How to Increase Conversions In Your Online Store

by Mar 27, 2018

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Increasing conversions on your ecommerce website can be a challenge. Too often online stores are plagued by common problems that negatively impact the bottom line. However these problems often have simple solutions. There are some essential design elements that all ecommerce websites should have if they want to increase conversions. In this blog post I’ll go over some of them.

Call to Action

A call to action, or a CTA as it’s commonly known, normally refers to specific actions you want a customer to take on your website or online store. An example is something like the “Add to Cart” button on a product page.

Now think about the rest of your website. Are there design elements like buttons that tell your customers what you want them to do? If someone landed on the homepage of your website what would you want them to do? And would that call to action be there and obvious enough for them to act on it?

call to action email optin

For example if your homepage banner is promoting a new product or a sale then there should be a button on it with text saying something like “Shop Now” or “Save Now”. These button elements trigger a response from the user, which gets them moving through the website and on the path to a conversion.

With the Divi theme from Elegant Themes it is incredibly easy to design buttons and other CTA’s that will help you increase conversions in your online store.

Rotating vs Static Banners

Most websites have lots to promote on any given day, which is what makes a slider or carousel of rotating promotional banners such a great idea in theory. However in practice data shows it decreases engagement dramatically and encourages users to scroll away or worse, leave your website altogether.

Most ecommerce web designers will propose sliders because it adds a “wow” factor that they can present to their clients. In reality that’s all it’s good for, and it may actually hurt your conversion rates. Not to mention it will negatively impact your website’s page loading times.

If your online store has a slider then you should consider ditching it. Keep things simple with a single promotional banner and a clear CTA customers can act on.

Lead Capture Form

Capturing leads on an ecommerce website should be a top priority. A lead who opts into joining a mailing list is automatically a more engaged potential customer. By subscribing they are letting you know that they want to receive more information about your products or services (obviously don’t spam them though!).

lead capture form

The best way to persuade someone to sign up for your mailing list is by offering them something in return, which is what is usually referred to as a “lead magnet”. For an ecommerce store that can be something as simple as offering customers a coupon code to save on their next purchase.

Think about what’s an appropriate lead magnet your customers will gladly give you their email address for. You can then use a plugin like Bloom to build a lead capture form to deploy on your website.

Social Proof

You’re more likely to go to a restaurant that was recommended by friends and family or one that has a ratings history from other people who have already eaten there. The same logic applies to how people shop online.

Online shoppers are more likely to buy a product that has reviews or ratings from other customers who have already bought it. If your website allows for product ratings and/or reviews then you should consider incorporating them into the product pages. If you’re in a services based industry then consider having a page dedicated to client testimonials as your form of “social proof.”

customer testimonial

With the Divi theme’s Testimonials module you can easily create stunning visuals from your current testimonials that will easily grab someone’s attention.

Trust Signals

Is your eCommerce website secure? Then let your customers know! Of the myriad reasons that lead to cart abandonment a lack of trust in website security is chief among them.

Aside from making sure that HTTPS is enabled on every page of your online store, you can use the footer to communicate that this is a secure store to shop at.

Adding elements like what payment methods are accepted and security seals can help bring peace of mind to the customer, which will encourage them to complete their purchase.

footer trust signals

Contact Accessibility

Can your website visitors customers reach you if they have any questions? Do they have access to an email or phone number to contact a representative from your store?

Visitors may not trust an online store without access to customer service, but if it’s accessible it can put the customer at ease while browsing your site. thus making them more likely to convert.

Make sure you have an email address and/or phone number in the header and footer of your website. Having a dedicated contact page is also a web design standard that you shouldn’t overlook.

There’s a lot that goes into creating a high-converting online store, but these are the basic principles that all shopkeepers should adhere to. As with anything having a solid foundation is the key to success.