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How To Increase Conversion Rate For Your eCommerce Store

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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

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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

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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.

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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

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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

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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.

Conclusion

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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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)

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Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

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via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

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Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

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So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

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  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

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So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

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The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


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