Read the latest on user expirence, user training and onboarding from members, partners and experts.

10 Tips to Optimize Any E-Commerce Site Conversion

Written by Toonimo


Happy holidays to all! As people continue to share the holiday spirit and open the many gifts placed under the tree, here is our gift to you.

As we know, an e-commerce site is both a storefront and a virtual salesperson for any business. The site, like a store, should be pleasing to the eye, simple to navigate and engaging to the consumer at all times.

Consumers visit an e-commerce site with the intent to buy, so the entire site should be approached with their intentions in-mind. Keeping the site simple, clear and seamless will encourage more sales and conversions.

To help spread the holiday spirit, we've narrowed the conversion optimization process into 10 basic tips. These tips will make any e-commerce site into an highly optimized sales funnel.


1.  2.5 seconds is all it takes

That's right. Most consumers will scan a site in search for a particular item in just 2.5 seconds. Will they be able to navigate and find a product within that limited time frame?

E-commerce sites should have the data metrics to identify repeat customers or visitors. With that information, zero in on the products they've searched for previously and use them to retarget their interests.

If the site knows who the customer is, where they visit, and what products they're interested in, make the process a cinch. Enable them to buy without hassle. Identify these points and encourage consumer participation in the process by integrating a virtual chat system or a virtual agent to bring the site to life.

2.  Incentives 

Customers always enjoy a good deal. Make the incentive clear with a strong call to action. The button should be big, bold and striking. The incentive to buy now could also encourage conversions. Give customers a reason to take action by offering them something for free. Free could be an e-book, a guide, quote or shipping.

Are all of the actions be positioned above the fold? That's where most consumers stay. So keep the calls to action within this frame.

3.  Create Value

The key to high converting sites are the value propositions that are clear from the initial point of contact.

Why should the visitor take action? Is it clear?

Are the offers clear?

Is pricing listed in a place that's obvious? Is the quality of the product and brand clearly placed for viewers? Once again, are the products strategically placed in an engaging manner ABOVE THE FOLD?

4. Conversion Made Easy

How are the featured products displayed? Is there a separate section that highlights them? Is there a place for customers to chat with a salesperson? Or is the phone number placed for easy access?

5.  Cues that Direct

As consumers scan sites very quickly, the best way to guide them through the site is with visual cues that direct them to the call the action. Make their journey simple by offering directions and graphics that are obvious.

6.  Build Trust

With so many online businesses, many consumers are wary about e-commerce sites and the company that stands behind the product. Show any seals or certificates on the home page and on the checkout page to build trust with the consumer.

In addition to BBB, SSL seals, and gateway seals, having social buttons that show a brand to be active on social media channels also reflects a sense of trust.

7.  Is EVERY landing page ready for conversion?

Simply stated, every page should include a call to action. There's no reason for excuses. Any page that is live, should be considered prime real estate for consumer conversion potential.

Are there any categories without products?

Are the high trafficked pages or most viewed optimized with large buttons encouraging consumers to 'add to cart'?

8.  Service Location? 

Can consumers easily reach the customer service agents? Or contact the store? Are there any shipping restrictions? Place this information in an accessible location. It's important and builds on the trust factor mentioned in number 6.

9.  Room for Text?

With all the focus on products, images, graphics, and triggers, we haven't even mentioned the word text. For many reasons, mainly SEO related, a paragraph or two of text is critical to include on any site. The text also can explain product value. The trick is to make the text clear and concise without being overly focused on the sale.

10.  Navigate with Colors

Colors can evoke emotions among consumers. Allow the site to be filled with colors that build confidence, interest and trust. A mixture of colors is acceptable but should be carefully considered as not to distract the customer conversion process.

Happy holidays and good luck!