Do you want shoppers, or do you want buyers? An ecommerce store is only as valuable as the number of visitors it converts to buyers. But Rome wasn’t built in a day and neither is a successful online store. Building a sustainable, cash positive storefront takes time – and a thoughtful strategy. We’ll go over some simple tips you can use to increase engagement, lower customer acquisition costs and, ultimately, improve store sales.

1. How To Increase Ecommerce
Conversions
Presenter Date
Topher DeRosia 15 October, 2020

2. Topher DeRosia
● Senior WordPress Architect at
Camber Creative
● Community Ambassador at
BigCommerce
○ #BC4WP
● @topher1kenobe
● My Background
○ 25 years Web Development
○ 10 years WordPress
Developer

3. Agenda
How To Monitor Conversion Rates
Analyzing customer behavior can help
you understand your current
conversion rates.
How to Increase Conversion
Seven actionable steps you can do
right now to your site.
Ecommerce Conversion Rates
We’ll talk about typical conversions for
an ecommerce site and how to
calculate them.
Q&A
What questions do you have about
your ecommerce site?
@topher1kenobe #BC4WP

4. Ecommerce Conversion
Rates

5. What is Ecommerce Conversion?
An ecommerce conversion is when a shopper completes a goal you’ve set up.
Some examples:
◿ An online sale.
◿ A user adding a product to their cart.
◿ A user adding an item to their wishlist.
◿ Email signups.
◿ Social media shares.
◿ Any KPI your company finds valuable.
@topher1kenobe #BC4WP

6. Conversion Rate
An ecommerce conversion rate is the percentage of website visitors who
purchased something from your online store (or met a goal) in a set period of time.
◿ Average ecommerce conversion rates are 1% – 2%.
◿ Even if you are doing everything right, you can still expect to win the sale around
2% of the time.
◿ A 2%+ conversion rate should be the baseline goal for your online store.
@topher1kenobe #BC4WP

7. Calculating Your Conversion Rate
Divide the number of visitors by the number of conversions to
get a percentage.
Example: If your online store is getting 5,000 visitors and 50
conversions for a set period, that means your store’s
conversion rate is 1%.
@topher1kenobe #BC4WP

8. Tools To Monitor
Conversion Rates

9. Track What Customers Are Doing
Heatmaps can show where people move their
mouse on a page. People typically look at their
mouse, so they can show what people are looking
at on your page.
HotJar is an app that can:
◿ Show you what people are looking at
◿ Help you decide to move important things (like
Buy buttons) into hot zones
@topher1kenobe #BC4WP

10. Find Out Who Your Customers Are
Deeply understanding your customers will help you
fill their needs better.
Quantcast Measure is an app that can help you
understand:
◿ How old people are
◿ How much money they make
◿ How much education they have
◿ Their ethnicity
◿ Their gender
@topher1kenobe #BC4WP

11. Find Out Where Your Customers Are Going
Google Analytics is very well known, and can help
you:
◿ Where the visitors are from.
◿ How visitors found your website.
◿ If the visitors are returning or new.
◿ What browser/OS was used and if the visitor
used a mobile device or not.
◿ How many visitors converted (based on goals
setup) and the interaction that lead to the
conversion.
◿ How long visitors stay on your website.
@topher1kenobe #BC4WP

12. Find Out What Your Customers Want
Every ecommerce platform has built-in analytics to
give you information on:
◿ What people buy most
◿ What people buy least
◿ What people return
◿ What people search for
@topher1kenobe #BC4WP

13. How To Take Action

14. Offer Free Shipping
◿ People have become accustomed to Free
Shipping because of Amazon
◿ Because people expect Free Shipping they’ll
shop elsewhere until they find it
@topher1kenobe #BC4WP

15. Provide Limited Time Coupon Codes
◿ People love a deal
◿ Limited time creates scarcity, and people buy
quickly
@topher1kenobe #BC4WP

16. Tweak And Test Your Ecommerce Checkout
Process
◿ The fewer options available, the higher the
conversion rate
● Fewer payment gateways
● Fewer shipping options
◿ Consider skipping the Cart, go direct to
Checkout
@topher1kenobe #BC4WP

17. Use Cart Abandonment Software
◿ It’s very common for people to put things in their
cart and forget them
◿ Cart abandonment software can email shoppers
and remind them
◿ Quality software has a cart recovery link right in
the email
@topher1kenobe #BC4WP

18. Let Customers Checkout As Guests
◿ Anything that slows down the checkout process
lowers conversion rate
◿ Allowing people to skip a larger registration
process speeds up that process
@topher1kenobe #BC4WP

19. Have A Great Product Return Policy
◿ A strong fear that shoppers have is that they
won’t like what they bought and be stuck with it
◿ People who are afraid don’t buy
◿ A clear, simple return policy can remove that fear
@topher1kenobe #BC4WP

20. Make Your “Add to Cart” And “Checkout”
Buttons Prevalent
◿ When Cart and Checkout links are difficult to
find, people get frustrated
◿ Frustrated shopper probably just leave, and
certainly never come back
@topher1kenobe #BC4WP

21. Summary

22. Streamline your process
◿ Remove as many obstacles as you can
◿ Make your entire checkout process as easy to use as possible
◿ Make people feel like they’re getting a great deal on your site.
Many many more ideas at
https://www.bigcommerce.com/blog/conversion-rate-optimization/
topher@derosia.com @topher1kenobe