally, easy navigation helps with improved conversion rates because it helps consumers locate the product or service they are interested in. To help you with this, below are some proven ways to improve eCommerce store navigation.

3.1 Utilize A Search Bar

When using a search bar, just make sure that a relevant product shows up in the results when they type in a keyword. We all have been in a store wherein their search engine doesn’t give any relevant products at all.

To make this search engine effective, make sure this feature is efficient in helping convert your customers.

3.2 Categorize Well

Categories greatly help with navigation because it narrows down your customers’ search. When you have a ton of products, consumers will greatly appreciate this initiative. It will make their shopping experience much better.

Tip #4: Have A Dedicated Page For New Arrivals

There’s no denying the appeal that a new product brings to a customer. That’s why eCommerce stores (even the big ones) have a dedicated page for new arrivals, products, and services. If you want to improve your conversion rate, consider doing this.

Your new arrivals page should highlight new products in your business. This could be a new seasonal clothing line, a new service, or a new set of collections that your consumers will love. Dedicating a page for these items is an excellent way for you to show these products off without being overly aggressive. It also makes it easier for your customers who only want to shop for newer items.

Tip #5: Fewer Steps To The Checkout Page

If there’s one thing that consumers hate the most, it would be having to go through various web pages before reaching the checkout page. You wouldn’t want that to happen. Why? Because you are so close to converting, but the process was terminated because of the tons of steps needed to be taken before reaching the payment page.

This particular tip helps you in making your conversion funnel more efficient. Reducing unnecessary steps before reaching the checkout page will ultimately help with the conversion rate.

The steps mentioned here don’t just pertain to lesser web pages, but it also talks about the things that are needed to be done before being able to pay. This also includes filling out forms. So if possible, lessen the fields to be filled out and only ask what’s necessary.

Another thing to be mentioned along the lines of fewer steps would be to lessen the visible buttons when checking out. You don’t want your consumers to be overwhelmed and be confused about where to look when checking out.

You should only let your customers direct their attention on that checkout button to increase your conversion rate. This helps in reducing clutter and also lessens the roadblocks to successful conversion.

It’s important to convey this message to your web developers or to your in-house or software outsourcing team if you’ve created an application for your business.

Tip #6: Detailed Product Descriptions

Although the theme of minimalism is rampant and adopted by many, this shouldn’t be the case for your product descriptions. This is where you want to be as detailed as possible.

It’s already hard enough for consumers not to physically hold and see the product they’re purchasing. To address this, be very intricate with this particular aspect of your store.

Lay down the dimensions of your products, the weight, the material it was made with, the size, the colors, etc. Provide close-up and zoomed-out pictures. Add videos if necessary. These are the things that will help convince consumers that your product is fit for them.

Because if a consumer buys a product from your store and it’s very different from what you presented online, you’ll lose the chance of making them want to come back. This negatively impacts their customer experience with your business.

To help avoid this unfortunate scenario, go for detailed product descriptions. A good example would be from 3Wishes – a costume and lingerie eCommerce store. Look at how detailed their product description is. They mentioned what’s included, not included, and a size guide.

Tip #7: Send Abandoned Cart Emails

There could be various reasons why your customers never got to check out their items. Some never really wanted to check out their carts, while others have legitimate reasons as to why they left them.

To remind the ones who have forgotten about their items, sending cart abandonment emails is a good initiative. According to Moosend, 45% of cart abandonment emails are opened, and 21% are clicked on. Those who went back to your store and successfully checked out their items are added to your conversion rate.

Think of abandoned cart emails as reminders and not a forceful initiative to buy what they have virtually left in your store. This simple reminder can help in improving your conversion rate.

Tip #8: Optimize For Mobile

In today’s eCommerce landscape, you can’t assume that every customer you have uses a desktop to navigate your website. GSMA Intelligence mentioned that there are 5.32 billion unique mobile phone users in the world today. Statista also reported 4.32 billion unique mobile internet users globally – taking up 90% of the total global internet population.

This tells you that there’s a good chance that the number of mobile users that go to your store greatly outnumbers the desktop users. This also means that you should optimize your eCommerce store for mobile and other gadgets.

If you don’t optimize your store, the images will be distorted, website texts will be too big, and the overall website will be unappealing. Consumers might think you’re illegitimate and wonder why your website isn’t working.

So to avoid this situation overall, you should optimize your eCommerce website for any device.

Tip #9: Display Social Proof

One aspect of your eCommerce store that can help with better conversions is leveraging social proof—these positive reviews and experiences towards your business help in a consumer’s buying decision.

Trustpilot said that 9 out of 10 consumers worldwide read reviews first before buying a product. I’m guessing you do the same and read up on the experiences of other buyers and see how it went for them. BrightLocal added that 79% of shoppers say they trust online reviews as much as personal recommendations. Lastly, Findstack mentioned that businesses with a minimum of 200 reviews generate twice as much revenue.

Given the statistics behind reviews and social proof, there’s no denying its importance. A lot of people consider these things before buying from your store.

So if you’ve gathered enough positive reviews, make sure to make it seen. That’s an achievement in itself. Let people know that you are legitimate and are excellent at serving your market.

It’s understood that not every review out there is positive. Some negative reviews come from unsatisfied customers. But this doesn’t mean you should just ignore it. Make it a point to go the extra mile in correcting these reviews.

Ask what’s wrong and what happened. Along with your response should be a solution. It’s not enough that you recognize the comment; you should present an answer to resolve the issue. Most importantly, keep your composure at all times. Stay professional. Don’t let emotions get the best of you.

Tip #10: Personalize User Experience

eCommerce personalization has helped businesses have better engagements, traction, and conversion over the years. But this strategy goes beyond just addressing your customers with their first names. Proper personalization offers a whole store experience that they significantly relate to.

One way to offer personalization would be through the content you’re publishing. If you successfully give out personalized content wherein you’ve talked about their specific issues and presented a tailored solution, you can expect an increase in conversion.

Personalized content is a content marketing trick that discusses what your consumers are going through. You are letting them know that you understand their issues and problems through your content. But identifying their issues isn’t the only thing you should be doing. You should also present a solution through your products and services.

This is important because consumers gravitate to businesses that understand what they’re going through. This strategy has been used by small, medium, and big companies worldwide. They utilize this because it simply works.

Incorporate this into your business process and see the results for yourselves. If you run an eCommerce store, you can show personalization by recommending products and presenting relevant services.

This can be shown through your marketing as well. Let your consumers know that you understand their challenges and problems. This style of marketing captures the attention of your consumers almost instantly. It will separate your content from your competitors.

Tip #11: Utilize Value-Adding Videos

Videos are a great way to engage consumers. The most popular ads are in video format and not written. One thing that’s great about videos is that you can incorporate them into your business processes.

First, video marketing is greatly utilized by every business out there. They are a great way to efficiently convey a message and make it more unique and sincere. Letting consumers see facial expressions, human interaction, and gestures makes the overall advertising content more memorable and effective.

Another way to use videos would be on your products page. No matter what industry you’re in, videos are a great way to present your products and services. This makes it more enticing for consumers to buy what you’re selling.

An example of using videos on the product page would be the virtual try-on feature of Zakeke. It lets consumers try out glasses virtually to see if it’s naturally good for them. It’s an innovative feature that leverages video in a great way.

Tip #12: Ask For Honest Feedback

Asking for feedback doesn’t only improve customer service, but also aids in a better conversion rate. Most eCommerce stores tend to overlook this action, not knowing how useful it is in helping improve conversion rate, customer relations, marketing, and overall growth of the business.

Since you can’t physically give the customers a feedback form or a survey, you can do so by giving them when they’re on your website. Usually, these feedback forms don’t get much attention because customers don’t want to waste their time.

Some stores even have a call recording feature where they can record the customers’ calls when they have questions, feedback, complaints, or praises.

To make consumers more active in giving feedback, businesses always attach an enticing offer in exchange for the customer’s time. This offer can be a discount, a free shipping voucher, an admission to a high-ticket program, a PDF, a PowerPoint template, or a free consultation.

Once you’ve received your feedback, make sure to act on it. Make the necessary changes in your business following the feedback you have received.


Increasing the conversion rate of any eCommerce business is not an easy feat to achieve. But by doing the proven tips above, you’re on your way to achieving your desired figure for this metric.

For starters, you can immediately implement improving loading speed and simplicity of design. This will make your customers stay longer in your eCommerce store which increases your chances of conversion.

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State of Content Marketing in 2023



State of Content Marketing in 2023

I just pressed send on the manuscript for my book to be released in September. It’s called Content Marketing Strategy (snappy, eh?), and Kogan Page will publish it.

Last week, marketing professor Philip Kotler wrote the foreword. I won’t spoil it, but he mentioned the need for a strategic approach to owned media.

He writes, “(T)he company doesn’t carry an account of showing these marketing assets and their value. As a result, the company cannot show the CEO and company board members a return on owned assets or content.”

Luckily, my upcoming book shows exactly how to do that. Funny how that works out.

In any event, all this struck me that now is an opportune time to look at where the beloved practice of content marketing stands today.

First, let’s go back to 1999 when Kotler published Kotler On Marketing, one of his more than 70 books. The latter 1990s – a time of tumultuous change – fueled most of the thinking for the book. But he knew that it was merely the beginning.

Kotler concluded the book with a section called “Transformational Marketing.”  In the next decade, he wrote, “marketing will be re-engineered from A to Z. Marketing will need to rethink fundamentally the processes by which they identify, communicate, and deliver customer value.”

Well, it’s taken over two decades, but it’s finally happening.

Consumers have changed, but marketing operations are just starting to

In case you didn’t notice, almost every marketing conference these days starts with the same four or five requisite slides:

  • Digital technologies, such as search and social media, empower consumers today.
  • Consumers research, engage, buy, and stay loyal to brands in ways that have fundamentally changed.
  • First-party data and privacy are of the utmost importance.
  • Artificial intelligence begins to threaten the idea of the usefulness of search and pressure companies to deliver better and more personalized experiences.

You get it. Consumer expectations in the age of the social, mobile, and AI-driven web are different than they were.

However, the continuing challenge in 2023 is that content and/or marketing operations in enterprise companies are only beginning to evolve. Most marketing departments have remained as they were when Kotler wrote his book — they still work from mid- to late-20th century hierarchies, strategies, and processes.

Most marketing departments still work with mid- to late-20th-century hierarchies, strategies, and processes, says @Robert_Rose via @CMIContent. Click To Tweet

Content marketing isn’t new, but a content marketing strategy is

For hundreds of years, businesses have used content to affect some kind of profitable outcome. But the reality is this: Whether it was John Deere’s The Furrow from the 1800s, Michelin’s guide to car maintenance in the early 1900s, or even Hasbro’s GI-Joe partnership with Marvel in the 1980s, content was not — and is not for the most part now — a scalable, repeatable practice within the function of marketing. In short, companies almost always treat content marketing as a project, not a process.

That fundamental change will finally take hold in 2023. It could happen because of the digital disruption and ease by which you can now publish and distribute content to aggregate your own audiences. It could happen through the natural evolution that the ultimate outcome – more than the marketing – matters more.

As we roll through 2023 and beyond, content — and the exponentially increasing quantities of it produced by every organization — deeply affects not just your marketing strategy, but your business strategy. Content in marketing is now bigger than simply content marketing, and it should be dealt with as a component of that business strategy throughout the enterprise.

#Content in marketing is bigger than #ContentMarketing. Treat it as a component of the business strategy, says @Robert_Rose via @CMIContent. Click To Tweet

In 2023, the No. 1 focus of my consulting and advisory practice these days: help companies transform content into a repeatable, scalable, and measurable function that drives value through a multi-channel strategy. It’s bigger than publishing a blog, creating a lead-generating resource center, or sending an email newsletter. Today’s content marketing team is being absorbed into marketing because marketing and its various operations are fundamentally transforming into a content-producing machine.

It is not good enough to produce content “like a media company would.” The goal must be to operate as a media company does. Your job is not to change content to fit new marketing goals. Rather, your job in 2023 is to change marketing to fit the new business content goals.

Your job in 2023 is to change #marketing to fit the new business #content goals, says @Robert_Rose via @CMIContent. Click To Tweet

The unaware builds a case for the aware

The term “content marketing” continues to evolve. Even today, I run across those who still call it “brand publishing,” “custom content,” or “inbound marketing.”

My take matches with what Kotler described in 1999. I always thought the term “content marketing” would become part of “marketing” more broadly. In 2023, that happened. So, returning to the lexiconic debates of 2013, 2014, or 2015 doesn’t seem terribly productive. Content marketing is just good marketing, and marketing is just good content marketing.

That said, two kinds of companies do well at the broader view of content marketing. Some of them, such as Cleveland Clinic, Red Bull, Arrow Electronics, HubSpot, and REI, have purposely devised content marketing strategies as differentiating approaches to their marketing. They are succeeding.

Others, like Amazon, Microsoft, JPMorgan Chase, and Peloton, backed into a smart content marketing strategy. But executives at those companies probably don’t recognize it as such. If asked (and some have been), they would say acquiring or launching a media company operation was just a smart business strategy to diversify their ability to reach their consumers consistently.

They’re right, of course. Many have yet to read books about content marketing, been influenced by the Content Marketing Institute, or even recognize content marketing as a separate approach (as far as I know). And they are also succeeding.

Consider this proof: As I write this article, six companies have a market capitalization of more than $1 trillion. Four of the six wholly or partially use the business model of media creation to further marketing and business strategies. Apple, Microsoft, Alphabet, and Amazon are all, in part, media companies that also sell products and services.

Why would you not avail yourself of that same model?

The future looks cloudy and bright

As for the overall state of enterprise content marketing, it’s in transition, as all marketing is. As a focused project-based approach, working in ad-hoc ways across a business, content marketing appears to have proven its worth. Hundreds of entries every year to the Content Marketing Awards feature myriad case studies using content marketing techniques in strategic ways to profitably affect business results.

And yet, it remains to be seen whether you can make content marketing a scalable, repeatable, measurable function within marketing.

As to what the discipline’s future holds? At last year’s Content Marketing World, one of my favorite events, the Executive Forum gathered senior leaders from brands succeeding with content marketing. As we talked about the future, one participant said: “The only certainty is change. I can’t tell you where or when, but I do know there will be change, and this is the principle we build on now.”

As for my take, Kotler’s idea of transforming the marketing function seems to have gotten lost along the digital road traveled by marketers. In so many cases, marketing – and especially content – remains just an on-demand service function within the business. Its sole job is to produce ever more voluminous amounts of content that describe the value of the brand (or its products or services) so that sales can sell more efficiently, customer support can serve more effectively, and all manner of customer interfaces are more beneficial to both sides.

However, and maybe because I need to rationalize now that my book is finished, I passionately believe it’s finally time for marketing to reclaim its ability to create value — not just reflect it in the polished shine of your traditional products and services.

Almost 27 years ago today, Microsoft founder Bill Gates wrote an essay called Content is King. In it, he said that “(C)ontent is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.”

It certainly was one of his more prescient moments. Nearly three decades later, his words have proven true. The essay title has become the rallying cry for thousands and thousands of entrepreneurs who now make their living on creating, managing, optimizing, and measuring content on the internet. (A Google search for “content is king” nets more than 1.7 million results.)

But it’s the last line of his essay that I find the most visionary: “(T)hose who succeed will propel the Internet forward as a marketplace of ideas, experiences, and products – a marketplace of content.”

That’s what content marketing is for me in 2023. It’s just marketing – optimizing the value of ideas, experiences, and products in a marketplace of content.

Time to get to work.

It’s your story. Tell it well.

Get Robert’s take on content marketing industry news in just five minutes:

Watch previous episodes or read the lightly edited transcripts.

Subscribe to workday or weekly CMI emails to get Rose-Colored Glasses in your inbox each week. 


Cover image by Joseph Kalinowski/Content Marketing Institute

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27 Best About Us and About Me Page Examples [+Templates]



Your about page summarizes your history, values, and mission — all in one place. That’s a tall order for just a few paragraphs. If you’re feeling stuck, turn to these about-page examples for inspiration. 

about us page example: laptop held in palm of hand


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MarTech’s marketing operations experts to follow



MarTech's marketing operations experts to follow

Marketing operations is what makes the magic happen. These are the folks who see that your martech stack doesn’t get stuck. They are the maestros, modelers and makers who make sure the trains run, the data is digestible and that you have the programs you need. Where would we be without them? That’s too scary to think about. Here’s our list of MOps experts who have the ear of the profession.

Darrell Alfonso

Darrell is director of marketing strategy & operations at Indeed and the former global marketing ops leader for AWS. He’s the author of “The Martech Handbook: Build a Technology Stack to Acquire and Retain Customers.” In addition to speaking at many conferences, Darrell was named one of the Top Marketers in the US by Propolis 2022 and among the “Top Martech Marketers to Follow” in 2020 by Martech Alliance. He’s a regular and popular contributor both to MarTech and the MarTech conference; you can find all of his articles at this link.

Eddie Reynolds

Eddie has been in business a long time, starting his first company when he was 14. “A pretty minimal enterprise,” he told one interviewer. “I had a tax ID number, a legal entity, and a company name. I even had the IRS coming after my dad for sales tax that I failed to report properly.” Today he is CEO and revenue operations strategy consultant of Union Square Consulting. He publishes The RevOps Weekly Newsletter and the podcast RevOps Corner. Eddie’s large LinkedIn following attests to the quality of the insights he shares there on  sales, marketing, service, and admin roles. 

Sara McNamara

Sara is an award-winning marketing and sales operations professional whose work has been recognized by awards from the likes of Salesforce (Pardot), Adobe (Marketo), Drift, and LeanData. She is a Senior Manager, Marketing Operations at Slack and a martech stack (+ strategy) solution architect. That and her passion for leveraging technology and processes to improve the experiences of marketers, sales professionals, and prospects, explains why she’s a regular guest on MOps podcasts.

Ali Schwanke

Ali is the CEO and founder of Simple Strat. The firm specializes in helping companies get the most out of HubSpot — from CRM strategy and setup to marketing automation and content creation. She is also host of HubSpot Hacks, “the #1 Unofficial YouTube show for HubSpot Tutorials” and has been a guest speaker at the MarTech conference.

Mike Rizzo

Mike’s career in marketing operations showed him that there is a real and significant MOps community. That’s why he founded MO Pros/, the fast-growing online community for people in marketing operations. He is also co-host of Ops Cast, a weekly podcast. 

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About the author

Constantine von Hoffman

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

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