Need to know conversion optimisation tactics for your e-commerce business

In this highly competitive world of e-commerce, is your online store performing as well as it could be? Unless you are turning every click into a conversion there is always room for improvement. We’ve put together some of our top industry tips for e-commerce optimisation, to ensure your customers keep coming back and revenue levels remain high.


Keep it relevant

The past few years in e-commerce marketing have seen an increase in user personalisation strategies. Easy to obtain, you can collate web data and your site’s social analytics, breaking down your audience demographics from their online behaviour as well as pages and products they have interacted with on your site.

Relevance is the key to optimising your conversion rates, through smart and targeted methods – users don’t have time for irrelevant content. There’s room to include personalisation strategies across all aspects of your website including adjusting your site navigation and landing pages based on specific users previous browsing habits; follow in the footsteps of sites such as ‘ASOS’ who are using previous behaviour to decide which landing page individual users are directed to e.g. women’s or menswear.

E-commerce marketing doesn’t end when a user leaves your site. Make sure that you harness the power of your email marketing campaigns, to ensure customers are not forgetting about abandoned shopping carts and saved items.

Optimise your pricing

Pricing remains one of the most important factors for your online store. There are all kinds of different ways to incorporate pricing into your conversion strategies through a few small design tweaks. Neuroscientific theories suggest that by placing two similar products side by side will significantly improve sales of the lower priced item, as it consequently appears to be a better deal than if displayed individually.

Consider the effect of ‘analysis paralysis’, overwhelming a user with the number of options available on your site. The most effective approach to pricing pages is to keep things simple, highlighting the best or most popular option when possible is also an effective way to drive sales- speeding up the decision process for your users.

Make buying unavoidable

Abandonment at the checkout stage provides a crucial opportunity for online stores when it comes to increasing conversion rates. Ensure that your ‘add to cart’ button is clear and always visible to users no matter how far they scroll down the page, featuring a strong call to action directing customers to the next stage of purchase.

Another effective strategy to ensure users don’t leave without making a purchase is to follow in the footsteps of ‘Amazon’ and remove all potential distractions from the checkout page. This is where the sale actually happens so it’s vital you’re not disrupting the process with unnecessary elements and interruptions Keep your customer focused on the sale by removing the navigation bar and leave only the mandatory links to the terms of service and privacy policy.

Optimising your e-commerce site requires hard work, creativity and investment however, it’s much easier to improve conversions than it is to acquire more traffic. Kelkoo Group has 20 years’ experience in ecommerce, digital advertising and consumer analytics. We can support your entire campaign, from set up through to tracking sales and conversion data to help you get the results your online store needs to succeed. Feel free to get in touch to find out more about how our product portfolio can drive quality traffic to your online store and improve your online presence.