10 Conversion Rate Optimization Tactics for Increasing Ecommerce Sales

Monique Danao
May 20, 2018 · 10 min read

“No one’s buying anything on my online store!”

“I only have a few customers!”

Do these words sound familiar?

It’s difficult to convince online visitors you’ll never meet to make a purchase.

The good news is that as long as you know the right tips, you can easily boost your conversion rates

Interested to find out what these tactics are? Here’s what you need to do.

1. Determine Your Conversion Rate

To improve your conversions, you have to know your conversion rate first.

If your store’s on Shopify, you can use their website conversions metric tool.

To get started, click the dashboard section in your Shopify store.

Scroll down until you find the metrics for total sales and website conversions.

The total sales graph indicates the number of sales you made in relation to the time of the day.

The website conversion metric has three indicators namely: added to cart, reached checkout and purchased.

The added to cart metric signifies the number of customers who added items in your shopping cart. The reached checkout metric indicates the number of customers who reached the checkout page. Lastly, the purchased metric indicates the number of customers who purchased from your store.

2. Use Google Analytics to View Ecommerce Analytics

What’s the background of your customers?

How do they interact with your store?

With Google Analytics, you’ll get the answers that you need. The tool provides you with research-backed data on your customers’ profiles to help you improve your marketing efforts.

Once you set it up, visit the dashboard to view reports such as real-time, audience, acquisition, behavior and conversions.

a. Real-time reports

Real time reports show what’s happening in your site in real-time.

It includes information on the number of active visitors in your store, geographic location of visitors, pages through which users entered the site, and the sources that referred users to your store.

This is very useful in determining traffic sources and effective referral links to your website.

b. Audience reports

Audience reports provide you with information about your store’s visitors.

It includes user data on demographics (age, gender), geographic location (language location), and devices used to access the store (desktop, mobile).

It also provides details on sessions (number of site visitors), percent of new and returning visitors, pageviews, pages per session (average number of pages viewed per visit), average session duration (amount of time visitors stayed on the site), bounce rate and number of new users.

c. Acquisition reports

Acquisition reports provide data on the top channels visitors used to reach your site.

d. Behavior reports

Behavior reports contain information about the behavior of the site’s visitors.

It includes data on pageviews, unique pageviews, average time on page and bounce rate. It also helps determine site speed and page load times, which can impact search rankings.

This data is very useful in identifying the pages on your site that need improvement.

3. Improve Site Navigation

To get first-time customers to stay on your website, you need to make it easy for them to find the pages they need. Here’s what you need to do:

a. Create menus with clear categories

The main menu is the first thing that viewers see when they visit your store.

This puts designers under a lot of pressure.

As it functions as the main header of the site, its design has to be visually consistent with your brand’s themes and colors.

features a simple and clear menu, with basic categories that customers need. In addition, when visitors hover over the product links, a secondary horizontal menu with product images — take center stage.

b. Add animations

Animations provide visual cues that help visitors understand how products work.

One ecommerce store that has leveraged animation is . When you click the C-Life and C-sleep product links, you’ll see a moving light bulb in its place. While the animation isn’t an absolute necessity, it subconsciously makes viewers stay.

c. Always place a search function

The search function is the cornerstone of eCommerce navigation. Most visitors use it to look for specific products and pages. So, it’s best to always keep it on top of your site.

d. Create a stunning home page

The home page should get customers to quickly understand what kind of store the site is, and the main pages where they could go.

has a pretty good homepage. A quick look at the site reveals moving images and text, as you scroll down. The brand also takes showcasing their products to another level. Its filled with high-quality images of bestsellers accompanied by well-written product descriptions.

4. Create Product Videos

Videos not only provide a product overview, but they also do wonders for your online sales. In fact, are more likely to buy after they watch one.

One of the brands that leverage product videos is Hermes. Its online has tutorials for every product. For example, when consumers click on a bandana, they can see a on how to tie it.

5. Create a Referral Program with ReferralCandy

Referral programs can boost your conversions in unimaginable ways. In fact, companies with referral programs experienced for the past two years.

Not surprisingly, consumers prefer to purchase products that have been recommended by their friends and family.

So, how do you set-up a referral program for your ecommerce store?

All you need to do is to sign up on ReferralCandy or start your free trial.

Next, enter your shop name or URL and install the ReferralCandy app. Once its installed, just complete the setup wizard and you’re good to go.

The best part?

ReferralCandy’s automation features enable you to run your referral programs smoothly, without being managed constantly. Once customers sign-up for the program they automatically get a personal referral link that they can share with their friends.

In turn, for any successful referral, the app automatically provides the customer with the rewards you indicated.

6. Use Live Chat Software

Direct chat tools provide a direct communication line with your potential customers. In fact, are more likely to purchase if they can talk to a live assistant.

One way you can enable direct chat interactions is to use .

Here’s how you can get started.

Create an account at Olark and go to the Olark install page.

Copy and paste Olark’s code into your site.

Next, refresh the page and see if you have an Olark chat box at the bottom right corner of your ecommerce store.

You can then install the Olark chat console to communicate with customers right from your web browser.

What’s great about Olark is that it gives you a record of your visitors. You can easily see the pages customers are viewing, the pages they’ve visited, contact details, company details and more! You can also use the chat to offer customers help and give product demonstrations.

7. Create a Fast and Easy Store Checkout Process

An ideal checkout page lets your users know where they are in the checkout process. It lets shoppers modify information previously submitted and change items in the shopping cart.

You can also upsell or cross-sell a few products based on the items added in the shopping cart.

8. Send Abandoned Shopping Cart Emails

It turns out that the average is a whooping 78%. So, reminding customers about their shopping cart emails can go a long way in turning an intent to purchase into an actual purchase.

But how do you create an email that gets customers to return to your store? Here’s what you need to know about abandoned shopping cart emails:

a.) An irresistible subject line

Take a look at the subject lines below:

Grove: Mary, thanks for visiting Grove.

Chubbies Shorts: Lemme Teleport You Back To Your Cart. Free of Charge.

These subject lines can make your customers do a double take. Nothing beats an email with a short but sweet subject line.

b.) A tempting call-to-action

Here are some great examples of CTAs:

Pizza Hut: Feed your guests without breaking the bank

Duolingo: Learn a language with only 5 minutes per day

The featured CTAs are superb because they convey the benefit of buying a product or service in a witty but truthful way. Try writing CTAs with an action-oriented theme and see the results for yourself.

c.) Shopping cart items

If you want to get users to return, then show them the items they left behind.

Here’s an example of an email that neatly displays abandoned shopping cart items:

d.) Unique offers and free shipping

While having a great email is important, it’s free shipping that ultimately seals the deal. In fact, found that 46 percent of customers will abandon their shopping carts if free shipping is not an option.

One way you can advertise free shipping is to combine the shipping cost with the price of the product. Alternatively, you can offer coupons and discounts. These might be simple tricks, but their results may surprise you.

9. Encourage Customers to Leave Product Reviews

Smart sellers know that the best way to get reviews is to ask. Send emails to customers and ask for a product rating of an item they’ve bought. You can also provide incentives. Give discounts, coupons or giveaways — in exchange for an honest review.

The key is to use apps like to add a customer review feature. All you need to do is to visit its page on the Shopify store and click the “Get” button.

The app allows you to to view individual reviews for each product and decide whether or not to publish them.

You can customize the review’s design and layout to match your store’s aesthetic.

10. Use Pop-ups to Capture Visitors

While pop-ups might be annoying, they can be extremely beneficial. Exit pop-ups provide a last ditch effort to get customers to subscribe or to create an account.

In fact, one test found that popups drove .

To create pop-ups that responds beautifully to any device — use . All you need to do is to visit its page on the Shopify store and click the “Get” button.

Once installed, the app lets you create popups using a full-screen editor. You can customize the app’s ready-made templates to match your store’s look and feel.

The best part?

You can easily monitor direct traffic and specific product pages in a user-friendly dashboard.


So let’s recap what we covered today.

There are a lot of ways you can increase your conversion rates. You can create pop-ups, encourage product reviews, enable easy navigation, and a lot more!

It definitely takes a lot of hard work. But as long as you know the basics, then you’re on the right track.

Monique Danao is a freelance writer with an expertise in digital marketing and SEO. Her work can be found on , , and . Tweet at to say hello ✌️

GoBeyond.AI: E-commerce Magazine

Latest Tech & Tips for E-commerce

Monique Danao

Written by

Monique Danao is a writer and content creator with an expertise in marketing and SEO. When she's not writing, you'll find her enjoying funky food, listening to

GoBeyond.AI: E-commerce Magazine

Latest Tech & Tips for E-commerce

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