21 Proven Ways to Increase Ecommerce Conversion Rates.

You’ve built it. And they’re coming. But are they converting? If you want to increase ecommerce conversion rates and make more sales, take a look at the website tips below.

The average conversion rate for ecommerce websites is 2.74%. So for every 100 people who visit your website, you can expect two or three to make a purchase.

This is a rough figure, however. And it varies massively depending on what you’re selling and who you’re selling to.

It helps to establish your own baseline (more on this later). Then, work to increase your ecommerce conversion rate based on that personalised starting point.

Ready to get to work? Great! Let’s look at all the ways you can improve your ecommerce website to boost conversions.

Whether you’re an ecommerce startup or an established player, we hope that, by the end of this article, you have a solid strategy for improving your website, your user experience and your sales figures.

21 ways to increase ecommerce conversion rates

Want to know how to increase ecommerce conversion rates? Here are the ecommerce conversion tips you need to know.

1. Opt for simple ecommerce website design

The quality of your ecommerce web design has a huge impact on conversions.

The ideal? Follow ecommerce web design best practices by keeping things clean and simple. That means:

• Enough white space. So users can find what they’re looking for and never feel overwhelmed.
• An F-layout. A layout that fits a user’s natural reading pattern, helping them pick out the most important info first.
• Persuasive, engaging images. Visuals that communicate your brand and showcase your products in seconds.
• Clear, eye-catching calls to action. So users always know what to do next.

2. Use high-quality images and video

The best ecommerce websites have professional photos and videos throughout.

Capture your products from every possible angle. Provide close-ups of standout details. Add video content that shows your product in use.

If your product is available in a variety of colours or patterns, provide images of all versions.

Online shoppers can’t see and touch a real-life product when deciding whether to buy. So your images and videos need to bring them as close as possible to that in-person experience.

3. Make navigation easy

Great ecommerce websites are easy to navigate. They successfully guide users further into the funnel. A user can instantly see how to:

• Search products
• Filter product results
• Sign into their account
• Learn more about the product
• Favourite a product
• Share a product with a friend
• Add a product to their cart
• View cart
• Checkout

That means sticking with layouts that work so users get a predictable and convenient online shopping experience.

Users know that the cart button lives in the top right-hand corner. That the search bar is up in the header. That a link to returns information can be found in the footer.

Don’t try to reinvent the wheel with your ecommerce website. When users can navigate your site easily, they’re much more likely to stick around and actually make it to checkout.

4. Create a unique visual identity (and apply it consistently)

Sticking to a recognisable layout is wise. But that doesn’t mean you can’t stand out from the crowd.

Distinctive website branding gives your website a look and a feel all of its own. And when this visual identity is consistent across all customer touchpoints, it’s a reassuring sign for website visitors.

It shows you’re reliable and builds trust. It can also foster brand loyalty, which means more purchases from returning customers.

With the help of branding and bespoke web design, you deliver an engaging and memorable experience for users. So you convert more customers in a crowded online marketplace.

5. Use an effective product filter system

Shoppers leave your ecommerce website when they can’t find what they’re looking for. Effective filtering and sorting functions help to prevent this.

Basic filters include:

• Price
• Colour
• Size
• Materials
• Style
• Brand
• Key features

But you can adapt these filters to each product type in your inventory. You can also look at customer searches and FAQs.

For example, if your users regularly search for v-neck jumpers, allowing customers to filter products by neckline style is a sensible idea — and another great way to increase ecommerce conversion rates.

6. Ensure every page works on every device

Some interesting stats on ecommerce transactions in 2026…

72% of ecommerce orders are now placed on mobile and just 28% on desktop. But desktop shoppers spend 2.3x more per order.

What does this mean? You can’t afford to neglect your user experience on any device. You need responsive web design that flexes to fit any size of screen.

Get it right, and your ecommerce website will load quickly, and offer a great user experience and full functionality across smartphones, tablets and desktop. So every user finds it easy to browse your products and make a purchase.

7. Create a personalised experience

Another ecommerce conversion tip? Make it personal.

76% of consumers are more likely to buy from a brand that provides a personalised experience. And around 74% of ecommerce websites have now personalised their online platforms.

Creating customer journeys that feel relevant to each individual user is a sure-fire way to improve your ecommerce conversion rate.

The simplest way to do this is by segmenting your audience based upon whether they are:

• A new visitor
• A returning visitor
• A returning customer
• A loyal customer

You can then adapt their user experience, providing tailored product recommendations, offers and communications.

8. Make your site speedier

Way back in 2006, Amazon found that every extra 100 milliseconds of page load time cost them 1% in sales. Back then, that equated to $107 million in lost revenue for Amazon.

Whilst we won’t cry too many tears over this hiccup in Amazon’s quest for world domination, this helps to illustrate an important point.

Ecommerce visitors don’t like slow sites. When pages take too long to load, they’re likely to bounce away or try out one of your competitors.

All pages should load quickly across all devices if you want users to stick around. Good ecommerce website development will help you achieve this.

9. Support customers to make decisions

Even motivated customers can get stuck when they’re not sure which product is right for them.

Your website should do the work of a sales assistant, helping visitors compare options, understand product differences and feel confident before they commit.

Detailed product descriptions on your product pages help them understand the features and benefits of your products.

But there are other things you can do to help customers make a decision.

• Highlight best sellers. This provides social proof. If hundreds of customers have already chosen something, new customers feel more confident doing the same.
• Create buying guides. Particularly useful for products that come with a learning curve — tech, outdoor gear, skincare, supplements. A good buying guide tells users exactly what they’re getting and how to use it.
• Compare similar products. Side-by-side comparisons (often in the form of a comparison table) help customers self-select the right option without bouncing between multiple browser tabs.

10. Use copy that sounds like you

The words on your website are doing more work than most business owners realise.

Product descriptions, category pages, checkout instructions, calls to action — every word is an opportunity to build a relationship with your customer.

Generic website copy that could have come from any retailer is a missed opportunity. So let your brand personality shine through.

That said, brand voice shouldn’t come at the expense of clarity. A clever product description that leaves a shopper unsure what your product offers is worse than a boring one that tells them everything they need to know.

The best copy combines the two priorities. It’s informative and engaging. So it makes shoppers feel confident about buying from you.

11. Incorporate reviews

Research shows that nearly all online shoppers read reviews before making a purchase. And 92% of shoppers are reluctant to make a purchase when there aren’t any customer reviews.

Reviews are particularly important if you’re not an established big-name brand. You need to reassure customers that you’re a company they can trust.

If you want to harness the power of positive customer reviews, put a review request strategy in place. Then showcase reviews on your ecommerce website.

Include a Trustpilot or Google star rating to show that your brand offers a good customer experience. And incorporate product reviews and star ratings from past customers too.

Positive reviews are an easy way to increase ecommerce conversion.

12. Highlight checkout security

Online scams are scarily common. So shoppers are rightly cautious when it comes to entering their card details on a website.

You can show users that site security is a priority by:

• Displaying secure payment icons (like Visa, Mastercard and PayPal)
• Accepting credit cards
• Showcasing a trust mark from an internet security company you’re signed up with — think Norton or McAfee
• Having SSL installed site-wide — that little padlock in the corner of the screen is essential

You should also integrate your payment page so it matches the design of your website. A sudden design change at the checkout stage is a big red flag for shoppers.

13. Add other trust signals

Get multiple trust signals working together and your ecommerce website gets even better at driving conversions.

Besides reviews and website security, trust signals for ecommerce include:

• Money-back guarantees
• Clear returns policies
• Press mentions or brand partnerships
• Accreditations relevant to your industry
• A physical address and phone number (so users know that there’s a real business behind the website)

The placement of trust signals is also important. Put them where users are most likely to hesitate — near add-to-cart buttons, on checkout pages and anywhere you’re asking for personal or payment information.

14. Streamline the checkout process

So close and yet so far…

Around 70% of shoppers leave your website during the checkout process. Often, people abandon their carts because the process was too slow, too complicated or asked for too much information.

Here are some essentials if you want to create a well-optimised ecommerce checkout:

• Reduce form fields to the minimum. Only ask for what you need to process the order.
• Offer guest checkout. Not everyone wants to create an account, so don’t force them to.
• Keep it to as few pages as possible. Every additional page is an opportunity for shoppers to leave your site.
• Show a progress indicator. So users know how much further there is to go.
• Be transparent about costs early on. Don’t add on any unexpected fees at the checkout stage.

Ultimately, when you make life as easy as possible for your customers, more of them will complete a purchase.

15. Offer multiple delivery options

Like it or not, Amazon sets the bar for ecommerce experiences. And because they offer super speedy delivery, it’s something that consumers expect from all retailers.

If a shopper is in a hurry, they’ll often happily pay more for delivery to get their chosen products quickly. Other customers prefer to wait and pay less.

So try to accommodate all delivery preferences by including a variety of options at checkout.

16. Offer free shipping

Even if you have to set your prices a little higher, free shipping is a powerful conversion tool. In fact, 42% of consumers have abandoned an online purchase because free delivery wasn’t an option.

By including shipping as standard, you reduce friction at checkout and provide a smoother purchasing experience for your customers.

You can also make like many online retailers and set a minimum order price for free delivery. This encourages shoppers to reach that target, and can improve your average order value as well as your conversion rates.

17. Chase after abandoned carts

Someone who added a product to their cart and left without buying is a seriously warm lead. They showed an interest in your products and a desire to buy. So follow up.

An automated abandoned cart email sequence helps you continue the conversation with these shoppers.

Send a first email within an hour of abandonment, reminding the customer what they’ve left behind. Then send a second (and at a push, a third), perhaps adding a small incentive, like free shipping or a modest discount.

Beyond email, you can also use retargeting ads on Meta and Google that let you show abandoned cart customers relevant products as they browse elsewhere online.

These strategies are really useful at bringing lost customers back through the door, and increasing your ecommerce conversion rates.

18. Make it easy for customers to ask questions

Websites without any contact details ring alarm bells. When you don’t make it easy for shoppers to get in touch, they don’t feel confident that you’re going to offer good customer service.

Shoppers should be able to get in touch to ask about a specific product or order. That way you can solve their problems and allay any concerns.

So provide a phone number and email address on your site. Create self-serve FAQs that cover common queries. And don’t stop there.

You can also implement a live chat function. 26% of consumers say it’s their preferred channel for customer support, making it the third most popular channel behind phone and email.

19. Create a sense of urgency or scarcity

There’s debate over this one. Go too far and you venture into sleazy sales tactics, which can make shoppers feel icky about your brand.

Implement with a lighter touch, however, and this ecommerce conversion tip can make a real difference to your sales.

On product pages, display how many products are available or how many people are currently viewing a particular product page.

These urgency and scarcity signals can nudge shoppers to deliberate less and complete a purchase more quickly.

20. Encourage repeat custom

It’s not just about converting new customers.

The people who’ve already bought from you are the easiest audience to convert. So you should do your best to keep this cohort engaged with your brand and products.

A few approaches worth considering?

• Post-purchase email flows. Send thank you emails, product care tips and cross-sell suggestions based on what they bought.
• Loyalty programmes. Points, rewards and VIP tiers give customers a reason to come back.
• Subscription options. This is particularly effective for consumable or regularly replenished products.
• Repurchase reminders. For products with a predictable lifespan, a well-timed “Time to restock?” email can be very effective.

21. Act on the data

For effective conversion rate optimisation, you need to know where customers are having problems with your site.

Analytics will tell you where customers tend to abandon the purchasing process. Heatmaps will show you where people are looking and clicking.

At the very least, you should get friends and family to walk through your checkout experience and highlight areas for improvement.

And if you’re still unsure what effect your website design or functionality is having on your conversion rate, use A/B testing to see which formats your customers respond to best.

Research and experimentation will help you to identify points of friction — and then work to eliminate them.

Where to find your ecommerce conversion rate

When we talk about website conversions, we can mean lots of different things — an email sign-up, a resource download, an enquiry sent via contact form.

But for ecommerce businesses, the conversion that matters most is a completed sale.

Your overall ecommerce conversion rate is calculated like this:

(Number of transactions / number of site visitors) x 100 = conversion rate %

So if 5,000 people visited your store last month and 150 of them bought something, your conversion rate is 3%.

GA4 will calculate this for you automatically once ecommerce tracking is set up. And, with a platform like GA4, you have a ton of data at your fingertips.

You can drill down into the data, calculating your conversion rate by source, device or customer segment.

This gives you much better insight into how your website is performing for different groups. And it helps you find targeted ways to increase your ecommerce conversion rate.

What’s a good ecommerce conversion rate?

Conversion rate benchmarks vary by industry, region and product type. Conversions often fluctuate across the course of a year, too, in line with customer demand.

In the UK, average ecommerce conversion rates sit somewhere in the range of 1.6% to 2.3%.

But retailers selling everyday consumables (like food, drink and skincare) tend to get higher conversion rates than those selling high-value, carefully considered purchases (like furniture, luxury goods and sporting equipment).

Rather than focusing on where you sit relative to an industry benchmark, the most useful benchmark is your own, year-on-year historical data.

Improving ecommerce conversion rates with a website redesign

Many of the conversion improvements in this guide come down to good web design and web development. They’re about using your website to deliver engaging, reliable and convenient customer experiences.

This is where we come in. At Radical, a web agency in Manchester, we design and build bespoke WooCommerce and WordPress ecommerce websites.

Our sites are crafted for conversions, with on-brand design, cutting-edge functionality and a customer-centric structure.

If your current store isn’t delivering the number of sales you’d like, an ecommerce website redesign could be the most impactful change you can make.

Get in touch with the Radical team to chat about your ecommerce store. We’ll find ways to increase ecommerce conversion rates and take your business to the next level.

FAQs

What is e-commerce conversion rate optimisation?

When people talk about e-commerce conversion rate optimisation (often shortened to CRO), they’re talking about the process of improving your online store so that more visitors complete a purchase.

It involves analysing where customers are dropping off in the buying journey, identifying what’s causing the drop-off and making targeted changes to design, copy, UX or functionality to fix it.

The goal is to get more sales from the traffic you’re already getting, rather than spending to acquire new visitors.

Why is my ecommerce store getting traffic but not making sales?

This is one of the most common problems we come across. Traffic without sales usually points to one or more of the following:

• A design or UX issue that’s making the store hard to use
• A lack of trust signals that would give first-time visitors the confidence to buy
• A checkout process with too much friction
• Slow page loading times
• A mismatch between the visitors you’re attracting and the product you’re selling

Address these issues and you should start to see more of your website visitors converting into customers.

How long does it take to improve ecommerce conversion rates?

Some changes produce results quickly. For example, fixing a broken checkout or adding trust signals near the buy button can make a noticeable difference within days.

Other changes, like building a library of product reviews, may take longer to implement and to have an impact.

Conversion optimisation for ecommerce is an ongoing process. The businesses that see the best results are the ones that continually test, measure and improve their sites.

Do I need a new website to increase ecommerce conversion rates?

Not always. Many meaningful conversion improvements can be made to an existing site. Things like better CTAs, stronger trust signals, a simplified checkout, an improved mobile experience.

But if your current site has fundamental design, UX or technical issues that are hard to fix in isolation, a redesign conducted with conversion goals in mind is often the more cost-effective and impactful investment.