12 CRO Tips for Ecommerce Stores

A cartoon woman shopping

The key to increasing your ecommerce sales is following the right CRO tips. 

Conversion rate optimization, or CRO for short, is about improving your website so that people are more likely to make a purchase. In this post, you’ll learn what a conversion rate is, how to track it, and our top 12 CRO tips. 

What is a Conversion Rate? 

A conversion rate measures how well your site turns visitors into customers. Ecommerce store managers should track conversion rates as a vital success metric. You calculate a site’s conversion rate by finding the percent of visitors who took the desired action. For an ecommerce store, the desired action is making a purchase. 

Other desired conversion actions include:

  • adding a product to a cart
  • signing up for an email newsletter
  • joining a loyalty program

What is CRO?

Conversion rate optimization is the systematic process of improving your site to encourage more people to take action or make a purchase. 

CRO begins with analyzing your website and customer data. How are customers interacting with your site? Can you identify any roadblocks in their buying process? For example, people adding items to their cart but not checking out could mean the link to your checkout page isn’t obvious enough. 

Analyze your data and make one change to your site. Then wait a week or two to test and analyze the results. Repeat this process as needed until your conversion rate improves. 

What’s a Good Conversion Rate for Ecommerce? 

Most ecommerce sites have a conversion rate between 1% and 2%. We recommend clients set a goal of 2%, then test minor tweaks as they climb above 2%. 

If your conversion rate is below 2%, don’t worry. Try the CRO tips in the next section to increase it. 

12 CRO Tips to Boost Ecommerce Sales

Conversion rate optimization involves a variety of tools, from special promotions to website design changes. Utilize the CRO tips below to improve conversion and sales from your ecommerce store.

12 CRO tips to boost sales:

  1. Improve Your Site’s Speed. The slower your site, the less likely someone will wait to make a purchase. Your site speed could be killing your business. For help increasing your site speed, check out our guide to eliminating render-blocking resources or our tips for fixing slow Shopify or WooCommerce sites
  2. Simplify Your Checkout Process. Remove as much friction as possible from your store’s checkout process to get ahead of cart abandonment. Reducing the number of fields, accepting multiple payment methods, and allowing customers to check out as guests without creating an account saves them time and increases conversions. 
  3. Use Social Proof. Let people know they can trust your products and stores with social proof. Customer product reviews and store ratings like Google Seller reviews give prospective buyers more confidence in your store. 
  4. Create Quality Product Listings. Grammatically correct and engaging product descriptions paired with high-quality photos can increase the chances someone adds a product to their cart. 
  5. Run Promotions. Everyone loves a bargain. Sales and coupons can improve sales. Consider using a tiered approach to discounts where customers save more depending on how much they spend. For example, spend $50, save 5%, spend $100 to save 10%. For help implementing coupons, read our post on WooCommerce coupons
  6. Offer Free Shipping. No one likes paying for shipping. High shipping costs also can lead to cart abandonment. To cover the costs of free shipping, consider offering free shipping with a minimum order total. 
  7. Provide Delivery Estimates. Giving potential customers an idea of when their package will arrive sets clear expectations and enhances trust. Uncertainty is the enemy of good conversions. The more details you can provide about shipping times, the better. Shipping times often top the list of reasons people contact customer service. Providing precise estimates upfront could also decrease the burden on your customer support team. 
  8. Improve Your Site’s Navigation. Make sure visitors can easily find the products they want. Your navigation also needs to include a prominent link to check out. The last thing you want is someone having difficulty finding where to check out after adding items to their cart. 
  9. Tweak Your Site’s Buttons. As we’ve said several times in this post, your “checkout” and “add to cart” buttons need to be noticeable. Consider making the buttons bigger or running a test to see if button color impacts your conversion rate. 
  10. Clearly Display Your Return Policy. Establishing trust with buyers is essential. Letting them know how you handle returns provides a level of comfort to leery customers. Highlighting your return policy and excellent customer service is especially important for clothing retailers. 
  11. Utilize Recommendations and Personalization. The more personalized your marketing and site content is, the more likely you’ll convert visitors to buyers. Use search and purchase history to build “recommended for you” or “people also bought” listings for your product pages. 
  12. Run Abandoned Cart Recovery Campaigns. Use retargeting ads or email campaigns to try to win back customers who abandoned their carts at checkout.  

Scale and Optimize Your Ecommerce Site

Our mission at Mindsize is to help ecommerce businesses scale and thrive. We focus on making sure your technology and site perform the best they can. Technical issues can tank conversion rates. If you’re having problems implementing these conversion rate optimization tips, our team can help. We work with some of the largest ecommerce sites running on Shopify, BigCommerce, and WooCommerce to streamline their checkout processes and optimize their sites for speed. Contact us today to learn more.