6 Simple Tips to Convert Ecommerce Store Visitors into Customers

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Do you want to know simple yet effective ways to convert your ecommerce store visitors into customers? 

You’ve come to the right place. 

Data shows that the average conversion rate for ecommerce websites is around two to three percent.  

If you want to do better than that average, you’ll need to be more strategic with your efforts

However, being more strategic doesn’t always mean adopting complex, over-the-top tactics. 

6 Simple Tips to Convert Ecommerce Store Visitors into Customers

There are practical but powerful methods, including key web design factors, to convert your website visitors into customers—starting with the six tips below. 

Let’s dive right in.

1. Make your online store visually appealing

Before converting website visitors, you’ll need to draw them into your site first. 

One of the best ways to do that is to make your ecommerce store’s design attractive to potential customers—from your landing pages to your About Us section.  

An appealing online store also adds to your website’s credibility, helping you build trust with visitors and, in turn, entice them into buying.

It also helps move your prospects along the customer journey to lead them into converting. 

For instance, you could post compelling poll questions on Instagram and include a link that leads to your online store.

It can make for a smooth customer experience from your social media channels to your website. 

Ecommerce analytics is turning out to be the most crucial tool for capturing the key metrics that guide in driving the eCommerce store in the right direction.

Follow these quick tips below to help make your ecommerce store attractive to your visitors. 

  • Use design and colors that work for your brand and target audience. Ensure your website’s typography, color scheme, layout, and other design elements are cohesive, consistent, and representative of your brand while visually appealing.    
    Doing so can help you draw visitors into your store and add to your visitors’ positive experience with your brand.

    The clothing brand Bohemian Traders’ online store is a classic example with its minimalist yet attractive and on-brand design.
1. Make your online store visually appealing
  • Communicate your product’s benefits. Your amazing product will not likely sell like crazy if you can’t convey its benefits and value to your visitors.                          
    Communicate your brand and product’s credibility by nailing your landing page copy, product descriptions, etc. Learn from tried and tested content writing tips to help you achieve this.
  • Leverage compelling and creative images and graphics. Include captivating images and visual elements in your web design. It can support and reinforce your message, products, brand, and other offers.

2. Provide easy website navigation

Visitors can be initially drawn to your website because of its visuals, but they often stay for the user experience. 

After all, you could have a stunning online store, but if visitors can’t find what they want quickly, they’ll abandon your website in a snap. 

Make your visitors’ experience with your ecommerce store effortless. 

Simplify your website’s navigation to lead shoppers to their desired pages and sections easily.

The faster and easier visitors can get to your products, the more likely they will buy

Easy and intuitive website navigation is also a critical aspect when developing your small business SEO strategy since navigation is a search engine ranking factor.   

Providing easy-to-use site navigation improves the user experience, increasing your chances of ranking higher in Search Engine Results Pages (SERPs). 

Determine the most intuitive ways to organize, display, and design your navigation for a seamless user experience. 

Simplify your website navigation with these quick tips. 

  • Prioritize the user experience. Understand your visitors and how they will interact with your website content and pages. Use the information to design your site navigation to address those user needs and improve the entire experience. 
  • Leverage colors as directional cues. Include eye-catching colors in your web pages to help lead visitors across your website. Use popular UX software with tools to help you design your site effects, layouts, and components.

    For example, Marvel offers accessible templates, assets libraries, and design tools to streamline collaboration across your content, sales, marketing, and design teams.
2. Provide easy website navigation

Simplify your website navigation to improve the user experience and lead visitors to your compelling conversion elements.

3. Remove distracting elements

One of the most effective ways to turn your ecommerce store visitors into paying customers is to remove anything that can distract them from buying. 

For instance, eliminate distracting information, such as pop-up boxes, extra links, and confusing navigation features. 

Avoid showing other elements that might hinder the shopping experience, turning off shoppers from completing their purchase.  

Ensure your visitors can reach what they want to accomplish on your website within three clicks by doing the following:

  • Make your content skimmable and scannable for readers. Doing so helps your visitors find what they want quickly without going through your entire web page. 
  • Add a search bar to allow visitors to cut the line and go directly to your product pages and their other desired sections.                                                                          
    For instance, Swiss luxury watchmaker Tag Heuer nails its search option by including the most commonly searched products, suggested items, and collections.
3. Remove distracting elements
  • Provide customer service options, such as a chatbot builder they can access on every page to give them personalized help quickly. 
  • Include compelling Calls-to-Action (CTAs) to lead visitors to the next step and, in turn, entice them to purchase.

You only get a few seconds to capture your visitors’ attention, so get rid of clutter on your online store. It can help give shoppers a seamless user experience, driving up your conversions and sales. 

Remember to assess your blogs and articles for clutter. 

Develop a content tracking strategy to help you determine your content’s cohesiveness, readability, and effectiveness in driving conversions and sales.

4. Create a sense of scarcity and urgency around your offers

Evoking the Fear of Missing Out (FOMO) can be a powerful way to get your online store visitors to buy. 

Most people are likely to purchase faster when they think they won’t get another chance to buy a product.

Use this to your advantage and boost your sales by communicating your product’s scarcity and creating a sense of urgency around your offers. 

It can help nudge your ecommerce visitors into taking action and clicking that “Buy Now” button. 

The following tips can work like a charm:

  • Set a time limit for your offer. Include “Today only” or “Only until midnight” in your CTAs. For instance, create a sense of urgency around your digital marketing company’s limited offer for customers looking to buy SEO articles by displaying a countdown timer.

  • Show a limited number of available products (50 items left at this price or variation). 
  • Display a limited stock availability. For example, “Only 10 items left in stock.”

    J.crew’s product page below showing the limited stock availability for a specific item’s size is a good example.
4. Create a sense of scarcity and urgency around your offers

Use FOMO to your advantage to boost your sales. 

5. Personalize the shopping experience

Data shows that 89% of marketers see a positive Return on Investment (ROI) when using personalization. 

The figure highlights personalization's crucial role in your ecommerce marketing efforts’ success. 

That is why you need to personalize the shopping experience for your website visitors. It helps you provide a memorable interaction with your brand, compelling visitors to patronize your business. 

Start by creating offers based on your potential buyers’ preferences and interests

Make the shopping experience on your ecommerce store more personalized with these quick tips.

  • Show your visitor’s recently viewed items. It’s a great way to remind shoppers of their interest in your products, enticing them to complete the purchase.                
    For example, online retailer Zalando includes a Pick Up Where You Left Off section that shows your recently viewed products on the website.
5. Personalize the shopping experience
  • Display related products to show similar items your visitors might also be interested in. It’s an excellent tactic to help shoppers find products in your store while convincing them to buy more.
  • Offer birthday discounts. Send discount coupons to visitors who sign up for your email list on birthdays. It helps make your potential customers feel special, personalizing their experience with your brand.

Help your visitors remember you, allowing your brand to stay top of mind. Personalize your ecommerce store visitors’ shopping experience to encourage purchases. 

6. Leverage price anchoring

Most customers rely on the first price point they see when deciding to buy. 

The first visible price can serve as a reference to help shoppers gauge if your product’s price is acceptable. 

You can leverage this via a price anchoring strategy to entice shoppers to buy

Learn from the few tips below on using price anchoring to boost your ecommerce store conversions. 

  • Display the original price before the discount. When reducing your item's pricing, give your online store visitors a reference to your product’s original price point. It can serve as an anchor that underlines the value of your product’s sale price.                                                                                                                                     
    For instance, Victoria’s Secret shows the original price before the current discounted price for the item below.
6. Leverage price anchoring
  • Show a higher price first. Display products with higher prices first, then show your lower-priced items. It’s a great way to convince shoppers to buy since cheaper items are often seen as a better deal.

Boost your ecommerce store conversions

Overcome objections and help speed up your visitors’ purchase decisions using strategic approaches—from your website navigation and design to your product pricing. 

Give the tips in this guide a try and see which tactics work best to increase your ecommerce store’s conversions and sales

About the author 

Peter Keszegh

Most people write this part in the third person but I won't. You're at the right place if you want to start or grow your online business. When I'm not busy scaling up my own or other people' businesses, you'll find me trying out new things and discovering new places. Connect with me on Facebook, just let me know how I can help.

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