How to optimise the conversion rate of an e-commerce website?

Of all the KPIs in digital marketing, the conversion rate stands out as one of the most important. This is especially true for online shops, where the conversion rate reveals what proportion of visitors become actual customers. The conversion rate of an e-commerce website is vital, as it directly impacts your revenue and provides insight into the effectiveness of your marketing strategies. In short, it’s a metric that deserves close attention.

What is the e-commerce website conversion rate and how is it calculated?

Simply put, it’s the ratio between the number of people who buy a product or service and the total number of visitors to your website over a set period. For example, if you specialise in selling smartphones and in January you make 100 sales from 1,000 visitors, your conversion rate is 0.1 (multiply by 100 to get the percentage).

How can I measure the conversion rate of my website?

There are excellent tools available, such as Google Analytics and Incremys, to help you track your e-commerce website’s conversion rate. All you need to do is set up these platforms correctly, specifying the type of conversion you want to monitor. Once configured, you’ll have access to detailed reports showing your conversion rate and its progress over time. This is essential for assessing the impact of your marketing efforts.

When analysing your results, it’s important to distinguish between the two main segments of the conversion rate: the SEO conversion rate and the SEA conversion rate. You can also break things down further if needed, for example to analyse the conversion rates of email campaigns or specific social media channels.

What is a good conversion rate?

What’s considered a good average conversion rate for an e-commerce website? The answer depends on your business model, industry and other factors. Every sector has its own benchmarks, so it’s best to compare your results with those of your competitors, especially the top performers in your field.

How to improve your conversion rate

Google Analytics allows you to study how visitors behave at each stage of the conversion funnel. This helps you identify which pages perform best and which could be improved. Here are some proven ways to optimise your conversion rate:

A/B testing

In most cases, a low conversion rate is the result of a poor user experience.

Conversion rate is closely linked to user experience. With A/B testing, you compare two or more versions of a page and analyse key metrics, including conversion rate. You keep the version that performs best, then use it as a starting point for further tests. These ongoing improvements often focus on the format and placement of calls to action, overall design, and whether to use pop-ups, among other factors.

Reducing basket abandonment

Basket abandonment is a major challenge for e-commerce sites. The rate varies by industry, but around two-thirds of baskets are never converted into purchases! Here are some practical tips to help reduce basket abandonment:

• Ensure your site uses standard, secure https protocols. This is essential for any transactional website.
• Make sure the payment page is simple, clear and reassuring. It should also be technically flawless, with no errors and quick response times on all devices.
• Show all fees (such as admin or delivery charges) before the payment page, ideally at the start of the checkout process. The earlier customers are informed, the more likely they are to complete their purchase.
• Keep the account creation process smooth and straightforward. Take inspiration from leading retailers like Amazon or Hotels.com, whose sign-up processes are designed to encourage transactions.

Following up on abandoned baskets is a best practice. Look at how e-commerce giants do it: Airbnb, for example, sends a prompt reminder if you abandon a transaction. To recover abandoned baskets, contact prospects as soon as possible and follow up regularly while they’re still likely to complete their purchase.

• Lack of trust in the payment method. Customers need to feel completely secure when entering their bank details. The presence of https in the address bar is essential.
• The payment page should reflect your company’s professionalism and reassure visitors, both in terms of design and content quality.
• Unexpected fees appearing at the basket stage, such as delivery or admin charges, can put customers off.
• If account creation is required, make sure it’s not too time-consuming. Otherwise, visitors may lose interest and leave the site.

Follow up on abandoned baskets promptly: the longer you wait, the less likely customers are to convert. That’s why these tasks are often automated.

Simplifying the conversion funnel

The customer journey is often visualised as a conversion funnel leading to a purchase. The shorter and simpler the journey, the higher the conversion rate. Analyse your funnel to spot areas for improvement. For example, you could combine the order summary and delivery selection on a single page.

If making a purchase involves too many steps (clicks, scrolling, form fields, etc.), visitors may lose patience and abandon their basket, which will affect your conversion rate. Combining actions, such as displaying the order summary and delivery options together, can help streamline the process.

Optimise for mobile

Mobile browsing is on the rise, including for online purchases. It’s vital to offer a mobile user experience that follows best practice (fast loading times, readable fonts, clear calls to action, etc.). Testing and refining your site will help you maximise conversions across all devices, including mobiles and tablets.

It’s widely recognised that smartphones have overtaken desktop computers for internet browsing. While this may not yet be reflected in conversion rates, it’s important not to neglect the mobile user experience. A responsive website is essential, as is a user-friendly interface (fast loading, clear fonts and calls to action).

Conclusion

The conversion rate of your e-commerce site is one of the key marketing KPIs to monitor. Even a small improvement can have a significant impact on your site’s profitability. There are plenty of ways to boost this metric, and because the scope for improvement is often clear, you can quickly identify the most effective levers. To go further, Incremys offers a range of modules to help optimise your e-commerce website conversion rate, such as personalised AI, content production and the performance reporting module. Expert advice from a digital marketing specialist can also help you validate your analysis.

The e-commerce conversion rate is undoubtedly the KPI to watch if you want to ensure your business’s profitability and long-term success. There are several ways to improve it, especially with the help of advanced analytics tools that highlight your website’s strengths and weaknesses.

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