Improve ecommerce conversion rates

Ecommerce websites have a few really common problems:

  • People browsing but not buying.
  • Shoppers abandoning their carts.
  • People shopping once or twice and never again.
  • Failing to get as much income per customer as possible.

Redesign your messaging and UX to suit your target customers

To improve your conversion rates, it’s best to start with the aspects that most affect online stores’ conversion rates: messaging and UX.

Learn your best possible target market - the people who’ll bring you large amounts of income, often. Focus on pulling in those people as customers. Then, make it as easy as possible for those people to buy what they want from your online store.


Use RFM segmentation to identify your customers who provide you with the highest value: frequent high spenders.

Analyze and rank your customers for recency, frequency, and monetary value. Create segments for high-value customers, potential loyal shoppers, and new users.

Put together messaging for segments that you identified in your RFM segmentation, focusing primarily on frequent high spenders, but also considering how to move more people into that segment.

Customize your website for specific segments. Show customers products that are more likely to be relevant to them, and ensure that all of your email marketing and notifications are personalized.

Run marketing campaigns to drive more high-quality traffic to your ecommerce site.

Develop marketing campaigns that focus on targeting specific segments of your customer base. Use the information you have about your high-value customers to reach out to similar audiences who are likely to become high-value customers too.

Optimize your landing pages, ensuring that visitors get a consistent experience between advertising or search engine entries and the pages.

Limit distractions, use a single CTA, add countdown timers and social proof, use professional product images, use a responsive theme or template, and address buyer concerns.

Sometimes a secondary CTA is useful for those who are not ready to buy. For example, some method of capturing their email address allows you to keep in touch with them until they are ready to take the primary call to action.

Optimize your homepage specifically for potential and current customers.

Make it easier for customers to see why they should buy from you, how to search for products, any discounts on offer, and bestselling products. Remove clutter that might distract or irritate them. Increase website speed and general usability, and add social proof to improve customer confidence.

Make it as simple as possible for visitors to filter your product lists to find what they’re looking for.

Use filters that are relevant to your products and audience, allow customers to apply multiple filters, display the filters in use, hide filter options that don’t have any results, and optimize for speed so that results are displayed ASAP.

Improve the user experience between product page and the final page of checkout to keep shoppers engaged throughout their purchase experience.

Make it easy for users to see when they’ve successfully added a product to their cart, show customers all important product information in the cart, and allow them to make changes to quantities and variations like color without going back to the product page.

@hesh_fekry I added this step.

1 Like

I agree with this in principle, but I often find that having a secondary call to action for those who are not ready to buy. For example, some method of capturing their email address allows you to keep in touch with them until they are ready to take the primary call to action.