Your metrics on conversions are the most critical if they’re tracked precisely when we advertise internet properties, namely websites. To maximize a retailer’s conversions, it’s required to address complex solutions. In this way, employing effective digital marketing software, methods, and strategies is enough to improve your ecommerce conversion rate. This will save the most of your budget, enhance this rate, and increase a business’s profitability at the campaign’s end, regardless of activity.
When you develop an ecommerce website to maximize your marketing efficiency, the employees and other essential business parties must take specific actions; it’ll influence overall conversions. To place the website among the search engine’s leaders and in the industry where you thrive, you should consider investing in seo services for ecommerce. This will help you employ a sufficiently competent and previously developed conversion-focused strategy and enhance your visibility in the long digital marketing journey.

Why is your ecommerce conversion rate important?
Your conversions are the most critical metric that can demonstrate the effectiveness of all actions performed by specialists in digital online marketing. The essence of maximizing conversion lies in the fact that with the ecommerce conversion rate, it will be clear how well subscriptions, purchases of goods or services, methods of achieving established goals, and tasks are performing. This is where ecommerce digital marketing services come into play, helping you optimize these metrics. At the same time, there can be quite a few conversion goals. Still, all conversion rates across industries will be divided and dependent on the field of activity, the specifics of business operations, and the adopted business model. You can even look at the bounce rate.
Conversion rate optimization is an excellent way to achieve set goals. Among the latter (goals) could be creating a profile on a website or registering an account, making purchases online, subscribing to email newsletters, providing feedback on a service or product, placing orders exceeding the agreed amount, significantly simplifying the checkout process in just a few clicks, downloading e-books or mobile apps, actions that involve sharing exciting articles from blogs, and so on.
Conversion Rate Optimization (CRO) is the art and science of getting people to act once they arrive on your website.
Tim Ash, CEO of SiteTuners.

What’s a good ecommerce conversion rate?
To calculate this rate in more detail, it is sufficient to understand why it is necessary to carry out actions to increase conversion in the first place. Calculating the ecommerce conversion rate will tell those who monitor it how many visitors to a specific website have converted in percentage terms. The value of your conversions is always expressed as a percentage.
The formula for conversion rate looks as follows: a certain number of e-commerce conversions needs to be divided by the total number of visitors who came to the website, and then the resulting sum needs to be multiplied by 100 percent. Again, the rate of conversions generated will depend on the business goal chosen earlier. For example, the calculation is simple if the conversion goal is to make purchases. If 10 thousand users and 200 people have visited a website and made purchases, you must divide 200 by 10 thousand visitors and multiply by 100 percent. The result will be 2 percent — the calculation of the ecommerce conversion rate. It is important to note that the denominator of the conversion rate can have different values and will depend on what specialists want to analyze.
Industry | Average Conversion Rate |
---|---|
Apparel | 2-3% |
Electronics | 1-2% |
Home Goods | 2-3% |
Beauty and Personal Care | 2-3% |

Ecommerce Conversion Rate Optimization
For all ecommerce businesses, focusing on gradually increasing your conversions is important. This requires considerable effort and investment in ecommerce optimization to help sell the business’s services or products in the future. To calculate new conversions, it is necessary to assess the amount of money and the number of decisions made that help the business thrive and grow.
For example, an enterprise striving to increase ecommerce conversion rates significantly must at least optimize the average conversion rate of clicks from its target audience. In other words, tracking conversion through Google Analytics from the moment users view advertising blocks to when they click on the ads or make purchases of goods or services is essential.
Decrease loading time
Speed is of great importance for increasing the conversion rate. Every second delay on a web page reduces conversion by 15,20,25 percent. For example, increasing the time to open a product page from 1 to 10 seconds can only increase bounce rates, negatively impacting business profits. Therefore, it is crucial to work on the website to boost conversions by increasing the loading speed of web pages to 0.1 seconds. This will lead to an increase in the conversion rate regardless of the activity or theme of e-commerce.
In reality, these figures are just general guidelines for those involved in increasing the ecommerce conversion rate. Specifically, it is recommended that specialists consider these figures when working on the modernization and improvement of the quality of a particular website to improve conversions. The ideal loading time for web pages remains at 2-3 seconds.
Offer free return shipping
One of the current methods to increase the conversion rate is offering free return shipping. Adjusting the previously prepared strategy and including a stage to improve customer support is necessary. For example, this could involve providing real-time assistance to users via online chat or offering the option to receive the product without additional commissions, fees, or shipping charges. This seemingly relevant stage will not only attract the attention of additional target audiences but also contribute to increasing conversion.
Offer free shipping
Another step to increase the ecommerce conversion rate is implementing a free shipping service. If the brand’s website offers the option of delivering goods without additional charges, this point will likely interest potential customers. This step will attract organic traffic and visitors and convert users into potential customers. Additionally, this stage can be implemented by adding a promotion or current offer from the business, which will be displayed on the website. And a detailed small change can completely transform efforts to increase the conversion rate significantly.
Use quality images
Ecommerce sales can increase significantly by adding high-quality images, photographs, and other graphical and design elements to the business website and ensuring that all images correspond to the theme, sphere of activity, or specifics of the enterprise, company, or firm that wants to improve its conversion. It is better and more correct to select the format of large, clear, and bright images and publish them on the website. Also, in online marketing, it is permissible to experiment to increase conversion, so it is possible to test the color scheme in images and change it to a more relevant one. Improve your conversion rate by adding colorful and attractive elements and graphics to images, as they will look much more original.
Offer discounts and sales
Every site visitor hopes to buy a product or service much cheaper than competitors. An excellent way to compete with rivals is to provide current and exceptional offers. To increase the ecommerce conversion rate, offering customers something that has not been seen before is necessary. Essentially, this could be a promotion like ‘buy one item, get one free,’ ‘buy three units of a product and get the fourth item for free after reaching a certain amount spent,’ or something else. Also, among the current offers to increase conversion rate, there could be offers such as ‘win a certificate or a mobile phone — buy goods worth a certain amount and participate in the gift giveaway.
Promote benefits, not features
To increase the conversion rate, it is necessary to inform customers about the benefits of the company, enterprise, or firm. As user experience demonstrates, visitors to a specific landing page may be drawn to the description of the advantages of services or products that the business offers for purchase. The point is that describing benefits is an excellent opportunity to showcase the product or item’s best features, increase conversion by providing more detailed positive information, and simply engage visitors in purchasing.
Harness the power of social media
Nowadays, improving e-commerce can only be done through popular social networks. As user experience shows, any business simply must have its blogs. Social media are the most relevant marketing tool that significantly influences the conversion rate growth. However, they must be maintained by publishing readable and helpful text posts and sharing images, video reels, and stories to interest the target audience further. Thanks to social media, any ecommerce store will develop faster, increase conversion, improve its position in popular search engines, etc.
Optimize your FAQ page
To maximize the conversion rate, taking care of the “Frequently Asked Questions” section is important. This section usually describes answers to the most relevant, popular, and demanded questions from customers and business owners. The more answers are provided, the better the conversion will be. There are people who, for some reason, do not want to personally contact managers in online chat or technical support on the website and try to find answers to their questions independently. So, this section helps visitors save a significant amount of time, and as the website is promoted and developed, its conversion rate only increases.
Allow guest shopping
Guest shopping on any website is represented by the “Buy Now” offer. This means that the user on the product page can make a purchase immediately without taking any further action. The “Buy Now” button increases the ecommerce conversion rate and helps attract additional traffic. The essence is that by using guest shopping, convenient payment methods from popular online payment systems can be utilized. At the same time, all products on the business website become available to all users and customers regardless of whether they are registered on the website or not. For example, a company or enterprise can also offer advantageous rates for installment purchases through the “Apply for Credit Now” button.
Show security to build trust
To significantly increase the ecommerce conversion rate, it is necessary to ensure the security of users when visiting the website. To achieve this, it is sufficient to take all actions to optimize the brand’s website in modern digital marketing. Often, the growth of conversion occurs automatically due to the implementation of popular promotion and advertising services. However, to achieve the best results quickly, especially regarding conversion, paying attention to security when using the website, making purchases, reading information, and so on is important. The more secure the use of the website, the more the conversion rate will increase.
Other Tips for Improving Conversion Rates
Optimizing the business website with innovative technologies to increase the ecommerce conversion rate is an excellent way to lead it to success. However, to increase conversion, it is crucial to focus on implementing attractive visual effects, providing a comfortable interface on mobile smartphones, simplifying navigation, and streamlining the ordering process. Essentially, the conversion rate will significantly change depending on the sequence and integrity of the brand’s website and the actual products, goods, or services.

Optimize for mobile
It is crucial to make the website in a way that it opens smoothly, even on the tiniest screens. Modern people frequently use their smartphones to place orders through online resources. Therefore, it’s not surprising to make the site responsive to the compact sizes of portable devices. By incorporating such cool and popular features, you can contribute to the growth of the ecommerce conversion rate. Additionally, this will significantly increase conversion and positively impact the site’s competitiveness in the modern market.
Include video
Video content is indispensable for optimizing and promoting the website, increasing the conversion rate, and attracting additional target audiences. Modern videos contribute significantly to the development and prosperity of businesses and help people obtain further information through video content. It’s known that current users highly value receiving helpful information, and it’s much easier to perceive it through video clips. Therefore, along with the implementation of video content, the conversion rate will increase on the website promoted by specialists.
A/B test prices
The best approach to increase the site’s conversion is to provide a testing procedure. It is necessary to test all indicators that can positively or negatively impact the implementation of Internet marketing. The point is that the ecommerce conversion rate depends on what is used on the site — the quality of written content, the quality of video content, the universality and uniqueness of images, and so on. Therefore, testing everything used on the site, including various digital marketing tools, can significantly contribute to the growth of the conversion rate metric.
Send abandoned cart reminders
Sending reminders to users’ email addresses about items left in their online shopping carts can significantly impact conversion rates. Email marketing, such as sending reminders, is a great way to reach out to users who may have been distracted and not completed their purchase. Through email reminders, users are prompted to revisit the website, thereby increasing the conversion rate. This could lead not only to higher conversion but also to maximizing business revenue.
Add a chat feature to your website
An online chat feature serves as an excellent alternative to traditional customer service, contributing to maximizing conversion rates. This chat feature allows users to receive real-time responses to their inquiries via a window on the website. Modern visitors expect convenience and enhanced website options, especially those consistently ranking high in Google searches. By implementing this technology, not only can the ecommerce conversion rate increase, but the audience that prefers communicating through online chat will also be attracted. Moreover, this feature saves time by providing instant access to specific information during the search process.
Improve your conversion rates
Improving the ecommerce conversion rate requires implementing all available Internet marketing tools and technologies. It’s crucial to remember that conversion rate is one of the most important key performance indicators (KPIs). Every entrepreneur or brand owner involved in business management, promotion, or marketing should measure conversion rates. Understanding the value of conversion within the industry can help compare the enterprise with competitors and ultimately choose a more suitable strategy for increasing the conversion rate.
FAQ
What is a good conversion rate for ecommerce, and how is it calculated?
According to analytics, the average ecommerce conversion rate benchmark ranges between 2.5% and 3%; however, this doesn’t necessarily indicate that this is your company’s sweet spot. Having a baseline of 2.5% is an excellent place to start, but keep working to improve it through conversion-centric methods. It’s determined by dividing the total number of conversions by the total number of web page visits and expressing the percentage of site visitors who took the intended conversion action.
How often should I review my ecommerce conversion metrics?
There is no specific time constraint for checking your e-commerce metrics. In most cases, it’s determined by the size of your organization and the precise objectives you have set. However, some metrics should be examined frequently to verify that your marketing efforts are performing well.
What factors impact my ecommerce conversion rate?
People generally have short attention spans. Visitors will likely leave before viewing your products if your website takes too long to load. Your website should be easy to navigate and enjoyable to read. Customers may lose trust in your company if it’s complicated to use or appears outdated. The checkout procedure should be as straightforward as feasible. Customers who encounter complicated checkout forms or unexpected fees are more likely to increase their cart abandonment rate.
How can I improve my ecommerce conversion rate with a minimal budget?
With a lower cost per conversion, a marketing strategy successfully converts clicks into leads or customers while remaining under budget. It captures campaign productivity in purely financial terms, which makes it easier to argue for budget allocations to your ecommerce advertising.
What are common mistakes that lower ecommerce conversion rates?
Confusing navigation, a lack of clarity on a landing page, a lengthy checkout process, and slow loading time can annoy visitors and decrease conversions. The approach is to streamline website navigation to provide a more intuitive experience, thus enhancing general accessibility.