How to increase the conversion rate of an online store
One of the most important indicators of website performance is its conversion rate. There is probably not a single online business owner who would not strive to increase it. In this article, leading experts of the well-known digital agency Elit-Web will tell you how to increase the conversion rate of an online store. You can find valuable tips on how to improve the efficiency of a commercial online project further in the publication.
What is website conversion and how is it calculated?
Indeed, conversion is the most important indicator of website performance, as it helps to find out how many visitors perform the desired actions. For example, for an online store, it will show how many users (as a percentage) made a purchase, and for a news resource, how many visitors subscribed to the newsletter. In other words, every online business owner sets a goal, and the CR indicator shows whether it has been achieved.
To calculate the conversion rate of a website, the following formula is used:
CR = (number of targeted actions performed / number of visitors) * 100%
The target action is determined by the project manager. It can be filling out a form, registering (used to generate leads), or adding a product to the cart, making a purchase. Let’s look at an example. Let’s say that 4000 visitors came to the site in a month, and only 125 of them bought products. In this case, the conversion rate will be as follows: (125/4000) * 100% = 3.1%
How to understand that the conversion rate of my online store is sufficient?
When we have certain figures, the question arises, for example, whether 3% conversion rate of an online store is good or bad. And, in general, what level can be achieved as a goal.
It is impossible to determine the sufficient conversion rate of an online store once and for all, as this indicator will vary depending on the subject matter of the site, seasonality of goods, activity of the target audience, level of competition in the niche, etc.
Statistics show that the average conversion rate on websites around the world is approximately 2-3%. But we advise you to calculate this indicator, firstly, in your niche, and secondly, to look at the dynamics of your own project. That is, strive to ensure that the conversion rate of your online store gradually increases. We will tell you how to achieve this below.
5 strategies for increasing the conversion rate of an online store
We offer you several options for increasing the efficiency of the online platform:
- Optimize behavioral factors. Pay attention to whether the website is easy to use, whether it is clear how to move from the product description to the purchase process, and whether there are call-to-action elements. Make sure that the web resource displays well on mobile phones and tablets.
- Work on the quality of content and product descriptions. When choosing this strategy, make sure that the texts are unique, provide detailed and high-quality images of products with the ability to zoom in. Allow customers to leave reviews to increase trust in your brand.
- Connect your CRM system and set up call tracking. This will allow you to track incoming calls and improve customer service over the phone. You will also be able to store information about each customer, their purchase history, and then, based on this data, you can create personalized offers and launch targeting. All of this will help reduce customer losses.
- Optimize the checkout process. Trace the customer’s path from finding the right product on the website to adding it to the cart and paying. The number of steps should be minimal. Also, provide tips in case of problems at each stage.
- Check and optimize the technical condition of the web resource. Nowadays, it is of great importance how fast the page loads. Users are not used to waiting too long, they may go to competitors. The loading speed largely depends on the presence of technical errors. Therefore, test your online project regularly and fix the flaws.
Remember that every online store is unique, so you may need to combine several strategies and regularly analyze the results to determine which one works best.
Case study on how work on website structure and usability influenced its conversion rate
If you analyze in detail the strategies for increasing the conversion rate of online stores, you will see that most of them are related to working on the site structure and improving usability. This is exactly what the Elit-web team paid more attention to when working on the SEO optimization project for a jewelry online store.
In the process, our specialists expanded the structure of the site. In particular, in the “Rings” category, they added product search filters by size, and in the “Earrings” section – by type of clasp. This made it possible to improve the user experience and use untapped keywords.
Our technical specialists also worked to improve the loading speed of the online store’s pages, eliminated deficiencies in the personal account, and improved usability parameters.
As a result, in just the first two months of work on the project, the number of visits to the site increased by 14%, and the conversion rate of the online jewelry store increased by 11%. Another indicator has also improved – the number of applications on the site has increased by 38%.
So, we recommend that you regularly monitor your conversion rate when working on promoting your online business. Test different ways to improve the efficiency of your online store and choose the one that works best. If you find yourself in a situation where you see that your online business is not developing or user activity is decreasing, then contact Elit-Web specialists for help.
Got Questions? We’ve Got Answers
What exactly is a conversion rate (CR) in e-commerce?
Simply put, your conversion rate is the percentage of visitors who complete a specific goal on your site. While most online stores focus on purchases, a "conversion" can also be a newsletter signup or a registration form. It is the ultimate health check for your business, showing whether your traffic is actually turning into revenue.
How do I calculate the conversion rate for my website?
The math is straightforward: divide the number of successful actions (like sales) by the total number of visitors, then multiply by 100. For example, if you had 4,000 visitors and 125 sales, your conversion rate is 3.1%. Keeping a close eye on this formula helps you spot trends before they become problems.
Is a 3% conversion rate considered "good" for an online store?
Global statistics suggest that the average conversion rate sits between 2% and 3%. However, "good" is relative. It depends on your niche, the price point of your products, and your competition. Instead of chasing a global average, focus on your own monthly growth and aim to consistently outperform your previous month’s data.
Why are my visitors leaving without buying anything?
This is often tied to "behavioral factors." If a customer can’t figure out how to get from the product page to the checkout, or if your "Buy Now" buttons aren't clear, they will leave. A complex navigation system is the fastest way to lose a sale. Your goal is to make the path to purchase as frictionless as possible.
How much does website speed affect my sales?
In modern e-commerce, speed is everything. Users are impatient; if a page takes too long to load, they will jump to a competitor. Beyond user experience, technical flaws and slow loading times can hurt your SEO rankings. Regular testing and fixing technical errors are non-negotiable for high-converting stores.
Can high-quality photos really increase my conversion rate?
Yes, significantly. In an online store, customers can't touch the product, so they rely entirely on visuals. Unique, high-quality images with zoom capabilities build confidence. When paired with detailed, original product descriptions, you eliminate the "guesswork" for the buyer, making them more likely to click "purchase."
