In this insight, we will cover practical, data-backed ways to optimise your eCommerce website for maximum conversions, without just throwing money at ads.
What is CRO?
Conversion rate optimisation (CRO) is the process of improving your website to turn more visitors into paying customers. It’s about creating a seamless, engaging, and trustworthy experience that drives action.
Speed and user experience matter
We might sound like a broken record by now, but that is okay because it is so important. First impressions matter!
A one-second delay in page load time can reduce conversions by 7%.
Fast-loading websites keep users engaged and reduce bounce rates.
Key tips:
- Optimise images
- Minimise HTTP requests and enable browser caching
- Use a content delivery network to improve load times globally
- Ensure mobile responsiveness
Amazon found that every 100ms of latency costs them 1% in sales.
Build trust
Shoppers are hesitant to buy from websites they don’t trust. Building credibility is crucial for converting visitors into customers. So, what can you implement on your website to build trust?
- Reviews
- Testimonials
- Trust badges (secure payments, SSL certificates)
- Offer clear return and refund policies
- Highlight security measures for payment processing
- High-quality images and videos
Leverage email marketing and SMS
Cart/ basket abandonment is one of the biggest conversion killers in eCommerce.
Nearly 70% of online shopping baskets are abandoned. That means that for every 10 people adding products to their basket, only 3 actually complete their purchase.
BUT.. with the right recovery strategy, you can bring a significant portion of those lost sales back.
However, before fixing this problem and making the most out of email marketing and SMS, you should try and understand why shoppers are leaving without buying. Is it:
- Unexpected shipping fees
- Complicated checkout process
- Payment issues
- Distractions
- Price comparisons
Create a sequence of well-timed personalised emails to send to these shoppers as a reminder that they have left a product in their basket. Use simple and effective messaging, and mention any limited stock or time-sensitive discounts to create urgency.
Personalisation and AI
Personalisation is no longer a “nice to have” in eCommerce.
80% of consumers are more likely to purchase from brands that offer personalised experiences. AI can help you deliver tailored content at scale.
One of the easiest and most effective ways to personalise the shopping experience is through product suggestions. Here are a few examples of messaging:
“Customers also bought…” (cross-selling)
“You may also like…” (upselling)
“Recently viewed items” — A simple but powerful feature that reminds customers about products they’ve looked at but haven’t purchased.
Platforms like Shopify, and WooCommerce all have AI-powered recommendation engines you can integrate.
Optimise product pages for conversions
Your product page is arguably the most important part of your website. Your customers are coming to your website to see these products and this is where potential customers either decide to commit or bounce.
A well-optimised product page builds trust, removes friction, and convinces the customer that this is the right product for them.
So how can you optimise your product pages?
Clear product titles & descriptions
- Highlight the benefits, not just the features.
- Use emotional and sensory language to help the customer imagine using it.
- Make sure it’s skimmable with bullet points and short sentences.
High-quality product images & videos
- Multiple angles and zoom features.
- Show the product in action.
- Videos increase conversions by up to 80%.
Social proof
- Include detailed customer reviews.
- Showcase star ratings.
- Include user-generated content (real photos from real customers).
- Address negative reviews transparently.
Optimise checkout
- Offer guest checkout.
- Auto-fill address fields.
- Multiple payment options.
- Mobile-optimised.
Over 70% of online orders are placed using smartphones!
Conclusion
You don’t need to completely overhaul your site or throw wads of cash at ads to get better results. You just need to optimise smartly. CRO is all about sweating the small stuff, speeding things up, reducing friction and showing your customers they can trust you with their time, money and inbox space. For more tips on Conversion Rate Optimisation, read our ‘What is Conversion Rate Optimisation’ Insight!
