Conversion Rate Optimization (CRO) For eCommerce: How To Get Started


Most digital businesses have a primary mission: converting visitors into paying customers. Conversion rate is an important performance indicator for every brand, as it measures how quickly potential customers become paying customers. If you’re looking for growth, but aren’t seeing it just yet, conversion rate optimization (CRO) could be the answer. This is true whether your store’s homepage isn’t converting or if it’s failing to meet your expectations.

Understanding eCommerce Conversion Rate

When talking about eCommerce, the term ‘conversion’ typically refers to the fulfillment of a purchase made through your online shop’s website.

eCommerce conversion rate refers to the percentage of site visitors who make a purchase. To get an accurate starting point with eCommerce CRO, know how to calculate the conversion rate first. A more precise formula can be used for this: conversion rate = (conversions/ total visitors) * 100%

So, if you get 1,000 people to visit your online store, but only 50 of them end up buying something, your conversion rate is 5% (50/1,000).

It may be called the ‘transaction rate’ or the ‘order rate’ in some analytics programs, but they’re the same in meaning.

Conversion rates are affected by a number of different aspects, but one of the most important is the understanding that customers have of your products.

When looking through your products online, customers can’t physically touch, feel, or check your items. Your chances of generating sales will improve proportionately by educating potential customers on the essential qualities and advantages of the products you sell.

9 Ways To Get Started With eCommerce CRO

Now that you have knowledge about CRO, it’s time to put what you’ve learned into practice by building and improving conversion strategies. Follow these steps to get started:

  1. Analyze Conversion Funnels

How do visitors get where they need to go on your site in order to make a purchase? Where do their journeys lead them? 

Analyzing the customer’s journey through the conversion funnel is the first step in optimizing the conversion rate. You may learn how many people visit your site and go on to take some sort of action, like exploring a product and adding it to their cart, by analyzing traffic patterns. It’s also important to learn why visitors are leaving your site and which specific page elements are causing this. The data provided here will allow you to make educated choices about your CRO.

  1. Have Powerful Calls-To-Action (CTAs). Calls-to-action in online stores are essential to achieving the primary goal of any online marketer, which is to boost conversion. Everything you put into your online store—from the layout to the user experience to the advertising—will be for nothing if you don’t have a clear and obvious CTA to encourage purchases.

Once the visitor completes the desired action (in this case, making a purchase), the CTA is successful. Many different CTAs are used by modern marketers.

Remember that size, color, clarity, and placement are all important factors for crafting effective calls-to-action.

  1. Provide Simple Navigation. Keeping the homepage’s design as simple as possible is essential. It’s important not to flood visitors with too much clutter, both in the form of text and visuals. Instead, stick to the brand’s intended tone and message by using a clean, attractive design.

If you aren’t sure what to highlight, it’s usually preferable to choose either your bestselling or most successful products or categories, like new arrivals or current promotions.

  1. Increase The Speed Of Your Website. Page speed has a significant impact on user satisfaction. Longer load times can reduce conversion rates. You may consult with an expert to audit the current speed of your site and offer advice on how to improve it.
  2. Leverage Customer Testimonials. In order to have confidence in a product’s suitability and make an educated buying decision, users must have access to reviews written by other customers. The majority of customers refer to reviews for guidance when deciding whether or not to purchase. They’re particularly interested in two aspects of reviews: the average rating and the quantity of ratings used to calculate the average. Make sure that you display both of them for each product.
  3. Use High-Quality Product Images. The disadvantage of online buying is that you can’t touch or try on the items before you buy them. In order to provide the buyer with a clear idea of what they’re getting, it’s ideal to display high-quality images or videos. Product pages that feature high-quality images and videos are more likely to result in a sale because they enable customers to picture themselves more easily using the items offered.
  4. Make Your Site Mobile Responsive.  It’s not enough to simply build a responsive site; you must also guarantee that it displays perfectly across a variety of screen sizes, including desktop, mobile, and tablet. A mobile-responsive website is one that’s intended to provide a good user experience across a variety of devices without compromising design. The design and functionality of mobile devices is always evolving, so even if you get it now, your mobile-friendly website might not be sufficient in the future. You should be good as long as you keep testing, keep adjusting when necessary, and keep your mobile users in mind.
  5. Know Your Customers. One core concept you can always advocate for is getting to know your consumers and clients. They’re the key players, the source of the data you need to advance. Keep their needs in mind at all times, find out as much as you can about their needs and questions, and then provide solutions that’ll help them in any way.
  6. Track Strategies With A/B Testing. When trying to increase your website’s conversion rate, A/B testing new features is essential. After you’ve figured out what needs fixing, you can use CRO testing tools to see how various solutions stack up against one another. Using this method, it’ll be less of a hassle to determine which strategies are more successful in terms of conversion.


It takes a lot of work to create a great online shopping business that has a high conversion rate. However, one of the most essential aspects to focus on is simplifying the complexities of your products. The eCommerce conversion rate optimization strategies that have been discussed in this article should ensure that your customers will have no trouble understanding your items, how they work, and why they should buy them.

After everything is said and done, you’ll be able to make the most of your leads and take your sales to the next level.